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    Rebranding A Company - Final 1

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    Morgan Freeman
    The document outlines a plan to rebrand the Berean Christian Bookstore chain. It discusses defining rebranding and what it means to be a Berean. The current brand image is described as stuffy and not diverse. The new brand logo, packaging, and merchandise are presented, aiming to attract a broader target market including teens and young adults. A new positioning statement and reasons for rebranding are provided. Advertising the new image through signage and products in stores is suggested.

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    Rebranding A Company - Final 1

    Uploaded by

    Morgan Freeman
    59 views15 pages
    The document outlines a plan to rebrand the Berean Christian Bookstore chain. It discusses defining rebranding and what it means to be a Berean. The current brand image is described as stuffy and not diverse. The new brand logo, packaging, and merchandise are presented, aiming to attract a broader target market including teens and young adults. A new positioning statement and reasons for rebranding are provided. Advertising the new image through signage and products in stores is suggested.

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    Rebranding a Company - Final 1

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    The document outlines a plan to rebrand the Berean Christian Bookstore chain. It discusses defining rebranding and what it means to be a Berean. The current brand image is described as stuffy and not diverse. The new brand logo, packaging, and merchandise are presented, aiming to attract a broader target market including teens and young adults. A new positioning statement and reasons for rebranding are provided. Advertising the new image through signage and products in stores is suggested.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    59 views15 pages

    Rebranding A Company - Final 1

    Uploaded by

    Morgan Freeman
    The document outlines a plan to rebrand the Berean Christian Bookstore chain. It discusses defining rebranding and what it means to be a Berean. The current brand image is described as stuffy and not diverse. The new brand logo, packaging, and merchandise are presented, aiming to attract a broader target market including teens and young adults. A new positioning statement and reasons for rebranding are provided. Advertising the new image through signage and products in stores is suggested.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 15

    Berean Christian Bookstore

    Rebranding
    Morgan Freeman
    Agenda
    • What is rebranding?
    • What does Berean mean?
    • Brand and Product Information
    • Current Brand Logo/ Image/Packaging
    • New Brand Logo/ Image / Packaging
    • Target Customer
    – Actual
    – Aspirational
    – Demographics and Psychographics and picture of customer
    • New Positioning Statement
    • Why Re-branding is Necessary
    • Advertising for New Brand Image
    • Works Cited
    What is rebranding
     Rebranding can be defined as "a process of giving a product or
    an organization a new image, in order to make it more
    attractive and successful" (Collins English Dictionary).
     This is done to increase consumer loyalty, improve member
    professionalism, enter a new market trend, create a stronger
    voice in the industry, increase share holder value or to
    reenergize a company .
     The process of rebranding involves essential changes in the
    brands name, logo, image, advertising, and marketing
    strategies.
     Rebranding aims to reposition the brand or the company, or to
    distinguish itself from the negative opinions about the previous
    brands or to climb the success ladder by moving the brand still
    upwards.
    What does Berean Mean?
     A Berean is one who has a balanced viewpoint. We listen to what someone has to say because
    we are eager to learn the word of God more perfectly. We realize that we have not learned it
    all. But then, we take what we have heard and compare it with the Bible. Then, if both match,
    we have learned something and increased our knowledge of God's Word, rightly divided.
     Being called a Berean comes from Acts 17:10-11. In verse 11 it says that those from Berea
    (hence, the Bereans) were nobler than the people in Thessalonica because they "received the
    word with all readiness of mind, and searched the Scriptures daily, whether those things were
    so.“
     So, when we say that someone is a "Berean" we mean that they do two things: (1) They have
    an open mind and willingly receive the Word of God when it is taught to them (2) But then,
    they check out what they were taught by comparing it with the Scriptures.
     Both aspects are important. Some people are so closed minded that they will not even listen to
    anything new or that might threaten what they already know. Others are so gullible that they
    accept whatever is told them without ever checking it against what the Bible says. Both
    extremes are to be avoided.
    Brand Background
     The first Berean store opened in
    Los Angeles in 1934 as the Berean
    Book Room. During the 1960's,
    Standex International purchased the
    location and the new owners
    opened more than 25 stores under
    the Berean moniker. Today, Berean
    Christian Stores, which are now
    headquartered in Cincinnati, Ohio,
    operate some of the finest Christian
    retail stores in the country.
    Product Background
    Videos Cards
    Gifts Apparel

