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Al Haramain Perfumes
Who are we?
21st Century BrandingCorporate and brand identity programs are an expression and reflection of the brand’s culture, character, personality, and the products and services offered–inspiring trust with consumers, customers, employees, & suppliers .
Visual identities are the single most important emblem of business through communication. It should be simple, powerful and easily reproduced and recalled by millions of people.
However, In our virtual world, the rules are constantly reinvented, visual identities can no longer be static. A brand is more than just a logo.
Instead we must create a customer centric, flexible, multi-sensory experiences beyond the product. We’re not designing logos, but engaging and compelling experiences!
Our brand is our image as seen form the outside. Our brand is who we are – our strengths, integrity and reputation. It’s not just the logo, but also the emotional response it triggers.
It is the reason why employees and customers talk about a company. Brand building is a process that establishes and solidifies a relationship between a company, its employees, and its customers.
For example, take Starbucks. When you think of Starbucks, several images come to mind, even if you’re not a coffee drinker : Designer coffee, expensive, casual atmosphere, available everywhere, green logo, etc. It’s not an accident that all these images come to mind. Starbucks created these brand qualities to distinguish themselves from other companies.
A well-defined, well-positioned, strong brand will influence employees and customers to think of Al Haramain with positive brand attributes: quality, dependability, trust, reliability.
What do we think of when we think Al Haramain?
StrategyThe core strategy of a branding plan is to clearly identify the brand message and communicate it consistently through design and persuasive copywriting. To reach this point, a brand assessment is required.
Define & Assess
Strategic Planning
Creative Approach Design Execution Analysis
DEFINE & ASSESS
The core strategy of a branding plan is to clearly identify the brand message and communicate it consistently through design and persuasive copywriting. To reach this point, a brand assessment is required.
To position Haramain as a leader in the perfume marketplace, both employees and customers must be part of the Define & Assess phase. Research is a basic step in the development of a successful brand.
1. Define & Assess
Conduct data gathering (interviews, emails, or workshops)
Define target audience Review existing materials Obtain competitive intelligence Identify Company Touchpoints
Ajmal – Ethnic Chic
Rasasi – Unique FragrancesArabian HeritageTrad. knowledge
Swiss Arabian – Fragrance as communication tool
Source : http://www.ajmalperfume.com/upload_images/clippings/pdf/1310379195.pdf
Source: http://www.slideshare.net/shantanu.sengupta/rasasi-perfumes-retail-brand-development
Source: http://whisperny.com/work/item/88-swiss-arabian-the-retail-experience.html
Amouage.com – Amouage is devoted to creating finely blended perfumes with the highest quality of rare and luxurious ingredients, sourced from around the world.
AJMAL
Colors Used: Black, Gold
Website:
RASASI
SWISS ARABIAN
AMOUAGE
•Exclusive•Empress•Majestic•Sheikh
•Hayati•Tajibni•Safwa•Midnight Musk•Oud Obsessive•Treasure
•Affaf•Marwah•Haneen
•Rose Taifi•Haramain Sheikh•Majmuath Al Ara•Tahoora•Khadija
•Urbanist•Maxd•Blackstone•Shades
•Makkah,•Madina•Badar•Bukhoor
•Sheikha•Labiba•Shefon•Tohfa
•A1•Beauty•Silky•Urbanist
Market SegmentLu
xury
Mid
Ran
geVa
lue
Heritage New Segment Western
•Exclusive•Empress•Majestic•Sheikh
•Hayati•Tajibni•Safwa•Midnight Musk•Oud Obsessive•Treasure
•Affaf•Marwah•Haneen
•Rose Taifi•Haramain Sheikh•Majmuath Al Ara•Tahoora•Khadija
•Urbanist•Maxd•Blackstone•Shades
•Makkah,•Madina•Badar•Bukhoor
•Sheikha•Labiba•Shefon•Tohfa
•A1•Beauty•Silky•Urbanist
Market SegmentLu
xury
Mid
Ran
geVa
lue
Heritage New Segment Western
AMOUAGE
•Exclusive•Empress•Majestic•Sheikh
•Hayati•Tajibni•Safwa•Midnight Musk•Oud Obsessive•Treasure
•Affaf•Marwah•Haneen
•Rose Taifi•Haramain Sheikh•Majmuath Al Ara•Tahoora•Khadija
•Urbanist•Maxd•Blackstone•Shades
•Makkah,•Madina•Badar•Bukhoor
•Sheikha•Labiba•Shefon•Tohfa
•A1•Beauty•Silky•Urbanist
AMOUAGE
Market SegmentLu
xury
Mid
Ran
geVa
lue
Heritage New Segment Western
AJMAL
•Exclusive•Empress•Majestic•Sheikh
•Hayati•Tajibni•Safwa•Midnight Musk•Oud Obsessive•Treasure
•Affaf•Marwah•Haneen
•Rose Taifi•Haramain Sheikh•Majmuath Al Ara•Tahoora•Khadija
•Urbanist•Maxd•Blackstone•Shades
•Makkah,•Madina•Badar•Bukhoor
•Sheikha•Labiba•Shefon•Tohfa
•A1•Beauty•Silky•Urbanist
AMOUAGE
Market SegmentLu
xury
Mid
Ran
geVa
lue
Heritage New Segment Western
AJMALRASASI
•Exclusive•Empress•Majestic•Sheikh
•Hayati•Tajibni•Safwa•Midnight Musk•Oud Obsessive•Treasure
•Affaf•Marwah•Haneen
•Rose Taifi•Haramain Sheikh•Majmuath Al Ara•Tahoora•Khadija
•Urbanist•Maxd•Blackstone•Shades
•Makkah,•Madina•Badar•Bukhoor
•Sheikha•Labiba•Shefon•Tohfa
•A1•Beauty•Silky•Urbanist
AMOUAGE
Market SegmentLu
xury
Mid
Ran
geVa
lue
Heritage New Segment Western
AJMALRASASISWISS ARABIAN
•Exclusive•Empress•Majestic•Sheikh
•Hayati•Tajibni•Safwa•Midnight Musk•Oud Obsessive•Treasure
•Affaf•Marwah•Haneen
•Rose Taifi•Haramain Sheikh•Majmuath Al Ara•Tahoora•Khadija
•Urbanist•Maxd•Blackstone•Shades
•Makkah,•Madina•Badar•Bukhoor
•Sheikha•Labiba•Shefon•Tohfa
•A1•Beauty•Silky•Urbanist
AMOUAGE
Market SegmentLu
xury
Mid
Ran
geVa
lue
Heritage New Segment Western
AJMALRASASISWISS ARABIAN
Nabeel
•Exclusive•Empress•Majestic•Sheikh
•Hayati•Tajibni•Safwa•Midnight Musk•Oud Obsessive•Treasure
•Affaf•Marwah•Haneen
•Rose Taifi•Haramain Sheikh•Majmuath Al Ara•Tahoora•Khadija
•Urbanist•Maxd•Blackstone•Shades
•Makkah,•Madina•Badar•Bukhoor
•Sheikha•Labiba•Shefon•Tohfa
•A1•Beauty•Silky•Urbanist
Market Segment
Luxu
ryM
id R
ange
Valu
e
Heritage New Segment Western
AJMAL
AMOUAGE
RASASISWISS ARABIAN
Nabeel
Number of GCC companies we’re competing with in each segment.
2 2
3 3
4 4 2
2
1
The problem isMost of our current material is not geared
towards any audience. This is apparent in every aspect of our communication. From perfume names to graphics, and even colors
The problem is also apparent in the disparate ways our stores are designed to the what we show to customers on tv.
Examples that target the intended audience: