2. What is Axe?
Axe is the American name for the world's number one men's fragrance brand. It was first introduced in
France in 1983 by the British-Dutch company Unilever. Axe was first launched in the USA in 2002 after
success in other parts of the world. Axe is also known by the name Lynx in parts of the world such as the
UK, Ireland, Australia, New Zealand and the People’s Republic of China. It is not known as Axe in the
previously mentioned locations due to trademark problems, hence the reason it is called Lynx. The
company started to expand in 2005 with the launch of branded shower gels and again in 2013 with male
face care products. Axe do sell products for women but their main target demographic is based around
young males.
I chose Axe due to the fact that it is a well known company with, in my opinion, quite a dull and
unappealing logo. The main target demographic for Axe is made up of is for young males but I want to try
and make a logo which appeals for both genders, that is, if the primary research that I will conduct agrees
with my opinion.
3. Primary research
These are quantitative questions
from my primary research which I
have turned into graphs so I can
clearly see what people have to
say.
5. How will this research help?
This primary research will help me see what people think about the logo and the company brand. The
questionnaires show me specific details such as if the participants know of the brand and if they have ever
seen the logo prior to this. It also gives me more detailed answers about what is wrong with the current
logo and what people would like to see after the re-branding. As you can see in the previous slide, the
majority of people's complaints about the logo are based around the colour. This will be my main objective
when I begin to redesign the current logo, after this is done I shall concentrate on the font and the
background image. At the same time I am going to try and make the new logo appeal towards both
genders.
6. Partial or total re-branding
From looking at the primary research that I collected, it seems that I will be doing a partial re-branding
because everyone agrees that the logo is the only thing wrong with the company.
7. Target audience
The original target demographics for Axe products were mainly made up of males between the ages of 15
and 25. This is because Axe products are well known and cheap to buy, making it easy for students in
education or young people with part time jobs to afford. The original socio-economic groups for Axe
products would be E and D because these these are the groups with either a low income based job or
students. For my re-branding I plan to have a slightly different target demographic. My will be made up of
male and females between the ages of 15 and 25, this is now because I will change the logo to make it
appeal to both genders for the same reasons as before.
