Mid-Term Report Course Brand Management.pdf

lOMoARcPSD|38146348 MID-TERM REPORT Course: Brand Management Class: A05E Lecture: Pham Kim Dien Group Thành Viên Vai trò Mức độ hồn thành cơng việc Điểm Võ Lam Chiêu Thành viên Ngô Ngọc Anh Thành viên 100% 10 Phạm Nhật Hân Thành viên Võ Thị Mỹ Hùng Nhóm trưởng 100% 10 Nguyễn Phạm Thanh Nhân Thành viên Ngân 100% 10 100% 10 100% 10 Downloaded by van Nguyen (hacngocbachvan.1003@gmail.com) lOMoARcPSD|38146348 Outline What is a brand? Company Background BRAND ESSENCE Brand as Product Brand as Experience Brand as Person Brand as Organization Brand Positioning Brand Proposition Brand as a Symbol Brand slogan Graphic Design Logo Font and Color Advertisement and media materials 10 Advertisement 10 Promotion 10 Media and online 12 Print 19 Communication materials 23 Delivery items 23 Miscellaneous 26 Reference 27 Downloaded by van Nguyen (hacngocbachvan.1003@gmail.com) lOMoARcPSD|38146348 What is a brand? To be successful, we must adopt a brand position that customers value and identify with We require a set of values and a vision that customers find motivating and one that we are seen to be committed to and deliver against Company Background Baskin-Robbins is the world's largest retail ice cream chain, headquartered in Canton, Massachusetts, USA With the dream of creating an ice cream shop - where everyone can enjoy every scoop of cool ice cream and gather together warmly with the desire to bring customers the joy of tasting ice cream So in 1945 brothers-in-law Burt Baskin and Irv Robbin opened an ice cream parlor in Glendale, California The couple operated a total of six stores throughout Southern California before continuing to grow and hired a manager to bring ownership and individual creativity to each location In 1949, they purchased their first dairy facility in Burbank, California, where they began experimenting with new ingredients and flavors In 1953, the separate stores were merged to create "Baskin-Robbins Ice Cream", taking advantage of the unique concept of offering a different ice cream flavor to customers each of the 31 days of the month This selection has grown to include more than 1,300 flavors in the brand's flavor library By the mid-1960s, Baskin-Robbins had grown to more than 400 stores in the United States, and by the 1970s, the chain's international expansion began Baskin-Robbins has continued to expand and now has more than 8,000 restaurants in nearly 52 countries, with more than 300 million guests visiting locations globally each year (Baskin-Robbins, n.d.) Downloaded by van Nguyen (hacngocbachvan.1003@gmail.com) lOMoARcPSD|38146348 Baskin-Robbins continues to be the innovation leader in the ice cream industry In 2009, the chain introduced the BRight Choices® product line, which includes better options for you, including frozen yogurt curds as well as light, low-fat, sugar-free, and dairy-free flavors The brand also continues to offer new Flavors of the Month each month, so guests always have something new to try with BaskinRobbins' iconic pink spoon Vision : The best premium ice cream player Mission : We exist to thrill customers,define and lead multi- branding, enrich stakeholders and build a powerful brand image Core Value : Integrity, People, Connection, Innovation, Performance, Discipline, and Quality "We sell FUN, not ICE-CREAM" by Irv Robbins (Baskin-Robbins, n.d.) BRAND ESSENCE Brand essence is the soul of a brand and acts as a foundation so the brand appears consistent and authentic It defines what a brand stands for, shapes the overall identity, and aims to invoke a particular thought, feeling, or emotion in consumers Brand as Product Baskin-Robbin got flavors for everyone, for every day, and every occasion They start with the idea of creating 31 flavors to celebrate every day Now, after 77 years, they have over 1400 flavors (Baskin-Robbins, n.d.) Frequently making new favors Baskin-Robbins ice cream inventors are kind of a big deal, they start each day off with one goal in mind: to make someone’s next favorite flavor (Baskin-Robbins, n.d.) Affordable pricing for each customer Ranging from $0.5 to 7.99 for ice cream, snacks, and beverages (Fast Food Menu Prices, 2022) High-quality ingredients They use real dairy milk in the process And depending on the flavor being created, they'll add pistachios, almonds, walnuts, and even chunks of name-brand candy bars (Jacobs, 2021), along with Cream, Sugar, Corn Syrup, Chocolate Liquor, and Cocoa processed with alkali, Whey Powder, Downloaded by van Nguyen (hacngocbachvan.1003@gmail.com) lOMoARcPSD|38146348 Stabilizer/Emulsifier Blend (Mono and Diglycerides, Cellulose Gum, Guar Gum, Carrageenan), etc (Baskin Robbins, 2018) Variety product line To help enrich the experience of their customers, Baskin- Robbin doesn’t just sell ice cream They want to add a little spice to the buyer’s lists Like a Cappuccino Blast® after lunch, a handcrafted sundae in the afternoon, or even a just-because