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

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.

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

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