This research focuses on the strategic re-branding of the Azerbaijani national wine brand, 'Savalan'. The project investigates customer perceptions, brand insights, and the necessity of re-branding for a brand that appeared outdated or lacked sufficient digital presence. Through a combination of literature review and primary research involving a survey of forty participants in Azerbaijan, the study proposes a comprehensive rebranding strategy. The proposed changes include a new brand name ('Azeri Savalan Wine'), a redesigned logo incorporating the national colors of Azerbaijan (blue, red, and green), a new 3D-effect label, and the introduction of a new slogan: 'Taste the legendary soul of Azeri Savalan Wine.' The research further explores target audience segmentation, competitive advantages against internal and external rivals, and the pivotal role of social media platforms like Facebook and YouTube in promoting the rebranded product to a global audience.
Table of Contents
1. Introduction
2. Literature Review
2.1 Re-branding of a product
2.2 New brand name, logo, design look and slogan
2.3 Implications of re-branding
3. Target audience
4. Competitors
5. Social Media
6. Primary research
7. Conclusion
8. References
Objectives & Core Themes
The primary objective of this work is to develop a comprehensive re-branding strategy for the Azerbaijani national wine "SAVALAN," aimed at increasing brand awareness, attracting a broader target audience, and repositioning the product effectively in both domestic and international markets.
- Strategic analysis of the existing brand identity and market perception.
- Development of a new visual identity including logo, label, and packaging design.
- Creation of a unique brand slogan to strengthen emotional connection with consumers.
- Implementation of digital marketing and social media strategies for brand promotion.
- Primary market research to gather consumer insights and evaluate brand perception.
Excerpt from the Book
2.2 New brand name, logo, design look and slogan
Name, logo, label and slogan are the most essential brand elements of a company that take a great deal of effort, time and care to design and promote them. As mentioned above, we are going to change brand name, logo, cover of the wine, as well label and create a slogan which the existing one didn`t have it and the slogan will help the product on reaching the target audience and having perceptions about the brand.
The old logo has consisted of three symbols that indicating an existing brand`s name which was designed with red colors. It showed that Azerbaijan is a land of fire with a fascinating history and unique cultural heritage.
According to Herskovits and Crystal (2010, p.21), “logo is an important part of the brand as it signals brand character through a stylized treatment of the company or brand name. It is like a signature of a person. Its main function is to remind the brand and make sure that it remains at the forefront of the audience’s thoughts”.
The new logo that we are going to rebrand has been crafted from Savalan wines of Azerbaijan initials. According to Hynes, Niki (2009), “the logo acts as a badge of identification, as a mark of quality and as a way to increase a company’s reputation”. These have been cut and combined together with the top of the “A” being replaced by the top of the “S” and “W” instead.
Summary of Chapters
1. Introduction: Presents the necessity of re-branding in a changing market and introduces the focus on the Azerbaijani "SAVALAN" wine brand.
2. Literature Review: Explores theoretical foundations of branding, logo design, and the psychological impact of brand identity on consumer perception.
2.1 Re-branding of a product: Discusses the specific requirements for updating the product identity of SAVALAN wine based on its heritage and visual representation.
2.2 New brand name, logo, design look and slogan: Details the creative process behind redesigning the visual assets and crafting a new slogan for the brand.
2.3 Implications of re-branding: Analyzes why re-branding is crucial due to customer insights and the potential for better differentiation in the marketplace.
3. Target audience: Segments the consumers based on age, lifestyle, and psychographic factors to ensure targeted marketing communication.
4. Competitors: Identifies internal and external market rivals and outlines the competitive advantages of the new brand identity.
5. Social Media: Examines the role of digital platforms like Facebook and YouTube in promoting the rebranded wine to the target audience.
6. Primary research: Provides an analysis of survey data and consumer interviews regarding their perceptions and feedback on the Savalan brand.
7. Conclusion: Summarizes the strategic findings and emphasizes the necessity of consistent digital promotion for brand success.
8. References: Lists the academic and industry sources utilized throughout the research.
Keywords
Re-branding, Brand Identity, Azerbaijani Wine, SAVALAN, Consumer Perception, Market Segmentation, Logo Design, Brand Awareness, Strategic Marketing, Social Media Marketing, Product Positioning, Competitive Advantage, Consumer Insights, Visual Communication, Brand Slogan.
Frequently Asked Questions
What is the core focus of this research?
This research focuses on the re-branding of the Azerbaijani national wine "SAVALAN" to modernize its image and improve its appeal to a global and domestic target audience.
What are the primary themes discussed in the paper?
The work covers brand identity, the importance of visual design (logo and packaging), the role of social media in modern marketing, and consumer behavior analysis.
What is the primary objective of the re-branding strategy?
The objective is to increase brand awareness, create a clear competitive advantage, and align the brand’s visual identity with the cultural heritage of Azerbaijan.
What methodology was employed to gather data?
The author conducted primary research through a survey and Skype interviews with forty participants in Azerbaijan to assess consumer opinions and perceptions of the current brand.
What does the main body of the work cover?
It covers theoretical frameworks for re-branding, the practical redesign of brand elements, an analysis of the target audience, competitor mapping, and a digital promotion strategy.
Which keywords best characterize this work?
The work is best characterized by terms like re-branding, brand identity, consumer perception, market segmentation, and strategic marketing.
How does the author plan to change the logo and branding?
The author proposes a new logo crafted from the initials of the brand, incorporating colors from the Azerbaijani national flag and 3D effects to increase visual distinction.
What role do social media channels play in the proposed strategy?
Social media channels like YouTube and Facebook are identified as essential tools for direct communication, brand promotion through video, and collecting consumer feedback.
- Quote paper
- Ulkar Suleymanova (Author), 2015, Re-branding of Azerbaijan National Wine "SAVALAN", Munich, GRIN Verlag, https://www.grin.com/document/1735842
