Corporate branding - Case Study
A major UK bank had invested in and adopted an advanced system of e-procurement, e-invoicing and strategic purchasing service for indirect goods and services. The service was ready to be marketed to both corporate and public sector clients. However, the Description was relatively difficult to communicate and the service had no name.
IQ conducted 60 depth interviews with Chief Financial Officers and Procurement Directors with a view to establishing which visual descriptions, developed in conjunction with the client, most effectively communicated the attributes of the service. Equally important was testing reactions to potential names for the service, visual imagery intended for marketing literature and how, if at all, the bank’s logo should be used alongside the name.
The client was able to use the research findings to establish which messages worked most effectively in communicating the strengths and benefits of the service; identify the most appropriate brand name and tag line; understand which visual imagery worked best with the brand and understand in what context to best use its association with the bank.