DIE TOEPASSING VAN 'N HANDELSMERKSTRATEGIE: 'n Veldfocus gevallestudie

Abstract

A product is something that is made in a factory; a brand is something that is bought by a customer. A product can be copied by a competitor; a brand is unique. A product can be quickly outdated; a successful brand is timeless" (Aaker, 1991 :1 ). The relevant question however is: What was done in creating the success of the brand? Although the initial reason for creating a brand is to identify a product or service and to distinguish it from the competitors, in time the brand develops a specific character and personality. Research has shown that this added value that exists in the mind of the consumer needs to be determined in the development stage and needs to be managed as part of a total brand strategy. Only then will a long term benifit be derived that can even be added to the company's bottom line. Kapferer (1992) developed such a model which gives clear guidance in creating a total brand concept through a brand prism and platform. The aim of this study is to discuss Kapferers' brand prism and then to evaluate the Veldfocus brand against this model with specific referance to the printed advertising material. Employing a qualitative research methodology, validated through the process of data triangulation, certain recommendations were made regarding the application of the Veldfocus brand. Kapferers' brand prism consist of six elements which are divided into three external (left) and three internal (right) aspects of a brand. The communication of a brand is part of a process which begins with the creation of the brand identity and through various mediums being received as the brand image by the consumer. Only when all six elements are communicated as part of a total brand strategy can long term success be guaranteed, subject to sound brand management principles being applied. Agrinet, a wholesale supplier to 500 retail stores, got the marketing rights from the SABC to use the television programme name to develop a bush wear range of clothing with the Veldfocus brand as its label. Although there is no definite guidelines to good design and layout, print advertising needs to be evaluated in term of its verbal, visual and design elements, as these three elements form a total image. Although it was clear that there was a clear effort to visually create the ideal brand identity, concerns raised were a lack of a consistent look throughout the total print campaign. The researcher suggested that a consistent slogan needs to be developed in order to clearly position the brand in the mind of the consumer. The Veldfocus brand logo application need to be used consistently in all advertising material. Suggestions on the use of the background images were made to make the product more visible, to create a visual focus on the products and to make the copy more readable. In closing the researchers suggested that Agrinet should look for more above the line marketing opportunities in order to build a strong brand by means of joint promotions with brands that target the same market segment. The focus of further advertising should aim at differentiating the Veldfocus brand through investment in more corporate advertising based on the brand prism.