Case Study: One of the world’s leading Bollywood television network
One of the world’s leading Bollywood television networks. It has a strong presence in the India Culture and is one of the ‘BIG THREE’ Indian television networks to operate worldwide.
Being a network of entertainment television channels, they aimed at positioning their brand in the market in such a way, to get more youth association. They wanted to penetrate into the competitive market of the entertainment industry with having the preference of the youth, as a youth channel.
Analysis & Observation:
After a 150 hours of analysis of all their Digital Assets (website, social media, analytics) across various channels our analysis had two major things to point out to the brand. First, the brand had some serious branding issues.
Their content across different channels was inconsistent and almost irrelevant. The logo usage of the brand was also inconsistent and each logo was different from one another.
This resulted in zero brand association amongst the audience. Their consistency in wrong branding would lead them to perish grounds. Second, the perception of the brand amongst its audiences was against what they aimed their brand to be perceived as.
The data was collected after interviewing some of the regular television audience and they even had a doubt that the brand did not exist anymore. No way could youth connect to it.
It was perceived as more of the old era content channel. There had been no update in content.
Even the communication across the brand’s social channels was irrelevant thus, they had almost all the nails ready for their coffin.
After the thorough analysis of the brand, we recommended the following to revive the brand’s image amongst its audience and also as a brand some important points they should implement.
First, they needed to have a Brand manual which would have the right content to explain the brand both verbally and visually.
Second, a content calendar to maintain and keep track of the content that would be published across different media.
This would not leave a chance of the content getting messed up again.
With the help of the content calendar, they could also have the posting schedule and know-how of what content was being created for what channel.
Third, the brand was in tremendous need of a content update.
Their target audience as mentioned earlier, the youth failed to relate with the old outdated content and thus the brand.
Fourth, we recommended them to practice re-branding exercise which would take a time of 2 years and heavy investment on their part. But this was the only way out for their brand to revive and establish their aimed identity amongst their target audience.