” - rebranding first stage. (= 9-0>Tran rebranding. frst stage - the name op aabackground 2BC is a computer retailer acting on multiple markets in the Middle East, It sells a wide range of IT&C products trom computers to software and it offers products embodyng all top tech brands, At the same ‘ime, it also sells its own brands assembled by the 2BC product development divisions: "2B Technology" and “2B System”. At large, the retailer develops a variety of accessories from computer cables to mousses and headphones. These products are sold under two brands: 28C (same as the retailer) and e-Irain, While the 2BC products are considered high and midalle end products, the e-Train products compete in the low - middle down class of accessories. While 28¢ products were selling well and gained recognition and trust from the'r customers, the e-Train brand floundered into the sea of No Names. People could nat associate the o- Train name with computers accessories and neither with the 2BC brand, Hence, with all the communication efforts, the o- Train failed to meet its potential and generated litle income, As a result, 2BC retailer decided to rebrand e-Train.challenge Rebrand e-Train in order to generate a strong IT&C percep- tion, gain fast awareness, generate affinity and bonding within the aimed market segment constraints (low end) Symbiotically connect the new brand within the 2BC umbrella in order to gain, and benefit of the group’s positive hallo.‘Train rebranding. frat stage - the ame strategyTrain rebranding fat stage - the ame market segment “e-Train’ competes on the low end computer accessories market, a segment flooded by cheap and low quality products, where the consumer doesn’t have any guaran- tees on his/hers purchase. The product can last for a year, or crash tomorrow,i rebranding, at stage -the name core target rere a1 27 Low income consumers in search for discounts on the ‘quality products. ow elass clients). characteristics Price as main selection criteria, followed by the brand and product's quality and brand's attributes. With such {an importance on cost, there is a strong tendency to ‘thoroughly research the product's features before pur- chasing PRICE® tag It must be cheap, but branded. ‘The quality is implicit. ‘Consumers with general interests and not specie product / brand demands, expecting less in the computers universe, who search for quality products at a fair price (middle class clients). characteristics They usually see the computer as a necessity, a tool to be used more or less. They are not computer savvy, or pas- sionate about it, they are mere users, intorasted in a ma- cchine that performs wel, without pumping too much money nio it. They require guidance at purchase decision and they ‘generally stick to a specific brand it satisties them, QUALITY®***°° PRICE® BRAND® tag ‘As longs as you get good quality at a fair price, the brand has litte importanceding. rst stage the name positioning In a sea of sameness, e-Train differentiate itself through guar- anteed quality products, brought to the low and medium class. And all at a great price The new brand is for people aiming the same quality as 2BC but unable to pay the same price. So they give up emotional benefits such as: fashionable, innovative, trendsetting, in order to have the premium brand quality guaranteed.- fst stage -the name e-Train offers quality products within the low range and they could easily compete with the low-medium prod- cts (2&3 area) from the middle class, having the price advantage. In terms of price, the ¢-Train products are among the highest priced within the 283 area. These prices are justified by the shear quality of the products which lean on the 2B Technology, observation Avoid developing 28C products for the 3rd area of the middle range, because of the “cannibal- zation" risk, I ze O oO ----4 -|-ee- -o- #2 0 & Pee | -==—_—_———o— o 0° =e =e °° Li 4 -| BR -@ - ° rei eTrain eTrain ° Fo =O) 55 --- | _-2 o|__ °Train rebranding. frst stage the name brand message "We do not sell bad products, even we present a list of low prices. For us quality is a must, therefore guaranteed" B observa Please do pay attention at maintaing the brand's promise (especially the guarantee for qualty, despite the low cos! its excellent and innovative products, any bad products coming from its low end overely damage 28C's credibility.brand promise /// Unique Selling Proposition (USP) “Guaranteed Quality at a Low Cost”The differentiation on the market is led by the brand itself: "The product's quality always comes first!". This generates the premises of a higher e-Train price among the cheapest products of the low market segment.first stage -the name capitalize vs dilute The aim of e-Train - 2BC partnership is to capitalize the high end brand attributes with positive perception impact of the low end brand, by instiling some 2BC's attributes: excellent quality, innovative, reliable, modern, fashionable, etc. Based on this "halo effect" the e-Train is being invested with positive perception; however, if the