A complete branding and marketing campaign for Ghassan Gold & jewelry new collections. The branding concept, copywriting, showroom designs and event themes are all of my production.

1. Ghassan Gold &
Jewelry
Branding & Marketing Plan
Prepared by:
Manal Assaad

2. Product “Collection”
Launch

3. Plan
The Product launch will require:
• a Brand Identity,
• Literature,
• Advertising,
• Marketing Planning and
• a Launch Event.

4. Brand Identity

5. Marketing Strategy
• In addressing High Profile Customers:
– They feel special, and they need to be treated specially.
– They need exclusive treatment.
– They live in luxury, and they should always be surrounded with
luxuries.
“Do not economize on quality when you want customers to
indulge on gold and diamonds.”

6. Special and Exclusive Treatment
A Woman is a Jewel..
Beautiful in its form..
Precious in its meaning..
Unique in its existence..
Just Like Jewels, Women have Different Personalities.
And to value both, we distinguished both,
In Four Themes to be applied to every little detail.

11. Feeling the Luxury
Every Theme is brought to Reality and translated from
images to Live Pieces of Art. Expensive Jewels should be
presented to Prestigious Clients in a Luxurious Feel.

12. Feeling the Luxury – Interior Decors

13. Feeling the Luxury – Interior Decors

14. Feeling the Luxury – Interior Decors

15. Feeling the Luxury – Interior Decors

16. Feeling the Luxury – Display Arts

17. Feeling the Luxury – Packaging

18. Feeling the Luxury – Packaging

19. Literature

20. Telling Stories
Support the Themes by stories and creative writings
describing each Personality, citing its Attributes, and
recommending its Style.
Creative Development:
• Copywriting
• Flyers
• Brochures
• Catalogues

21. Telling Stories – “Bold”
• Bold: :‫• مغامرة‬
You lead with all that is new and ‫تتقدمين بكل ما هو جديد وغير‬
unusual, with powerful colors and ‫مألوف، بألوان صارخة وأشكال‬
unique fashion.
Eager for challenge, intrigued by
.‫فريدة‬
mystery. .‫توّ اقة للتحدي، منجذبة للغموض‬
Interesting you are, always
captivating those around you with ‫مشوّ قة أنت، دائما تأسرين من‬
your daring. .‫حولك بجرأتك‬

22. Telling Stories – “Elegant”
• Elegant: :‫• أنـيـــقة‬
You are distinguished with eternal ‫تتسمّــين بالكالسيكية األبدية، زمن‬
Classics, the times of originality
and oriental richness.
.‫األصالة والعراقة الشرقية‬
Calm in nature, beaming in .‫هادئة الطبع، باسمة الطلعة‬
presence.
Classy you are, always dazzling
‫راقيــة أنت، دائما تبهرين من‬
those around you with your style. .‫حولك بأسلوبك‬

23. Telling Stories – “Romantic”
• Romantic: :‫• رومانسية‬
You live for a world of delicacy ،‫تعيشين لعالم من الرقة والنعومة‬
and softness, a world full of hearts
and roses. .‫عالم مليء بالقلوب والورود‬
A Fancier of Flirtations, a Lover ‫عاشقة للغزل، هاوية لقصص‬
for Princesses’ tales.
.‫األميرات‬
A Dreamer you are, always
enchanting those around you with ‫حالمة أنت، دائما تسحرين من‬
your fantasy. .‫حولك بخيالك‬

24. Telling Stories – “Bright”
• Bright: :‫• مشـــرقة‬
You sparkle and shine with the ،‫تتألقين و تزهيـــن بنور الشمس‬
sunlight, the spirit of the spring, .‫روح الربيع، وألوان قوس قزح‬
and the rainbow colors.
Light in movement, a fan for fun. .‫رشيقة الحركة، محبّة للمرح‬
Cheerful you are, always pleasing ‫مبتهجة أنت، دائما تسريّن من‬
those around you with your
presence. .‫حولك بإطاللتك‬

25. Literature – Flyer (Outside)

26. Literature – Flyer (Inside)

27. Advertising

28. An Art that Talks
Translate the Themes into creative forms of art that speak
directly to its targeted audience without even needing an
introduction!
Media Target
Magazines Female Readers
TV The Masses
Signage (Outdoor) The Masses
Signage (Indoor) Retail Outlets
Website design Net Surfers

29. Marketing Planning

30. Spread the Word
Targeting the “Crème de la Crème” demands that only the
most classy marketing tools be used. Getting the message
right, at the right place, and on the right time is not an easy
procedure. Media should be chosen carefully because one
cannot afford mistakes with Upper-Class Clienteles.
Communications and Media Strategy Networks:
• Strategic Ad Placement: in tactical seasons and spots.
• Publicity and High Media Coverage

31. Media Placement Spot
Zahrat AlKhaleej
Magazines Laha
Sayedatti
TV MBC 1
MubiMall
Signage (outdoor) Megacom Early Summer (Wedding season);
Throughout Ramadan;
Lamppost During Eid.
Posters
Signage (indoor) Displays/Stands
Airport V.I.P. Halls
Radio
Publicity
Internet

32. Launch Event

33. Creating a Buzz
A Launch Event is a marketing and advertising tool on its
own. Introducing the new Brands in the same feel of
originality, creativity, and luxury will attract audiences and
stimulate publicity.

34. Pre-Event Promotion
• Newspaper Announcement
– Announcement of Contests
– Announcement of the Event.
• Radio Publicity:
– Contest about Ghassan Gold & Jewelry
– Prizes: tickets to the event or gift baskets according to themes, etc.
• Internet Publicity:
– Contest on the website
– Prizes: tickets to the event or gift baskets according to themes, etc.

35. Event Organization – Theme Development
Red Carpet Frenzy Pamper The Princess Be You

36. Event Organization – Interior Design
• Themed Tables and Table sets.
• Themed Jewelry Stands.

37. Event Organization - Collaterals
• Invitation Cards
• Banner Stands.

38. Event Organization – Branded Materials
• Themed Reception/Parting Gifts.

39. Thank You