2. Proposal for QNS Global Bangladesh
Brand is the
single most
important
investment you
can make in your
business”
- Steve Forbes
Hello Sunil K. Shetty,
It was great speaking to you and learning
insights about QNS Global’s brand goals and
challenges. We prepare a comprehensive
proposal, document with all details, your
need to address and grow the QNS brand.
This proposal should give you an overview
of our approach to the corporate branding
excersice. Further more, it covers all the
activities we are conducting in 3 stages.
Stage 1, research on QNS, Stage 2, QNS
corporate brand strategy, Stage 3, QNS
corporate design strategy in addition key
deliverables of each stages are highlighted &
what brand strategy can do, and the benifits
to be expected. Do not hesitate to reach out
with any questions, or if you would want to
discuss any of your ideas in depth.
3. Proposal for QNS Global Bangladesh
QNS Container services Ltd a conglomerate of
Bangladesh was established in the year 1997,
to cater the need of time in the containerized
cargo-handling arena, handling, storing and
transportation of empty & loaded containers.
They also have covered warehouse of
international standard with all facilities for
containerized cargo handling solution under
one roof as a full fledged CFS [Container
Freight Station].
Given the size and also the area
of businesses in which it is serving QNS
global has potential to grow exponantially and
nationally & internationally admired and well
respected brand.
Since QNS has been expanding to different
verticals and wishing to be on admiring
corporate brand of Bangladesh, now brand
QNS needs to realign, itself with its new found
mission, vision & value, & set on the path of
becoming nationally and internationally highly
respected company.
About
QNS Global
4. Proposal for QNS Global Bangladesh
QNS global business has achived steady
growth, and expanded in various adjoining
services in last decade. There is a desire to
increase brand presence, establish brand
synergy of all the QNS services, & achive unified
corporate branding to emerge as one of the
national big corporate brand.
Especially, what business wants to
communicate to the world is that QNS global
is an emerging giant with multiple services.
Furthermore, building brand awareness
about QNS global quality services among its
customers and increase the brand engagement
with prospective customers and service
partners.
Key challenge which is holding the business
back from undertaking a corporate branding
exercise is its exponential growth and
rapid business expansion, that kept the top
management engage in business handling
activities.
QNS Global
Requirement
Last decade rapid expansion lead to many
entities being part of QNS global hence, need
for following a robust brand & architecture
is necessary to synchronise and give holistic
brand perception.
QNS Global
Containers
Precision
Holdings
Shipping Enterprises
International
Logitics
Precision
Apparels
Precision
Samudra
5. Proposal for QNS Global Bangladesh
What Is Brand Architecture?
Brand architecture is the relationship between
brands within an organization and how they
interact with one another.
As businesses grow and appeal to diverse
audiences through different products, services,
or company acquisitions, brand architecture
is the critical organizational system. Which is
meant to ensure each type of product/service
or company is harmoniously linked with the
right audience.
The Importance
of Brand Architecture
Why is Brand Architecture important?
1) Brand architecture helps us define the
relationship between holding companies.
Further, it helps our brands stay organized
internally.
2) It’s essential for a brand’s identity
development and brand language designing.
Further, to increase flexibility for future product/
service expansion.
3) From a brand messaging and
communications standpoint, having an
established brand architecture helps us reach
our target market for each product/service we
are offering.
6. Proposal for QNS Global Bangladesh
Three types of Brand Architecture?
There are three main types:
House of Brands : A house of brands separates the
master brand from brand extensions and detaches each
extension. So, the master brand can have competing
brands underneath them.
Branded House : The branded house offers a logical
path to brand extensions, as the master brand is always
present.
Hybrid Brand : Generally, the hybrid brand architecture
is a combination of branded houses and houses of brand
architectures. Furthermore, sometimes it encompasses
master brand, sub-brand, endorser brand, and
freestanding brand.
How do we choose Between three Brand
Architecture Types?
