•Worldwide�brand•Distinctive�style(self-confident,�metropolitan/urban,�trendsetter,�style�conscious,�educated,�distinctive)

•Distribution•Materials•Design•Prestige�

•Incoherent image�and�communication�for�different�products[Perfume�does�not�remind�of�eyewear�(spokesperson)]•“POLICE”:�cops,�music�band,�eyewear•Internet:�non-activated�links,�no�interaction,�no�web�2.0,�WTC•Male�target??�•Ambiguous messages,�adv•Too�much�American�style•Perfume�Adv�– Police????

•Lifestyle (non-eyewear�products)�•Flagship stores•Female,�kids•18/25•Internet as�a�resource

•Competitors:-Diesel�(stylish-alternative)-Persol (educated)-Oxydo (non-conformist,�metropolitan)�-ZeroRH+�(avant-garde)

•Communicative�Homologation

•Low�Price (materials,�design!?!)

•4�fan�clubs�within�the�first�50�results•Bigger�one:�1794�fans•Pictures,�video�and�comments

•2nd and�3rd position• key�words:�sunglasses,�eyewear,�jewels,�watches

• There�is�nothing�on�MySpace�about�Police

• with�key�word�“Police”:�NO�PERTINENT�RESULTS• adding�“eyewear” or�“sunglasses”:�few�video�ads

•One-to-one�survey•Video�Interview•Positioning�

••Matteo Matteo BrottoBrotto

••Alessandra CapelliAlessandra Capelli

••Marco Santo DanesiMarco Santo Danesi

••Cinzia Cinzia LucatoLucato

••Elisa Elisa NicolettoNicoletto

••Silvia Silvia ZaramellaZaramella

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