ORLANDO’S® Beer Brand Strategy
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Transcript of ORLANDO’S® Beer Brand Strategy
UnaBev S.A. © 2011 TM & Copyright all Rights Reserved.Brand Strategy 2011
What’s in a name
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Originally from Roland, an old German name meaning
“ Famous Land or Renowned Land ”
Logo Design & Icons
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The Dragon symbolizes life and growth and issaid to bring the five blessings: Harmony,Virtue, Riches, Fulfillment and Longevity
Original and distinctive logo and proprietary Dragon icon inspired by a simple premium impactful packaging expression that elegantly expresses both thebrand and product quality as well as reflects the smart nature of the design
Tasting Notes
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* Brewed in accordance with the “ Reinheitsgebot”. the German Purity Law of 1516.
Alc 4.8 % Vol
INGREDIENTS: Water, Malted Barley, Hops, Yeast.
Original Premium Lager Beer, delicately handcrafted and brewed to perfection in Germany using only the finest quality ingredients.A perfect balance of a rich golden color, distinctive hop aroma with a subtle nose setting the stage for the soft, rounded flavors, an almost imperceptible fruit sweetness gives way to the medium bitterness and delicate dryness.Delicate & very smooth refreshing taste, medium in body and carbonation with a crisp clean finish and best enjoyed when properly poured into ORLANDO’S exclusive Fresh beer glass for the Ultimate Beer Experience ! TM
Brand Mission Statement
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To provide the discerning consumer with a Premium Lager Beer Brewed to Perfection, complex in flavors that is easy to drink, refreshing, enjoyable and inspired with a simple yet sophisticated desirable design.
Brand Objective & long Term Vision:
To become one of the most preferable worldwide Premium beer.
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Brand Consumers Attributes:
Male and Female 21 Plus – Independent – Trendy – Worldly – Prestigious – Successful – Achiever - Classy Confident – Charismatic – Passion for Innovative stimulus – Strong Social Networkers – Very much attracted to sophistication and to a world-class lifestyle. Sensuality is an important trigger to keep their levels of adrenaline always up to date.
UnaBev S.A. © 2011 TM & Copyright all Rights Reserved.
ORLANDO’S® USP:
Unique Selling Proposition:
Reasons to Believe:
ORLANDO’S® Premium Lager Beer Handcrafted, Brewed and Bottled in Germany using only the Finest Ingredients, Pure Quality authentic beer according to the “REINHEITSGEBOT”, German Purity Law of 1516.
UnaBev S.A. © 2011 TM & Copyright all Rights Reserved.
ORLANDO’S® Brand Drivers:
EMOTIONS ORLANDO’S® Knows how to
connect with its consumers on an
emotional and very rewarding
experience.
AWARENESS ORLANDO’S®
Is working on its worldwide presence
to increase consumer’s highest levels of preference
VALUES ORLANDO’S®
Delivers more values than people might
expect
UNIQUENESS ORLANDO’S® Gives customers
valuable reasons to believe in its world-
class excellent qualities
ORLANDO’S® BRAND DRIVERS
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ORLANDO’S® Competitive Advantages
ORLANDO’S® has been conceived to cultivate long-term preference and loyalty, while challenging a behavioral consumer’s tendency of exploring different Premium beer brands.
ORLANDO’S® message, within a wide integrated media platforms, will be very consistent in manifesting not only the values, the essence and the unique attributes of ORLANDO’S® Beer, but also will take in consideration the authentic language of the pure beer category.
ORLANDO’S® Sustainable Competitive Advantage will be supported by consistency in the communication of its excellent world-class qualities.
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Commitment to develop the sources that constantly will monitor ORLANDO’S® KPI’s in order to evaluate its performance and truly contribute to ORLANDO’S® development towards success and to keep the brand among the top worldwide favorites Premium Beers.
UnaBev S.A. © 2011 TM & Copyright all Rights Reserved.
ORLANDO’S® Brand STRATEGY:
Developing Brand Preference through emotional perfection very well supported by its authentic Brewed to Perfection qualities & Attributes:.
Genuine, Original and totally committed to Perfection, ready to make The most enjoyable consumer’s experience and challenging the market
of the most well known Worldwide Premium Beers.
ORLANDO’S® BRAND IDENTITY CONSUMERS BRAND PERCEPTION
ORLANDO’S® IS ONE OF THE PERFECT AND MOST AUTHENTIC
PURE QUALITY PREMIUM BEER OF THE WORLD.
ORLANDO’S® GIVES ME THE PLEASURE OF ENJOYING THE TASTE
OF AN AUTHENTIC HIGHEST QUALITY BEER, WHILE MAKING ME FEEL
REWARDED WITH WORLD CLASS PRIVILEGES
Building Brand Preference and Loyalty:
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Rational
Emotional
Brand Essence Wheel
ONE OF THE MOST PERFECT
PREMIUM BEER IN THE
WORLD
World-Class
Great Taste
High Quality Beer
One of the Best Premium Beers
Authentic
Reliable Brand
Satisfies me
Enjoyable Experience
Great Social Moments
Diferenciates me from the crowd
Pleasure
World-Class
Trendy
Wealthy
Knowledgeable
World-Class
Prestigious
Cool
Fashionable
Attractive
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ORLANDO’S® brand key consumers are
Worldwide travelers, explorers, willing to visit
the most trendy and sophisticated places
and people. One of their main traveler’s
Road is immersing themselves in the Social
Media World. And this is one of our main
Integrated Social Media strategy & presence
in order to extend constant viral knowledge
& experiences to be shared in the worldwide
talking behavior, while enhancing the brand’s
worldwide awareness by covering every current
and newest direct forms of communication.
ORLANDO’S® in the Social World
ON LINE MARKETING
& BRANDING
Compe5tor analysis
EMAIL &
Smart Phones
Website &
Search op5miza5on
Custom Web
Strategy & Marke5ng Review
SOCIAL NETWORKS
BLOGS & RSS
UnaBev S.A. © 2011 TM & Copyright all Rights Reserved.
Introducing ORLANDO’S® Label
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Introducing ORLANDO’S® Exclusive Glass
*Awarded : Rhineland - Palatinate Design Award & iF product design award. Nominated for Design Award of the
Federal Republic of Germany.
UnaBev S.A. © 2011 TM & Copyright all Rights Reserved.
Exclusive Fresh beer glass. This special slim shape specifically designed to capture & release the intoxicating flavors & aromas of ORLANDO’S® Premium Lager Beer for an unforgettable & satisfying experience!
Pure and Authentic
Prestigious
World-Class
Premium
Lager Beer
Brewed to Perfection
UnaBev S.A. © 2011 TM & Copyright all Rights Reserved.
TM
UnaBev S.A. © 2011 TM & Copyright all Rights Reserved.