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    Brtnicka martina case_study_heartbrands Brtnicka martina case_study_heartbrands Document Transcript

    • HeartbrandMartina BrtnickáCase study2011
    • 2ContentsAbstract ................................................................................................................................................... 3Unilever ................................................................................................................................................... 4Unilever - Logo .................................................................................................................................... 4Heartbrand .............................................................................................................................................. 5Heartbrand - Logo ............................................................................................................................... 5Wall´s................................................................................................................................................... 5Streets ................................................................................................................................................. 6Good Humor........................................................................................................................................ 6GB Glance ............................................................................................................................................ 6Tio Rico................................................................................................................................................ 6Frisko ................................................................................................................................................... 6Others.................................................................................................................................................. 7Different name in different countries ................................................................................................. 7Share happy............................................................................................................................................. 8Brands - Inappropriate meaning in other languages............................................................................... 9Conclusion ............................................................................................................................................. 10Literature............................................................................................................................................... 11Appendix I.: Brands ............................................................................................................................... 12Appendix II.: Heartbrand´s logo history ................................................................................................ 13Appendix III.: Heartbrand´s – what is sold where ................................................................................. 14Appendix IV.: International campaign: Ice cream makes u happy........................................................ 15
    • 3AbstractThis case study is about one of the biggest ice cream producer in the world - Unileverand its many ice creams brands knows as Heartbrand. At first I thought that the company havelike the main brand of their ice cream and uses other different brands abroad because aninappropriate meaning in other languages or other possible reasons. Actually all theHeartbrand´s brands are companies that Unilever bought, mostly left the original namesbecause they were well-known in their original country and unified them with red coloredheart logo.The essay is structured as follows: Unilever company is introduced and their logo isdescribed as it is actually very interesting, covering a lot of meaning in the logo´s little icons.The concept of Heartbrand is introduced with the logo history and its changes during the yearsand olden times of certain brands are described (Wall´s, Good Humor, Frisko etc.).There are many reasons for a global company to use different brands´ names abroad,so one part of the essay is dedicated to an explanation why worldwide known companiesmake this kind of decision. Eventually there are presented some examples of the brands withopposite problem, meaning changing their brand name because it’s inappropriate meaning inthe language used in the market they wanted to enter.
    • 4UnileverBen & Jerry´s ice cream, Bovril – beef extract that gives a taste to our cooking,margarine Flora or Rama, that we eat every morning with bread and marmalade, famousHallmann´s mayonnaise which makes our salads like never before, Knorr´s ready-soups thatsave our life when we do not feel like cooking, Lipton tea and so much more.. every one ormost of people know these brands as they are part of our lives, but I am sure that majorityhave no idea that they are actually one company – Unilever.A British-Dutch multinational corporation, was founded on 1stJanuary 1930 and ownsmany brands in food, beverages, cleaning area and personal care products which are sold inmore than 180 countries. The number of brands owned by Univeler grow every year and in2010 over 100 new brands were launched in into the market. The company operates in 11product areas (ice cream, personal soups, skin care etc.) and in seven of them is a globalleader. For example, worldwide known brands - Dove, Lux and Rexona make the company ainternational leader in the deodorant and skin care market or Ben & Jerry´s and Heartbrand(Algida, Wall´s, Olá, Good Humor etc.) managed the same in the ice cream market. (Unilever– About us, 2011, online).Unilever - LogoUnilever´s logo, in a shape of letter “U” compounded of many little symbols, can befound at most if not every package of Unilever´s products, but from my experience it is hardto notice it. Very interesting is the fact, thatevery one of the 24 icons have a particularmeaning, which is in some way importantto the company. For instance, there is apicture of a bird which is a symbol offreedom, sparkle picture represents clean,or health and sparkling with energy, an icecream icon is a treat and pleasure, recycle symbol presents a value of Unilever´s commitmentto sustainability or fish is a symbol of food, see or fresh waters. By going throw all the icons,we get familiar with their core values of the company and products. (Unilever – Our logo,2011, online).