The goal of brand architecture is clarity in
storytelling: aligning your aspirations and
authenticity as an organization with the
desires of your audience.
7. Proposal for QNS Global Bangladesh
About General Electrics:
General Electric Company (GE) is an American
multinational conglomerate located in New
York State, headquartered in Boston. As
recently as 2018, the company operated
through the following segments: aviation,
healthcare, power, renewable energy, digital
industry, additive manufacturing, locomotives,
and venture capital and finance.
General Electric Company’s (GE) mission is
to usher in the next industrial era and “build,
move, power, and cure the world.” Its vision is
to focus on businesses that connect to its core
competencies and are market leaders.
Case Study
GE Capital
General Electric
GE Energy
GE Aviation
GE Security
GE Lighting
GE Marine
GE Health Care
8. Proposal for QNS Global Bangladesh
What does “GE” stand for?
GE stands for General Electric. Thomas A.
Edison founded the General Electric Company
in 1889. The logo for GE is known as the
monogram. It has existed since the Edison era
of the 1890s and remains essentially unchanged
for 125 years.
What is GE’s mission/purpose statement?
GE’s newly defined Purpose is “We rise to the
challenge of building a world that works.”
What are GE’s values?
The GE Leadership Behaviors – Act with
Humility, Lead with Transparency, and Deliver
with Focus – are an essential part of our Lean
culture transformation, reflecting how we each
aim to act to drive progress.
Followed Brand House Architecture
9. Proposal for QNS Global Bangladesh
About Fedex
FedEx is a leading courier company in the U.S
whose reputation has been on the rise in the
last decades. Recently, the firm has gained
significant recognition for its efficiency and
outstanding performance in what it does, and
all these have been closely linked to its mission
and vision statements.
Vision Statement
FedEx’s vision statement is “being a dynamic
and progressive courier services firm that
leverages technology and impacts all people’s
lives.”
Core Values
FedEx’s core values comprise “flexibility,
honesty, and value for money.” They are the
principles that influence the achievements of
its goals and objectives.
Followed Brand House Architecture
Case Study
10. Proposal for QNS Global Bangladesh
Research
Brand Strategy
Brand Design
Primary and Secondary Research
Market research is one of the crucial part of
branding exercise since it helps us to set the
tone for the brand. Market research helps us to
understand the aspiration of the business and
its owners. While creating the brand it is crucial
to understand the industry and the nature of
business, the current and intended aspiration
of the internal and external stakeholders and a
thorough market research helps us to understand
all the above aspect of the brand.
Brand strategy is the long term plan to achieve
long term goals that results in identification by
their customers. A successful brand strategy
encompasses brands persona, positioning and the
architecture.
Brand design is the process of creating brand
stylescapes, logo design, brand identity design
and brand style guide which gives a distinct and
unique identity to the brand in comparison to their
competitors and also providing impetus to their
product differentiation.
Our Services
11. Proposal for QNS Global Bangladesh
We conduct rigorous research, conduct
sessions and workshops with internal as well
external stakeholders to uncover the insights
into the brand. Further, we leverage our
knowledge of the corporate brand building
experience to make relevant strategic
recommendations. Our robust approach helps
us to build an everlasting corporate brand
which produces tangible results.
Our Approach
Stage 1
Stage 2
Stage 3
Understanding
Research
BrandStrategy
BrandDesign
Think
Create
12. Proposal for QNS Global Bangladesh
To build and transform your business into a
world class admiring and iconic brand, we have
to meticulously craft it with proven strategic
tools and methodologies to ensure that your
brand is built authentically from inside out.
Auditing/ Report Survey
Brand Vision, Mission, and Value
Brand Stylescape
Brand Persona
Logo Design
Brand Positioning
Brand Identity Design
Brand Style Guide
Brand Architecture
Summary of the
understanding report
Our Delivery
Process
Stage 1 : Understanding
Stage 2 : Brand Strategy
Stage 3 : Brand Design
13. Proposal for QNS Global Bangladesh
Research with internal and external stakeholders is
crucial in understanding the aspirations, the nature
of business that eventually helps us in making
a brand which stands out in the market and its
competitors.
