Kering Brand & Marketing Strategy

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The secrets of Kering branding and marketing strategies: What marketers can learn from it.
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Positive and negative brand attributes



Brand attributes are characteristics that inspire a positive emotional response in customers and that we consistently associate with our brand in order to ensure we can be recognized by customers in terms of personality and characteristics.They are the set of unique fundamentals and characteristics that identify the physical, character, and personality traits of the brand in the market and in the minds of the customers.

This flower graph shows the positive and negative brand attributes of kering. Attributes closer to the middle are more strongly associated with kering.

Color indicates mood. More green means more positive, more red means more negative. The top 5 positive attributes associated with the kering brand are aspirational, sustainable, proactive, emblematic and ethical. Succesful brand communication often utilizes what people already like about a brand to drive positive perception.

The top 5 negative attributes associated with the kering brand are complacent, elitist, imprudent, confrontational and bad.

Size indicates the attributes’s commonness in the country (USA). Big means more common, smaller means less common.


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Brand perception of Kering

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How consumers perceive your brand is important for its success. Brand awareness and Brand perception influence your profit and even the stock price (Colladon et al. 2019).

In comparison to other brands the consumer perception of Kering is <25-50% (slightly negative [36%]) in comparison to other brands. Kering carries gentle dominance [35%] and is perceived slightly feminine.


Free Images fitting the Kering brand


These pictures match the association of "Kering". Refer to the original sites for referencing requirements.


How to communicate Kering products


Get inspired by our semantic related topics associated around the brand kering. Main topics you can communicate are investment, advocacy, individuality, tribalism and ecology.

Sub-topics for the topic cluster investment are diversification, business, profitability, profit, startup, and startups.

Sub-topics for the topic cluster advocacy are diversity, empowerment, grassroots, activism, inclusion, and leadership.

Sub-topics for the topic cluster individuality are individualism, rationality, philosophy, pragmatism, modernity, and empathy.

Sub-topics for the topic cluster tribalism are populism, elitism, authoritarianism, pluralism, globalism, and secularism.

Sub-topics for the topic cluster ecology are conservation, sustainability, environmentalism, ecosystem, deforestation, and agriculture.

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Most addressed Jung archetypes of Kering on socials in 2020


As regards the top 3 archetypes for kering, the first one is The Creator when it comes to communicating effectively with your customers. The Creator is defined as follows: The creator is not only imaginative and inventive, but they are also driven to build things with meaning and value. They love to transform things and create something completely new. They are also clever and self-sufficient. Example brands include: Lego, Adobe, Playmobil.

The second Jung archetype that aligns with kering is the The Lover. It is defined as follows: The Lover aims to create intimate moments and inspires love, commitment, and passion. Lovers are all heart and sensitivity and love to lavish it on other people. They enjoy everything that is pleasing to their senses. Example brands: Chanel & Victoria’s Secret.

And, last but not least, we have the The Innocent. The definition for this archetype is the following: It embraces happiness, goodness, safety, optimism, romance, and youth. The Innocent sees the good in everything and wants to feel well-adjusted to their environment. A few example brands include: Dove, Coca-Cola, Nintendo Wii

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