UCoB

What is the brand equity of Benetton?

www.benetton.com

Founded: 1965

Country of origin: Italy

In 1990s Benetton’s advertising campaign using Olivero Toscani gained more column inches than any previous advertising campaign in history.

The brand was founded with no market research whatsoever.

Presented in 120 countries, its network of around 6,000 contemporary around the world, offers high quality customer services and generates a total turnover of over 2 billion euro.

Brand equity is a set of assosiations thata permits the brand to earn greater volume than it would without brand name. ( Marketing Science Institute)