Brand Strategy

Only available on StudyMode
  • Download(s) : 127
  • Published : May 23, 2012
Open Document
Text Preview
Brand Strategy 2A
Prepared by: Carlene de Jongh 10-019490 and Phumelela Mtshali 11-028932 “From Integrated Marketing Communications (IMC) to Integrated Brand Contact Management (IBCM) A brand contact Plan for Egypt Tourism Brand Strategy 2A

Prepared by: Carlene de Jongh 10-019490 and Phumelela Mtshali 11-028932 “From Integrated Marketing Communications (IMC) to Integrated Brand Contact Management (IBCM) A brand contact Plan for Egypt Tourism

Contents Page

MESSAGE2
INVENTORY4
ADVERTISING4
SALES PROMOTION5
EVENTS AND EXPERIENCES5
PUBLIC RELATIONS AND PUBLICITY6
DIRECT AND INTERACTIVE MARKETING6
WORD OF MOUTH7
PERSONAL SELLING7
PRIORITISE8
BILLBOARDS8
FAIRS/TRADES/EXHIBITIONS8
ENTERTAIN AND EVENTS9
SOCIAL MEDIA9
BRAND EGYPT PUBLICATION10
COHESIVENESS11
STRATEGIC RECOMMENDATIONS11
Reference list:13

MESSAGE

Benjamin Franklin once said: “It takes many good deeds to build a good reputation, and only one bad one to lose it.” This has been evident from Jet Blues’ runway fiasco, Tiger Woods personal affairs, Facebooks’ privacy breach, BP’s oil spill, Martha Stewarts stint behind bars ,KFC’s rat infestation to Toyotas’ recall of cars costing them in access of $16 million in fines … many a brand has or will experience this harsh reality (Inc,2010). What has been, for the people of Egypt at least, one of the greatest feats in the history of the country ( with the over throw of Mubarak) in terms of human rights , now appears to be the greatest defeat in terms of the country’s economic wellbeing with the decline in the tourism industry and the political strife as one of those “one bad one to lose it” moments that Mr. Franklin referred to. As the long lives sentiment goes that reputation is everything we see this in the case of Egypt, but there does seem to be a ray light at the end of this tunnel. Tiger Woods, BP and Toyota have all recovered from the extensive damage that their brands sustained. An important factor in the process to their journey of recovery has been that they have all used what can be likened to that of a ‘glasnost’ approach whereby ownership is taken, developing a transparent relationship and apologies follow, allowing for the public to identify with them on a ‘human’ and emotional level Egypt’s brand identity has in the past been strongly rooted in the country’s historical iconic tourist attractions such as the Pyramids. Tourists may often forget that a country is made up and sustained by the people of the land. Previous campaigns launch by Tourism Egypt, built the brand identity of Egypt according to the beauty of the land, In 2010, prior to the political unrest, Tourism Egypt launched a campaign entitled “ Egypt: Where it all begins” which highlighted tourists interaction with Egypt’s extraordinary beauty (Jaitely, C, 2010).In terms of the Tourism Egypt approach to rebuilding their tarnished reputation/brand, it would be proposed that the fundamental base of the ‘come back’ brand should be rooted in mobilizing the perception of Brand Egypt as a geographical and historical object to more of an emotional/ human base. Taking this base into consideration, the message that will be proposed to the consumer will be brought about through the “We are Egypt… get to know us” campaign, whereby consumers will be introduced/ challenged to change their isolated view of Egypt in separation to its people. The message is aimed at expanding the conscience of the traveler, both the experienced and the first time traveller to visit Egypt not only because of the landmarks, but recognize the people of Egypt as landmarks themselves through their political struggles. The campaign is aimed at highlighting the positive aspects of Egyptian culture and people. Take South Africa into consideration: post-apartheid, with the ‘rainbow nation’ and ‘proudly South African’ campaign. South Africa’s brand image went from being based...
tracking img