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Navigating generations: a strategic communication transition for panerai to increase millennial awareness and connection
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 3.48 MB | Adobe PDF |
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This MaVWeU¶V WheViV delves into Panerai's challenge to connect with Millennials, a demographic
critical for the brand's sustained growth in the luxury watch market. Recognizing challenges
stemming from its uncovered outdated brand image, this study employs a multifaceted
approach to identify opportunities to increase Panerai's appeal to the Millennial audience.
This thesis focuses on a suggested Communication Strategy, which outlines a shift to bridge
the generational gap, aiming to boost millennial brand awareness and attractiveness while
maintaining connections with existing customers. The approach involves leveraging
generational influence and focuses on fostering emotional bonds across generations. Aligning
with PaneUai¶V core values and offering authentic experiences, visual elements, and storytelling
focuses on the sea and sailing, adventure, action, and heritage but with a modern twist to
resonate stronger with Millennials. Curated events, collaborative sailing courses, and strategic
influencer collaborations enhance brand alignment and visibility.
This comprehensive strategy aims to equip Panerai with actionable recommendations, fostering
brand awareness and resonance, particularly among Millennials, as the brand charts a course
toward new horizons.
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Millennials Communication strategy Luxury watches Panerai Brand connection