Jeddah festival brand

1. JEDDAH FESTIVAL Brand Architecture

3. [OUR HOUSE] [Pros] House of Brands  Offers clear, logical paths to new brands and extensions Associated products  Value of master brand preserved and transfered easily [Cons] Dependent upon the health of the master brand  Sometimes makes it harder to micro-segment Brackets @2010 All Rights Reserved

4. [ONE HOUSE, MANY BRANDS] [Pros] Branded House Insulates and “protects” individual brands  Communicates breadth Master Brand  Allows for competing brands within the same category [Cons] Expensive to promote and maintain Brackets @2010 All Rights Reserved

5. [SOMETHING IN-BETWEEN] [Pros] Hybrid Flexible–provides option to use master brand, or not Situational/ Combination Allows for segmentation through endorsement [Cons] Difficult to manage Rife with “slippery slopes” Brackets @2010 All Rights Reserved

8. [MOTOROLA’S NEW BRAND ARCHITICTURE] Masterbrand Welcome to the brand HELLO MOTO Experience the brand MOTOME Strategic sub-brands MOTO + 1 to 4 easy-to- pronounce characters or short word Products, Services, Technologies Trademark names Motorola +Suggestive Name Brackets @2010 All Rights Reserved Descriptive names Motorola + Generic name or Alphanumeric CASE STUDY

9. [ARCHITECTURE DECISION TREE] Create a version Extend an existing Create a descriptive name Create a trademark name Create a strategic name sub-brand Innovation Unique value The Motorola Naming Game Powerful Substantial Is this a new proposition brand resources changing marketing revenue product, and Is the offer so Is Motorola + Is there time, Is this a game Will there be Will the offer not a unique that it descriptor budget and changing offer, significant generate modification of cannot live under insufficient? resources to create, upon which the marketing significant an existing the umbrella of manage, market and success of support over revenue? product? an existing name? extend a trademark Motorola the name? depends? long-term? No No No Yes Yes No No Brackets @2010 All Rights Reserved Yes Yes No Yes No Yes Yes CASE STUDY

10. [BRAND ARCHITECTURE DRIVERS] Alignment  Does your portfolio reflect and reinforce your brand and The optimization of individual business strategy? brands with the corporate strategy  Is there a clear relationship between your brands?  Do your brands invite the customer relationships you want?  Are your branding practices cost-efficient? Loyalty  How well do customers understand what you sell? How the marketplace feels about  How loyal are customers to your brands? the current brands and how they  What are the risks and rewards of change? are likely to react to change  Can you learn from competitors or peers? Financial  Are you getting your money’s worth from current brand How much change will cost and investments? what return should be expected  Can you afford to move to an ideal scenario? Brackets @2010 All Rights Reserved  What return should you expect from different models? Obstacles  Will brand change create unacceptable cultural The human and operational disharmony? barriers to change  Do legal or regulatory obstacles stand in the way of change?  Are your current operations and technology able to accommodate brand integration?

12. [JEDDAH FESTIVAL –BRANDED HOUSE] Jeddah Gateway Jeddah [sub-brand] Jeddah Summer Shopping [sub-brand] [sub-brand] Jeddah Jeddah Tourism Jeddah Brackets @2010 All Rights Reserved Treasure Festivals Fashion [sub-brand] [Mother [sub-brand] Brand] Example

15.  To put Jeddah into the consideration set  To facilitate door opening for stakeholders  Create an awareness of the city  To create consistent messaging  To handle cross functional areas (Bus accident is Dept of Transport, but affects Tourism)  Increase media exposure  Create alignment Brackets @2010 All Rights Reserved  Build national pride

16. Brand Jeddah Tourism Trade & Investment We Are All Jeddah Making the impossible possible Unlimited Business Opportunities Provincial Brand Tourism Trade & Investment Brackets @2010 All Rights Reserved Local Level Brand Tourism Trade & Investment

Jeddah festival brand

You are reading a preview.

Check these out next

Jeddah festival brand

More Related Content

Viewers also liked (19)

Similar to Jeddah festival brand (15)

More from Faris Jeddawi (16)

Recently uploaded (20)

Jeddah festival brand