Question

Topic: Branding

Branding Financial Services Under One Umbrella

Posted by Anonymous on 9/20/2006 at 4:12 PM ET 500 Points
Hi Guys :

Here's the problem - There is a holding company which for the sake of argument is called "Grapes Holdings Limited" which owns several financial services companies under it's helm : Grapes Insurance (split into both General and Life and Health), Grapes Premium Financing, Grapes Asset Management etc (you get the idea). Now the insurance company is the most widely recognised in terms of brand. The logo is of course tied in with the name and reflects a bunch of grapes. The other companies (premium financing and asset management) really has no real identity and is riding the wave created by its sister insurance company. However the owner of this holding company wants to create awareness and brands for all companies under the helm but wants to keep the "grapes logo" consistent. How can this be done without compromising and diluting the effect. Apple immediately comes to mind where they changed the colours of the apples for the the various divisions.....does anybody have any suggestions. I hope I'm made myself clear enough....thanks in advance for all the answers
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted on 9/20/2006 at 4:17 PM Member
    Sub brand the divisions:

    I.e. Grapes as the main brand and the brands subordinate to that:

    Grapes (smaller type) insurance

    Grapes (smaller type) Asset management

    And so forth.
  • Posted by Stafford on 9/21/2006 at 6:20 AM Accepted
    Another idea is to go with varieties of grapes... Red and White

    or, use Raisins or Wine Bottles to represent the different stages in the life of the grape.

    Or, you could use the vine for the new divisions -- in a related style, so that when put together, you get the whole thing - bunches of grapes on a vine.

    Good luck!

    - Stafford
  • Posted on 9/21/2006 at 3:15 PM Accepted
    I would tackle this in two ways.

    Firstly the naming convention: As Grapes in non-descriptive in terms of the business model (but well known as a brand) I would sub-brand each major offering straight conventions, eg. Grapes Insurance.
    There's no real need to create asemantic or unrelational names for these brands. There's no need.

    Secondly, if the Grapes icon has to be kept as part of the overall identity as say for example they are green.....then I would just change the colour of one of the grapes in the bunch to reflect the sub-brand they represent.
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Branding)