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					BRAND VISUALISATION
  Chivas Regal Brand Platform
BRAND IDENTITY


                    BRAND TRUTHS                      •VALUES                          BRAND PERSONALITY
                    •Original luxury blend            • Exclusivity                    • Optimistic
                    • full, rich and smooth           • Pleasure                       • Glamorous
                    • An icon of success              • Brotherhood                    • Generous
                    • Legendary and Noble                                              • Audacious
                    Heritage                                                           • Charismatic
                    • Company founded by                                               • Passionate
                    brothers                               BRAND ESSENCE               • Indulgent
                                                        Exuberant Luxury


                           Many men aspire to a different way of being and a greater sense of fulfillment.
                                  They believe that fulfillment comes from a balance between
                                   what they have and also how they choose to live their lives
BRAND POSITIONING




                                                               UCCA
                    FOR WHOM
                    •Socially active achievers                                          AGAINST WHOM
                                                            Chivas inspires
                    who live life to the full                                           •J W Black
                                                            men to seek a
                    • They are aspiring modern                                          • Hennessy
                                                            higher level of
                    knights – with an innate                                            • Buchanan’s
                                                              fulfilment
                    sense of class and a spirit of                                      • Malts
                    adventure                                                           • Other premium and standard
                                                                                        whiskies
      CHIVAS REGAL
      VISUALISED MASTERBRAND PLATFORM


                                               Brand essence
                                               Exuberant Luxury

      Brand Truths                                                                        Brand personality
  Legendary and noble                                                                    Daniel Craig/Jude Law
         heritage                                                                        Optimistic, Glamorous
Elaborate packaging and
   heraldic iconography                                                                  Generous, Audacious,
                                                                                        Charismatic, Passionate
                                                                                               Indulgent


                                                                                               Consumer
        Values                                                                               Environment
      Exclusivity                                                                           Effortlessly cool,
       Pleasure                                                                           lounges, hotel bars,
     Brotherhood                                                                           smart but relaxed
                                                                                                 venues

       For Whom
Socially active achievers                                                                 Consumer Insight
 who live life to the full                                                                 Fulfilment comes
Aspiring modern knights
                                                                          Med against
                                                                                            from a balance
with an innate sense of                                                   the crowd          between what
  class and a spirit of                                                                   men have and also
       adventure                                                                           how they choose
                                                                                            to live their lives

                                                    UCCA
                             Chivas inspires men to seek a higher level of fulfilment
   The Chivas 12 Consumer’s World

                                       Watch
                                      Breitling
                               Heritage and innovation

                                                                       Fashion
         Car
                                                                      Hugo Boss
    Porsche 911
                                                                   The interplay of
 Classic, masculine,                                             sophisticated design,
   prestigious and                                                exclusive materials
      relevant                                                   and beautiful tailoring



     Furniture                                                         Perfume
  Classic look with                                              Dior, Sauvage Extreme
 contemporary twist




      Music                                                            Holidays
  Modern music                                                      Premium and
    enjoyed in                                                    exclusive locations
  private/special                                                    and shared
venues e.g. Chivas                                                    experience
      Studio
                                   Activities/Hobbies
                            Prestigious, involving passion and
                                 brotherhood e.g. sailing
          The Chivas 18 Consumer’s World

                                                     Watch




          Car
     Aston Martin                                                                          Fashion
 A brand with a strong                                                                  Ozwald Boateng
 luxury heritage and a                                                                  Redefining the
car with style, elegance
                           FASHION MOOD
                                                                                          traditional
   and performance


                                                                                           Perfume
       Furniture                                                                      Paul Smith Extreme
Quality and handcrafted                                                                  Unmistakable
  contemporary twist                                                                    yet unexpected




                                                                                           Holidays
        Music                                    ACTIVITY                              Boutique Hotels in
Lounge, ambient music
                                                (SHOES ?)                                vibrant cities
                                                                                     (Shoreditch House - London
                                                                                           Pudi - Shangai)




                                                  Activity / Hobbies
                                   Sensorial activities: from molecular gastronomy
                                        (El Bulli) to relax chic (Soho House)
      The Chivas 25 Consumer’s World


                                        Watch – Rolex
                           The most luxurious watch brand in the world


                                                                               Fashion
                                                                              Red carpet
 Car – Maserati
                                                                         Hollywood / Cannes
  Quattroporte                          WATCH                                  Glamour
   Sport GT S



      Furniture
       Soane,                                                                 Perfume
 Steinway & sons.                                                            Roja Dove
Contemporary design                                                       bespoke fragrance
with classical wealth
       of detail.


                                                                               Holidays
       Music                                                              Exclusive resorts
    Diana Krall                                                               or private
(Jazz & bossa nova)                                                      residences around
                                                                              the world.
                                                                         First class or even
                                                                          private jet flights.
                                      Activity / Hobbies
                                           Yachting

				
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posted:9/2/2011
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