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.
Held at the Melbourne Convention and Exhibition Centre, HIRE19 was the 2019 installment of the Hire and Rental Industry Association’s annual convention. JLG was one of the event’s Gold Sponsors. JLG enlisted the services of IMA to oversee its participation at HIRE19 and help showcase its capabilities and product offerings.
Tasked with everything from designing and constructing the stand and its associated signage to all the pre-event promotions and advertising, IMA was also responsible for the stand’s theme. Key elements included pre-show press advertising, eDMs, videos, and a major prize draw on the stand.
Given that JLG celebrated its 50th anniversary in 2019, the focus centered on the company’s history, as well as the future of access equipment. IMA highlighted JLG’s firm belief that, through technological innovation, it is set to continue as an access industry leader. Including a timeline of all the company’s major achievements and technological breakthroughs, the stand also provided JLG staff the privacy to welcome key customers and discuss the company’s capabilities with potential new clients.
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