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JEDDAH FESTIVAL

  Brand Architecture
[BRAND ARCHITECTURE MODEL]

                                     Branded House        House of Brands               Hybrid
                                      Master Brand        Associated products   Situational/ Combination
Brackets @2010 All Rights Reserved
[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
[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
[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
WHEN IN DOUBT, DEFAULT TO THE
Brackets @2010 All Rights Reserved




                                     BRANDED HOUSE
[MOTOization CREATED COMPLEXITY FOR
                                                                       MOTOROLA]
                                     Proliferation of Names   Extending to business platforms




                                                              And Consumer Products
Brackets @2010 All Rights Reserved




                                                                                                CASE STUDY
[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
[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
[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?
Brackets @2010 All Rights Reserved




                    ARCHITECTURE
                    SIMPLIFY THE FESTIVAL
[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
[STEAKEHOLDERS]

                                                                  Government
                                                                     Body



                                                                                             Corporate
                                           Tourists
                                                                                              Sector




                                                                  Jeddah
                                                                 Tourism
                                     Community
                                                                 Festivals                          Media
Brackets @2010 All Rights Reserved




                                                                                Industry
                                                      Sponsors
                                                                               Association




                                                                                                            Example
Brackets @2010 All Rights Reserved




                               OUTCOME
 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
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
Brackets @2010 All Rights Reserved




                               AND SO ON TO 2010
Jeddah pre 2010   Jeddah post 2010
                                     Unprofessional    Welcoming
                                     Fun               Efficient
                                     Unfriendly        Friendly
                                     Not united        United
                                     Infrastructure    Booming
Brackets @2010 All Rights Reserved
Brackets @2010 All Rights Reserved




                               THANK YOU

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Jeddah festival brand

  • 1. JEDDAH FESTIVAL Brand Architecture
  • 2. [BRAND ARCHITECTURE MODEL] Branded House House of Brands Hybrid Master Brand Associated products Situational/ Combination Brackets @2010 All Rights Reserved
  • 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
  • 6. WHEN IN DOUBT, DEFAULT TO THE Brackets @2010 All Rights Reserved BRANDED HOUSE
  • 7. [MOTOization CREATED COMPLEXITY FOR MOTOROLA] Proliferation of Names Extending to business platforms And Consumer Products Brackets @2010 All Rights Reserved CASE STUDY
  • 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?
  • 11. Brackets @2010 All Rights Reserved ARCHITECTURE SIMPLIFY THE FESTIVAL
  • 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
  • 13. [STEAKEHOLDERS] Government Body Corporate Tourists Sector Jeddah Tourism Community Festivals Media Brackets @2010 All Rights Reserved Industry Sponsors Association Example
  • 14. Brackets @2010 All Rights Reserved OUTCOME
  • 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
  • 17. Brackets @2010 All Rights Reserved AND SO ON TO 2010
  • 18. Jeddah pre 2010 Jeddah post 2010 Unprofessional Welcoming Fun Efficient Unfriendly Friendly Not united United Infrastructure Booming Brackets @2010 All Rights Reserved
  • 19. Brackets @2010 All Rights Reserved THANK YOU