What is Brand Architecture?July 14, 2021
Brand architecture describes the way sub brands sit in relation to the parent brand within the broader organisation, their relationship to one and other and are used together.
What would happen if a company partnered with one of the World’s largest and most respected oil and lubricants producers, but they couldn’t leverage the partner brand? This was the situation affecting IVECO globally.
A leading truck, light commercial vehicle and bus manufacturer, IVECO was transitioning to a new oils and lubricants supplier for its range of IVECO-branded products, and partnered with one of the World’s most prominent suppliers. The supply arrangement prohibited dual branding though, instead requiring the products to be marketed solely under the IVECO banner.
IMA has extensive experience across commercial vehicle, construction and agricultural equipment segments, and was appointed by IVECO’s parent company, CNH Industrial to take on this challenge and grow awareness and acceptance of the latest IVECO-branded range.
The main campaign message, ‘Pure Joy’, highlighted the benefits of the new oils and lubricants range, concentrating on an extensive joint development and testing program between IVECO and its new oil partner, to deliver an expanded range of products to meet the exacting needs of IVECO vehicles.
This close collaboration and fit-for-task development of the oils and lubricants allowed us to promote a range of sub messages focused on: trust, leading technology, high quality, service orientation and dealer to customer proximity.
IMA Group Account Director, Jachin Cush, said that a major component in the new IVECO oils and lubricants launch was a suite of dealer support materials.
“The new-look range was executed across all channels for internal staff, dealers and IVECO customers, and will be rolled-out across product labels, retail and wholesale POS, video development, product brochures and digital campaigns,” Jachin said. “Launching with a dealer playbook and associated materials also reinforced that IVECO really had dealer support front of mind with this release. The playbook introduced details of the new partnership and provided a snapshot of the dealer to end customer value proposition, as well as introducing the 2021 product portfolio, sales tools and general resourcing.
“From a concept development perspective, the subject matter allowed us to work within some rich creative territories that ultimately delivered some fantastic outcomes for the client.”
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