Changing brand perception case study

A little about the essay
In we saw a lot of big brands evolve into something new. The rebranding case studies listed below all show their new strategic brand direction. Join to get curated UX case studies and portfolios in your inbox every Monday. Trusted by designers from companies like Apple, Google and Spotify.
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How to Raise and Lower Your Prices

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business - How to Raise and Lower Your Prices

They also wanted to uncover why only a very small percentage of its members were also donors; obtain an understanding of current donor and member demographics; evaluate how current communications efforts were performing; and use research to inform modifications of its communications plan, used to educate the Austin community and change brand perception. A combination of quantitative and qualitative research methods was employed to assess YMCA member and donor perceptions, motivations, and satisfaction levels. Research methods included online surveys, focus groups, executive interviews, and on-location intercept interviews. Within the initial months they had begun implementing just a few of our recommendations, the organization reported a measurable increase in member donations.
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What is Brand Awareness ?

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When Publicasity was originally appointed in by Korean car manufacturer, Kia, our brief was to alter the image of the brand in the UK; from being seen as a cheap car manufacturer aimed at older audiences to a design-led, credible and aspirational lifestyle choice for a younger demographic. Extensive audience research led to large-scale segmentation of key audiences by lifestyle trait, life stages, influencing factors and purchase triggers. Audience research led to a Young at Heart campaign strategy focusing on smart shoppers - the type who would reject brand names in place of quality, style and ergonomics. An integrated month press office campaign followed, consisting of regular news-creation spikes that drove the news agenda alongside product launches, supported by a direct to consumer experiential and digital campaign aimed at positioning the brand in line with the Young at Heart strategy and encouraging test drives. This has been supported by a robust campaign of consumer competitions, car loans and social media engagement to ensure that Kia and its products had presence through the line all year round.
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