    • 5HeartbrandIn the Czech republic it is known as Algida, in United Kingdom is Wall´s or Olá inPortugal. Heartbrand ice cream is Unilever´s ice cream name represented by a heart logo andstands for many ice cream brands – Algida, Olá, Wall´s, Frido, Good Humor, Tío Rico,Streets, HB, Miko, GB Glace, Frisco, Lusso, Langnese, Kwality Wall´s, Eskimo and Kibon.Unilever is the world´s biggest ice cream manufacturer. The Heartbrand was lounchedin 1998 to increase international awareness and promote worldwide. Nowadays we can buy anice cream with heart logo in 40 countries, but in most of the them different brands names areused. Very interesting is, that every country had a choice to create their own logo for theproduct, but for obvious reasons most of them chose the heart logo. (Heartbrand, 2011,online).Heartbrand - LogoUntil the year 1998 many of Unilever´s ice cream companies were mostly recognizedby using a logo compounded of five horizontal red lines and white oval with blue ending withthe company name written in the middle. Different names and fonts were used. (SeeAppendix II.). But this design was not obligatory and there were several companies, in thosedays, using their own independent logo (See Appendix II.) even though they were part ofUnilever corporation – Wall´s in the United Kingdom, Miko in France, GB Glance in Swedenand Frisko in Denmark.In the 1998 a dramatic change in the logo design was made. They left the previousappearance totally and came up with a logo in a shape of heart with yellow shadows. Thenew, very trendy looking logo, designed by Carter Wong &Partners, replaced the prior logo, but the local names (Frigo,Algida, Langnese etc.) were carried on. The currently usedHeartbrand logo was created in 2003, the yellow shades wereremoved and blue script lettering with local differences was abandoned in favor of red coloredletters of the same font to make the logo look simpler and easier to use since being one colorand one writing style. (Logos.wikia.com, 2003, online).Wall´sIt is originally a food brand, including meat and ice cream products from UnitedKingdom. The company was founded in London in 1786 by butcher Richard Wall and in
    • 61930 it became a part of Unilever. Butcher was the origin business, but since summer salesdown turns the corporation launched a range of ice cream in 1922 to survive. (Wikipedia.org,2011, online).StreetsIt is an Australian original ice-cream nowadays brand owned by Unilever. Streets wasfound in the 1930s by Edwin Strees and Gordon Rider and is at the moment the Australia´slargest ice-cream manufacturer. The Heartbrand logo that is used, is the same as Wall´s icecream, Selecta, Algida and other many ice cream brands owned by Unilever. (Wikipedia.org,2011, online).Good HumorAn American ice cream brand founded in 1920 in Youngstown in Ohio. Originallychocolate-coated ice cream on a stick sold from ice cream trucks, which was very innovativeway of selling in those days, and obviously from shops as well. The name is coming from thebelieve that a person´s sense of humor and temperament were related to the sense of taste, sogood humor would mean a good sense of taste. In 1960 there we over 85 different kinds ofGood Humor ice cream products. (Goodhumor.com, 2011, online)GB GlanceThe largest ice cream company in Sweden founded in 1942 and originally namedGlace-Bolaget until 1991. It was bought by global company Unilever in 1996. Apart fromproducing the same products of other Unilever´s Heartbrand, they manufacture their owntraditional brands too. (Wikipedia.org, 2011, online).Tio RicoVenezuelan ice cream producer. In 1952 a Ice club company was founded and soonbecame a leader on ice cream market in Venezuela. In 1978 the company was renamed as TioRico. In 1994 bought this business and Unilever grown its number of owned ice creamcompanies. (Unilever-ancam.com, 2011, online).FriskoIs one of the biggest Denmark´s ice cream manufactures and its history goes back tothe 1930s, when it was founded. One of the most famous ice cream – Magnum – wasoriginally made by Frisco. The original Magnum introduced in 1987 was similar to today´s
    • 7Magnum Classic – vanilla ice cream, covered in dark chocolate on a stick. (Wikipedia.org,2011, online).OthersFrigo is a Spanish ice cream manufacturer. Langnese is German. Originally French icecream company called Ortiz-Miko was bought by Unilever in 1993. For example where thename Algida is coming from, if it was a company or artificially created brand, I unfortunatelydid not find. Ola ice cream was established in 1994. Lusso is a ice cream brand inSwitzerland. Kibon is a Brazilian ice cream maker, founded in 1941. In 1942 the first icecream - Eskibon, chocolate covered ice cream was introduced and in 1997 the Anglo-Dutchcompany Unilever bought Kibon. (Wikipedia.org, 2011, online).Different name in different countriesGlobal brands like McDonald´s, Coca Cola or Microsoft carry one name to berecognized worldwide, but the product does not have to be always standardized and mighthave local versions. McDonald´s do not sell beef burger in India, Knorr´s soups and saucescontains local tastes etc. But brands can have all the characteristic of a global brand withoutcarrying the same name everywhere. Sometimes, the brand identity is global, but the namesand logos are local and varies from one country to another, very often for historical reasons.This is the case of Unilever´s ice cream as many of them are actually the original names ofcompanies Unilever purchased. Obviously without having nothing in common it would not beeasy for the company to be recognized internationally so all the ice cream are using the samered colored heart logo. There can be many reasons for using different names in differentcountries, for instance: political, historical, cultural or due to language differences as oneworld have different meaning in other languages and sometimes it can be inappropriate. Oneof the most important reasons for keeping the original company name is for its local well-knowing which would be lost with the name changes. (DE MOOIJ, 2010, online).Even a worldwide sold brand does not mean that customers in all countries willconsider is as a global brand. Every company was founded in a particular country andsometimes the origin is perceived more than the international activity. This could be one ofthe reasons by Unilever keeps on buying ice cream companies from all over the world,keeping the original name and connect them only with Heartbrand logo, then we can say thatthe company is global as it produces and sells worldwide.
