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Brand Core:

Brand Core: . “ The Ultimate” (최상). Core Values. Gaggenau “The ultimate”. Professionalism( 전문화) Perfection( 완벽) Capacity( 수용력) No compromise( 비타협). Claim to leadership( 리더쉽) Perspective( 전망) Culture( 문화) Dimension( 범위). Passion( 열정) Mastery( 지배) Exacting( 정확) demands ( 수요)

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Brand Core:

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  1. Brand Core: “The Ultimate” (최상)

  2. Core Values Gaggenau “The ultimate” Professionalism(전문화) Perfection(완벽) Capacity(수용력) No compromise(비타협) Claim to leadership(리더쉽) Perspective(전망) Culture(문화) Dimension(범위) Passion(열정) Mastery(지배) Exacting(정확) demands (수요) Commitment(수행) Excellence in design(우수한 디자인) Character Style Genuineness

  3. Brand Concept “The difference is Gaggenau” is the promise of the high-end brand in the BSH portfolio (The difference is Gaggenau는 최고급 브랜드인 GAGGENAU의 약속이다. Functionality and design make the difference here. (기능과 디자인이 차이를 만든다) • Functionality: • Innovative technology;(획기적인 기술) • ease of operation;(편리한 작동) • top-quality material(최고급자재) • Design: • classic modernity;(고전적 현대풍) • clean, uncluttered lines;(깨끗하고 깔끔한 라인) • consistency of material and styling(일관성 있는 자재와 스타일)

  4. Brand Positioning in S.E.A Pacific Gaggenau N 사 M 사 E사 B 사 S 사 Exclusive niches A사 Premium 1a 1b G사 P 사 Convenience 2a Functional 2b Cheap offers brands 3a 3c No-names 3b

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