An international player in the luxury sector, Hermes has stuck to its name since its start in 1837. The strong identity of Hermes gives this unique brand recognition for world reference. It is clear that the branding used by Hermes is for a range of products. Indeed, Hermes offers unique advertising which promises that it applies to all of its core businesses, namely: leather goods, ready-to-wear, watches, jewelry, accessories and fragrances. Hermes' activities are grouped around a single trade and luxury which is common to all.
The famous "carriage" logo which represents the brand was officially introduced in 1945. This logo has been maintained as it refers to the origin of Hermes and reinforces the idea of craftsmanship, know-how for a long time, timelessness, excellence and other qualities. Let us add that, since the advent of the automobile, the horse carriage has been associated with the manifestation of a certain social status. This logo illustrates therefore the will of the Hermes Group to consolidate a global coherence between its various segments and increase the visibility of the company in the luxury sector.
[...] Brand range: This strategy is mainly concerned with companies whose life cycles are short and product line extensions are frequent that is to say one brand that promises advertising and a range of products. The advantage is that startup costs are limited. Hermes has a unique advertising strategy that applies to all of its four core businesses, namely leather goods, ready-to-wear, watches - jewelry - accessories and fragrances. Hermes system organizes its business around a single, common to all platforms this is luxury. Hermes why is it not umbrella brand or product brand? Umbrella brand One brand, one position and some products. [...]
[...] This strategy is purely financial. It applies only to companies that are on narrow market segments. The goal is profitability. The new products bring financial sustainability to the parent brand in exchange for its fame. Hermes is a broad market segment, this is luxury. Product Brand Each brand represents a product positioning and advertising with a specific promise. Each product is independent. In the case of Hermes, there is a brand, "Hermes", and a single set: the luxury. Activities (leather goods, ready-to-wear, watches - jewelry - accessories, and fragrances) are not independent of each other. [...]
[...] What are the advantages and disadvantages of marketing the branding strategy adopted by Hermes? Overview i.Branding range II.Advantages and disadvantages of the brand "Hermes" III.Strategic choice of the brand among the four possible choices (make bail, range, umbrella, product). I Branding range An international player in the luxury sector, Hermes has kept the same name since its inception in 1837. The strong identity of Hermes gave this unique brand on a world reference. It is clear that the branding used by Hermes is a range of branding. [...]
[...] Must file each model in the proper legal form depending on • Hermes has one meaning the country. (god in Greek mythology, reinforces the mystique of the brand). • Permanent brand (since its inception in 1837) and is protected. • Short, easy to pronounce in all languages and legible. • Synonym of jobs in France. • Synonymous with expertise in French, of French luxury. Characteristic of a trademark by its reputation and its image authenticates the product and possibly of its origin and quality. [...]
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