    • 8In the Unilever´s case we can see that they are using different names for differentcountries for other reasons not an inappropriate meaning of Heartbrand (which is the “cover”name for all the ice cream brands) in other languages, but because of the advantage of well-known original company name that Unilever bought.Share happyHaving many brands names from many different countries there is a need to connectthem together, apart from the same red heart logo. I have found out a web sitesharehappy.com were you can “Share ice cream, share happy” through a campaign “Ice creammakes you happy” see Appendix IV., by choosing from 34 offered countries (Australia, theCzech republic, Chile, France, Slovenia, Mexico etc.).The first section is dedicated to Happy videos, claiming that “they” wanted to sharewith us some happy videos to brighten our day. The first video that comes up to me on theUnited Kingdom page is from Mark Anthony – personal trainer, who gives us a 2 minutelesson about how to burn fat and how our body works. The video was in my opinion nothinglike what I expected and was not funny at all apart from the fact that if I love ice cream I amnot obsessed with my figure. And unfortunately all the “happy videos” were about losingweight, so it actually made me depressed, surely not happy.Second section called “Happier planet” is basically about the company´s ambitionsabout environment and people´s health presenting their goals in three main areas: greenhousegases, sustainable sourcing and nutrition. Following section called “All products” is a simplepresentation of products that are on the market. “Happy news” on the fourth place in the menuinform us about the happiest new stories from around the web, so you all curious click on the“read here” bottom to find out that the page does not work. The last section “What´s new”,where someone would expect updated news are only empty words how ice cream makespeople happy followed by presentation of several kinds of ice cream. So in a summary UnitedKingdom website sharehappy.co.uk was one big disappointment.But have to say that looking at the other counties “Share happy” web sides, they arelooking much better and offer much more. For example in Switzerland there is an extrasection – fashion, offering cool stuff to buy with the corporation motives, on the Belgium webside you can download a nicely presented complete ice cream offer with all the prices, Italian
    • 9website inform about “smiling ice cream automat” that detects smiles and when the photo istaken you can post it on your Facebook page. (Sharehappy.com, 2010, online).Brands - Inappropriate meaning in other languagesAt the end of this essay I would like to present examples of brands that were forced tochange their names in an intention to enter foreign market. Rolls-Royce model Silver Mistsound a bit strange in Germany where mist means dung. Finnish defroster Super-Piss will benever sold in English speaking countries since piss in English means urine as well as a toilettepaper Krapp which is similar to crap or crappy meaning shit, lousy etc. Chocolate Dajka inHungarian means wet nurse which is not the association we want to make. Just a briefintroduction of brands, that had to change their names while entering different markets.
    • 10ConclusionThe Anglo-Dutch company Unilever is not the kind of company, at least in the icecream sector, that have one brand of ice cream and slowly enters one market after anotheruntil they go global. Their system is to buy ice cream companies from all over the world –Street is from Australia, Good Humor is Americans, GB Glance comes from Sweden, TioRico is Venezuelan´s ice cream, Frisko is one of the biggest ice cream producers in Denmarkand so on. They keep the original name of the bought company benefiting from its establishedimage in the particular country and unifying them all together under the same red color heartlogo, which currently used image was change last time in 2003.Being a global company does not have to necessary mean that they have one brandname like McDonald´s, Apple, Microsoft and so on. A well design logo can be good enoughto be recognized worldwide even with a different company name under it. To connect all thebrands together Unilever uses one main website www.sharehappy.com from where you canchoose the country you are interested in accompanied by an “Ice cream makes you happy”campaign where are “happy” videos, Heartbrand´s fashion or Smiling ice cream automat canbe found.I am sure that everyone knows this red color heart ice cream either it is called Algida,Good Humor, Ola or Frisco. It is a very tasty ice cream with a long experience in the area,considering the individual history of each company that Unilever owns.
