1INTRODUCTION Guess is a universally known brand with a fashionable and unique style towards their diverse product range. They cater their products for all ages, from babies to the sophisticated market, including the male and female targeted group. According to the Guess website (no date), the Marcianos found in 1981, a small denim company in California. Guess continues to be guided by the Marcianos brothers, Paul and Maurice. They saw an opportunity to combine the European and American culture to create the brand Guess.
Guess has expanded over the years to such an extent that it is one of the largest and most successful fashion brands in the world. The assignment will focus on Guess’s brand identity and positioning in the market. The author used the World Wide Web to research the Guess company. The objective of the assignment is to illustrate the success of Guess through the identity and positioning of the company. 2BRAND IDENTITY According to Lake (no date) brand identity is defined as “how you want the consumer to perceive your product or your brand. Companies try to bridge the gap between the brand image and the brand identity. Kapferer (no date) identifies that the following questions should first be answered before the brand identity of Guess will clearly be defined: 2. 1What is the brands’ particular vision and aim? The Guess website (no date) identifies that their mission statement is as follow: •Guess is committed to be the worldwide leader in the fashion industry. •Guess delivers excellent quality products and services which is consistent with the portrait brand and their image. •They strive to listen to their customers, partners and associates to fulfill customer satisfaction in the end. Guess constantly gives back to the community, support humanity and ultimately protect the environment. •They believe in teamwork, trust, respect and an environment of open communication. 2. 2What makes it different? The Guess website (no date) states that they provide a strong brand, marketing and advertising worldwide, a consistent brand image, they have a clear direction for their products, a true global strategy and multiple retail concepts, including GUESS stores, Guess by Marciano stores, accessories – only stores and the G by GUESS stores. . 3What need is the brand fulfilling? Guess strives to deliver to their customers’ unique and fashionable products with an innovative style. Thus, in the process placing their products in the mind of the customers’ as a “must-have” brand. The needs that the brand will fulfill are social needs and esteem needs. Due to the fact that sense of belonging amongst society, along with status and recognition, will influence customers to purchase Guess products. 2. 4What is its value? Guess delivers high quality products with distinct styles.
They strive to be innovators of fashion for the ‘young, daring and sexy’. 2. 5What is its field of competence? According to the Guess website (no date) they are one of the most recognizable apparel companies across the globe, with over 1,113 GUESS and GUESS Accessory retail stores worldwide. Although, there are a number of other companies that are producing more or less the same products, Guess is one of the recognizable fashion leaders in the ‘young contemporary women’s, men’s kids’ and baby’ markets across the globe (Guess website; no date). . 6What are the signs that make the brand recognizable from competitors? Guess is recognizable amongst a diversity of different brands with its highly innovative and fashionable style. The qualities of the products are also noticeable immediately, after comparing with other brands. 3BRAND POSITIONED IN THE MARKET The Business Dictionary website (no date) defines brand positioning as “the development of a brand’s position in the market by heightening customer perception of the brand’s superiority over other brands of a similar nature.
Brand positioning relies on the identification of a real strength or value that has a clear advantage over the nearest competitor and is easily communicated to the consumer. ” Guess is positioned as one of the most recognizable brands in the fashion industry. They are recognized as a fashion leader and being an innovative company with a fashionable style. They deliver high quality products with a diverse product range. They cater for all ages, both male and female. 4THE IDENTITY PRISM 4. 1Brand physique “A brand has physical specificities and qualities – its ‘physique’ (Kapferer, no date). Guess is seen as a high quality product, a unique and fashionable product and different from other competitors. 4. 2Brand personality “Brand personality is described and measured by human personality traits that are relevant for brands (Kapferer, no date). ” According to the Guess website (no date), Guess identifies their brand identity as follow: •GUESS Adventurous. Sexy. All-American with an International flair. •Guess by Marciano Sophisticated. Feminine. Unapologetically sexy. •G by GUESS Independent. Bold. Confident. Alive. Stylish. 4. 3Brand culture “Culture means the set of values feeding the brand’s inspiration.
It is the source of the brands inspirational power (Kapferer, no date). ” Guess is a generate company when it comes to giving back to society. It has numerous events and foundations. The Guess Foundation raises money for society and generates a great deal in the process. Their employees consistently help charity organizations. According to the Guess website (no date), “for Guess customers, Guess means creating innovative, high quality products. For their employees, it means advancing their professional development and providing access to volunteer opportunities in their community.
For the community, it means supporting worthy, charitable organizations and charities. ” 4. 4Brand relationship “The brand relationship defines the mode of conduct that most identifies the brand (Kapferer, no date). ” Guess brand relates to an individual as a sexy, daring and stylish brand. Customers may feel more confident and independent when having a Guess brand. 4. 5Customer reflection “Reflected means that the customer should be reflected as he/she wishes to be seen as a result of using a brand (Kapferer, no date). ” GUESS targets the market that wants to be adventurous and sexy.
Guess by Marciano targets the market that wants to be sophisticated and feminine. G by GUESS targets the market that wants to make a bold statement, that’s independent, stylish and confident. All the Guess products target both the male and female market. 4. 6Self – image “Self-image is the target market’s own internal mirror (I feel, I am…) (Kapferer, no date). ” Guess customers have a self-image of status, because of the fact that their products are more expensive than other brands. Guess customers picture themselves as sexy, confident and sophisticated clients. BRAND ESSENCE The website brand channel identifies that brand essence means “the brand’s promise expressed in the simplest, most single – minded terms. For example, Volvo’s brand essence is safety. The most powerful brand essences are rooted in a fundamental customer need. ” ). ” According to the Guess website (no date), Guess identifies their brand identity as follow: •GUESS Adventurous. Sexy. All-American with an International flair. •Guess by Marciano Sophisticated. Feminine. Unapologetically sexy. •G by GUESS Independent. Bold. Confident. Alive. Stylish. CONCLUSION According to the Guess website (no date), Guess identifies their brand identity as follow: •GUESS Adventurous. Sexy. All-American with an International flair. •Guess by Marciano Sophisticated. Feminine. Unapologetically sexy. •G by GUESS Independent. Bold. Confident. Alive. Stylish. Guess is positioned as one of the most recognizable brands in the fashion industry. Guess is a fashion leader and an innovative company with a fashionable style. They deliver high quality products with a diversity of a product range. They cater for all ages, both male and female.