Marketing communication: principles and practice

identity
: the brand name guides consumers when making their choice
•
practicality
: the brand name summarizes information, allowing retention
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BOX 8.1REBRANDING THE LITTLEWOODS PORTFOLIO
Last year, Littlewoods announced that they are to use the Littlewoods name on all of
their £1bn per year retail businesses. Brands to be dropped are Peter Craig, Brian
Mills, Janet Frazer, John Moores, and Burlington. Market research has shown that the
Littlewoods brand remains strong among lower-income families, and is strongly
associated with trust, integrity, and value. The rebranding programme will cost £50m.

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of information about the characteristics of the product by the association
of the brand name with them
•
guarantee
: provides the ‘signature’ of the provider, reducing the sense
of risk and uncertainty (of loss, disapproval, or other form of discomfort
or dissonance)
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A legal company
The corporate entity
A product
A journey
A service
Personal attention during the journey
Added value
A guarantee of superior reliability, etc.
A logo
Simple and distinctive, easily seen and recognized
An identity
Recognizable uniforms, plan livery, office style, etc.
A slogan
‘The world’s favourite airline’
A means of identification
Easily picked out in the airport terminal
A source of information
A statement of affluence?
An advertising image
Bringing the world’s people together
An image
Stylish, reliable, international, high quality
A person
Lord King, Sir Colin Marshall, or the cabin steward?
Figure 8.1