Vega Healthy Brand Audit Project Vega prides itself in training future brand leaders to consider the health of the brands they will be working on. Therefore, a healthy brand audit was created, considering seven measures used in order to determine the health of a brand. The brief was aimed at the honours strat class and conducted as a group project.

The Seven Measures of a Healthy Brand 1.  Does the brand have a particular purpose? 2.  Is this purpose served in all that it does? 3.  Does the brand have a unique meaning? 4.  Is the brand a clear and coherent communicator? 5.  Is profit the driver of the brand? 6.  Does the brand build sustainable relationships by never taking more

than they give? 7.  Does the brand add value to the lives of the consumer?

The Brief Select a South African brand of your choice and conduct a healthy brand audit determining the health of the brand. Ensure that you include recommendations in accordance to the outcomes. The Brand Selected Nando’s

The Final Presentation

Chicks Cocks Gina Yuter

Kaylee Dobie

Hayley Shargey

Lauren Adie

Jo-Anne Wells

Esti Strydom

Seth Whitehead

Philip Malan

The Team

Nando’s?

•  Started by Robbie Brozen and Fernando Duarte

•  Positioned as a fast food chain that pushes boundaries in all it does

•  Originated in Johannesburg, now international

•  Strong Political Influence with advertising

Personality: •  Cheeky and daring •  “Always playing with fire”

Fernando Duatre & Robert Brozin

1987

Jo’burg

Australia, Bangladesh, Bahrain, Kuwait, Botswana, Canada, Cyprus, Fiji, Ghana, India, Indonesia, Ireland, Israel, Lebanon, Lesotho, Malawi, Malaysia, Mauritius, Namibia, New Zealand, Nigeria, Oman, Pakistan, Qatar,

South Africa, Saudi Arabia, Sri Lanka, Kenya, Swaziland, Turkey, the UAE, Uganda, the UK,

the USA (Washington, DC) and Zimbabwe…….

SWOT

Their “flames”

“Bird Flu”

“Golden eggs”

“Ruffle their feathers”

What about the veggies?? Offensive Affordability Specific groups

Expansion

Chick-pen

Peckish

Healthy

Consistency

Environmental awareness

International markets

Original Inclusive Successful items

Secrecy bill

Competitors & loyalty Economics downturn Super health conscious people

The Loop

Impact of Secrecy Bill

Advertising Material

E!etive Advertising

Shock ImpactCompetitive Advantage

Market Power

Innovation

Target Audience

Independant of political advertising

Pro"t Loss

Brand Strength

DiscrepencyImage vs Identity

Healthy Brand “Peri-meter”

Brand Purpose

“To promise to serve the best tasting flame-grilled, Peri-Peri

chicken in the world.”

Does Nando’s serve its purpose in all that it

does?

Yes, Nando’s purpose is to push boundaries

They do this by creating healthy fast food, creating satirical advertising and by ensuring that they never miss out on any South African current affairs

Distinctive Brand Identity?

Distinctive Brand Identity?

Nando’s has a very distinct identity. From their colour scheme, flavours language to their font and the look of all branches

Engaging, Authentic and Coherent

Communication?

Does Nando’s add value to the lives of people?

Assured Chicken Production standards

Does Nando’s build sustainable relationships

by never taking more than it

gives?

Is profit the driver?

Something to crow about…

Conclusion

Is a very strong and authentic brand

Delivers on brand promise

Recommendations Keep on doing what your doing

Lay new eggs

New inspiration

Be “cock-sure”

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