Scribd Logo
Upload

Welcome to Scribd!

  • 104 views

    Diesel

    Uploaded by

    Harjas Bakshi
    The document discusses Diesel's branding strategy over time. It began as a creative, unique, and rebellious brand from 1991-late 1990s. However, to keep up with market evolution, Diesel became more conventional. It launched StyleLab and D-Diesel sub-brands to maintain its exclusive image and prevent brand commoditization. The success criteria for StyleLab included distinct identities from D-Diesel while leveraging its goodwill. Market research could help understand brand perceptions and the effect of StyleLab on Diesel. With continued innovation culture, Diesel can remain cutting-edge in fashion for the long-term by expanding into new segments.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Diesel

    Uploaded by

    Harjas Bakshi
    104 views9 pages
    The document discusses Diesel's branding strategy over time. It began as a creative, unique, and rebellious brand from 1991-late 1990s. However, to keep up with market evolution, Diesel became more conventional. It launched StyleLab and D-Diesel sub-brands to maintain its exclusive image and prevent brand commoditization. The success criteria for StyleLab included distinct identities from D-Diesel while leveraging its goodwill. Market research could help understand brand perceptions and the effect of StyleLab on Diesel. With continued innovation culture, Diesel can remain cutting-edge in fashion for the long-term by expanding into new segments.

    Original Description:

    For Successful Living

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    The document discusses Diesel's branding strategy over time. It began as a creative, unique, and rebellious brand from 1991-late 1990s. However, to keep up with market evolution, Diesel became more conventional. It launched StyleLab and D-Diesel sub-brands to maintain its exclusive image and prevent brand commoditization. The success criteria for StyleLab included distinct identities from D-Diesel while leveraging its goodwill. Market research could help understand brand perceptions and the effect of StyleLab on Diesel. With continued innovation culture, Diesel can remain cutting-edge in fashion for the long-term by expanding into new segments.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    104 views9 pages

    Diesel

    Uploaded by

    Harjas Bakshi
    The document discusses Diesel's branding strategy over time. It began as a creative, unique, and rebellious brand from 1991-late 1990s. However, to keep up with market evolution, Diesel became more conventional. It launched StyleLab and D-Diesel sub-brands to maintain its exclusive image and prevent brand commoditization. The success criteria for StyleLab included distinct identities from D-Diesel while leveraging its goodwill. Market research could help understand brand perceptions and the effect of StyleLab on Diesel. With continued innovation culture, Diesel can remain cutting-edge in fashion for the long-term by expanding into new segments.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    You are on page 1of 9

    DIESEL

    For Successful Living


    Name

    Roll no

    Harjas Bakshi

    2014148

    Shonit Naralkar

    2014172

    Prathamesh Patil

    2014159

    Pushkaraj Kulkarni

    2014163

    Werlene Fernandes

    2014

    Has diesel remained true to its


    original identity?

    Then the brand started losing its


    originalty. It became victim of its
    success

    Diesel original
    identity

    Crative
    & Unique
    Rebellious
    Used from 1991 to late 90s

    Love of
    humour

    Diesel started to be conventional due


    to the evolution of the market

    They also launced StyleLab and DDiesel

    Success Criteria of StyleLab


    1. Diesels and StyleLabs Image
    2. StyleLabs Revnues
    .Parameters
    . Launch of StyleLab should prevent commoditization of D-Diesel Brand
    . Maintain Exclusive and Unconventional image of the D- Diesel brand.
    . Distinct identities of StyleLab and D-Diesel Brand with some common
    roots.

    Q3

    Minor association between StyleLab and D-Diesel

    StyleLab was supposed to counter diffusion

    Prevent commoditization of the brand

    Decision based on gut feeling, even if StyleLab fails Diesel will not
    take a hit

    Endorsement branding strategy

    Needs goodwill of Diesel

    Not a major upward extension (one level up)

    StyleLab Logo

    Strong endorsement

    On what basis should be the branding


    decision should be made?

    UNIQUE VALUE PROPOSITIONS

    PURPOSE- WHY ARE DOING THIS? WHAT NEED ARE YOU


    FULFILLING? EG.IKEA

    CONSISTENCY- MESSAGE SHOULD BE SAME IN ALL CHANNELS

    EMOTION- PEOPLE ARE NOT ALWAYS RATIONAL EG. HARLEY


    DAVIDSON

    PRODUCT ATTRIBUTES AND DISTRIBUTION CHANNELS

    Would Market Research Help?


    It will help to answer questions like

    How is the brand perceived?

    How strong is the competition?

    Who is the target segment?

    Which marketing channel?

    What effect StyleLabs will have on Diesel and vice versa?

    Do you think Diesel will remain at the


    cutting edge of fashion? How long will the
    brand last? What can they do now?

    Diesels culture of innovation remains intact

    Rosso Renzo has an equally capable successor

    The brand image of Diesel is sustained and remains exclusive

    Expansion into new segments as with Style Labs

    For Successful Living

    Unconventional
    Unconventional Route
    Route
    Reward
    Reward oneself
    oneself
    A
    A must
    must
    Quicker
    Quicker way
    way to
    to success
    success
    Old
    unhealthy
    Old unhealthy rich
    rich people,
    people, young
    young in
    in
    diesel
    diesel

    The Dark

    Work Hard

    Highlights
    Highlights product
    product attributes
    attributes and
    and
    variety
    variety
    Different
    Different fits
    fits and
    and washes
    washes
    Darker,
    edgy
    tone
    Darker, edgy tone

    Durable
    Durable
    Young
    Young professionals
    professionals
    Erratic
    Erratic lifestyles
    lifestyles

    What does each advertisement campaign convey to the


    consumer?What is the message that the company wants to
    leave behind with the consumer about the brand Diesel
    based on their advertising campaign?

    Be Stupid

    Individuality
    Fearless
    Gutsy
    Quirky

    Global Warming

    Cool
    Hot in season jeans
    Comfortable

    Live Fast

    Fast paced
    Diesel on the go
    Fuss free

    You might also like