The brand is defined as successful when it meets the ideals of a set of people and manages to satisfy the need for belonging or identification of those who do he claims. Some brands aim to go outside the box by mirroring the creative flair of the stylists who created them, others instead enhance the concept of ordinariness and homologation, others they still associate with characterizations of fictional characters or people who in real life did the difference. This increases the value perceived by the consumer of the product brand versus a unbranded product.
If you have a brand with untapped potential and you want to improve its brand awareness, i.e. improve his knowledge in the market, you can develop an effective action plan but above all that allows you to keep the result of the work done under control. If you stay approaching licensing for the first time, Brand Oasi has the necessary experience to follow your brand from its first steps to success. If you need instead of an agency to expand your license fleet without the cost of an internal office dedicated, Brand Oasi is able to connect you with hundreds of licensees in all categories merchandise. Our goal is to guarantee a greater economic return from your brand, ranging from search for licenses up to the development of a complete marketing plan.
How the brand image develops
As mentioned before, a brand must emotionally involve a person and, to do so, it has different ways whether he wants to communicate with his followers or with potential new supporters. The brand can be aesthetically appealing, may share the person's interest or may affect their culture and i values her, or can get the approval of well-known personalities and VIPs.
Brand Oasi is expert in creating or implementing a complete marketing plan for your brand, with the aim of positioning it in the best possible way in a very competitive environment. The team manages all aspects inherent to brand enhancement: from brand extension to the creation of a licensing project complete and successful. We believe in a full partnership work that guarantees the maximum of return in economic and visibility terms for both the licensee and the licensor.
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What is Brand Awareness
At this point we can translate brand awareness as the awareness of a brand on the market. The analysis of brand awareness is of strategic importance to understand the positioning targets. Brand Oasi can carry out a specific study on the diffusion of the brand and for which specific products can lend itself to further improve its reputation and consequently profits for the company.
The study of the target not only allows you to optimize resources in an investment promising, but also prevents the reputation of the brand from being compromised in any way. In some cases it may be necessary to revise the style guide or the logo itself to make it more seductive and rework the design of products and packaging to adapt it to a new type of clientele or to a new cultural thought.
The Marlboro case
The importance of the target chosen is well described in the now famous Marlboro case. Indeed, in 1924 Philip Morris began marketing a filter cigarette, and although today represents the norm, in that historical period people were used to smoking unfiltered tobacco and the women, target to which the product was aimed, did not like the idea of a cigarette reserved for them, perceiving it as an obstacle to their emancipation.
The sale of the product continued for over 30 years, with ups and downs and numerous tricks to overcome the obstacles raised by the critics. It even went so far as to dye the filter red to hide the sign some lipstick. But suddenly here is the turning point: in the 1950s public opinion begins to be sensitized to the serious damage caused by smoking and therefore feel the need to resort to less harmful products. While the competition was looking for the solution, Marlboro had it for 30 years. It was only necessary to reposition the brand.
The new strategy therefore was to no longer address exclusively to a female audience, but rather to present Marlboro cigarettes as the symbol of the virility of the American male, of his independence and freedom. The iconic figure of the cowboy, with a lit cigarette in his mouth and lo fixed gaze on the horizon towards the boundless American prairies, was the key of success that led Marlboro to generate a turnover of 20 billion dollars compared to 5 billions of dollars that he had obtained up to a few years earlier.
The potential of the Brand Extension
Exploiting the notoriety of a brand becomes essential to practice the so-called brand extension, i.e. entering new market segments by exploiting the strength and reputation of the brand name. Depending on the strategy and the ideas to be developed, it is possible to extend it product category or completely change the type of product. The success of the application of this strategy is demonstrated by real and successful examples such as the merchandise in the sports world or the Disney Stores born after the success of the famous animated films for families.