A COERÊNCIA DA IMAGEM DA MARCA: O CASO GUCCI

Abstract

In this article we want to show how theeighties continued to mirror the progress of majorholding companies, mergers, acquisitions,divestitures of products, the uncontrolled increase ofthe licensing system, the emergence of new brands.Our study focuses on Gucci, which in the late eightieswas in financial disruption, going through a verytroubled phase, which settled into many errors of thebrand management, for example, a licensing policythat contributed to rampant speculation, and notalways following the consistency of the brand. Whatpath did it follow? What are the actors in thisprocess? How was the brand repositioned? We alsotried to focus on the new communication strategy ofthe Gucci Group, which capitalized the role ofmessage’s consistency globally, the reacquisition oflicensing systems, the manufacture of products, theinvestment in new products and stores and theacquisition of other brands’ portfolio.Index Terms – Consistency, brand, identity,repositioning, image.