Exam (elaborations)
Exam (elaborations) Brand Builder Integral
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Exam of 2 pages for the course Merkenbouwer Integraal at HAN (Analysis Stëlz)
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Branding is crucial for a brand and the organization behind it. Effectivebranding offers numerous benefits, such as increased customer loyalty,
enhanced advertising effectiveness, and reduced-price sensitivity of
products. Branding consists of various elements, such as the logo,
typography, and colour palette. The brand Stëlz has employed different
strategies to introduce itself into the hard seltzer market. An analysis of
these strategies reveals both areas for improvement and strengths in the
field of branding and its website.
First of all, the Stëlz logo is simple and versatile. It can be used in both
black and white, as well as in colour, which enhances its adaptability
across various platforms. This makes the logo suitable for a range of uses,
from labels to digital media. However, critics may argue that the simplicity
of the logo comes at the expense of memorability. While it is functional,
the logo could become more distinctive with a unique design. In a
competitive market like that of hard seltzers, having a memorable logo is
crucial for standing out.
In addition to the logo, the colour palette plays a critical role in Stëlz's
branding. The brand uses various shades of red and blue, chosen carefully
to reflect its core values. Red is often associated with energy, passion, and
vitality, while blue conveys health, trust, and cleanliness. These colour
choices align well with the brand’s values of health and purity.
Furthermore, the colour contrast helps draw attention to key elements,
such as headings and product information, making the brand visually
appealing and clear. However, the current colour palette, while effective,
may appear somewhat generic, as many competitors in the beverage
industry use similar colour schemes. By introducing a more daring or
unique colour palette, Stëlz could further differentiate itself in the market.
Packaging is also a critical aspect of Stëlz's branding. For a product like
hard seltzer, where packaging often plays a key role in purchase decisions,
it is essential that the packaging is both functional and visually appealing.
Stëlz’s current packaging follows a minimalist, clean design, which is in
line with the brand's values. However, there is room for improvement,
especially by emphasizing sustainability in the packaging. Using eco-
friendly materials would not only align with Stëlz's values of health and
purity but also appeal to an increasingly environmentally conscious
consumer base.
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