Magazine article Marketing

The Marketing Society Awards 2004: Brand Revitalisation

Magazine article Marketing

The Marketing Society Awards 2004: Brand Revitalisation

Article excerpt

WINNER Client: Beefeater Agency: In-house  COMMENDED Client: Lever Faberge Agency: Lowe & Partners 

From a position of strength during the 70s and 80s, Beefeater was a brand in decline prior to 2003. The firm was losing significant market share and was struggling to find any real differentiation in a sea of mass-market restaurant brands.

With its 'Back with a passion' campaign, Beefeater underwent a radical overhaul of its brand, bringing about a new way of thinking in all areas of its business, from service levels to environment.

Taking advantage of 72% brand recognition among UK adults, the campaign focused on moving away from the widely held view that Beefeater was old-fashioned, in essence reinventing the brand from the inside out.

The brand template that Beefeater worked to focused on three key elements to drive the best branded guest experience. First, the company identified the brand proposition, scrutinising key use occasions and guest segments. Second, touch-points with the consumer were highlighted, supported by a collection of strategic statements for every element of the business mix. Finally, Beefeater sought to establish key guest measures to deliver a set of criteria that could be tracked over time to ensure that the firm was delivering on its brand proposition and touchpoints. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.