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identidade - nespresso
marca como produto
escopo: café em capsulas, grãos Grands Crus
atributos: Tecnologia, Práticidade, ...
marca como organização:
símbolos e marca:
valores: algo para poucos, elite, premium,
pessoas/cultura: jovens adultos sofis...
marca como símbolo
símbolo reconhecido: sim
facilidade de identificação: alta
coesão: alta
memorização: alta
personalidade...
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Nesp

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Nesp

  1. 1. identidade - nespresso marca como produto escopo: café em capsulas, grãos Grands Crus atributos: Tecnologia, Práticidade, qualidade qualidade/valor: Alta usos: cotidiano usuários : consumidores de café premium país: suíca
  2. 2. marca como organização: símbolos e marca: valores: algo para poucos, elite, premium, pessoas/cultura: jovens adultos sofisticados de classe alta "A marca não vende apenas café, mas sim um estilo de vida baseado em uma experiência única de degustação de uma bebida premium." atributos da organização: qualidade, tradição, refinamento e glamour credibilidade: alta marca como pessoa vínculo com clientes: alto *nespresso club* personificação: George Clooney idade / classe social: classe a e b, 18 anos acima comportamento: chique, baseado em celebridades humor: alegre slogans: The soul of the coffee. (2006) Nespresso. What else? (2006) They know each other out. (2004) A marvelous coffee experience. (2003) Coffee, body and soul. Café com corpo e alma. (Brasil)
  3. 3. marca como símbolo símbolo reconhecido: sim facilidade de identificação: alta coesão: alta memorização: alta personalidade da marca: sofisticação Proposta de valor Benefícios Funcionais: 1) Praticidade 2) conservação dos grãos Benefícios Emocionais: 1) satisfação Benefícios de Auto Expressão: 1) sofisticação e refinamento 2) VIP como as celebridades Expandida 1 capsulas de café 2 máquina de café 3 aroma do café 4 cor das capsulas Nuclear 1 boutiques nespresso 2 clube nespresso 3 vale aromatizada nespresso

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