A coerência da imagem da marca: o caso Gucci

Abstract

In this article we want to show how the eighties continued to mirror the progress of major holding companies, mergers, acquisitions, divestitures of products, the uncontrolled increase of the licensing system, the emergence of new brands. Our study focuses on Gucci, which in the late eighties was in financial disruption, going through a very troubled phase, which settled into many errors of the brand management, for example, a licensing policy that contributed to rampant speculation, and not always following the consistency of the brand. What path did it follow? What are the actors in this process? How was the brand repositioned? We also tried to focus on the new communication strategy of the Gucci Group, which capitalized the role of message’s consistency globally, the reacquisition of licensing systems, the manufacture of products, the investment in new products and stores and the acquisition of other brands’ portfolio.