We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Nobody downloaded yet

Marketing Communications: United Colors of Benetton - Essay Example

Comments (1) Cite this document
Summary
United Colors of Benetton is a well-established brand of UK. Present in more than 120 countries worldwide, the brand has used its global presence to formulate its global image in the minds of the people from all over the world…
Download full paperFile format: .doc, available for editing
Polish This Essay91.4% of users find it useful
Marketing Communications: United Colors of Benetton
Read TextPreview

Extract of sample
"Marketing Communications: United Colors of Benetton"

Download file to see previous pages Marketing Communications
United Colors of Benetton is a fashion apparel brand that is targeted towards the masses. By masses it does not mean that the brand is for everyone but instead it means that the brand is targeted towards almost every community. It is ironic that the famous global brand did not go for the traditional forms of advertising and yet have been able to touch the peak of success. For United Colors of Benetton uniqueness is what counts. The brand does not want to go down the same lane as all the other global brands. It knows how to stand out. The company has intentionally gone for the non-traditional ways of advertising its brand. And it is through these advertising campaigns that the brand has formed its brand identity. United Colors of Benetton is referred to as the “Colors of the World”. This is how the brand’s slogan came into being. From the very start the company focused on the global target market (UNITED COLORS OF BENETTON 2011; HOFMEYR.J & PARTON.G. 2006) The advertising campaign of United Colors Benetton is a controversial one. It has raised many controversies and the company has dealt with these controversies with great determination.
It is their fortitude that has led to the survival of the brand despite being convicted again and again of raising precarious controversies all over the globe. As mentioned earlier whatever United Colors of Benetton has tried to portray through its advertisements has not been a mere mistake or coincidence. Everything from the background to the front picture story is the work of the marketing department of the United Colors of Benetton. ...
The brand thinks that it can only be through the advertising that they can connect with its global audience. The ad campaign of United Colors of Benetton reveals controversial events that raise brutal reactions most of the time from the audience. Considering this, one more thing can be applied is that usually the firm is targeting the markets that are open to controversial issues. With the same ad campaigns they cannot go into the market boundaries which have inflexible social structure and culture (FROSTHOLM.P & ANDERSEN.T. 2011) In the past United Colors of Benetton came up with ad campaigns addressing the issues like AIDS and racism. These campaigns will further be discussed in the semiotic analysis section. A point of conflict that has been arising for years is that United Colors of Benetton comes up with such ads but a part of the target audience considers that the portrayal of such ads depicts the indifferent nature of the brand towards the sentiments of the human beings. But on top of all of this indifferent brand identity that United Colors of Benetton has created, it is satisfied with its advertising campaigns because it believes that after seeing such ads, it becomes the centre of attention for all the consumers and non-consumers. This simply enhances the brand awareness (GIROUX.H.A.1994; MAGUIRE, M. 2003; BARELA, M. J. 2003) United Colors of Benetton claims that its ads conform to the global parameters. Their ads show that there is no difference between religions, races and country boundaries. All human beings are equal and the brand offered by the United Colors of Benetton is for everyone irrespective of their identity. Most of their ad campaigns also present with social issues. These social issues are mostly global ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Marketing Communications: United Colors of Benetton Essay”, n.d.)
Retrieved de https://studentshare.org/business/1391925-marketing-communications-united-colors-of-benetton
(Marketing Communications: United Colors of Benetton Essay)
https://studentshare.org/business/1391925-marketing-communications-united-colors-of-benetton.
“Marketing Communications: United Colors of Benetton Essay”, n.d. https://studentshare.org/business/1391925-marketing-communications-united-colors-of-benetton.
  • Cited: 0 times
Comments (1)
Click to create a comment or rate a document
ub
ubrakus added comment 2 months ago
Student rated this paper as
I didn’t know how to start my essay. "Marketing Communications: United Colors of Benetton " helped me out a lot! Especially the list of introduction was valuable.
CHECK THESE SAMPLES - THEY ALSO FIT YOUR TOPIC
Retailing: United Colors of Benetton and H&M Hennes & Mauritz
It is often regarded as an ever growing business which caters to the changing needs of the consumers. The retailing industry is characterised by the outlets which offer wide range of products to the customers. The companies which belong to this industry sell merchandises or goods directly to the consumers, from a specific location.
18 Pages(4500 words)Essay
Marketing Communications
Approach of IMC used 8 Challenges of IMC tools 9 Recommendations and suggestions for future use of IMC 9 Conclusion 10 References 12 Abstract This paper has been written to enhance the practical knowledge of integrated marketing Communication usage in today’s world.
9 Pages(2250 words)Essay
Effectiveness of Controversial Advertising (Marketing Communications)
Although marketing had becoming more complicated as time goes by still its focus remains the same, to serve and satisfy customers, take advantage over competitors, and maximize profit. Marketing is not just about selling but also advertising which is considered today as an important vehicle of marketing communications in times of intensive competition in the global market.
6 Pages(1500 words)Essay
Benetton
The Benetton's were personally involved in the "cutting and dyeing" of sweaters produced by them. Sweaters " from a natural state were taken and dyed in bright colors" whereas their competitors first "dyed the yarn" and then made the sweaters. The Benetton's were at an advantage from using this technique since they could "produce on short notice sweaters in colors demanded by customers."
4 Pages(1000 words)Essay
Marketing Campaign of Benetton
This report will identify the current and future market in Taiwan, and also identify the message they wish to convey and associate with the brand. Finally, the report provides an appropriate proposal. Whose aim is to increase the sale performance, such as appropriate media and set up the budget.
12 Pages(3000 words)Assignment
Marketing communications
Despite that, no marketing strategies have been yet applied to influence the buying behavior of these so called ‘average bloke’. Marketers have still not defined these people in any target market category, and
10 Pages(2500 words)Essay
From a Name to a Number - A Holocaust Survivor's Autobiography by Alter Wiener
This book is a genuine and appalling narration of Alter Wiener who was the lucky one to have survived the Holocaust. His father was mercilessly murdered on 11th September in the year 1939 by invaders from Germany in Poland. When his father died, Alter was only thirteen years old. When he was fifteen, he was deported to a Forced Labor Camp.
2 Pages(500 words)Essay
Modernist and Postmodern influences on marketing
During this era, marketing and its success was dependent on product acceptance. It was based on the belief that consumer value materializes
8 Pages(2000 words)Essay
Marketing Communications
Marketing strategy is made with the purpose of deciding the kind of customers to whom marketer wants to sell a particular product. In broader term, such range of customers forms the target market and a marketer’s job is
13 Pages(3250 words)Essay
Benetton
n of its customers has largely been through a chain of advertising drives since 1984 with what was termed as the All the Colors of the World (Rectanus, 2002). Thus, Benetton’s analysis shows a diverse establishment in its customer’s age group comprising of young people. The
2 Pages(500 words)Speech or Presentation
Let us find you another Essay on topic Marketing Communications: United Colors of Benetton for FREE!
Contact us:
+16312120006
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us