Branding campaign - Proposal
"The purest treasure mortal times afford
is spotless reputation; that away,
Men are but gilded loam or
painted clay."
William Shakespeare
Richard II
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Strategic planning
I. Brand Positioning Statement
II. Brand Slogan
III. Main direction for developing Brand Rethoric
IV. Main directions for developing internal coomunication (Environmental
Branding)
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I. Brand Positioning Statement
Brand positiong is a statement of the functional, emotional
and self-expressive benefits delivered by the brand that
provide value for the customer
Olyimpic’s brand positioning statement must contain
information referring to the core activity and also those
characteritics that create distinctiveness to the brand
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I. Brand Positioning Statement
Background
• The positioning statement must lead to
strenghten brand-customer relationship
and to drive the “purchase decision”,
but also to gain the customer’s loyalty.
Based on this
argumentation, suggest
that the positioning
statement should be
based on
• MANAGERIAL APPROACH OF
THE CASINO SERVICES
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Olympic is the only team in
casino management as they
know how to administrate stateof-art professional instruments
in order to improve client’s
reaction to the challenges of the
gambling
I. Brand Positioning
Statement
(according to company
mission from
www.olympic-casino.com)
This positioning statement
underline the idea of innovation,
due to the vanguard
approach of casino management
This position Olympic as high
on casino market
Olympic is the unchallenged
leader of the casino
management
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I. Brand Positioning Statement
Olympic is the only team in casino management
as they know how to administrate state-of-art
professional instruments in order to improve
client’s reaction to the challenges of the gambling
 Argumentation:
– by using a metaphor can be of great help due to the following
facts:
 employees are accustomed to the customer’s language and
values
 a metaphor frames the way customers looks at the brand;
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I. Brand Positioning Statement
Olympic is the only team in casino management
as they know how to administrate state-of-art
professional instruments in order to improve
client’s reaction to the challenges of the gambling
 Argumentation:
– the term team defines Olympic’s new positioning, emphasizing
on the fact the Olympic is not just a group, but a team in which
its members interacts one with the others;
– in the same time, team work is a corporate value, that can
create favorable association to Olympic brand
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I. Brand Positioning Statement
Olympic is the only team in casino management
as they know how to administrate state-of-art
professional instruments in order to improve
client’s reaction to the challenges of the gambling
 Argumentation:
– casino management is an innovating concept that catch the
essential features of the company
casino
management defines a new paradigm in the field of
management casino, that can be expresed as follows:
Administration of the player status by identification
and utilization of the best modern solutions
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I. Brand Positioning Statement
Olympic is the only team in casino management
as they know how to administrate state-of-art
professional instruments in order to improve
client’s reaction to the challenges of the gambling
 Argumentation:
– the syntagm ”team in casino management” has a dual
semantics:
 the profession (management)
 the academic title which proves the highest professional
status
– “state of art professional instruments” has been used for
emphasizing:
1) on the quality of the equipment
2) the quality and efficiency of casino management
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I. Brand Positioning Statement
Olympic is the only team in casino management
as they know how to administrate state-of-art
professional instruments in order to improve
client’s reaction to the challenges of the
gambling
 Argumentation:
– improve client’s reaction to the challenges of the gambling is
meant to express
 the idea of customized solutions dedicated to improve
gambler state/condition
 the idea of improving the individual communication with
the players
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I. Brand Positioning Statement
Argumentation:
The Credo statement
express in a synthetic
way the brand
positioning and
emphasize the essential
features of the Olympic
brand
Credo:
“Extraordinary
People Creating
Excellence”
a) the idea of the team
b) the idea of the casino
management
c) the idea of the
excellence in services
provided (highest quality,
stat-of-art professional
equipments)
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II. Brand Slogan
The Slogan is one of the most important and visible identity
elements, that is way it should meet two conditions:
 it should be coherent with the brand positioning statement
 it should deliver a promise
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II. Brand Slogan
Proposals:
We Bet you'll love it
Because play matters
There's no better place to play
Together we make the difference
The Olympic way/spirit!
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III. Brand Rethoric
In the followings, I will indicate the main direction for
developing a brand rethoric, based on the company’s
values and operational principles:
Follow the Olympic way
Olympic is leader casino management:
we set up new standards: TQCM (total quality casino
management)
we innovate continously, we are one step ahead the
competition
we are one step ahead customers’14needs
our approach is a
win-win type: we
are partners as we
share common
interest and values
we go for the
customer to the last
mile
III. Brand Rethoric
We are
customer
satisfactin
oriented:
we are looking for
our customers’
confort
we prove tailor made
solutions (with
refference to
customized solutions
and to the capacity to
innovate for the
customers’ sake)
For example, the company can
develop hotline/helpline for
compulsive gaming etc…
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III. Brand Rethoric
we are involved in
educational
programs for
children and adults
we promote the
volunteering
actions
we sustain the
“player education”
We are part of
the local
community and
we take social
responsibility
(CSR programs)
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III. Brand Rethoric
We are “quality addicted”:
 we are commited to
Total Quality Management policy
(we pursuit quality management standards in each process we undertake)
For better defining what we are doing, we innovate one:
TOTAL QUALITY CASINO MANAGEMENT
(TQCM)™
 The symbol TQCM should become Olympic’s trade mark
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III. Brand Rethoric
Team spirit:
 we are a team that acts well-organized and efficiently to achieve
maximum comfort for the customer
we are managing our activity according to the
“one stop shopping” principle
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IV. Environmental Branding
Environmental branding must be in accordance with the
brand positioning statement and that is way, it must
convey the idea of leader through perceptions of:
 Trust
 Quality
 up-to-date/ modern
 Innovation
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IV. Environmental Branding
 Tactics:
1. Environmental
 display POSM at the receptions etc
 post indoors displays at every flour
 post mini-displays containing Credo statement, brand values
(inside offices)
 post flyers and brochures at the reception and every flour
 displays artefacts:Olympic postal cards, short flags on desktop
etc
 launching Olympic mascot (as an identity element)
 post indoors signs (indicators, guide post etc)
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IV. Environmental Branding
 Tactics:
1. Environmental - Subjects
 posters on the equipments must display technical
perfomances, their value/ price, other fact sheets (e.g: this
is the only slot machine of this type in Romania and has an
accuracy of 100%).
 posters must contain Olympic quality standard:
“Olympic, a company of TQCM™”
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IV. Environmental Branding
 Tactics:
Approach – managers must be:
 open hearted to customers
 must avoid anxiety feelings on behalf of the customers
 must provide detailed information regarding the game
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Etc…
• In the future we can develop:
– Responsible gaming programs
– Develop an ISO 9001:2000 program (I successefully
implemented ISO 9001:2000 for Platinum Casino in
Romania;references about this from former general manager of
Platinum Casino, Tan Tolga Cebeci)
– …
Thank U :)
UNCONVENTIONAL
Advertising Concept
www.uncvn.ro
Lupu Mihai
head of strategy
[email protected]
(004)0726.196.192