Branding & Positioning

      Description       on the basis of the previous items and of your own independent research, provide an essay regarding the following items which should be at the basis of "Flow to tackle" these issues. A. Provide a cloud with the Gucci current brand associations. Explain the most relevant 6 and their implications in terms of the company's current business (20 points). B. Provide a description of Gucci's current brand personality and the values it withholds. Explain the six facets of the Kapferer's prism; fill them in with the relating components for Gucci (20 points). C. Gucci's current positioning strategy: critically evaluate Gucci's targets markets and competitors (10 points) D. Refer to the point of parity and difference between Gucci and its fashion and bags competitors (10 points). E. Refer to the concept of Servicescape and how Gucci is using the store to communicate the brand personality to the public (20 points) F. Review Gucci's brand mantra concept and explain 3 policies Gucci could implement ("How to tackle") at the store level to enhance brand equity and attract new customers. Use the SWOT analysis to narrow down your options to the preferred choice making your choice as reasoned out as possible (20 points).