Balancing tradition and disruption brand identity strategies of Dior and Versace
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| Other Authors: | |
| Format: | Students’ Scientific Association paper |
| Kulcsszavak: | brand ambassador communication brand identity branding Fashion Communication luxury fashion |
| Online Access: | http://dolgozattar.uni-bge.hu/60471 |
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| 040 | |a BGE Dolgozattár Repozitórium |b hun | ||
| 041 | |a en | ||
| 100 | 1 | |a Antal Petra Anna | |
| 245 | 1 | 0 | |a Balancing tradition and disruption |b brand identity strategies of Dior and Versace |c Antal Petra Anna |h [elektronikus dokumentum] |
| 516 | |a Students_Scientific_Association_paper | ||
| 520 | 3 | |a This research explores the role of brand identity and ambassador communication in shaping the relevance and perception of luxury fashion houses. Through a comparative analysis of Dior and Versace, it examines how these heritage brands balance continuity and innovation in an era defined by digital culture and evolving consumer expectations. The theoretical framework relies on Keller’s Customer-Based Brand Equity model, while in the practical section, the brand equity pyramids of Dior and Versace were developed, followed by a detailed analysis of one typical and one norm-breaking campaign per brand to assess how these strategies influence identity, communication, and audience reception. The findings reveal that both brands preserve their core values, while employing ambassadors and campaigns as tools of strategic disruption to remain culturally relevant. By examining how tradition and modernity coexist in their communication, the study provides insights into how luxury fashion houses sustain authenticity, resonance, and desirability in a constantly shifting global market. | |
| 695 | |a brand ambassador communication | ||
| 695 | |a brand identity | ||
| 695 | |a branding | ||
| 695 | |a Fashion Communication | ||
| 695 | |a luxury fashion | ||
| 700 | 1 | |a Ghazal Mahmoud Jamil |e ths | |
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