Cover Image/Opening Slide
There are four major cognac houses in the wine industry: Hennessy, Remy Martin, Courvoisier, and Hine Cognac. This project presents the suggested rebranding necessary for Hine Cognac to remain relevant and competitive. This slide begins the presentation and it represents the new direction I decided to take the Hine Cognac brand. The current state of the brand pales in comparison to the company's major competitors.
Brand Ideals- Hine Cognac (Slide #1)
Here are a few of the brand ideals that Hine Cognac strives to attain. Hine is the smallest of the top four cognac producers in the world, which puts the company at an obvious disadvantage. One thing that Hine Cognac could leverage as a distinct advantage the the time tested family traditions of vintage wine making. This will provide the brand with added value and differentiate it from the competition.
Brand Ideals- Hine Cognac (Slide #2)
Brand ideals are critical, but the current look of the Hine Cognac brand is more of an issue. The brand is rather dull and outdated, especially when compared to the competition in this presentation. The imagery used on this page will give the Hine Cognac brand a new classic looked that should revitalize the brand.
Brand Ideals- Hennessy (Slide #1)
This slide shows Hennessy's brand ideals, but more importantly Hennessy has a truly unique differentiating factor (onliness). The brand has taken the European wine making tradition and rebranded it to capture hip hop market segment. This move clearly gave Hennessy a unique selling proposition, with a absolute brand loyalty.
Brand Ideals- Hennessy (Slide #2)
Hennessy faced a similar situation to Hine Cognac, then rebranded itself with the Hennessy Artistry Campaign. The company's use of major hip hop stars has elevated company's image in the minds of its fan base and has positioned the brand as truly authentic.The brand continues to conduct business by striving towards its brand ideals, as this slide illustrates.
Brand Ideals- Courvoisier (Slide #1)
Courvoisier takes a different approach to reinvent itself by enlisting the help of artist, business leaders, world-class chefs, and fashion designers. Another distinguishing factor of the brand is the quality craftsmanship of its packaging. The imagery in this slide designed with that craftsmanship in mind.
Brand Ideals- Courvoisier (Slide #2)
Courvoisier is rich in tradition and can be traced back to the days of Napoleon. The cognac maker has rebranded itself as well, with the incorporation of major artists from the the hip hop industry. This positioning could be considered a move towards upholding its flexibility brand ideal.
Brand Ideals- Remy Martin (Slide #1)
Remy Martin is rich in European wine making heritage. The brand produces the most exquisite quality of cognac, for the elite. Remy Martin is committed to producing the finest quality packaging, with cases beautifully crafted by world-class sliversmiths.
Brand Ideals- Remy Martin (Slide #2)
Remy Martin's brand is at the highest end of quality and craftsmanship. The imagery represents high quality of the brand. It features two-time Academy Award Nominee Jeremy Renner in a high class photomontage, which projects the Remy Martin lifestyle.
Competitive Analysis
Here, the competitive analysis breaks down each brand. It includes similarities, differences, and an "onliness" statement for every brand. This onliness statement is the key element that makes each brand unique. Its what gives a brand added value, as well as, creates brand loyalty.
