PROJECT A - situational analysis

1. Current situational analysis for Pedigree:

2. Current situational analysis for Baskin Robins:

Brand Example of Country of Origin

One of the most distinctive and successful Moldovan brands is BUCURIA: 

It is the largest enterprise producing confectionary in the republic, with the strongest heritage and history behind it.

The translation of the brand name is Joy. The slogan "Cu noi viata e mai dulce" translation is the following:  Life is sweeter with us. Thus, everything incircles around delight, pleasure, happiness, and felicity. 

The colour as well as the logo itself is very recognisable and strong. The meaning has an instant positive association in the mind of consumers speaking local language. 

The web site is an exceptionally exemplary for cheerful and positive associations with the brand, especially with targeting their primary audience: children, families, teenagers and pleasure-loving local culture representatives. At the same time a good quality is clearly demonstrated through consistent exposition of awards-winning international performance and sustainable-ethical investments.  

LOGO as a Brand Component

Logo is a component of symbols component of a brand. It refers to visual representation of a brand and is necessary in delivering a clear strategic message to prospective audience (Wheeler, 2006).

Logo may consist of graphical depiction of a Brand Name, or only some letters (like abbreviator), or the picture or shapes only. One or a mix of factors mentioned above form an emblem that promotes instant public recognition and is meant to form and evoke specific associations, both rational and emotional.

By analysing evolutional development and change of most of the long-established logotypes, very informative conclusions may be made. For example, looking at Audi logo historical amendments we may notice the ownership changeovers, as well as reorganisations and reshaping of the company:

Observing Pepsi logotype change we may see how the brand name gradually depreciated and the graphical representation is the only portrayal that is left nowadays:

After taking a closer look at a big number of logotype evolution chain, using the following web link: http://best-ad.blogspot.com/2008/08/evolution-of-logos.html, which was provided by the lecturer, the following conclusions were generated:

• logos are becoming more simple with time
• colours used are becoming brighter and more distinct
• the font is transforming into more clear, plain, and straightforward
• the number of words used (if any are used) is diminishing
• modern technologies allowed a 3-dimentional and volumetric graphical portrayal
• as the brand matures it becomes more recognisable and thus allowing taking off the brand name itself (example of Starbucks recent logo amendment) 
• as brands are becoming global their names and symbols are becoming more internationally safe in terms of words and images that are being changed in order to compel any culture and language

A recent innovation in logotype development is the introduction of Dynamic Logos, which change and adapt to every specific occasion, whilst preserving their distinctive features. A good example of such would be a pioneer in this particular area MICHELIN logo:

The followers of Michelin logo strategy are such well-known brands as Google, MTV, Morton Salt, Saks Fifth Avenue and many others. 

References:

Wheeler, A (2006) Designing Brand Identity. John Wiley & Sons, Inc. p. 4, ISBN 978-0-471-74684-3

Rawsthorn, A (2007) The new corporate logo: dynamic and changeable are all the rage. [online] Available URL: http://global.nytimes.com/?iht, International Herald Tribune (Retrieved 15 October 2011).