in this area.
3.2. Change inperception through campaigns
① 'Stop AIDS' Campaign in Switzerland
The campaign which was launched in 1987 aimed to increase condom use(for prevention), reduce discrimination against HIV/AIDS positive people, and to strengthen the solidatry between the HIV/AIDS infected and the non infected. The message was delivered through newspapers, magazines, TV, radio and
1993 Volkswagen’s exterior design department
1991 Audi design concept studio
1980 Work in Audi
* Globalize of the brand image
* Emphasized global brand of
Creative & Youthful sense
Premium of the Mercedes - Benz
Youth of BMW ‘Dynamic Performance’
‘Safety’ of Volvo
in the next page, it was quite evident that they don’t try to attract typical customers.
Also, the fact that Hermès is stubbornly sticking to the extremely traditional fashion style shows that they are not targeting middle money group whose behavior can fluctuate by the current fashion trend and other external factors.
3.3.2. How Hermès Position
They execute their strategy to
in their tastes than male consumers when buying products. Especially when it is about buying handbags, it means a lot to women. Handbags have been considered as something that complements women’s fashion. Unlike clothing which you can change every day, handbags are purchased less frequently with greater sum of money, making them high-involvement products. To say, women buying handbags is somewh
in Korea the price has gone over the two thousand won line. Nobody knows when it will settle. Also, economic change in other countries due to fiscal deficit issues and other financial problems in places such as Spain, Greece and the United Kingdom can affect FedEx through tariff and trade related costs.
5) Public perception (awareness and reputation)
Awareness includes whether people know