Draft & confidentialProject Ring: Brand status 28 May 2003 Brand Strategy 28th May 2003.
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Draft & confidentialProject Ring: Brand status 28 May 2003
Brand Strategy28th May 2003
Draft & confidentialProject Ring: Brand status 28 May 2003
The Ring Alliance Brand Strategy
Draft & confidentialProject Ring: Brand status 28 May 2003
Customer profile
Who is the customer?
International leisure traveler
International business traveler
Decision makers in corporation
Domestic Customers
Which are the benefits?
Value
Convenience
Value and quality solutions
Prestige and size
Draft & confidentialProject Ring: Brand status 28 May 2003
NewAlliance: Proposition
• For...(target profile)
• New Alliance is...(provider profile)
• That...(purpose)
• Because...(reason why)
• So that...(emotional benefit)
• People who want easy access to their mobile services whenever they are abroad, to be in touch with what matters most to them
• A globally connected alliance of quality network operators
• Offers customers the global connections they demand through a service that is straightforward and easy
• New Alliance provides a common service, with seamless products, pricing and service care amongst the alliance networks
• They feel at ease throughout the world
Draft & confidentialProject Ring: Brand status 28 May 2003
When travelling abroad, I require easy access communication with everyone and everything that matters to me.
Through the global connections of NewAlliance, I know that my network will provide me with a straightforward and easy mobile service abroad, so that I feel the same degree of trust and confidence I do at home.
New Alliance: Feel at ease throughout the world.
NewAlliance: Positioning statement
Draft & confidentialProject Ring: Brand status 28 May 2003
Naming territories
Draft & confidentialProject Ring: Brand status 28 May 2003
A
UnitedInternational/ Global
Connected
B
UnderstandingCaring
Empathetic
The names express relevance within a range of territories.....
Conceptual territories for naming:
GlobelinkUnioRingCircle
IonM-UnityOyster
Draft & confidentialProject Ring: Brand status 28 May 2003
Selected names
Draft & confidentialProject Ring: Brand status 28 May 2003
Name 1: Unity
Unity
Name has some potential as it is strong at conveying concept of alliance. However, it is less successful at conveying global connection and it has variable appeal.
NB: ‘M-Unity’ was originally tested, but subsequently refined to ‘Unity’ due to mis-understanding of ‘M’
Draft & confidentialProject Ring: Brand status 28 May 2003
Name 2: GlobeLink
GlobeLink
Name has some potential as it successfully communicates ‘global’ aspect, but is less strong in communicating the idea of an alliance. Overall, consumers felt this was the most relevant and had rational appeal.
Draft & confidentialProject Ring: Brand status 28 May 2003
Brand identity routes
Draft & confidentialProject Ring: Brand status 28 May 2003
Draft & confidentialProject Ring: Brand status 28 May 2003
Draft & confidentialProject Ring: Brand status 28 May 2003
Draft & confidentialProject Ring: Brand status 28 May 2003
Draft & confidentialProject Ring: Brand status 28 May 2003
Draft & confidentialProject Ring: Brand status 28 May 2003
Draft & confidentialProject Ring: Brand status 28 May 2003
Draft & confidentialProject Ring: Brand status 28 May 2003
Draft & confidentialProject Ring: Brand status 28 May 2003
Draft & confidentialProject Ring: Brand status 28 May 2003
Draft & confidentialProject Ring: Brand status 28 May 2003
Draft & confidentialProject Ring: Brand status 28 May 2003
Draft & confidentialProject Ring: Brand status 28 May 2003
Draft & confidentialProject Ring: Brand status 28 May 2003
Draft & confidentialProject Ring: Brand status 28 May 2003
Principles of alliance visibility• The Alliance brand will always be together with the Mother
Brand(s)External Communications ATL, BTL. All communications related to
Alliance P/S will be co-branded by Alliance and Mother Brand
Retail Direct, Indirect. All communications related to Alliance P/S will be cobranded by Alliance and Mother Brand
Handsets Alliance brand will appear as Screen savers, wallpapers, soft keys, ... only for Alliance developed handsets
Customer services Traning, Systems
Regular Communications Billings, top ups, contracts, renewal
Web Alliance website and presence in Mother Brand(s) home pages
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