ice cream cake on those days when an ordinary cake just won’t (Baskin-Robbins, n.d.) Made in the U.S Baskin-Robbins was founded in 1945 in Glendale, California by Burton Baskin and Irvine Robbins, ice cream enthusiasts, whose passion inspired what is now the world's largest chain of ice cream specialty shops (Baskin-Robbins, n.d.) Brand as Experience Convenient drive-thru Ice cream fans will be able to enjoy their favorite Baskin- Robbins treats and new novelties with more quick and ease than ever thanks to the drive-thru (PR Newswire, 2019) Modernized store feature, bringing a pleasant and joyful atmosphere The stores are designed to deliver on Baskin-Robbins' commitment to bringing guests great flavors and memorable moments (PR Newswire, 2019) Flexible and comfortable seating Indoor seating gives guests more options and features an upholstered banquette and oversized swivel chair for maximum comfort Outdoor seating is also available to enjoy the sunny and warm weather (PR Newswire, 2019) Multi ways to get the treats Aside from going to the nearby store or taking it home, Baskin-Robbin has been partnering with Uber Eats, DoorDash, and Postmates to deliver products to their customers’ doors (Baskin-Robbins, n.d.) Brand as Person They are always innovative and passionate in developing different types of ice- Downloaded by van Nguyen (hacngocbachvan.1003@gmail.com) lOMoARcPSD|38146348 cream flavours Baskin-Robbins® is the only ice cream chain in the world that has the unique “31 flavor” concept It represents a different flavor for each day of the month, an incredible recipe library of more than 1400 flavors Joyfulness with everyone Baskin-Robbins also officially launched a new tagline - Seize The Yay to brand the brand with joyful and happy moments This Slogan is said to be a more subtle approach to the sentence "We bring happiness" Thoughtful for everyone, every occasions Dedicated to upholding the flavour, the fun, and the local, neighbourhood feel that make the experience unique to Baskin-Robbins® There is nothing quite as thrilling as the face of a child enjoying his favourite ice cream flavor, or the delight of a mother surprised with an ice cream cake on Mother’s Day in a store you call “my Baskin-Robbins” Always be trendy Since 1945, we’ve introduced more than 1,000 unique, fun and delicious ice cream flavours Our original top-selling flavours like Mint Chocolate Chip and Pralines ‘n Cream continue to delight millions worldwide Still, we continue to consistently introduce new, exciting flavour combinations, as well as ice cream industry-leading innovations such as hand-packed ice cream quarts, a unique flavor ribbon technique, the use of traditional dessert ingredients and the introduction of mousse-textured ice creams From our introduction of signature ice cream cakes and the growing line of beverages, including our signature Cappuccino Blast®, our commitment to creating new and exciting products is unsurpassed in the industry It’s all part of our mission to make the Baskin-Robbins® neighbourhood a tasty, fun place for our customers Brand as Organization Trustworthiness, Trust, Integrity and Courage They always serve our customers the best, the most delicious, highest quality ice- cream that we can and face every problems occurs with a smile on our face Focused, Flexible, Fast and Friendly They dedicate ourselves to be the best ice-cream store for you with our services always precise, fast and happy as much as possible with every customers come to our store Thrive and Flow with Change They always have room for improvement and innovation in our workplace, constantly changing with the current trend of development, social states Compassion and Responsibility They work with a sense of urgency to serve our customers the best we can with the compassion and responsibility to be the happiest ice-cream store in the world Brand Positioning The brand positioning Baskin Robbins attempts to be positioned in the minds of the consumer as a premium product that is not only targeted at individuals/families with toddlers in the upper middle and higher income range, but also at teenagers, young adults who are school/college students And they attempt to be the “to-go” place by providing them with a quality and wide range of products, where individuals can Downloaded by van Nguyen (hacngocbachvan.1003@gmail.com) lOMoARcPSD|38146348 come and relax and spend time whilst consuming their ice cream (UKEssays, 2015) Their products are mainly aimed at the affluent with higher disposable income group to spend on frivolous luxuries such as premium ice cream (UKEssays, 2015) Brand Proposition The basic value proposition which has enabled Baskin Robbins to possess a sustainable competitive advantage has been its offering At the moment Baskin Robbins globally provides over 2000 + flavors unmatched by the most competitors (“Baskin Robbins, Ice Cream”, n.d.) Brand as a Symbol Pink and brown logo The 31 stands for our belief