Executive Summary Bottega Veneta is a worldwide famous brand, but its performance might need a boost owing to the company’s recent growth needs. Bottega’s options include product diversification and the production of a new line of items. The company’s brand must be reinvented by emphasizing the significance of quality in daily things and minimizing the level of luxury associated with its products. Bottega will be capable to establish a novel production line by developing the brand impression in a way that relates it to the firm’s principal identity. Introduction Transitioning from a premium company to one that sells things for daily usage is practically impossible. Bottega Veneta, on the other hand, will identify whether all aspects of the corporate communications process are in harmony (Weingerl and Javoršek, 2018). Assuring customers that their daily routines are comfortable while adding a touch of luxury, Bottega will be able to develop an entirely new and extraordinarily profitable brand. Audit of the Brand Pen Portrait and Analysis of Competitors Bottega Veneta brands are primarily focused on attracting feminine as well as macho women, as seen by the photographs. The women here are smart and stylish, live in the contemporary world, are self-assured, and sophisticated. Given that Bottega’s women’s fashion trends are mostly irrelevant, the photographs depict ladies who have their own perspective and discern what is best and more importantly, what garments fit them best. Indeed, these women appreciate comfort above everything else and are willing to spend their money on high-end Bottega brand items. Bottega’s consumers prioritize comfort above innovation, but not rejecting the latter. Additionally, the target population is likely to live in the fast lane because of their proclivity for digital technologies. Digital Pen Portrait Figure 1: Digital Pen Portrait. Analysis of Digital Competitors (POPs and PODs) PODs will include user comfort, since Gucci, Burberry, and Loewe all market luxury in a similar manner as Bottega, but do not focus on daily things and their use (Achim, 2019). In other words, the items are distinguished by superior materials and timeless designs, which sets them apart from the competitors. Bottega’s majority of items are premium priced because to their exquisite brands and high-quality textiles (Zhang and Zhao, 2019). High quality and efficacy are the primary POPs, which Bottega will need to thoroughly examine to guarantee that the standards established satisfy those used by other firms in the industry. Brand Inventory Heritage and History of the Brand Since 1966, Bottega Veneta has been recognized as a luxury goods and designer clothing company. The firm, based in Italy, has amassed considerable influence in the premium design sector. By concentrating on establishing the brand that will serve as the foundation for a fresh and distinctive brand identity, one may successfully capture the luxury daily items market. Brand DNA The brand DNA will enable the business to portray itself as innovative while concentrating on quality and consumer comfort. As a result, the DNA will be designed with the goal of fostering a pleasant existence. The brand’s objective will be to ease everyday routines while also adding excitement and satisfaction. Integrity, customer attention, accountability, and excellent quality will s