HOW GUCCI HAS SOLIDIFIED ITS CORPORATE BRAND STRATEGY THROUGH SOCIAL MEDIA—A CASE STUDY

Year 2019, Volume: 2 Issue: 1, 198 - 214, 04.04.2019

Yonca İrmak Peltekoglu

Abstract

With technology evolving every
day, it is no wonder that new ways of communication emerge sooner than one can
imagine. The latest and most talked-about form of two-way communication is
social media. By enabling brands to communicate with their customers, social
media has surpassed the traditional forms of communication brands used to
favour, such as print media. Corporate branding helps companies to stand out
from their competition by distinguishing what is unique about them, and social
media is an invaluable asset in achieving a coherent corporate brand. With
constant innovation, brands are able to integrate social media into their
marketing strategies and enable consumers to freely express their opinions and
to get in touch with the brand, building positive associations around the
brand. This article will analyse Gucci’s corporate brand identity and its use
of social media as a tool in communicating this identity to its consumers
through a literature review followed by a case study, including any recommendations
for the brand. 

Keywords

Keywords: Gucci, social media, corporate branding, brand identity

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