    Books
    Church Supplies
    Music
    Home Décor
    Bibles
    Jewelry
    Kids

    Software Accompaniment
    Spanish Home-school
    Current Brand Image
    The current store image is
    very stuffy, right winged and
    not diverse in product and
    target market

    Logo
    Book Readings

    Target Customer Store Exterior


    Customer Details

    Actual Market
    Target Market
    Ethnicity: White Ethnicity: All
    Life Cycle: Married with kids Life Cycle: Single & Married
    Age: 30 -65 Age: 18 -80
    Income: 50- 60K Income: 20K and higher
    Party Affiliation: Republican
    Party Affiliation: Both Parties
    Education: College or higher
    Education: High School & up
    Spending: Full price
    Products: Music, Books, Spending: Specials and sales
    Bibles & Novelties Products: Bibles and Books
    New Brand Image / Logo / Packaging

    New Logo

    Books and Wifi


    New Target Market

    Open Mic Area


    New Positioning Statement

    • To the spiritual seeker that enjoys great service


    and a broad assortment of products, who likes a
    good book in an easy to shop environment.
    Berean Christian Stores, is a regional chain of
    bookstores that focuses on the word of God.
    Berean is the store that speaks to the social-
    oriented Christian that takes pleasure in books
    that are accurate to the person and work of Jesus
    Christ. Berean stores offer products to meet the
    needs of consumers and churches alike, and take
    seriously the commitment to serve all customers
    effectively.
    Why Rebranding is Necessary
     Rebranding is important for this company so that it can
    stay current with the retail trends and learning styles of
    today’s Christians. The books, atmosphere and products
    need to be up-to-date with what consumers are looking for
    in a book store and spiritual source. Also, the store should
    reach out to teens and youth groups in order to reach out
    to the Christians that will soon be running the church.
    Why Target Teens
     According to a new report from Mintel on teen consumers, teen spending was valued at $175
    billion in 2003 and is on the rise. The estimated spending power of teens, those age 12 to 17, is
    expected to top $190 billion by 2006, a figure that surpasses the gross domestic product of
    manycountries in the world. In addition, families with teens spent $100 billion on them with
    projected spending for 12 to 17 year olds as $128.5 billion in 2006. Teen spending estimated
    to top $190 billion by 2006
     Teens represent the first significant demographic change in the past decade. Not since the Baby
    Boom's teenage years has this age group been so large.
    Twenty-five million strong in 2004, teens constitute 8.5% of the total US population in 2004.
    By 2010, teens are projected to comprise 10% of the US population.
     Today's teens are the most affluent generation of young people to date. Over one-third receive
    some kind of allowance from their parents, and nearly three-quarters work around the house to
    earn it. Almost one third of teens work while going to school and participating in other teen
    activities. Marketers should recognize that a considerable amount of teens work and treat them
    accordingly when encouraging them to spend money on their products and services.
    New Merchandise
    New Advertisement
    Works Cited
     http://www.berean.com/
     http://voices.mysanantonio.com/williamhcraig/family.tree.gif
     http://in.88db.com/chennai/Knowledge/Knowledge_Detail.page/Business_
    Services/?kid=121
     http://www.t-driver.com/news/recent_stuff/2009/images/teens_grass.jpg
     http://www.jweekly.com/images/gallery/israel/Diller_Teens_4.jpg
     http://keetsa.com/blog/wp-content/uploads/2009/01/teens-for-jeans.jpg
     http://www.youthspecialties.com/blog/wp-content/uploads/2009/01/church-
    marketing.gif
     http://www.creationmarketing.com/Merchant2/graphics/00000001/HisWay
    GuyLarge.JPG
     http://www.marketresearchworld.net/index.php?
    option=com_content&task=view&id=615

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