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Type |
Client |
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Client |
Building Holding "Avista" |
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Task |
Marketing research. Determination of metal consumer preferences and attitudes to a new kind of metal. Development of a new brand and positioning. |
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Solution |
Due to the research was identified the following semantic constants:
Structure brand consciousness of Customers and Reference groups is directly related to brands manufacturers of metal, not with their own brands.
The proposed type of tile is perceived not as radical new proposal, although there it is one major and direct competitive advantage: aesthetic appearance, which is expressed in the absence of joints, clash of the length, the perfect geometry of the sheet density fit.
Accordingly, the name of the new brand should be in 2 planes: total - metal as a roofing material, providing protection, and unique - a competitive advantage.
"Bureau" has proposed the generic name LORICA - a word of Latin origin.
LORICA - sheathed metal plate armor, reminiscent in appearance of fish scales, chain mail for a Roman legionary.
Dedicated customer relevant characteristics of the metal are reflected in the following positioning: METAL SHEET with perfect geometry. |
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Bmt_Skype
