To create
Brand Re-launch communication is an extremely challenge-able task out of above
mentioned brand purpose. Here is a recent live example which can be considered
one of the best Brand Re-launch strategic communication with CSR combination by
Samsonite(Luggage brand): ‘Kerala Tourism’ – Effect of authentic Emotions.
We all know
that Kerala is familiar with God’s own country & recently was disastrous
with flood, suffered huge loss where family are mostly relying on tourism
market. Samsonite India (Luggage brand) has taken this opportunity as a part of
CSR by Re-launching the Kerala which is conveying message about ‘Safety, Trust,
Ready to receive, we are back & we are open’.
At the end of
campaign, Samsonite has highlighted very silently its luggage brand 'evoa'.
Excellent CSR
campaign endorsed & explored by Samsonite India which is presenting the
message of ‘Revive & Welcome back to Kerala’ that supports to build the
‘Trust & Confidence’. In this
campaign, Emotions are urging to visitors that break for Kerala which is
directly touching heart of those who are die hard for Kerala backwaters,
eco-tourism, wildlife sanctuaries etc. Moreover,
campaign is executed on perfect time as Vacation period is very next to the
month of November.
Emotional
appeal is playing a vital role in advertising campaign which is being run on
TV, Print, OOH,Radio, Digital, Word of Mouth, BTL promotional activities or any
other. The most significant in advertising campaign that How to place &
Execute emotions on right time along with the content. Emotions are playing
multiple roles according to the branding purpose& communication such as:
|
Major Brand Purpose & Communication
|
Various Emotional appeal according to
Campaigning on
TV/OOH/Print/Radio/Digital
|
|
(1) Branding / Corporate Branding
|
like highlighting only brand/corporate brand
festival wish, Gratitude campaign etc.
|
|
(2) Brand Awareness campaign
|
Consistent highlighting brand on various
place (likewise Sponsorship)
|
|
(3) New Brand Launch campaign
|
Campaign includes about new brand & its
features
|
|
(4) Brand Re-launch campaign
|
Campaign like Revamp brand, presenting the high level of confidence & trust
|
|
(5) Sale Promotional brand campaign
|
Campaign like for
scheme/discount/contest/prize winning etc.
|
|
(6) Brand Recall campaign
|
Release various campaign with same message
|
In current
market trend, many CSR branding strategy have seen but this can be a first
integrate strategic combination between CSR with Brand Re-Launch as well as on
the right time execution.
To make
successful brand Re-launch, the aim should be Regain the Trust, Confidence
& loyalty of Brand not only in the campaign but also practically too where
consumers can get satisfaction. Always remember that Brand equity is relying on
its commitment towards consumers.
