Osim: Building a Global Brand
Individual Assignment 3 - OSIM: Building a Global Brand
1)What is the meaning of the brand identity of OSIM?
Brand identity of OSIM refers to how OSIM wants its consumers and potential consumers to view OSIM and its products. OSIM wants to improve the quality of life of its customers through the use of OSIM's products and view OSIM as a leading global brand.
What are the different aspects of this identity?
OSIM's brand identity, includes its name, trademark, communications, and visual appearance. This is further reinforced by the brand equity, i.e. the added value beyond the functional benefits of the product, which is associated with the OSIM brand name also contributes the brand identity of OSIM. The table below shows the different aspects of this brand identity and what OSIM has accomplished in each aspect. Aspect of Brand Identity | OSIM's Efforts in each Aspect | Name | Replaced name from Health Check and Care brand to OSIM. Pleasant sounding and easier to recall and pronounce with less legal and regulatory restrictions. | Trademark | 'OSIM-Inspiring Life' is a simple trademark that encapsulates what OSIM's products and services seeks to achieve (i.e. Inspiring an improved quality of life). | Communications | Taglines used in advertising campaigns "Health is and attitude in life" and "Good health begins with care" to promote the idea that a healthy lifestyle and a positive mindset is the key to improving quality of life. | Visual Appearance | The case study describe a logo for OSIM in April 2000. However, during recent years, OSIM has replaced that logo. With reference to the picture above, the OSIM logo featuring the 3 arcs is the old (2000) logo while the other logo is the new one (2010)The new logo, still retains the colour scheme. Blue represents the Sky, Green represents the Land, Orange represents Light and Spirit. | Brand Equity | The intangible value built upon longstanding trust between OSIM and the consumers along with the promise
1)What is the meaning of the brand identity of OSIM?
Brand identity of OSIM refers to how OSIM wants its consumers and potential consumers to view OSIM and its products. OSIM wants to improve the quality of life of its customers through the use of OSIM's products and view OSIM as a leading global brand.
What are the different aspects of this identity?
OSIM's brand identity, includes its name, trademark, communications, and visual appearance. This is further reinforced by the brand equity, i.e. the added value beyond the functional benefits of the product, which is associated with the OSIM brand name also contributes the brand identity of OSIM. The table below shows the different aspects of this brand identity and what OSIM has accomplished in each aspect. Aspect of Brand Identity | OSIM's Efforts in each Aspect | Name | Replaced name from Health Check and Care brand to OSIM. Pleasant sounding and easier to recall and pronounce with less legal and regulatory restrictions. | Trademark | 'OSIM-Inspiring Life' is a simple trademark that encapsulates what OSIM's products and services seeks to achieve (i.e. Inspiring an improved quality of life). | Communications | Taglines used in advertising campaigns "Health is and attitude in life" and "Good health begins with care" to promote the idea that a healthy lifestyle and a positive mindset is the key to improving quality of life. | Visual Appearance | The case study describe a logo for OSIM in April 2000. However, during recent years, OSIM has replaced that logo. With reference to the picture above, the OSIM logo featuring the 3 arcs is the old (2000) logo while the other logo is the new one (2010)The new logo, still retains the colour scheme. Blue represents the Sky, Green represents the Land, Orange represents Light and Spirit. | Brand Equity | The intangible value built upon longstanding trust between OSIM and the consumers along with the promise