Aaker Model for Gio-Goi

It was felt that using the aaker model would help understand the brand in more intricate detail, hopefully, meaning that no detail that could be focused on would be missed and that the right message was being portrayed through the 'Big Idea'.

Aaker Model

Brand as a Product

Casual, comfortable clothing.

Embellished, neon yet simple.

Brand as an Experience

Colourful

Relaxed

Fun

Individual

Brand as a Symbol

‘it is what it is’

‘live who you are’

Arrowhead

Brand as a Person

Urban/street

Casual

Unpretentious

Northern

Brand as an Organisation

Dedicated to music

Proud of its heritage

Innovative take on the rave scene

(KATIE)