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BroadVision Marketing Blog

Case Study: Branding Changed While the Brand Remained the Same

Posted by Jaco Grobbelaar on Tue, Jan 17, 2012 @ 04:34 PM

A brand is an object and branding is an act, just like branding a horse is an act. The brand is the mark that goes on the horse. The way of branding can change while the brand stays the same. Let’s see how that works in the field of marketing:

1. Birth of a Brand

Our example is 7-11 convenience stores. When they began, they were competing with suburban grocery stores and urban corner stores, both of which were open for the same hours as most people worked–from 9-5. The 7-11 hook was that for their customers’ convenience, they kept longer hours from 7 a.m. to 11 p.m. and that drove their branding. The name said it all. They didn’t need a slogan. The logo and colors, clear on a small lighted sign, needed to be seen before daylight and after dark.

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Topics: Branding Case Study

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