Maintaining The Competitiveness Of A Global Brand
An Amway case study

Page 9: Global Promational Campaign With Regional Image Requirements

One of the biggest challenges for global businesses is designing promotional and advertising materials that go beyond national and cultural boundaries.

The revision of Artistry was backed up with a promotional campaign designed to:

  • build brand awareness
  • increase sales of the Artistry range
  • maintain a consistent global image to meet specific market needs.

The challenge was how to advertise the brand with images that would be appealing and meaningful across a range of nationalities.

A model was chosen as the face of Artistry world-wide. A portfolio of promotional material was produced using this 'signature model' in six different styles communicating different moods and images.

From this portfolio, Product Merchandisers of each region could choose the advert containing the best images for each marketplace.

Amway | Maintaining The Competitiveness Of A Global Brand

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