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BRAND STRATEGY BOOK
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T H E N AT U R A L O F I D E N T I T Y
B R A N D S T R AT E G Y B O O K
TABLE OF CONTENTS
01
02
BR AND HIS TORY 06
BR AND HIS TORY
08
TIMELINE
COMPE TITORS 12
DIREC T COMPE TITOR S
14
ANCILL ARY COMPE TITOR S
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FUTURE COMPE TITOR S
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NE W DIREC TION
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VISUAL ST YLE
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ORIGINAL BR AND SOUL
32
BR AND GRID
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NEW BR AND SOUL
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KE Y WORD 01
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NEW BR AND MIS SION
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KE Y WORD 02
S TATEMENT
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KE Y WORD 03
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REPOSITIONING S TATEMENT
AUDIENCE PROFILES 24
AUDIENCE PROFILES 01
26
AUDIENCE PROFILES 02
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AUDIENCE PROFILES 03
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BR AND HIS TORY
Each brand has its own story. From the establishment of the past to the current business, each period has inspired the development of a brand. The history of the brand plays a very important role for different ideas.
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BR AND HIS TORY
Company Beginnings Spirit Airlines began as Clippert Trucking Company in 1964, a Michigan corporation, and in 1974 changed its name to Ground Air Transfer, Inc. In 1983, the company started doing business as Charter One, a Detroit-based charter tour operator providing travel packages to entertainment destinations such as Atlantic City, Las Vegas and the Bahamas. In 1992, Charter One changed its name to Spirit Airlines, brought jet equipment into the fleet, and thereafter began adding scheduled passenger service to destinations such as Fort Lauderdale, Detroit, Myrtle Beach, Los Angeles and New York. Spirit relocated its headquarters to Miramar, Florida in December 1999. Expansion continued with the addition of the Chicago market, as well as coast-to-coast service to Los Angeles.
Transition to Low-Cost Carrier and Ultra Low Cost Carrier Investment funds managed by Oaktree gained control of Spirit after making investments in 2004 and 2005 bringing a change in business strategy and the positioning of Spirit as a low-cost carrier with a focus on expanding Caribbean and Latin American routes. Several unprofitable domestic routes were closed and Fort Lauderdale-Hollywood International Airport was established as Spirit’s main base of operations. In 2006, IndiGo acquired a majority stake in the airline, and Spirit began implementing its Ultra Low Cost Carrier (ULCC) business model and further expanded its Caribbean and Latin American routes.
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Spirit Airlines DC-9-21; N125NK, January 1997
Spirit Airlines Airbus A319 (registration N507NK) touching down at McCarran International Airport in Las Vegas. This plane is painted in the grayscale livery of the mid-2000s.
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TIMELINE
Charter One introduced jets
The headquarters were
Spirit Airlines launched the
into the fleet, changing its
relocated from Eastpointe,
“free Spirit� frequent flyer
name to Spirit Airlines and
Michigan to a new 56,000
program.
starting service from Detroit to
square foot, state-of-the-art
Atlantic City.
facility in Miramar, Florida.
The airline was founded in
Scheduled flights to Florida
A fully integrated Spanish-
1980, in Macomb County,
were introduced, and the ailine
language customer service
Michigan, as Charter One,
continued its expansion in the
plan was implemented, and
providing travel packages to
following five years, adding
regular flights to San Juan,
various destinations, such as
new routes to the network,
Puerto Rico were introduced.
Atlantic City, Las Vegas and
including Los Angeles and
the Bahamas.
New York.
2006
2001
1999
1993
1992
1980
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Spirit had the highest number
Spirit Airlines started to charge
Spirit Airlines operates
of complaints per passenger
a fee to passengers who have
approximately 250 daily flights
among U.S. airlines that carried
their boarding passes printed
to almost 60 destinations in
over 5 million passengers, the
by the check-in agent.
the U.S., Latin America and the
airline was one of the few that
Caribbean with an all-Airbus
generated net profit during
fleet.
the recession.
Spirit Airlines continued to
Spirit Plus was rebranded as
Spirit Airlines and Airbus
expand its network, and in early
“Big Front Seat�, larger seats
entered into an agreement for
March, 2007, the transition to
in front of the plane that are
the firm order of 20 Airbus A321
the first ultra-low-cost carrier in
available for online purchase
aircraft scheduled for delivery
the US began.
for a fee, during or after a
between 2015 and 2017.
booking, based on availability.
2016
2012
2011
2010
2008
2007
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COMPE TITORS
A brand identity is built in part on a competitive position and, in turn, communicates that position to its intended customers. The analysis of competitors can be divided into direct, ancillary, and future competitors.
