BULGARI: Building Brand Equity

Bvlgari is known for its rich heritage and craftsmanship, which has led the world to believe that whatever industry the brand enters they will deliver the highest quality luxury experience to their customers. Bvlgari as a brand is very classic yet modern and we believe that with current efforts of the brand entering the digital world, our strategies will help the brand augment its equity.

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Our strategy is introducing the Bvlgari Super-Yachts, in collaboration with Benetti Yachts. Customers/clients are able to experience a new area in the hospitality sector that will aid to their brand association and help build density. We chose 'Benetti Yachts' as their sustainable practices include significantly reduced emissions, easy management, high reliability and ease of use.

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We plan to cruise from the Port of Civitavecchia to Palermo to Santorini back to Port of Civitavecchia (Rome to Greece). Prior to launching the yacht, we aim to have a pre-launch party showcasing the interiors of the yacht. This will increase brand loyalty and attract their existing and new clients to experience the yacht. These strategies aid to all the pillars of brand equity and show that Bvlgari as a brand is constantly evolving according to the modern world, while celebrating its rich history and tradition.