Buy custom Diversification Of Virgin Group
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| Topic: |
Business
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| Number of pages / Number of words: |
3 / 650 |
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Its fourth brand, Playlife, offers leisurewear, footwear, and accessories. Its clothes are casual yet sporty, and are designed to provide maximum comfort to its wearers. Lastly, the Killer Loop line offers street wear that caters mostly to the young people.
By coming up with new brand names for its new products, Benetton was able to keep the strength of the brand and made sure that whenever a person is asked what words, images and ideas they could associate with Benetton, they would answer the same things...
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They understood that the name Benetton stood for fun, color, and casual wear, and attaching it to other kinds of clothes (i.e. sporty-leisure wear, fashionable clothes, etc.) that didn't have colors that were as bold, would not generate the same, strong response that consumers are giving now to each of their brands...
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General points of the essay
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