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B R A N D S T R AT E G Y B O O K
DIREC T COMPE TITORS
From America’s favorite small cities to world-class destinations,
Sun Country Airlines wasn’t born in a corporate office. Instead,
Allegiant makes leisure travel affordable and convenient. With
it was started in 1982 by a small group of pilots and flight
low-low fares, nonstop, all-jet service and premier travel
attendants in Minneapolis/St. Paul, MN, the very people
partners, Allegiant provides a complete travel experience with
who love flying.
great value and without all the hassle.
We are committed to delivering ‘Low Fares Done Right’.
More than 38 years ago, Rollin King and Herb Kelleher got
This is more than a tagline. It’s our driving philosophy. Why are
together and decided to start a different kind of airline. They
low fares so important? We believe travel should be for
began with one simple notion: If you get your passengers to
everyone. Low fares allow people to travel more often, see
their destinations when they want to get there, on time, at the
new places, connect with family and loved ones and
lowest possible fares, and make darn sure they have a good time
develop business opportunities.
doing it, people will fly your airline.
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US Airways (formerly known as USAir) was a major American
We are low-cost European point-to-point airline. We use our
airline that ceased to operate independently when the Federal
cost advantage and number one and number two network
Aviation Administration granted a single operating certificate
positions in strong markets to deliver low fares and operational
(SOC) for US Airways and American Airlines on April 8, 2015.
efficiency on point-to-point routes, with our people making the difference by offering friendly service for our customers.
Hawaiian Airlines was incorporated on January 30, 1929 under the name Inter-Island Airways Ltd. That year, thousands gathered in Honolulu to witness the departure of Hawaii’s first scheduled inter-island ights to Maui and the Big Island of Hawaii.
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ANCILL ARY COMPE TITORS
Greyhound’s iconic brand is synonymous with affordable long
Coach USA owns more than 25 bus carriers in North America,
distance travel in North America and a unique national network.
operating scheduled bus routes, motorcoach tours, charters,
Founded in 1914, Greyhound Lines, Inc. is the largest provider of
and/or city sightseeing tours. These local carriers are now
intercity bus transportation, serving more than 3,800 destina-
operating across the continental United States, serving a variety
tions across North America with a modern, environmentally
of communities and their needs.
friendly fleet.
Megabus offers city-to-city bus tickets as low as $1 for your
Debuting last spring, RedCoach still has that new bus smell. And
travel around the North America, all bookable from your
with only 27 business-class leather seats per coach—each
computer or smartphone! Our system works – beyond our low
reclines to 140 degrees—you’ll be relaxing in style. Consider it
price bus tickets and easy travel – customers keep coming back
training for those sunny Florida beaches.
for our well connected North American transportation network.
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Caltrain provides commuter rail service along the San Francisco Peninsula, through the South Bay to San Jose and Gilroy. The San Francisco and San Jose Railroad Company began passenger rail service on the Peninsula in 1863.
Blue Star Ferries is a brand name of Blue Star Maritime S.A. The company operates ferry services from the Greek mainland to the Aegean Islands. Blue star ferries is the biggest ferry company in Greece serving more than 20 destinations. Its fleet is composed of modern ferries going from 23 to 30.
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Founded in 1972 by proud Breton Alexis Gourvennec and a group of fellow Breton farmers wanting to export their cauliflowers and artichokes to the UK, Brittany Ferries is now the leading maritime carrier on the western and central Channel.
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FUTURE COMPE TITORS
The brand H&M offers fashion and quality at the best price in a
For generations, C&A has successfully led the way in offering
sustainable way for women, men, teenagers and children. The
more affordable clothes in the latest styles and fashion.
range includes everything from sparkling gala outfits and
In particular this is done by discovering and meeting the true
exclusive designer collaborations to everyday basics and
needs of every customer and by developing more sustainable
high-performance yoga wear to help fashion fans across the
business practices.
world dress their personal style.
Imagine a place where you can find all of your wardrobe
We don’t do fashion like anyone else does fashion. Our ASOS
“must-have’s” at prices you can’t believe. Everything from your
Brands, created by our London design team, look between the
favorite T-shirts and jeans to your seasonal fashion faves.
lines to bring you the freshest clothing, shoes, accessories and
A place where every family member is invited.
gifts. When it comes to other brands at ASOS, we select the best of those too – so, guaranteed, you’ll always get the biggest variety, most covetable exclusives and coolest collabs.
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FOREVER 21 has seen some remarkable accomplishments over
Who you are, what you believe in: that’s what you wear every
the past 30 years. With a goal to become an $8 billion company
day. And that is what we make clothing for. Welcome to a new
by 2017 and open 600 stores in the next three years, it’ll be
way of apparel. Apparel that comes from Japanese values of
exciting to see the company achieve in three years what it
simplicity, quality and longevity. Designed to be of the time and
initially took 30 years to do.
for the time. Made with such modern elegance that it becomes the building blocks of your life style.
Passion, innovation & ethical practices for the clothing industry.
