Following the expansion of Arabian Cement of Saudi Arabia into Jordan, Qatrana Cement was established to produce high quality cement for the Jordanian market. It required a new product brand and brand architecture to better compete given that better pricing was not a sustainable solution. Qatrana Cement asked kour&kour to create a more attractive product brand structure and a powerful package design and communication to ensure a successful launch.
"To create brand value, we needed to evolve the brand beyond the functional focus that dominated the industry," said Tareq Joseph, partner at kour&kour. "The new naming structure, and the respective product names, borrow from the strong equity and heritage of Arabian Cement and implies a positive, brighter future - bringing inspiration, strength and colour to communities," added Tareq.
A simplified brand architecture rationalized and focused the portfolio. The strategy built value in the new masterbrand, while leveraging the strength of product brands such as Shamek and Mateen.
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To bring the brand to life, a differentiated positioning was developed. The cement from Qatrana Cement was established as a premium commodity, and Qatrana Cement as a leading corporate and community brand.
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