All of the ways used to establish an image for a company in a customer’s eyes.
As WPP luminary Jeremy Bullmore famously said:
Consumers build an image [of a brand] as birds build nests. From the scraps and straws they chance upon.
The purpose of branding is to simply and easily help customers understand the offer and how the brand is different. Beyond logo, special visual devices and brand colours, brands are expressed through the following scraps and straws: Retail environment and atmosphere, Staff uniforms and behaviour, Product displays and point-of-sale, Price-to-quality alignment, Added-value, Packaging, Customer Experience, Public relations, Direct Marketing, Sponsorships, Advertising, Partnership, Digital and Social Media.
Ogilvy exist to be the agency most valued by those who most value brands. We support profitable brand development at every stage in the business cycle, using brand as the company’s most valuable asset to drive increased revenue-generation. Key to this is engineering a robust brand identity that fits the competitive framework of the market for maximum consumer engagement. Our team work to the highest international standards using proprietary methods to develop competitive brands for the local and international market. Call Ogilvy now on (+356) 9968 5191 or (+356) 9920 7677 to start the process that will make your brand a powerful cash machine.
Each actively managed brand needs a brand identity. A brand identity is both a vision of how that brand should be perceived by a target audience as well as a blueprint for the entire organisation to work with and respond to. The brand identity is at the heart of good business practice and Ogilvy work to produce brand identities and accompanying Brand Guidelines that define in detail what inspires the brand-building programme.
Our team work to the highest international standards using proprietary methods such as the Ogilvy BrandPrint(TM) to develop competitive brands for the local and international market. Call Ogilvy now on (+356) 9968 5191 or (+356) 9920 7677 to start the process of brand transformation that releases value and claims market territory through differentiation.
The brand position focuses the brand identity by making clear who it’s for and what it does. The brand position prioritises decision-making for management as well as setting the communication objectives. At this stage, the messages that will best differentiate the brand are developed along with appeals to the target segments. As David Ogilvy said, “Positioning is the single most important decision you can make for your brand.”
For management to be successful involves measurement. Without measurement, budgets become arbitrary and brand-building programmes cannot be evaluated. The key to effective measurement is to have indicators that tap all dimensions of brand equity: brand awareness, perceived quality, customer loyalty, brand promise, and associations that include brand personality as well as organisational and attribute associations. Relying on short-term financial indicators alone is a recipe for brand erosion rather than brand-building.
Our team work to the highest international standards using proprietary methods to develop competitive brand positioning for the local and international market. We also provide a range of market research and brand research tools and reports to keep track of your brand’s progress. Call Ogilvy now on (+356) 9968 5191 or (+356) 9920 7677 to start managing your brand more effectively.
Brand Activation is the art of driving consumer action through brand interaction and experiences. In simple terms, the key aim of these sorts of campaigns is to get consumers to act, which means they are encouraged into the Brand Disposition Funnel. Many brands are using activations to build popularity and give the consumer an experience that will help them feel a real personal connection to the company. These activations take place at point-of-sale, at pre-planned events, through sponsorship programmes and through product samplings, in-store retail marketing, via co-branding, workshops, trade-fairs and experiential events.
Ogilvy Malta retain a dedicated group of highly-trained and experienced brand activation personnel to undertake this delicate consumer engagement work. We handle all aspects of the Brand Activation process from concept to implementation and communication. Call Ogilvy now on (+356) 9968 5191 or (+356) 9920 7677 for Brand Activation Programmes that bring life to brands and a very loyal fan base.