Publicação
Navigating generations: a strategic communication transition for panerai to increase millennial awareness and connection
| Resumo: | This MaVWeU¶V WheViV delves into Panerai's challenge to connect with Millennials, a demographic critical for the brand's sustained growth in the luxury watch market. Recognizing challenges stemming from its uncovered outdated brand image, this study employs a multifaceted approach to identify opportunities to increase Panerai's appeal to the Millennial audience. This thesis focuses on a suggested Communication Strategy, which outlines a shift to bridge the generational gap, aiming to boost millennial brand awareness and attractiveness while maintaining connections with existing customers. The approach involves leveraging generational influence and focuses on fostering emotional bonds across generations. Aligning with PaneUai¶V core values and offering authentic experiences, visual elements, and storytelling focuses on the sea and sailing, adventure, action, and heritage but with a modern twist to resonate stronger with Millennials. Curated events, collaborative sailing courses, and strategic influencer collaborations enhance brand alignment and visibility. This comprehensive strategy aims to equip Panerai with actionable recommendations, fostering brand awareness and resonance, particularly among Millennials, as the brand charts a course toward new horizons. |
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| Autores principais: | Bok, Lisa-Marie |
| Assunto: | Millennials Communication strategy Luxury watches Panerai Brand connection |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | This MaVWeU¶V WheViV delves into Panerai's challenge to connect with Millennials, a demographic critical for the brand's sustained growth in the luxury watch market. Recognizing challenges stemming from its uncovered outdated brand image, this study employs a multifaceted approach to identify opportunities to increase Panerai's appeal to the Millennial audience. This thesis focuses on a suggested Communication Strategy, which outlines a shift to bridge the generational gap, aiming to boost millennial brand awareness and attractiveness while maintaining connections with existing customers. The approach involves leveraging generational influence and focuses on fostering emotional bonds across generations. Aligning with PaneUai¶V core values and offering authentic experiences, visual elements, and storytelling focuses on the sea and sailing, adventure, action, and heritage but with a modern twist to resonate stronger with Millennials. Curated events, collaborative sailing courses, and strategic influencer collaborations enhance brand alignment and visibility. This comprehensive strategy aims to equip Panerai with actionable recommendations, fostering brand awareness and resonance, particularly among Millennials, as the brand charts a course toward new horizons. |
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