Brand Development

Background

This company is the market leader in the golf accessories market, and wanted to diversify into club manufacture, establishing a broader product base.

Objective

To establish brand awareness for the new range of clubs

• This was low, as the accessories market is characterised by low-value products purchased on an immediate need basis.
• Club purchase is very different, involving much pre-purchase consideration, and the market is strongly branded.
• A spin-off was needed to reach retailers as well as consumers, in order to guarantee effective distribution.

Action

A clear and different positioning was developed for long-term evolution of the brand

• Specialised golf coverage on satellite TV built awareness with both consumers and the trade. This reaches far more members of the closely-targeted market than the fragmented specialist press.
• The positioning was designed to provide a linked platform for localised POS activity.
• Accessories are to be rolled into the new branding once the clubs are established.