Brand reputation enhancing by not branding?
Posted by brandmaster on April 9, 2008
I heard on the BBC that Carlsberg are dropping the branding (i.e. removing the logo) from child sized replica strips. Amongst others, Carlsberg sponsor Rangers and Celtic. Though this comes in advance of Government Legislation, obviously this will be seen to be enhancing the brand values by the parent companiy’s actions as a responsible drinks organisation, acting before it is required.
The fascinating paradox is that a company is here looking to enhance its brand by reducing its branding. Perhaps there is a general reminder here that brand value communications embrace the whole channel mix in a far more suble way of (in this case press and public relations) not just slapping a big logo everywhere.
