Report on De’Longhi Coffee Machines: A Critical Analysis of the International Brand’s Historical Performance
Create an individual report based on your analysis of one of several international brand cases. Your brand case will be allocated to you by your seminar tutor and may include brands (for example only) such as: Bermont Watches, Sunseeker Yachts, or De’Longhi Coffee Machines.
In your report you will undertake a critical analysis of the international brand’s historical performance. You are free to analyze the overall company’s international brand, or instead to select one of their product or service lines. Your report should be underpinned by academic theories, models and industry insights, using:
- Secondary data, tales, charts and diagrams
- At least 3 academic theories and models – applied specifically to your case
- A selection of references to academic journals, books, trade press, and websites
You are free to use whatever format and subheadings you wish within your report.
Also, you can include images, screen grabs, diagrams, tables, models and charts in the body of your report. Where possible, you should create your own tables and annotate models, images and diagrams.
You should attempt to arrive at your conclusions through investigating the following sources:
- Academic literature
- Corporate websites
- All forms of international marketing communications (advertising, marketing; public relations; sponsorship; endorsements; events)
- Context and positioning of the media where the branded communications have taken place
- Packaging, promotions, and points of purchase/interaction
- Trade press, consumer press, online forums, social media and product reviews You are free to make recommendations concerning improving the performance of the international brand, but these should be restricted to those that follow the current brand strategy.
In your report you should:
- Breakdown and analyze the international brand’s: image, identity, and personality with criticality and from several perspectives - Remember to dedicate your discussions and analysis to the international brand over and above that of just describing the functionality and design of the product or service. Also, avoid simply writing a generic report on the history of the company
- Remember, this is a specialist module on International Brand Strategy.
Therefore, be very careful about applying generic models such as SWOT, PESTLE, Maslow’s Hierarchy of Needs, Porter’s 5 Forces, BCG Matrix, or Ansoff’s Matrix. Instead, you should look to more specialist models from branding and behavioural psychology, that you have been introduced to during the module.
Report on De’Longhi Coffee Machines: A Critical Analysis of the International Brand’s Historical Performance
Introduction
This report aims to undertake a critical analysis of the international brand, De’Longhi Coffee Machines. The analysis will focus on the brand’s historical performance, with a specific emphasis on its image, identity, and personality. By using academic theories, models, and industry insights, this report aims to provide a comprehensive understanding of the brand’s positioning and success in the global market.
Brand Overview
De’Longhi is an Italian brand that specializes in manufacturing coffee machines and other kitchen appliances. The brand has a rich history dating back to 1902 when it was founded by the De’Longhi family. Over the years, De’Longhi has established itself as a leading player in the coffee machine industry, known for its high-quality products and innovative designs.
Image Analysis
De’Longhi has successfully crafted a strong brand image that resonates with coffee enthusiasts worldwide. The brand is perceived as reliable, sophisticated, and innovative. De’Longhi’s commitment to delivering superior coffee experiences has positioned it as a trusted and reputable brand in the market.
To analyze the brand’s image, the Self-Congruity Theory can be applied. This theory suggests that consumers form relationships with brands that align with their self-concept. De’Longhi coffee machines cater to consumers who value quality, convenience, and a premium coffee experience. Consequently, these consumers perceive the brand as an extension of their own identity, enhancing their self-concept.
Identity Analysis
De’Longhi’s brand identity is built on several key elements, including product design, functionality, and customer experience. The brand is known for its sleek and modern designs, which blend seamlessly with contemporary kitchen aesthetics. Furthermore, De’Longhi coffee machines are renowned for their user-friendly interfaces and advanced features that allow users to customize their coffee preferences.
The Brand Identity Prism model can be applied to analyze De’Longhi’s brand identity. According to this model, a brand’s identity consists of six facets: physique, personality, culture, relationship, reflection, and self-image. De’Longhi’s brand identity can be characterized by its physical attributes (sleek design), personality (innovative and sophisticated), culture (Italian heritage), relationship (coffee enthusiasts), reflection (status symbol), and self-image (enjoying a superior coffee experience at home).
Personality Analysis
De’Longhi has cultivated a distinct brand personality that sets it apart from competitors. The brand is perceived as refined, elegant, and passionate about delivering exceptional coffee experiences. De’Longhi’s personality appeals to consumers who value craftsmanship, attention to detail, and the art of brewing coffee.
The Brand Personality Dimensions model can be used to analyze De’Longhi’s brand personality. This model identifies five dimensions: sincerity, excitement, competence, sophistication, and ruggedness. De’Longhi’s brand personality aligns closely with sophistication and competence, emphasizing its commitment to delivering high-quality products and ensuring customer satisfaction.
Conclusion
De’Longhi Coffee Machines has established itself as a prominent international brand through its strategic focus on image, identity, and personality. The brand’s commitment to quality, innovation, and user-centric design has positioned it as a leader in the coffee machine industry. By leveraging its strong image, cohesive brand identity, and refined personality, De’Longhi has successfully captured the hearts of coffee enthusiasts worldwide.
To further enhance its performance, De’Longhi should continue to invest in product innovation and design while maintaining its commitment to delivering superior customer experiences. By staying true to its current brand strategy and continuously adapting to evolving consumer preferences, De’Longhi can solidify its position as a global leader in the coffee machine market.
References:
Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.
Kapferer, J.-N. (2012). The new strategic brand management: Advanced insights and strategic thinking (5th ed.). Kogan Page Publishers.
Sirgy, M. J., Grewal, D., Mangleburg, T. F., Park, J.-O., Chon, K.-S., Claiborne, C. B., … & Johar, J. S. (1997). Assessing the predictive validity of two methods of measuring self-image congruence. Journal of the Academy of Marketing Science, 25(3), 229-241.