THE ASSIGNMENT :
Visit a popular store, like an Apple, Nike, Levi, H&M or an Ikea store. The brand should be well-known and you must visit a shop where their products are being displayed or distributed. In smaller towns you may not have access to these stores, in this case you will need to find a section showcasing these items and view how they are displayed or laid out. Before going to the shop, determine the following about their brand identity and, once at the shop, evaluate how they remain true to their brand identity or not. How is the brand identity enhanced (or, perhaps, not expressed) at the point of customer interaction? Hand in a write-up with photos of the following:
- What brand identity element are they using in their logo (e.g. abstract mark or word mark)?
- What do you think their brand ideal is?
- How do they remain true to their brand ideal within their shops?
- Evaluate the customer experience according to the brand ideal. (For example, if the brand ideal is “innovation”, do you get a sense of that ideal when you visit the outlet?)
- Evaluate the visual display of the products according to the brand ideal. (For example, if the brand ideal is “value”, is this expressed in the way they display the products?)
I decided to visit the clothing store of United Colors of Benetton.
What brand identity element are they using on their logo (abstract mark or wordmark?)
As you can see their logo is really simple, they are using a wordmark, a really long wordmark aactually, and they have a plain green rectangle as a background. They also have an abstract mark as a logo that they don’t seem to use as much, it was actually quite hard to find for me. Or maybe I m not so good at looking they have it on all their social media sites as a profile picture.
What do you think their brand ideal is ?
I think their brand ideal is to provide clothes for all kinds of people, people who want to relax, have fun, be fancy, and of course; clothes that look good on different skin colors. In addition to this they want to provide a message of peace with their advertisement. Visiting their website I saw that they use a slogan a lot “clothes for humans”. With this they mean that they are not making clothes specially for thin and beautiful super models or athletes, they take into consideration all kind of human beings. They also include kids and teenagers as a target marked. Here are some videos that show their brand and brand driver in use:
How do they remain true to their brand ideals within their shops
Evaluate customers experience according to the brand ideal
Evaluate the visual display of the products according to the brand ideal
As I said before, I believe they brand ideal is variety, variety in color, in customers and in material. I visited their store in Galleriet(Bergen) to see if they remained true to their brand ideals, evaluate customers experience and evaluate the visual display of the products according to the brand ideal.
Already from looking at their entrance you can see that the store is filled with color and variety. One can also see their logo easily even thought they don’t display it with big letters and in the middle of the store. As I walked in to the store i noticed that every thing was kind of messy, and there was a lot of clothes in the store, this reminded me of their brand identity, “variety” and “clothes for humans”. They had a lot of sweaters and jackets and pants, and they had clothes of all sizes and colors. The only thing that was missing was the mens clothes. This store only had womans and children’s clothes even thought the store normally also sells mens clothes. so I think they kind of neglected the men here. I guess they did not have clothes for all kinds of humans after all .
They used their logo a lot and they had a lot of pictures of people of different races and colors. This enforced the brand Identity aswell.
They also had a special brand of clothes that are specially design for babies.
To conclude I would say that they remained almost true to their brand promise.I say almost because even thought they had a lot of variety in their store, they didn’t have clothes for men and for me that is not keeping their promise entirely, and they probably lost a lot of costumers because of this.. Look I found their logo well hidden yet again!