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.
After parting ways with its former brand ambassador Grant Hackett, Kumho Tyres needed to establish a new identity for itself. With the help of IMA and a new five-year-old ‘ambassador’, it found what it was looking for. Realising that more and more women are now buying tyres, Kumho repositioned itself as a company that drivers can welcome into their ‘Circle of Trust’.
In developing the campaign, IMA leveraged two key market insights – that, while being everyday items, tyres are things we place a huge amount of trust in; and that, increasingly, women are the ones deciding which tyres to buy. From here, the ‘trust’ positioning was born. Using a five-year-old girl as the new face of Kumho Tyres, IMA developed a fully integrated campaign around the proposition of including the Kumho product in your ‘Circle of Trust’. The notion of ‘trust’ proved to be a perfect fit for Kumho Tyres. It was also used to communicate the tyre manufacturer’s ongoing support for the McGrath Foundation, an organisation trusted to support women with breast cancer and, more broadly, to promote breast cancer awareness.
The ‘Circle of Trust’ solution that IMA developed for Kumho Tyres included a complete suite of point of sale materials for all tyre resellers, website graphics, brochures and the end-to-end production of a Kumho Tyres company magazine
IMA’s ‘Circle of Trust’ solution was met with near-universal approval from all the relevant stakeholders at Kumho Tyres. In fact, the reaction was so good that the campaign was even extended to the company’s South Korean market. Overall, it proved a great success in the very difficult Australian tyre market. The feedback from retailers was enthusiastic, and the uptake of Point of Sale material was high.
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