What makes Cavalli a strong brand?

Brand Identity:

 Cavallis brand has a strong identity illustrated in figure 2. Cavalli consumers are considered High class, confident fun and sexy cavalli is recognized for his prints and patterns used in his designs. In cavallis mind “excess is success” (Vogue,2014) doesn't believe in minimalism. His designs  capture cavallli love of nature mainly animal prints and anything that captures movement. Roberto Cavalli is known for the huge contrasting prints zebra stripes tiger patterns leopard spots, romantic blossoms, optical and photographic affects after the manner of contemporary artists.

“I’m not a designer I often tell myself instead I feel I am a transformer who takes even poor quality and using prints and colors to make it glamorous and desirable”.(vogue,2014) Dream travel, photography wild animals zebra tiger also sunset sea fish and forest. All his garments are created with the best and finest quality material such as muslin, silk, velvet, jersey, fur, denim and leather designed with many techniques such as embroidery, dyes, lighten or darken  “Cavalli garments tell of his dreams journey and love of nature women and everything beautiful”. (vogue,2014)

Brand awareness: is a combination of two elements “brand recognition” and “brand recall”.(Okonkwo, 2007,p113) Recognition involves  remembering the brand  when looking at other similar brands. Roberto cavalli awares people of his brand through different media such as print in the worlds famous magazines .videos  ,commercials online and on TV .Also through social media (further elaboration p28). This way the public will be able to recognize the brand after continuously seeing.  Consumers recall cavalli products for the reason that it is exposed to the public in many ways  the prints and techniques are noticeable in people minds.

Brand loyalty: “ Cavalli has achieved brand loyalty and this is one of the main reasons that lead to his success.  Cavalli loyal customers are mainly the celebrities who purchase from cavalli in high quantities and are less sensitive to price which is a great advantage to cavalli.  Cavalli achieved loyalty through attaining trust and an emotional attachment to his products ”.(Okonkwo, 2007,p119) . However, peoples relationship with the cavalli brand is changed from the products function to the symbol and “prestige” of high status. Brand loyalty is affected by the brands position in the market because cavalli is positioned   as a high-end brand and consumers consider it their top choice.  The factors that lead for cavalli to have loyal customers is the availability and high awarness of the different types of promotion offered (p25-30) to make the brand desirable and valuable in the eyes of the consumer .

Brand Equity . cavalli offers  distinctive qualities as explained in the brand identity of his unique style he creates a tangible assest and  a strong relationship to his products that people can relate to and by  expanding his product portfolio . Also creates an intangible aspect for offering services and socializing facilities (Brand stretch p29-30). Both aspects are achieved through brand awarness to add value to the brand.