From British high street phenomenon to worldwide dominator,
As one of the world’s largest manufacturers of basic apparel,
Topman has come a long way since its inception in 1978 with
socks and legwear, our company has a direct impact over the
over 250 stores in the UK and a further 154 stores internation-
lives of thousands of workers around the world.
ally across 31 countries.
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NE W DIREC TION
To create a new goal and a new strategy in order to save an almost dead brand, or let a brand continue its life, it is crucial to define a new brand’s soul, and a new brand mission statement.
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ORIGINAL BR AND SOUL
NE W BR AND SOUL
Spirit Airlines gives you More Go for less money. Our low ticket
The new Spirit Airlines extends the brand into apparel and retail
prices are designed to save you an average of 30% more than
industries. We want to bring the comfort of traveling on one of
other airlines. That means you and a personal item can get from
our planes to people’s everyday lives, and at prices as affordable
Point A to B as economically as possible by paying only for the
as our ticket. Our goal is to provide comfortable, minimalist and
things you need or want.
active clothes to our customer’s lives.
NE W BR AND MISSION S TATEMENT Our mission is to provide people to have active, comfortable and simple lifestyle.
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AUDIENCE PROFILES
College students are a primary target audience of Spirit Apparel. Simple and comfortable is the usual dress style of college students. They don’t have much income, so Spirit Apparel will provide them with stylish affordable clothing.
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AUDIENCE PROFILES 01
Doris Pan Graduate Student / 25 years old / Single
“I buy clothes once every two months. I prefer online shopping, rather than shopping in stores.”
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Income:
Her assignments are always heavy, so she
30k / yr
barely shops in stores.
(From her parents) Interests: Music, Makeup, Online Shopping Social Life: Social Media Environment:
She likes online shopping because she can save more time to do her homework. Doris is interest to share the user experience about makeup and clothing with her roommates.
Downtown, Roommates
She is planning to launch an apparel blog
Important Objects:
that is a platform where she can share
Smartphone, Computer Social Media: Instagram, Facebook, Twiter, Snapchat Needs: Because there is no time for shopping, Doris needs to learn about new products through the Internet. Expectations: Doris expects Spirit Apparel can promote its online shopping.
more information with ther people.
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AUDIENCE PROFILES 02
Austin Thomas Graduate Student / 21 years old / Single
“A suit of comfortable sportswear can improve my jogging efficiency and capability.”
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Income:
Austin is a college student who works in a
$10 / hour
convenience store.
(Part-time Job in Convenience Store) Interests: Sports, jogging Social Life: Gym, Playground Environment:
Austin likes to go jogging; he likes training in his leisure time as well. Sportswear is an important thing for him, but because of his salary, he can’t afford high-cost clothes.
House, Suburbs
Austin decides to participate in a marathon
Importment Objects:
in his town. He is looking forward to this
Running Shoes, Sportswear Social Media: Facebook, Nike+ Running Club App Needs: Austin needs a track suit that is not only comfortable and low-cost but also trendy. Expectations: Austin hopes that Spirit Apparel can promote more clothing for men.
competition, so he wants to buy a new track suit for the race.
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AUDIENCE PROFILES 03
Tiffany Scott College Student / 18 years old / Single
“I always buy casual clothes because they make me feel comfortable ”
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Income: $14 / hour (Teacher Assistant in her college) Interests: Reading, Volleyball Social Life:
Tiffany is a freshman in college. This is her first time living without her parents, so she has to deal with everything by herself. She needs to save money from daily life
School, City Library
so that she can pay for her tuition.
Environment:
Tiffany usually wears t-shirts and jeans
House, Suburbs
when she is going to school except if there
Importment Objects:
is a prom at her school.
Computer, Glasses Social Media: Facebook, Instagram Needs: Tiffany prefers to buy low-cost clothing. Expectations: Tiffany hopes Spirit Apparel can keep providing affordable clothing.
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VISUAL ST YLE
The new brand will have a new visual templates. To come up with keywords can help to define visual style. A successful brand will develop its brand based upon these templates.
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BR AND GRIDS Past
Spirit
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Future
SPIRIT
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KE Y WORD 01 Streamlines
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KEY WORD 02 Active
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KEY WORD 03 Comfortable
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T H E N AT U R A L O F I D E N T I T Y
REPOSITIONING S TATEMENT Spirit believes in helping people save money, especially those who travel often. We used to only offer cheap flight tickets, but we are now broadening our mission to provide people to have active, comfortable and simple lifestyle. The new Spirit will offer retail stores, daily supplies and sports activities. We will still be here for people who want to save money, particularly lower income urban students.
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T H E N AT U R A L O F I D E N T I T Y
TYPEFACES DIN Calibri
INSTRUCTOR Jeremy Stout
DESIGNER Yi Hsien Chang www.yihsienchang.com
This is a non-commercial standards guidelines and is intended for educational purpose only. The book was created as part of a project for Academy of Art University.
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GR 604 THE NATURE OF IDENTITY YI HSIEN CHANG