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The development of the Cable & Wireless brand is a long term activity. Major changes in the communications industry have created a more competitive commercial environment resulting in more companies, more products and more brands.
Brands have to be built through communication and where the resources are available to build and maintain large portfolios of brands there is the problem of a huge number of brands competing for a limited share of 'customer mind.'
When branding products the following has to be considered :
- building on the Cable & Wireless brand, by ensuring that the emphasis of communication
is on Cable & Wireless
- ensuring that invented names and logos are not created
- using self explanatory or industry standard names
- communicating effectively and with greater clarity to the customer,
avoiding confusion
- creating the emotional link with Cable & Wireless, not with the product
PowerPoint - Branding guidelines (139k)
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