    • 11LiteratureDE MOOIJ, Marieke . Global Marketing and Advertising: Understanding CulturalParadoxes [online]. The United States of America : SAGE Publications, 2010 [cit. 2011-11-25]. Dostupné z WWW:<http://books.google.com.mt/books?id=WMeFtpTRtT8C&pg=PA30&lpg=PA30&dq=algida+different+name+in+different+countries&source=bl&ots=OiHiq7BDq5&sig=gPr7mOZFj3VFmNAdvH5hn5IlVl0&hl=mt&ei=c3iyTsysIpG58gPy5dDnBA&sa=X&oi=book_result&ct=result&resnum=5&ved=0CD0Q6AEwBA#v=onepage&q=algida%20different%20name%20in%20different%20countries&f=false>.Goodhumor.com [online]. 2011 [cit. 2011-11-25]. The history of Good Humor. Dostupné zWWW: <http://www.goodhumor.com/Our-History.aspx>.Logos.wikia.com [online]. 2003 [cit. 2011-11-25]. Heardbrand. Dostupné z WWW:<http://logos.wikia.com/wiki/Heartbrand>.Sharehappy.com [online]. 2010 [cit. 2011-11-25]. Share happy. Dostupné z WWW:<www.sharehappy.com>.Unilever.com [online]. 2011 [cit. 2011-11-25]. About us. Dostupné z WWW:<http://unilever.com/aboutus/>.Unilever.com [online]. 2011 [cit. 2011-11-25]. Our logo. Dostupné z WWW:<http://www.unilever.com/aboutus/introductiontounilever/ourlogo/>.Unilever.com [online]. 2011 [cit. 2011-11-25]. Heartbrand. Dostupné z WWW: <http://www.unilever.com/brands/foodbrands/heartbrand/index.aspx >.Unilever-ancam.com [online]. 2011 [cit. 2011-11-25]. Tío Rico. Dostupné z WWW:<http://www.unilever-ancam.com/marcas/alimentos/tiorico.aspx>.Wikipedia.org [online]. http://en.wikipedia.org/wiki/Heartbrand#Heartbrand [cit. 2011-11-25]. List of Unilever brands. Dostupné z WWW:<http://en.wikipedia.org/wiki/Heartbrand#Heartbrand>.
    • 12Appendix I.: Brands(http://en.wikipedia.org/wiki/List_of_Unilever_brands)
    • 13Appendix II.: Heartbrand´s logo history(http://logos.wikia.com/wiki/Heartbrand)Before 19981998 - 2003Since 2003
    • 14Appendix III.: Heartbrand´s(en.wikipedia.org/wiki/List_of_Unilever_brands)Algida (Albania, Kosovo, Greece, Italy, Poland, Romania, Russia, Czech Republic, Slovakia, Turkey,Hungary, Croatia)Bresler (Chile)Eskimo (Slovenia, Croatia, Austria)Frigo (Spain)Frisko (Denmark)GB Glace (Finland and Sweden)Glidat Strauss (‫גלידת‬ ‫)שטראוס‬ Short: Strauss (‫)שטראוס‬ (Israel)Good Humor (Canada USA)HB (Ireland)Holanda (Mexico and Latin America)Kibon (Brazil)Langnese (Germany)Miko (France, Morocco)Ola (Belgium, Luxembourg, Netherlands and South-Africa)Olá (Portugal)Pierrot Lusso, Short: Lusso (Switzerland)Pingüino (Ecuador)Selecta (Philippines)Streets (Australia, New Zealand)Tio Rico (Venezuela)Walls (Indonesia, United Kingdom, Hong Kong, Pakistan, Lebanon, Singapore, Thailand, Malaysia andMaldives)Kwality Walls (India)
    • 15Appendix IV.: International campaign: Ice cream makes u happy(www.sharehappy.com)