that our guests should have the opportunity to explore a fun, new ice cream flavor every day of the month Mascot: Coney the Baskin-Robbins Brand slogan Baskin-Robbins also officially launched a new tagline Seize The Yay to brand with joyful, happy moments Jerid Grandinetti added: "Right now, we want to remind consumers to cherish every moment True happiness does not come from winning the lottery but choosing to smile." Graphic Design Logo Downloaded by van Nguyen (hacngocbachvan.1003@gmail.com) lOMoARcPSD|38146348 1947-1991 This significant event took place in 1953 Then the entrepreneurs founded a single brand and chose the current name, formed from the merger of two names – Baskin and Robbins This recommendation was given to them by the local advertising agency Carson-Roberts It developed for them the slogan “31 Taste” and presented the very first logo 1991-2006 With the millennium’s approach, the company’s management thought about transforming the old logo to modernize it Designers used the number “31” as the basis They placed it in the center – between the words “Baskin” (left) and “Robbins” (right) The solid circle was removed, replacing it with a half ring The figures are depicted slightly sloping, stretching the bottom of the triple Also, the color scheme now included only two colors, pink and blue 2006-2020 The new logo has become part of the rebranding of the company And although there were already more than a thousand flavors of the original ice cream by this time, the administration decided to leave the number “31” She preserved it as a cult brand identity and a legendary mark that marked the beginning of great success The numbers are still in the center, but separately: the triple and the unit are uniquely encrypted in the first letters of the founders’ names Now “3” is the right side of “B,” and “1” is the long left leg of “R.” To make this more visible, the developers highlighted them with color Under them were the full names of the founders of the company, made by “jumping” letters in lower case The last version of the logo was the most winning; therefore, on its basis, they developed a complete package of corporate symbols, presenting it in a variety of options So, there are versions for stamps, signs, labels, trademarks They are based on a combination of capital letters “BR”, the number “31” and the expanded name of the network The updated 2006 Baskin Robbins logo uses a commercial font resembling Variex Regular Playful, lowercase zigzag letters support a fun mood with sweets and delicious ice cream From the very beginning (since 1953), the predominant shade of the emblem was pink- lollipop It merged with the visual identity of the brand and became its integral part After the emblem redesign in 1991, blue was added to it, aged in the same pastel spectrum 2020-2022 On the one hand, the logo remained the same, but on the other, it was corrected, which is almost invisible This is due to the delicate intervention in the emblem so as not to disturb its good structure because the combination of the central letters “BR” perfectly conveys the number “31” Therefore, everything is left as it is Small changes have affected the font (the words have become a little more wavy) and the color of the inscription (pink is transferred to a light scale and looks cleaner) The wavy text style is retained The designers added a curved shape to the bouncing letters, so the inscription “BASKIN ROBBINS” came out dynamic The color palette is shifted to the light spectrum: pink has become brighter by literally a couple of tones 2022-now In 2022, Baskin Robbins changed the font and color of the logo for the first time in a long time If she limited herself to a simple rearrangement of elements two years ago, then this time, the experiments have gone too far The iconic pink and blue inscription with custom glyphs is a thing of the past, giving way to a wordmark that contains strict brown sans-serif letters At the same time, the designers retained the sacred number 31 for the restaurant chain at the junction of “BR” and even singled out the unit by adding a characteristic protrusion with a semicircular hollow behind the “R.” Both figures are still pink, but now the shade is darker The words “BASKIN” and “ROBBINS” are to the right and left of the Downloaded by van Nguyen (hacngocbachvan.1003@gmail.com) lOMoARcPSD|38146348 abbreviation Their austere style contrasts with the relaxed atmosphere of ice cream restaurants Font and Color Font: The inscription consists of bold sans-serif letters and looks proportional, despite the asymmetry The “K” stands out the most: apparently, the designers adapted this glyph to the style of the restaurant chain The rest of the characters are reminiscent of Rene Bieder’s Gentona SemiBold typeface, with only the “S” resembling a similar letter from AE Type Inc.’s Acronym Bold The inscription is entirely translated into the upper case As for the “BR” abbreviation, it has a custom