Reinventing, rethinking and continually valuing the roots and sources of value appear the main objectives underlying today’s brand management strategies. In this perspective, some priorities for brand management can be summed up in three evolutionary vectors: «immersion» in both physical and digital environmnets; «integration» of channels, devices, platforms and sources of value; «impact» no longer only economic, but also ethical and social. In the following pages, we will focus on the premium brand S. Pellegrino, whose international success in the mineral water market is based on an iconic visual identity (since 1899) that evokes some fundamental distinctive features: a superior product quality and strong connections to gastronomy; a brand personality focused on tradition and authenticity. In particular, three specific projects, respectively related to Immersion, Integration and Impact will be presented and discussed: Fine Dining Lovers, S. Pellegrino Young Chef Academy, Movement #SupportRestaurants.
Priorità strategiche per lo sviluppo del brand: l’esperienza di S. Pellegrino
Giuseppe Bertoli
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2023-01-01
Abstract
Reinventing, rethinking and continually valuing the roots and sources of value appear the main objectives underlying today’s brand management strategies. In this perspective, some priorities for brand management can be summed up in three evolutionary vectors: «immersion» in both physical and digital environmnets; «integration» of channels, devices, platforms and sources of value; «impact» no longer only economic, but also ethical and social. In the following pages, we will focus on the premium brand S. Pellegrino, whose international success in the mineral water market is based on an iconic visual identity (since 1899) that evokes some fundamental distinctive features: a superior product quality and strong connections to gastronomy; a brand personality focused on tradition and authenticity. In particular, three specific projects, respectively related to Immersion, Integration and Impact will be presented and discussed: Fine Dining Lovers, S. Pellegrino Young Chef Academy, Movement #SupportRestaurants.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
