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Case study: image, identity and recommended communication plan for the brand Gillette in Portugal
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This project analyses the brand Gillette in Portugal. It aims to understand how the brand is perceived by Portuguese consumers’ and what the brand current identity is. It has the purpose of recommending a new identity for the brand as well as to build a new communication plan that allows the implementation of the recommended identity. Main conclusions reveal the outstanding performance achieved by the brand on the masculine target, and the need of repositioning on the feminine target. The study proposes the launch of a new product, Gillette Attraction, which have the objective of repositioning the brand.
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Gillette Brand Image Brand Identity Communication Plan