Symbolic Frame

In: Business and Management

Submitted By toufik
Words 1484
Pages 6
Hsiao-Hsuan Sharon Chou 992209962

Symbolic Frame

Slogan and Logo The value of GUCCI is clearly stated in its slogan: “Quality is remembered long after the price is forgotten” (WolrdofQuotes, 2007). This slogan emphasizes on product differentiation and quality. Since most of the existing or potential customers are already price insensitive, GUCCI uses its slogan to reinforce its brand image by concentrates on product quality. The logo of Gucci is GG, with the second G upside down. The design logo is simple and plain, yet it represents elegance, prestige and power. The representation of the logo also consists with GUCCI’s identity and brand value. The company set a clear, inspiring vision: "Gucci has become a beautiful symbol of maturity with aristocratic lines, and no longer a boring established icon." (Maximizing Your Brand Value (FL51))

Employees The characteristics of employees in GUCCI reflect company’s values. Thus, GUCCI pays special attention in selecting and training its store salespeople and product designers. When entering into GUCCI, customers can spot that all the employees are dressing in black suits. The employees dress up in suits to represent “high class.” Employees dressing code symbolizes GUCCI’s value on formality. With formal attire, customers feel that GUCCI treats them with high respect. Also, the formal attire communicates the brand itself – prestige, power, chic, and elegance. Black color also associated with meaning sophistication, and mystery. Moreover, we also found out that the salespeople share similar physical characteristics, for example, they are tall, beautiful, handsome, and with modern haircuts. Again, this enhances the brand image of GUCCI. It sends out positive message to customers that wearing and using GUCCI products will enhance one’s overall impression. In terms of salespeople’s attitude, they are more…...

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