BRANDING MANAGEMENT

A key differentiator of services marketing from product marketing is the multi-dimensional touch points that customers have in the receipt of the service.  A re-branding of a service is likely to be so much more than a piece of packaging and retail p.o.s.

 

Below are two examples (Great Western & Unitec) where the requirement was to ensure the customer experienced the brand in situ', prior to; and after the customer experience delivery.

 

This involved applying the brand to infrastructure, building signage & receptions, retail presentation, vehicle-liveries, way finding & signage, uniforms and software packages facia in addition to the more obvious stationery and corporate items.  

 

At Unitec the branding and re-positioning also led to how lecturers designed and delivered their programmes; and administrative staff prepared their annual plans. 

 

Agency: Great Western - Roundel.  Unitec - Designworks