| 摘要 | 第8-9页 |
| abstract | 第9-10页 |
| Introduction | 第11-27页 |
| -Company overview | 第11-17页 |
| -Luxury market overview | 第17-22页 |
| -Literature | 第22-27页 |
| Part 1 | 第27-70页 |
| 1.-What is a brand | 第27-70页 |
| 1.1-Brand definition | 第27-31页 |
| 1.2-How brand can generate value:BrandEquity definition | 第31-36页 |
| 1.3. Brand identity prospective | 第36-43页 |
| -Brand as a product | 第37-39页 |
| -Brand as an organization | 第39-40页 |
| -Brand as a person | 第40-42页 |
| -Brand as a symbol | 第42-43页 |
| 1.4-What is the brand soul made of? | 第43-58页 |
| 1.4.1-Firm's heritage | 第44-48页 |
| -People | 第45页 |
| -Product | 第45-46页 |
| -Legend | 第46-47页 |
| -Place of origin | 第47-48页 |
| 1.4.2-Stylistic identity | 第48-49页 |
| 1.4.3-Retail identity | 第49-53页 |
| -Store design | 第49-51页 |
| -Space planning | 第51页 |
| -Merchandising | 第51-52页 |
| -E-commerce | 第52-53页 |
| 1.4.4-Communication identity | 第53-58页 |
| -Advertisement campaign | 第53-57页 |
| -Celebrities | 第57-58页 |
| 1.5. Managing brand over time | 第58-70页 |
| 1.5.1. Growing the brand | 第58-66页 |
| -Growth through existing customers | 第60-62页 |
| Grow through line extension or brand extensions | 第62-65页 |
| Grow through innovation and Co-Branding | 第65-66页 |
| 1.5.2-Sustaining a brand in the long run:changeidentity, position, execution? | 第66-70页 |
| Part 2 | 第70-128页 |
| 2.-Data Analysis | 第70-128页 |
| 2.1-What is a Merchandising Plan? | 第73-78页 |
| 2.2-Merchandising Plan and Collection structure definition | 第78-94页 |
| 2.3-From the Merchandising Plan to the end of sales campaign | 第94-103页 |
| 2.4-Sell-in performance analysis | 第103-118页 |
| 2.5-What actually Valentino customers buy? | 第118-126页 |
| 2.6-Analysis results | 第126-128页 |
| Part 3 | 第128-144页 |
| 3.-Consumer perspective | 第129-144页 |
| 3.1-Methodology and sample characteristics | 第130-134页 |
| 3.2-Valentino customers' perception | 第134-138页 |
| 3.3-Valentino competitive contest | 第138-144页 |
| Part 4 | 第144-171页 |
| 4.-How to compete in nowadays luxury market? | 第145-171页 |
| 4.1-Competitors overview | 第145-152页 |
| The central importance of accessories in the Frenchmodel:Dior and Celine | 第146-150页 |
| Multi-sensorial experience and avant guardinnovation:Prada | 第150-152页 |
| 4.2-Valentino, How to exploit the opportunities of astrong heritage? | 第152-159页 |
| 4.2.1-From a product focalization to a brand-vieworientation | 第153-154页 |
| 4.2.2-Brand Identity as driver for balancing thecollection and move toward a brand viewstrategy | 第154-155页 |
| 4.2.3-Finding consistency between occasion of use andproduct to meet market needs | 第155-157页 |
| 4.2.4 Merchandising plan:tool to modify thestrategy | 第157-159页 |
| 4.3 Practical actions that Valentino should undertake toachieve the new complete brand view orientation | 第159-171页 |
| 4.3.1 Enhance the balancing of category mix and thewidening of occasions of use through the RetailChannel | 第160-165页 |
| -Innovative concept store | 第161-163页 |
| -Increase accessories relevance | 第163-165页 |
| 4.3.2-Leverage on historical stylisticidentity | 第165-166页 |
| 4.3.3-Innovative communication | 第166-171页 |
| -The importance of Fashion Shows | 第169-170页 |
| -The sponsorship as mean to consolidatecompany value | 第170-171页 |
| CONCLUSION | 第171-174页 |
| BIBLIOGRAPHY | 第174-183页 |
