{"id":4616,"date":"2024-06-12T14:35:16","date_gmt":"2024-06-12T12:35:16","guid":{"rendered":"https:\/\/famousbrands.co.za\/iar2024\/?page_id=4616"},"modified":"2024-06-20T16:06:23","modified_gmt":"2024-06-20T14:06:23","slug":"build-compelling-brands","status":"publish","type":"page","link":"https:\/\/famousbrands.co.za\/iar2024\/group-profile\/build-compelling-brands\/","title":{"rendered":"Build compelling brands"},"content":{"rendered":"
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Famous Brands\u2019 continued success lies\u00a0in our ability to craft and grow remarkable brands<\/strong> in a dynamic environment with evolving consumer needs<\/strong>.<\/p>\r\n<\/div>\r\n\r\n\r\n\r\n

The brand custodian model for Leading Brands <\/h2>\r\n\r\n

The Group has a well-developed brand custodian model designed to build Leading Brands with dedicated internal resources and external marketing experts. We develop and own our brand strategies in-house as a core competency. There is a healthy competitiveness between the brand teams as they often compete for similar consumers. Our marketing and brand management team have 263 years of combined relevant experience. <\/p>\r\n\r\n

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Brand management team<\/h4>\r\n\t\t\t

Each brand has a brand management team responsible for protecting and enhancing the brand\u2019s intellectual property (IP) and making decisions regarding brand communications and advertising. <\/p>\r\n\t\t\t

The brand management teams develop brand and marketing plans every year, underpinned by individual brand strategies. These brand strategies and activity plans are informed by the latest consumer research, along with insights from our product development team.<\/p>\r\n\t\t <\/div>\r\n\t<\/div>\r\n\t

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Operations team<\/h4>\r\n\t\t\t

Each brand has a dedicated operations team who are responsible for\u00a0servicing our franchise partners and ensuring that their restaurant teams are trained and equipped to deliver memorable brand experiences to our consumers aligned to\u00a0the respective brand strategies\u00a0and campaigns.<\/p>\r\n\t\t <\/div>\r\n\t<\/div>\r\n\t

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Central marketing resources<\/h4>\r\n\t\t\t

All brands tap into our central marketing function based at our Leading Brands Office. These include support from marketing professionals, including experts\u00a0in social media, digital brand management, product innovation, and\u00a0locality marketing. <\/p>\r\n\t\t\t

This function is responsible for managing contractual arrangements with agencies and uncovering and presenting consumer insights to the brand management teams in collaboration with external research providers. <\/p>\r\n\t\t <\/div>\r\n\t<\/div>\r\n\t

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External marketing resources<\/h4>\r\n\t\t\t

Each brand employs the services of dedicated third-party advertising agencies, to ensure that our brand strategies and activity plans are brought to life. This is supported by a specialised digital agency that amplifies the messaging.<\/p> \r\n\t\t\t

We have an appointed media agency, which firstly ensures we have a portfolio view of our communication across the\u00a0various media platforms at any given time, and secondly, that\u00a0we leverage our scale from a media buying perspective.<\/p>\r\n\t\t\t

We retain the services of a dedicated public relations and reputation\u00a0management agency, to ensure that we proactively manage any brand reputational risks or opportunities.<\/p>\r\n\t\t\t

Website development and below-the-line marketing collateral are\u00a0developed by Sauce Advertising, a Group associate.<\/p>\r\n\t\t <\/div>\r\n\t<\/div>\r\n\t

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Brand management for Signature Brands<\/h2> \r\n\r\n

Signature Brands uses the same strategy planning process as the Leading Brands portfolio. However, brand plans are simplified around fewer key strategic priorities, with marketing activities focused on achieving those priorities. Smaller brand networks and budgets allow for increased local marketing activities with restaurant-specific promotions employed to drive turnover at different locations. The portfolio draws on external marketing resources, including the digital agency, public relations agency and Sauce Advertising. <\/p>\r\n\r\n\"\"\r\n\r\n\r\n\r\n

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\r\n\t\t\"Derrian\t\r\n\t<\/div>\r\n<\/div>\r\n\r\n
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How does research inform your brand management decisions? <\/p>\t\r\n\t<\/div>\r\n\t\r\n\t

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Our brand strategies are always consumer-led and informed by research. We test and adjust ideas before implementing them across a\u00a0restaurant network. <\/p>\r\n\t\t \r\n\t\t

Our central marketing function is responsible for unpacking consumer and other industry trends and sharing these insights with each brand management team. This includes tracking competitor marketing activities in our markets and exploring innovations from around the world. We work with several research partners to develop this research which always includes direct consumer feedback. These insights are supplemented by the brand management teams regularly visiting international markets, to better understand the dynamics within each market and the interplay and relevance with our brands. These trips include visits to exciting tradeshows\/exhibitions, restaurant concepts, meetings with suppliers, equipment providers and restaurant industry consultants and exploring best practices in kitchen design. <\/p> \r\n\t\t\r\n\t\t

We like to test our ideas before implementing and have access to an online consumer research portal that allows brand teams to test new ideas with a large sample size of consumers and receive quick feedback. <\/p>\r\n\r\n\t<\/div>\r\n\t\r\n\t

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How do you measure success with your branding and marketing activities? <\/p>\t\r\n\t<\/div>\r\n\t\r\n\t

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We track brand metrics as quantifiable indicators of a brand\u2019s health and the effectiveness of brand marketing strategies. These include metrics that provide insights into brand awareness, engagement, consideration (the likelihood that consumers will support the brand), customer satisfaction and loyalty. <\/p> \r\n\t\t\r\n\t\t

Promotional campaigns are tracked against sales figures to determine whether they are delivering results for franchise partners. <\/p>\r\n\t\r\n\t<\/div>\r\n\t\r\n\t

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How do you involve franchise partners in branding and marketing decisions? <\/p>\t\r\n\t<\/div>\r\n\t\r\n\t

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We actively seek the views of our franchise partners on branding and\u00a0marketing decisions, including major brand changes and marketing campaigns. They are our brand representatives and have a good sense of what will work as they are in their restaurants on a daily basis. They also provide ideas on pricing, new menu items and promotions via our well-established National Franchise Forums (NFF).<\/p>\r\n\t\t\r\n\t\t

Franchise partners contribute a percentage of their turnover as a\u00a0marketing fee and receive a detailed breakdown of how these marketing fees are spent in line with the Consumer Protection Act (CPA). We present our brand plans for the year at the NFF. Franchise partners can refer to their operations manuals for more detail about their brand\u2019s proposition and story. <\/p> \t\r\n\t<\/div>\r\n<\/div>\r\n\r\n

Brand awards in 2024 <\/h3>\r\n\r\n
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