With Internal stakeholders
It is important to seek feedback and
understanding the views of those who support
a business or a company, or who have vested
interest in it. Internal stakeholders in this case are
the ones that are part of the organisation, these
are the people who run the show. This activity
generally helps us to understand the long term
goals, mission and vision of the company.
With external stakeholders
These are the people outside the organisation
and interact with the company in some way or the
other. Research with external stakeholders helps
us to identify and track needs and expectations,
and also establish brand positioning and values
perceived by them.
Key Deliverables
- Understanding markets
- Helps in future forecast
- Understand the brand gap
- Helps to derive insights
What Understanding Can Do
1) Reality check
2) What works and not
3) Helps us to gain knowledge
and predict future trends
1) Authentic Understanding
2) Understanding gaps
3) Opportunity to grow
4) Helps to find out rationale
Benefit to Expect
Our Delivery Process
Understanding
14. Proposal for QNS Global Bangladesh
Brand strategy is the process of coming up with
a long term plan to achieve long term goals. This
exercise helps us to get better understanding of your
value, your customers and profile.
Brand Audit - This is the starting to setting the tone
of any brand strategy, the process involves identifying
opportunities to grow or nurture your brands. A
detailed report is made after studying the brand
thoroughlywhich sets thetonefor strategic actionplan
and suggest the areas of improvement along the way.
Brand Persona - Brand persona is all about finding
the right brand archetypes which encapsulates the
companies personality and characteristics. Brand
persona helps us to come up with brands messaging
and values.
Brand definition / Positioning
Brand definition is all about the way you
communicate with your audience and finding the
right fit in the market for your brand. Ideally brand
positioning is the base on which the brand strategies
are really built on.
Key Deliverables
- User Profiles
- Customer Stories
- Brand Positioning Statements
- Vision Statement
- Brand Values
- Brand Story
- Awareness Goals
- Brand Persona Profile
Brand Strategy Can Do
1) Find untapped value of
your brand
2) Understanding key niche
which helps in taking brand
strategy decision insights to
improve brand image
1) Helps in succeeding in
marketing activities
2) Better ROI on future
marketing initiatives
3) Maximising the value
of existing products
and services
Benefit to Expect
Our Delivery Process
Brand Strategy
15. Proposal for QNS Global Bangladesh
The face of the company to the customers, internal
and external stakeholders is called the brand identity.
When the strategy is set and design principles are
decided upon a distinct identity is created which is in
sync with then becomes a part of brand’s identity and
which helps to keep the image consistent across all
the brands touchpoint.
Stylescapes
The foundation of brands visual identity is called the
stylescape of the brand. Stylescapes allows us to
capture the important details that builds the direction
for the brands visual identity.
Logo Design
This process involves creating a mark keeping
in mind the brands identity and attributes which
supports the business.
Brand Identity Design
This steps involves creating a visual language along
with creating a tone and distinct message.
Brand Styleguide
Brand style guide is created to maintain a consistent
appearance across all the platform including, print,
digital and web.
Key Deliverables
- Logo System
- Brand Style guide
- Core Message
- Brand Voice and Tone
- Brand Tagline
- About Us
- Brand Story
A Premium Brand Identity
1) Create distinct look and feel
2) Provide relevant message to
keep brand communication on
track
3) Provide structure and
guideline to keep brand
messaging consistent
1) Positive impact on the
reputation of the company
2) Increased trust and
credibility
3) Differentiate from its
competitors
4) Improvebrandrecognition
Benefit to Expect
Our Delivery Process
Brand Identity
16. Proposal for QNS Global Bangladesh
Estimated Timeline
Understand
BrandStrategy
Brand Design
