BUGATTI Final Project ProcessBook

Throughout this project, the team aims to develop a brand equity-building strategy for Bugatti across the next 60 years. Looking out as far as 2084 there were many factors to look into with the brand history being the starting point. Once there was an understanding of Bugatti as a brand and contextualized throughout history it became time to research the many markets in which Bugatti is directly and indirectly involved.

Through this research major industry and consumer trends were found that are then used to set a plan for Bugatti with another focus of the research done being consumer and lifestyle trends.

Once the research stages were complete, it was analyzed through the pillars of brand equity: brand associations, brand awareness, brand loyalty, and brand density. Each pillar brought upon insights that were then broken into the following categories: purpose, product, price, placement, promotion, and people.