Brand Strat

HEALTHY BRAND – CHARACTERISTICS

 Should have a particular meaning/purpose

 Should have a unique meaning/purpose

 Should be an efficient and engaging communicator

 Should add value to the consumer’s life

 Should be transparent and live up to its brand promise

 Should be able to build sustainable relationships

 Should view profit as a consequence of the above but not its main objective.

TASK

With consideration to the characteristics that define a “healthy brand”,

Determine whether or not the following are healthy brands.

o Vodacom

o Coca-Cola

o Nestle

Remember to substantiate!!

o Does Vodacom have a particular meaning/purpose?

Vodacom’s sole purpose is to provide a reliable and efficient cellular network.

o Does Vodacom have a unique meaning/purpose?

As South Africa’s leading cellular network, I think Vodacom’s unique meaning/purpose is to provide a service that is on par with global networks.

o Is Vodacom an efficient and engaging communicator?

Yes I think it is. In terms of service delivery Vodacom has yet to fail its customers, it is the pioneer in cellular networks and through its media efforts Vodacom has created an air of friendliness. Two adverts that come to mind when I think of this friendliness concept are Bob and his “blueberry” and Mo the mere cat dancing to “cant touch this”. Vodacom was the first to bring blueberries to South Africa and the advert made light of many people’s inability to use the phone. It was a smart way of promoting a product which many people had pre conceived notions on... (I still can’t quite get the hang of using a blueberry)

o Does the brand add value to the consumer’s life?

Yes it does although Vodacom doesn’t offer a product it offers a service that is efficient. Those who use Vodacom may occasionally complain about cost and such...