low brand disappoints its customers, the risk of diluting the 2BC brand will appear as well, Keep in mind, the flow of perception goes both way! Hence, the pledge of quality products it's a must, regardless of the price.on hallo effect Reasons to emphasize or exploit parent company, sister company, or divisional relationships are to: + emphasize "bigness" and suggest stability and dependability; * hype the value of parent company shock by generating the highest possible awareness; * leverage the perceived importance of the separate or combined companies to create greater buyer power, shelf space, or category dominance. Identifying companies with one another, hover is a double-edge sword “Bigness" raise the customers expectations; they demand higher quality products or better service. Joe Marconig shnamin o eS 1SUJ-Train rebranding frst stage the name‘0-Trin rebranding frst stage - the ame The brand name is arguably the most important element of the branding mix because it is the one element you hope never to have to change. Packaging designs will be updated, advertising campaigns will change, even product formula- tions may alter. But the brand name will stay the same. Susannah Hart, Interbrand‘0-Tran rebranding frst stage - the name The right name is timeless, is tireless, is easy to say and remember, stands for something, and fa- cilitates brand extensions. Its sound has rhythm. It looks great in the text of an email and in the logo. A well-chosen name is an essential brand asset, as well as a 24/7 workhouse. A name is transmitted day in and day out, in conversations, emails, voice mails, websites, on the product, on business cards, and in presentations. Alina WheelerGreat brand names roll off the tongue. Brand IdentityTran rebranding. frst stage -the name types of brand names Acronym: A name made of initials - UPS, IBM Descriptive: Names that describe a product benefit of function like: Whole Food, Airbus Ailiteration and rhyme: Names that are fun to say and stick in the mind like: Reese's Pieces or Dunkin’ Donuts Evocative: Names that evoke a relevant vivid image like: Amazon or Crest Neologisms: Completely made-up words like: Wil or Kodak Foreign word: Adoption of a word from a different language: Volvo or Samsung Founders’ names: Using the name of real people like: Hewlett - Packard or Disney Geography: Many brands are named for regions and landmarks like Cisco and Fuyi Film Personification: Many brands take their names from myth like: Nike Source: WikipeotaTrain rebranding. frst stage -the name Unless you have a big, endless budget... Avoid like the plague: Dumb Generic Names EX: Computer Solutions, Performance Printing or Innovative technologies These names will just make you spend more and work harder at building a brand They don't have legs and will likely drown in the sea of sameness. Avoid generics names is also critical in consumer package products, especially when private label copycats by mass retailers are showing up. Many times the name can be the strong point of difference, Copycats names Sound like a competitor or some other big brand are not worthy of much Names hard to spell or pronounce Finally a name should be something most people can spell and certainly pronounce: Names with negative connotationTrain rebranding. frst stage -the name qualities of an effective name Pir communicates something about the ‘essence of the brand. It supports the image that the ‘company wants to convey, Itis unique, as well a easy to remember, pronounce, and Spel Is liferent- aed from competi- ‘ron. Coen Itean be owned and ‘raclemarked. A domain is availble. Cea It postions the com- pany for growth, ‘change, and suc- cass. thas sustain- abiliy and preserves possibites, tations in the markets sorved. Ithas no strong negative connotations, enables a company to bull brand exten- sions with ease, Ie fends tse wellto ‘graphic presentation ‘nalogo, intext, and inbrand architecturej= ( sjesodoidfi ber & WIIG .« Audio resonance for Cables. It instantly evokes the computer accessories universe. As all computer peripherals are, one way or another, connected through cables (keyboards, headphones, loudspeakers, mousses, etc), Fiber&Wire generates a direct connotation with the domain. A strong, modern sound; vivid and energetic. Easy to incor- porate in a slogan, associate with taglines and all other in- store materials.15 Fiberin : Fiberise Flberade5 FIBER - Fiberin / Fiberise / Fiberade Fiber induces the image of a thread, of a plastic curb, of elasticity, flexbilty, dynamism & adaptabilty. A balanced ‘sound composition: three syllables; three or four vowels, which makes it easy to pronounce. Fiber-in / A plugged computer cable. Fiber-ize / Everything becomes a wire. Fiber-ade / The result of “fiberization" = > fecin ig another way of saying phiggedtin into a computer, davies connected, on power on mode, ready to use. ze (am) /-ise (brit) >is a suffx forming verbs meaning: transformation, becoming or creation. lt generally has a scientific touch ‘around it, The verb form of the name brings ‘more dynamism and movement to tha brand {always on tha move) (ex: computenze; mechanve; robot; digitale; organize = ade > suffix forming nouns. It evokes the product or result ofan action or proves, Brings about the idea of finta, tnalzed. Con- ‘sumars will enjoy the frnta form (output) of the "iberising” action,25 WireO Wironics Wireade 2 s £ 3WIRE - WireO / Wironics / Wireade ‘Also related to cables, but in a bit more subtle manner. Wire is up ‘and becoming hype word for the high tech world, not only within the PC area but among adjacent domains as well (ex. The high-tech magazine: WIRED). As a secondary meaning, it also evokes the feeling of connected, plugged in, ready, all se, on the Go position ‘harmonious round and firm shape and sound. With a subtle futur- istic touch and a trendsetter feeling, Wire-O / The essence of computer accessories. Wi-ronics / the Electric Cables. Wire-ade / what wires produce. Enjoying the finite product or experience. (© > a round shape in write and spsting. I ‘rings about the essence of things, the perfect shape of the crcl, a whole, the criginal oxygen breath! ade > suffix forming nouns. I evokes the product or result of an action op 26. the finite outcome of the wring action -ronies > comes from the second part of the word electronics.Train rebranding frst stage - the name WI / WiSys Wi Plus intends to be the opposite of Wi-Fi, It suggests of physical con- nectivity, intrinsic to computer accessories, ‘Adding System to Wire induces the image of a whole universe, a platform connected to a core, the computer. Wi-+/ wi Plus. Extra Wires WiSys / The System of Wires.‘Tran rebranding tra tage - the ame 4 Cyberize CyWire CyFiber CySys‘Tran rebranding frst stage -the name 4; CYBER - CyWire / CyFiber / Cyberize / Cysys ‘Oyber comes from the electronic and robotic world, Directly connected with technology, itis a great partner for words like: wire, fiber, system: Cyberize / Computerize everything. CyWire / Computer Wires. CyFiber / Computer Fiber. CySys / Computer System. > of telaing to, or characteristics ‘of computers, information technology, and vetual realty, "The cyoer age" abbreviation rom cybemetics33 Digitize Digi-Wi > Computerize‘0-Tran rebranding frst st the name DIGITAL - Di COMPUTER - Computerize ‘The Digital format is most commonly usad in computing and electron- ics, especially when real-world information is converted into digital format: audio, video, photo. The conversion comes from the direct usage of computer accessories. Hence the connection. ‘Computerise means bringing everything around you into the computer ‘world. Through computer accessories you can "computerize" your life Digit-ize / Passing all to digital Digi-Wi / The digital Cables. Computer-ize / Bringing all to computer world. < ize (am, / -ise (brit) >is a suix ‘forming varos meaning: transformation, bbacoming or creation. generally has & scientific touch around it.The vetb form of the name brings more ynamism and ‘movement to the brand (always on the ex: computerize; mechanize; rabotize: digitale organize‘0-Train rebranding frst stage - the name testing. frat stage the name A Brand is a person's gut feeling about a product, service or company. It's a gut feeling because we're all emotional, intuitive beings, despite our best efforts to be rational. Marty NeumeierBeing descriptive don't protect your brand, and surely will not differentiate you from the other. The customer will not be able to make the difference and is not in- terested to make this difference. Jean-Noel Kapfererrain rebranding. ft stage- he name Pte rls kad cae DS Tele Lelia Imagery conjured Brandecncent Terry Associ Auk) Cea rd ions peace ted Pree rc Katriona Cambell, InterbrandA name should stand on its own, without any explanations.Please take this presentation as an eee ats seta cl in the process of taking the right deci- Ree enhance cu‘Tran rebranding. frst stage - the name resources Hart, Susannah & Murphy, John - Brands, The New Wealth Creators, MACMILLAN PRESS LTD, 1988, UK. Bas- Ingstoke, London apterer, Jaan-Nool - The New Strategic Brand Management. Creating and Sustaning Brand Equity Long Term, 1d eaition, Kogan Pago, London ancl Priladophia, 2004 Noumaie, Marty - Tha Brand Gap. How to bridge tho distance between businoss stratagy and design, Now Riders, Poarson Education Division, AIGA, 2008, Revisod Edition, Boskooy, US. ‘Marconi, Joo - “The brand marketing book: creating, managing and extanding the value of your Brand, American Marketing Association, of Congress ~n-Publeation Data, Publshad by Probus Puolshing/MeGraw Fill, 2000, ost, Karan; Gitomer, Joftey H. & Tehong Michaal- “Brain tattoos: creating unique brands that stick in your cus- tomor's minds", Karon Post, NYUSA, 2008 Post, Karan - "Brand Naming’, Fast Company, June 6, 2008 \Whodlar, lina - ‘Designing Brand Identity. Acomplote guide to creating, building, and maintaining strong brands", Published by John Wiley & Sons, Ine, Hobokon, New Jereay, US, 2008, Second EatonTHANk YOu! andrei popo Contact * #83 665567299’ andrepot2@yahoo.com