Brand Manegment
Individual Assignment: Paul Smith

Table of Contents

Question 1. 2

I. Brand Onion 2
1. Brand Identity 2
1.1 Vision 3

1.2 Values 4

2. Brand Image 5

2.1 Personality 5

2.2 Positioning 6

II. Brand Extension 9

Question 2. 11

Bibliography 15

Paul Smith is a fashion luxury brand created in 1976. He started with a “tiny shop” in Nottingham and now it’s an international brand with several shops in thirty five countries.
Since the inception he has kept the same style of “British tradition and tailored look but with a keen eye on contemporay influences” (Stella bruzzi. 2005).
On a first time we are going to undertake an analys of Paul Smith brand through approriate models and on a second time with the primilary analys we will give suggestions about the brand futur.

Question 1

To define the Paul