Benetton: Identifying an Image, Imagining an Identity

Favero, Giovanni

doi:10.2139/ssrn.942734

Download This Paper

Open PDF in Browser

Add Paper to My Library

Benetton: Identifying an Image, Imagining an Identity

University Ca' Foscari of Venice, Dept. of Economics Research Paper Series No. 06/06

10 Pages Posted: 7 Nov 2006

See all articles by Giovanni Favero

Giovanni Favero

Ca Foscari University of Venice - Department of Management

Date Written: February 2006

Abstract

This paper deals with the Benetton's approach to advertising and with the changes in the image of the company since its foundation in 1965 up to the 2000s. Links among the evolution in promotional, distributional and productive strategy are discussed.

Keywords: business strategy, image policy, franchising

JEL Classification: N84, M37

Suggested Citation: Suggested Citation

Favero, Giovanni, Benetton: Identifying an Image, Imagining an Identity (February 2006). University Ca' Foscari of Venice, Dept. of Economics Research Paper Series No. 06/06, Available at SSRN: https://ssrn.com/abstract=942734 or http://dx.doi.org/10.2139/ssrn.942734