A Work Project, presented as part of the requirements for the Award of a Master Degree in

Management from the NOVA – School of Business and Economics.

THE NEXT BIG BUSINESS OPPORTUNITY FOR NATIONAL

GEOGRAPHIC IBERIA

INDIVIDUAL PART ON BRANDING & ASSORTMENT

APPENDIX

Kristina Sandberg Joensen - 2954

A Project carried out on the Masters in Management Program, under the supervision of:

Professor Jorge Velosa

January 6, 2017

1

Contents Appendix .................................................................................................................................... 2

Appendix 1 National Geographic Brand Awareness ........................................................ 2

1.1 National Geographic Brand Recognition ..................................................................... 2

1.2 National Geographic Channel Global Brand Strength ................................................. 2

1.3 National Geographic Channel Global Brand Strength - Methodology ........................ 3

Appendix 2 National Geographic Perceived Personalities ............................................... 3

2.1 National Geographic Perceived Personalities .............................................................. 3

2.2 Product Based Perceived Personalities ........................................................................ 3

2.3 National Geographic Personality – The Magician ....................................................... 4

2.4 National Geographic Masterbrand Identity Prism ....................................................... 5

2.5 National Geographic Experience Identity Prism ......................................................... 5

Appendix 3 Brand Architecture ......................................................................................... 6

3.1 National Geographic Brand Architecture .................................................................... 6

Appendix 4 Brand Elements ............................................................................................... 6

4.1 National Geographic Logo, Icon & Tagline Guidelines .............................................. 6

4.2 Illustration of National Geographic Experience Website ............................................ 9

4.3 National Geographic Experience Logo, Icon and Package ....................................... 10

Appendix 5 National Geographic Experience Service Assortment ............................... 10

5.1 Core & Complementary Services .............................................................................. 10

5.2 Assortment Plan – Coffee Area ................................................................................. 11

5.3 Assortment Plan – Merchandise ................................................................................ 11

5.4 Escape Game Assortment - Iberia .............................................................................. 12

5.5 Escape Game Assortment – Top 20 Escape Games in Iberia .................................... 14

5.6 Escape Room – Mars ................................................................................................. 15

5.7 Escape Room – 60 y / 60 min .................................................................................... 15

5.8 Escape Room – Criminal Science .............................................................................. 16

5.9 Escape Room – The Explorer .................................................................................... 16

2

Appendix

Appendix 1 National Geographic Brand Awareness

The following appendixes are based on a research from 2016 made by Phoenix Marketing

International for NG Partners.

1.1 National Geographic Brand Recognition

Portugal: logo recognition is 93%, and yellow icon is 74%

Spain: logo recognition is 76%, and yellow icon is 51%

1.2 National Geographic Channel Global Brand Strength

3

1.3 National Geographic Channel Global Brand Strength - Methodology

Phoenix Marketing International created a single score for Brand Strength by averaging the

score of the following questions:

1. Are you aware of the media brand?

2. Have you recommended the brand to others in the past few months?

3. Has the brand been recommended to you in the past few months?

4. Is the brand one of your favourite or have your favourite program?

5. Does the brand tend to have the best programs before others?

Appendix 2 National Geographic Perceived Personalities

The following appendixes are based on “National Geographic – Brand Evaluation,” a

research made for NG Partners by Basis Research in August 2016.

2.1 National Geographic Perceived Personalities

2.2 Product Based Perceived Personalities

4

2.3 National Geographic Personality – The Magician

The Magician archetype should act as a centre of gravity rather than a strict structure

5

2.4 National Geographic Masterbrand Identity Prism

2.5 National Geographic Experience Identity Prism

Similarities between NG and NG Experience: exactly the same, and similar

6

Appendix 3 Brand Architecture

3.1 National Geographic Brand Architecture

Appendix 4 Brand Elements

4.1 National Geographic Logo, Icon & Tagline Guidelines

4.1.1 Logo & Icon

7

4.1.2 Tagline

4.1.3 Guideline to How the Logo Should not Be Used

8

4.1.4 Colours

4.1.5 Font

The font used in the tagline of National Geographic Experience’s logo created for this

project is Calibri. This, because Verlag is not available in Word. Hence it is an

illustration of how it should look like, and not the final. The final logo should follow

the above font guidelines.

9

4.2 Illustration of National Geographic Experience Website

10

4.3 National Geographic Experience Logo, Icon and Package

Appendix 5 National Geographic Experience Service Assortment

5.1 Core & Complementary Services

11

5.2 Assortment Plan – Coffee Area

The depth of the café’s assortment plan will be determined by an external partner with

expertise in planning beverage and food/snack assortment

5.3 Assortment Plan – Merchandise

The initial number of SKUs available is estimated to be 300. This is based on

information disclosed by another escape game with 5 rooms that has 200 SKUs per

month. Again, the added brand value of NG means it is expected that more

merchandise will be sold.

It is estimated that t-shirts, hoodies and mugs will be best sellers, with t-shirts as a

push-product, hence the following SKU distribution: 38% (16%+16%+6%), 20%,

7%, 7%, 20% and 8% (respectively according to assortment table).

The SKU level needs to be constantly monitored and adjusted to fit demand.

