Vega Healthy Brand Audit Project Vega prides itself in...
48
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.
Transcript of Vega Healthy Brand Audit Project Vega prides itself in...
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”
s
• ..\..\..\..\Desktop\twi-er-‐26.gif
