Brand management
The first ever brand management product had
started at Procter & Gamble. Neil H.Mcelory a famous internal memo was
trying to promote Camay soap, he was dissatisfied by competition, products like
Ivory which is a Procter & Gamble products. He supported an idea for an individual to be
in charge of each brand with a hard working support group to each product as if
they were an independent business. This way every character of ever brand would
be noted from one another. This was both Camay and Ivory would be targeted to
different target audiences, and be less competitive to one another. This became
known as product differentiation and is a key element to marketing.
Apple are a great source of branding, brand
management, the iPod, iPad and IPhone are all different products that are made
by the same company apple.
In the previous post of Corporal identity I
mentioned rebranding a company in this post I will focus on rebranding a
country, rebranding a country is rebranding it with its national identities. For
example Poland when joining the European country wanted to be seen as part of
the West. They wanted to be seen as a
market economy, they created a new and improved identity. Even Germany used
this technique when they hosted the world cup in 2006 in Berlin, Germany worked
with branding and marketing the country. They used the model Claudia Schiffer
covered with a German flag, Germany took a gamble doing this but it worked,
individuals who came to the country felt that Germans are friendly.
Breaking the brand
In 2010 the clothes company Gap wanted to
develop their logo into something different; however after a week with the new
gap logo the new design was enlisted as cheap tasteless and way too ordinary
according to some of Gap’s costumers. It’s
clean font with a small blue square which overlapped the P in the word
Gap. They wanted their audiences to know
they were going to change the Gap design logo. It was later announced that GAP
was returning to their old design the traditional blue background with a white
serif Gap written on top of the blue background.
David Brancaccio 2013, Want your country to be sexier? Rebrand! [Online],
available at:
http://www.marketplace.org/topics/world/want-your-country-be-sexier-rebrand,
[accessed 6th of January 2014]
Anon 2011, Corporate identity + Branding, availble at: http://www.designhistory.org/Symbols_pages/Branding.html [accessed 6th of January 2014]
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