12

5.4 Escape Game Assortment - Iberia

City Escape Games #Themes #Rooms

Coimbra Puzzle Room 2 2

Ericeira Claustrophilia Ericeira 1 1

Évora Puzzle Room 1 1

Funchal The BreakOut 2 2

Leiria Escape Tower 1 1

Lisbon Escape Hunt 3 6

Lisbon Escape Rossio 1 1

Lisbon Escape Team 2 2

Lisbon Escape the room 3 4

Lisbon Lisbon Escape 2 2

Lisbon Locked in Riddles 2 2

Lisbon Lx Escape Burlesque Edition 2 3

Lisbon Mystery Escape Game 2 2

Lisbon Puzzle Room 3 3

Lisbon Scapers 1 1

Porto Escape Challenges 3 3

Porto Porto Exit Games 3 3

Torres Vedras Epic Escape Game 1 1

Alicante 60 min Escape Room 3 3

Alicante Lab-e 3 3

Alicante The x door 2 3

Alicante Xcapate 2 2

Barcelona Barcelocked 1 1

Barcelona Chicken Banana 3 5

Barcelona Claustrophobia 2 2

Barcelona Cronologic 2 2

Barcelona Enigma 1 1

Barcelona Enigmik 1 1

Barcelona Escapa si pudes 2 2

Barcelona Escape Barcelona 3 3

Barcelona Escape Hunt 3 6

Barcelona Habitacion 73 1 1

Barcelona JigSaw Escape Room Horror Box 2 2

Barcelona Lock-Clock 3 3

Barcelona Lostroom 3 3

Barcelona Mystery Escape 1 4

Barcelona Picadero Motel Room Escape 1 1

Barcelona Proyecto Target 1 1

Barcelona Questory 3 3

Barcelona Room of Riddles 4 6

Barcelona Roomin Escape 1 1

Barcelona Senor Escape 2 2

Barcelona Tic Tac Room Escape 1 1

13

Barcelona Tolok Roomscape 1 1

Barcelona UltimAvis 1 1

Barcelona Vive tu Escape 2 2

Barcelona White Rabbit 2 2

Bilbao Bilbao Exit 3 3

Bilbao Mad Mansion 3 3

Bilbao Room Hunter 1 1

Bilbao The x door 2 2

Canaria Islands AlcatraZ Escape Game 1 1

Canaria Islands Canary Escape Game 1 1

Canaria Islands Escape Rooms Island Phobia 3 3

Canaria Islands Exciting Escape Game 2 2

Canaria Islands Fox in a box 2 2

Cartagena EnigRoom 1 1

Girona Escapis 2 2

Girona Fugir 1 1

Granada EscapePark 1 1

Granada Lock-In 2 2

Ibiza Escape Rooms 4 4

Madrid AdventureRooms Madrid 2 2

Madrid Brain Break 1 1

Madrid Clue Hunter Madrid 4 5

Madrid El Gran Escape 3 3

Madrid Enigma Exprés 3 3

Madrid Escape del Secuestro 1 1

Madrid Escape Room 3 6

Madrid Exit Game 4 4

Madrid Exit/Salida 1 1

Madrid Fox in a box 2 2

Madrid Incognito Escape Game 1 1

Madrid Parapark 2 2

Madrid Room Escape Adventures 1 1

Madrid The Loggia 1 1

Madrid The Rombo Code 3 5

Madrid The x door 2 3

Malaga escaPark 2 2

Malaga Link Escape 2 2

Malaga Parapark 2 2

Malaga The x door 2 2

Murcia Enigmatic Room Escape 1 1 Palma de Mallorca Adventure Rooms 5 5 Palma de Mallorca Cityroomescape 1 1 Palma de Mallorca Mission Escape 4 4

Pamplona Wayout Room Escape Pamplona 2 2

14

Seville Cubiqum 2 2

Sevilla El Reto 4 4

Valencia Clue Hunter 3 3

Valencia Cronos 1 1

Valencia Escape Adventures 1 2

Valencia The Exit 2 2

Valencia The x door 2 2

Zaragoza Coco Room 1 2

Total 95 192 217

Average 2.0 2.3

Themes refer to assortment breadth, and rooms per theme for assortment depth. Hence

if an escape game has more rooms than theme, it means they have some depth.

In Iberia, only 15% of themes are repeated.

5.5 Escape Game Assortment – Top 20 Escape Games in Iberia

Top20 Escape

Games City #Themes #Rooms

Chicken Banana Barcelona 3 5

Clue Hunter Valencia 3 3

Fox in a box Madrid 2 2

Mad Mansion Bilbao 3 3

Exit Game Madrid 4 4

The x door Valencia 2 2

The Rombo Code Madrid 3 5

Escape Hunt Lisbon 3 6

Proyecto Target Barcelona 1 1

Roomin Escape Barcelona 1 1

Enigma Exprés Madrid 3 3

Enigmik Barcelona 1 1

The x door Malaga 2 2

Brain Break Madrid 1 1

Escape Room Madrid 3 6

Porto Exit Games Porto 3 3

Xcapate Alicante 2 2

Room Hunter Bilbao 1 1

Cubiqum Sevilla 2 2

escaPark Malaga 2 2

Average 2.25 2.75

Mode 3.00 2.00

15

5.6 Escape Room – Mars

5.7 Escape Room – 60 y / 60 min

16

5.8 Escape Room – Criminal Science

5.9 Escape Room – The Explorer