To what extent do the physical elements of a jewellery brand's identity distinguish luxury brands from accessible brands ? / Aurélia BARRIOL / 2023

Titre : To what extent do the physical elements of a jewellery brand's identity distinguish luxury brands from accessible brands ? Type de document : Mémoire Auteurs : Aurélia BARRIOL, Auteur Année de publication : 2023 Importance : 33p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Français (fre) Langues originales : Anglais (eng) Mots-clés : Management MARKETING ACHAT ; INDUSTRIE DU LUXE SECTEUR ; IMAGE DE MARQUE Résumé : Colour and typography are the first elements that consumers perceive. They are essential in building the brand image and brand personality of a brand. This is particularly true for jewellery brands. This study aims to show that luxury jewellery brands distoinguish themselves from accessible brands through colour and typography. For this purpose, a qualitative study was conducted. For this study, it was chosen to interview a sample of ten people, all female: women being the majority consumers and priority targets of brands in the jewellery industry. They were asked about their perception of luxury jewellery brands and also about their feelings towards the colour and typography of different jewellery brands. They were presented with five brands: two so-called accessible brands (Pandora, Histoire d'Or) and three luxury brands (Boucheron, Cartier and Tiffany & Co). The purpose of these choices was firstly to compare all the brands, to understand the similarities and differences that these consumers perceive. The second objective was to compare the luxury brands with each other. The three luxury brands chose very different codes, whether in terms of colour (black and white for Boucheron, red for Cartier and blue for Tiffany & Co) or in terms of typography (upper/lower case, script/straight, different thickness of leters, etc.). It was also interesting to compare the adjectives used for the Cartier and Histoire d'Or brands, red being the colour used by these two brands. The results of this study showed that we can confirm hypothesis H1: luxury jewellery brands are distinguished from accessible brands through colour. On the one hand, the colours used by the different luxury brands do not leave one indifferent, unlike the accessible jewellery brands. On the other hand, the adjectives and associations associated with luxury brands are completely different from those of accessible jewellery brands. The words and references used to describe colours for luxury brands are mostly linked to chic, elegance, originality, nobility. As for the accessible jewellery brands, they refer to an impression of déjà vu, which does not stand out. This study also confirmed the H2 hypothesis: luxury jewellery brands are distinguished from accessible brands by their typography. The results are very similar to those reported for colour. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581946