- Visit a popular store, like an Apple reseller, Nike, Levi’s, H&M or Ikea. The brand should be well-known and you must visit a shop where their products are being displayed or distributed. In smaller towns you may not have access to these stores, in this case you will need to find a section showcasing these items and view how they are displayed or laid out. Before going to the shop, determine the following about their brand identity and, once at the shop, evaluate how they remain true to their brand identity or how they do not. How is the brand identity enhanced (or perhaps, not expressed) at the point of customer interaction? Hand in a write-up with photos of the following:
- What brand identity element are they using in their logo (e.g. abstract mark or word mark)?
- What do you think their brand ideal is?
- How do they remain true to their brand ideal within their shops?
- Evaluate the customer experience according to the brand ideal. (For example, if the brand ideal is “innovation”, do you get a sense of that ideal when you visit the outlet?)
Evaluate the visual display of the products according to the brand ideal. (For example, if the brand ideal is “value”, is this expressed in the way they display the products?)
I decided to visit our local Cubus
What brand identity element are they using in their logo (e.g. abstract mark or word mark)?
A little history about Cubus. Cubus is a fashion chain that originally started in 1966, it was later bought by the Varner-group in 1985. Cubus is one of Scandinavias biggest fashion chains with 300 stores spread across Norway, Sweden, Finland, Poland, Latvia and Germany.
The Cubus logo is their name written in a round font. Its a easy and simple design and you can often see it written in white with black outlines or in black. People easily recognize this logo and what it means.
What do you think their brand ideal is?
Cubus puts a lot of weight on customer service, kigh product quality for the riht price and susutanibility.
How do they remain true to their brand ideal within their shops?
To do this i had to visit the local Cubus store and see if they followed the four P’s
Product Their shop is packed with products on their shelf, for men, women and children alike. Their main products consists of Clothin, underwear and makup/hair styling. They have very little accessories available, like necklaces and belts.
Price: The prices are very easy to find, as each product item usually carry a tag on them letting the buyer know what it costs. Sometimes they will also have big signs with Prices over certain products, thats either there for the season or on sale.
Promiotion: Cubus promotions often focuses on their seasonal outfits and sales. They often show how fitting the products are on the models and happy. People working in cubus also promots their products by wearing them as a work uniform.
Place: My local cubus store is placed in the middle of the mall, it is very hard to miss and easy to spot.
Evaluate the customer experience according to the brand ideal. (For example, if the brand ideal is “innovation”, do you get a sense of that ideal when you visit the outlet?)
This is an affordable clothing chain, that has option for sustainable clothing. They do have signs with hanging around the shop with prices, as well as 50%off and “buy 3 pay for 2” deals on items everyone needs and uses.
Sources
https://www.stortorvetsenter.no/butikker/cubus
https://web.archive.org/web/20120802155807/http://cubus.com/no/Bedrift/Om-Cubus1/Om-Cubus/Historie/
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