20/07/2004 - 22:00

Long-term brand strategy pays off

20/07/2004 - 22:00

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Which are the top brands in Western Australia and why do they work? Julie-anne Sprague looks at the State’s most recognised brands and the strategies behind them.

Long-term brand strategy pays off

Which are the top brands in Western Australia and why do they work? Julie-anne Sprague looks at the State’s most recognised brands and the strategies behind them.

 

Many of the State’s most recognised brands are those with a long-history in Western Australia.

In WA Business News’s annual advertising industry survey, the State’s most recognised brands, including hardware giant Bunnings, BankWest, RAC, and HBF were also voted as WA’s most successful and oldest brands.

And several of the State’s oldest brands also enjoy long advertising agency relationships.

When Wesfarmers launched the Bunnings Warehouse brand after acquiring Bunnings in 1994, The Brand Agency was appointed to provide creative. The Brand Agency still retains the account and its creative has changed very little.

Marketforce has held the Lotterywest account for 30 years and has been Peters and Brownes’ agency for 15 years.

A common theme among some of the State’s oldest and most successful brands is consistent brand messages. Many of the brands have undergone subtle changes over time, yet have maintained relevance and brand values throughout the decades.

Conversely, Home Building Society, underwent radical change last year.

Marketforce overhauled the building society’s image, however its brand values have largely remained the same.

Home Building Society has been ranked an emerging brand and one of the State’s oldest and successful brands.

The survey also revealed that one of WA’s relatively new brands, the Fremantle Football Club, is the State’s strongest emerging brand.

The FFC is adopting similar brand strategies to the most recognised brands, something the club believes will create strong national brand recognition in the coming years.

The Dockers was a clear leader in the emerging brands category, bumping last year’s best emerging brand, Jesters, to second place.

With two premierships and longer market exposure, FFC’s WA rival, the West Coast Eagles, was ranked sixth in the most recognised brand category.

There were some notable absentees from the top 10 list of recognised brands.

The Water Corporation was ranked ninth in 2002 and 2003, but absent this year. Western Power, however, did make the top 10.

And all the take-over hype surrounding Burswood Resort Casino hasn’t translated into brand recognition, with Burswood slipping out of the top 10 this year.

STANDING BY BUSINESS. TRUSTED BY BUSINESS.

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