design “B” is shaped like a figure-eight with two rectangular ledges on the left side The “R” also has one rectangular serif It is located on top so that the back of the letter is as similar to a unit as possible Color: Because most of Baskin Robbins's customers are young people and children, the color is always changed constantly, in order to attract young customers and renew the brand so that it is not boring Compared to the cheerful, youthful color as before, The current color scheme is a bit less cheerful As before, the number “31” is highlighted in dark pink The rest of the logo is brown The current chocolate pink palette fits the concept of one of the most popular ice cream brands in the world Color spec sheet of Baskin Robbins Advertisement and media materials Advertisement Seeing the importance of attracting customers, Baskin Robbins focused on advertising a lot It can be said that investing in advertising to attract customers for Baskin Robbins is very important Here are Baskin Robbins' advertising highlights: Downloaded by van Nguyen (hacngocbachvan.1003@gmail.com) lOMoARcPSD|38146348 a Promotion ● Create many promotional vouchers with extremely attractive discounts Discount program 31% off Freshly Packed ice cream at the end of each month Specifically: Small box 275,000 VND reduced to 190,000 VND Medium box 495,000 VND reduced to 342,000 VND Big box 935,000 VND reduced to 646,000 VND Downloaded by van Nguyen (hacngocbachvan.1003@gmail.com) lOMoARcPSD|38146348 Baskin Robbins cooperated with Los Angeles Football Club July 26, 2021 Baskin Robbins announced that they are now an Official Partner of the Los Angeles Football Club (LAFC) To help celebrate and continue to instill pride in Los Angeles, Baskin-Robbins is offering fans a variety of ways to score big before and after home games, including: Ticket giveaway: Baskin Robbins will hold a sweepstakes for a chance to win tickets to upcoming games along with a Baskin-Robbins gift card The first place winner will win two tickets to the upcoming LAFC home game and a $25 BR gift card and one grand prize winner will win two tickets to the home game upcoming LAFC along with a $200 Baskin Robbins gift card and autographed memorabilia Team Spirit Scratchers: Los Angeles-area Baskin Robbins visitors wearing LAFC gear on game days will receive a free scratcher that reveals special discounts on scoops, shakes, sundaes and more Post-match discount: Fans who attend home games where the Los Angeles Football Club score three or more goals will also have the chance to score their own with an exclusive purchase, receive a coupon for 50% off the next day's Baskin Robbins scoop (Baskin-Robbins, 2021) Downloaded by van Nguyen (hacngocbachvan.1003@gmail.com) lOMoARcPSD|38146348 Brand Ambassador in Korea is BTS BTS is taking a new leap as the brand ambassador for the world famous ice cream brand, Baskin-Robbins On June 30, 2020, Baskin-Robbins revealed BTS as the official endorser to promote their products ARMYs were engulfed in excitement when the BTS-inspired ice cream was revealed Design number "7" ice cream in seven different flavors, plus other exclusive BTS-related items: key ring "7", purple spoon, outer box and photo card All inspired by "Map of the Soul: 7" by Bangtan boys (Reporter, 2020) Downloaded by van Nguyen (hacngocbachvan.1003@gmail.com) lOMoARcPSD|38146348 Promotion with meme and GIF - 'Baskin-Robbins Got Me Like' With eye-catching images and interesting memes, the campaign shows customers' excited, vibrant and exciting emotions after enjoying Baskin-Robbins ice cream Released at the right time of the development of the meme movement – memes and GIFs (in the US), “Baskin- Robbins Got Me Like” easily captured the love of all customers The main videos of the campaign include more than 50 GIFs (animations) and images, created in partnership with leading producer Psyop (Nga, 2018) Downloaded by van Nguyen (hacngocbachvan.1003@gmail.com) lOMoARcPSD|38146348 Website Baskin Robbins has its own website for customers to easily know informations, menu, promotions, of the BR brand Việt Nam: https://baskinrobbins.vn/vn/index/trang-chu/ Downloaded by van Nguyen (hacngocbachvan.1003@gmail.com) lOMoARcPSD|38146348 Foreign: https://order.baskinrobbins.com/menu/flavors Banner This advertising helps Baskin Robbins be more present on the website and customers see and visit more Downloaded by van Nguyen (hacngocbachvan.1003@gmail.com) lOMoARcPSD|38146348 c Print Poster: It can be said that posters are an advertising method that brands often use to promote images, Baskin Robbins is no exception Downloaded by van Nguyen (hacngocbachvan.1003@gmail.com) lOMoARcPSD|38146348 Billboard: Billboard is a type of marketing that is quite popular and costs a lot of money, but the effect it brings to the brand is very high Therefore, billboards of Baskin Robbins are often placed on the streets that people often pass Downloaded by van Nguyen (hacngocbachvan.1003@gmail.com)