draft & confidentialproject ring: brand status 28 may 2003 brand strategy 28th may 2003

Draft & confidentialProject Ring: Brand status 28 May 2003

Brand Strategy28th May 2003


The Ring Alliance Brand Strategy


Customer profile

Who is the customer?

International leisure traveler

International business traveler

Decision makers in corporation

Domestic Customers

Which are the benefits?

Value

Convenience

Value and quality solutions

Prestige and size


NewAlliance: Proposition

• For...(target profile)

• New Alliance is...(provider profile)

• That...(purpose)

• Because...(reason why)

• So that...(emotional benefit)

• People who want easy access to their mobile services whenever they are abroad, to be in touch with what matters most to them

• A globally connected alliance of quality network operators

• Offers customers the global connections they demand through a service that is straightforward and easy

• New Alliance provides a common service, with seamless products, pricing and service care amongst the alliance networks

• They feel at ease throughout the world


When travelling abroad, I require easy access communication with everyone and everything that matters to me.

Through the global connections of NewAlliance, I know that my network will provide me with a straightforward and easy mobile service abroad, so that I feel the same degree of trust and confidence I do at home.

New Alliance: Feel at ease throughout the world.

NewAlliance: Positioning statement


Naming territories


A

UnitedInternational/ Global

Connected

B

UnderstandingCaring

Empathetic

The names express relevance within a range of territories.....

Conceptual territories for naming:

GlobelinkUnioRingCircle

IonM-UnityOyster


Selected names


Name 1: Unity

Unity

Name has some potential as it is strong at conveying concept of alliance. However, it is less successful at conveying global connection and it has variable appeal.

NB: ‘M-Unity’ was originally tested, but subsequently refined to ‘Unity’ due to mis-understanding of ‘M’


Name 2: GlobeLink

GlobeLink

Name has some potential as it successfully communicates ‘global’ aspect, but is less strong in communicating the idea of an alliance. Overall, consumers felt this was the most relevant and had rational appeal.


Brand identity routes


Principles of alliance visibility• The Alliance brand will always be together with the Mother

Brand(s)External Communications ATL, BTL. All communications related to

Alliance P/S will be co-branded by Alliance and Mother Brand

Retail Direct, Indirect. All communications related to Alliance P/S will be cobranded by Alliance and Mother Brand

Handsets Alliance brand will appear as Screen savers, wallpapers, soft keys, ... only for Alliance developed handsets

Customer services Traning, Systems

Regular Communications Billings, top ups, contracts, renewal

Web Alliance website and presence in Mother Brand(s) home pages

draft & confidentialproject ring: brand status 28 may 2003 brand strategy 28th may 2003

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