Marketing Communications: United Colors of Benetton.

United Colors of Benetton is a fashion apparel brand that is targeted towards the masses. By masses it does not mean that the brand is for everyone but instead it means that the brand is targeted towards almost every community. It is ironic that the famous global brand did not go for the traditional forms of advertising and yet have been able to touch the peak of success. For United Colors of Benetton uniqueness is what counts. The brand does not want to go down the same lane as all the other global brands. It knows how to stand out. The company has intentionally gone for the non-traditional ways of advertising its brand. And it is through these advertising campaigns that the brand has formed its brand identity. United Colors of Benetton is referred to as the “Colors of the World”. This is how the brand’s slogan came into being. From the very start the company focused on the global target market (UNITED COLORS OF BENETTON 2011. HOFMEYR.J &amp. PARTON.G. 2006) The advertising campaign of United Colors Benetton is a controversial one. It has raised many controversies and the company has dealt with these controversies with great determination.

It is their fortitude that has led to the survival of the brand despite being convicted again and again of raising precarious controversies all over the globe. As mentioned earlier whatever United Colors of Benetton has tried to portray through its advertisements has not been a mere mistake or coincidence. Everything from the background to the front picture story is the work of the marketing department of the United Colors of Benetton.

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