Branding Campaigns Changing Perceptions
The Hobbyist by Toyota Camry and Burberry September 2017 Collection are two examples of campaigns developed to change the public perception of the brand. Both brands ended up altering the perception of the public regarding their brands. Those details are presented below.
The Hobbyist by Toyota Camry
- The Hobbyist campaign aimed to transform what customers perceived of the Toyota brand, in particular, the Toyota Camry, which is perceived as a car for older generations.
- Research findings before the launch of the campaign also indicated that the name Camry had become too synonymous with taxi drivers.
- Some comments went on to say that one needed to tour the streets of New York to see the numerous yellow Camry's to understand the perception.
What They Did
- To change the perception, Toyota Camry Canada teamed up with local agencies to create a campaign that promotes the Toyota Camry as a car that "makes a statement” and a car that ensures they "stay connected.”
- The solution included digital content experiences that make bold statements about the vehicle and the individuals who drive it. The Hobbyist was then set as an episodic docu-series featuring stories of the individuals who drive the Camry, including information about their careers and hobbies.
- The individuals in the campaign are a data strategist and an architect who identify the Camry as their vehicle of choice as they go about their daily routines. Toyota Camry in the campaign is also presented with a “sensual smart” design and upgraded technology, which both shift it into another level.
How Perception Changed
- The Hobbyist campaign managed to generate a 31% lift in brand recall. Importantly, it led to an 18% lift in brand favorability.
- The new model is also developed to feature sophisticated technology, which is designed to ensure that its target audience stays connected.
Burberry Brand Repositioning
- The Burberry brand has been perceived negatively and differently for a long time. For example, during the 1970s, it was the most preferred outfit for the members of English gangs, which diluted the value of the brand significantly.
- During the 1990s and in early 2000s, Burberry brand, which was perceived as conservative and old-fashioned, became too mainstream for a luxury brand because of increased supply, product discounts, and many licensing agreements.
- In 2017, the U.S. generally perceived Burberry as that of affordable luxury brands such as Coach or Michael Kors compared to high-end luxury brands like Dior, Gucci, and Hermès.
What They Did
- To regain its fame change the brand perception, Burberry brand embarked on major leadership changes. In 2004, the company hired Christopher Bailey as its creative director.
- It also revamped its cloth line to focus more on leather goods and “newness," increased prices of some items, and limited distribution of products to lower-end regions.
- In 2017, the brand announced its repositioning from a “contemporary luxury” to “luxury fashion" brand. This shift was accompanied by a new campaign dubbed "Burberry September 2017 Collection" to reflect the new assortment of high-end luxury fashion.
- In 2018, the company also changed its logo to reflect a more modern and innovative image that is adjusted to match the needs of modern generations.
How Perception Changed
- Today's generations are now presented with an updated Burberry brand with a new logo and design to portray some sense of modernity, which appeals most to younger generations. Equally, the new brand logo and revamped product line, which features classy trench coats helped the brand avoid labeling such as a "brand stuck in the past."
- Importantly, under Burberry's newest creative director — Riccardo Tisci, an Italian designer, has helped the company foster inclusivity, which has helped shift consumer perception. Presently, the brand appeals to all individuals regardless of their age, social status, race, and gender, Tisci said.
- Reports following the brand repositioning strategy indicate that consumer perception is changing regarding the brand. Engagement on Instagram and WeChat is steadily rising, and there is a “strong wholesale response to new products.”
- Overall, Burberry acknowledges that the results are promising after the transitioning activities, which have led to improving consumer perception.
To find the two case studies about brands that have successfully used advertising/marketing/branding campaigns to change the public's perception of the brand, we commenced our search by exploring marketing material, specific to brand perception and repositioning. We found two brands, Toyota Camry and Burberry, which are both popular in the U.S. reviewed as examples of brands changing how customers perceive them. In this regard, we decided to conduct thorough searches to unearth more in-depth information on changing brand perception. We also searched for the campaign's videos on YouTube and websites of the creative agencies creating the campaigns. Next, we decided to search for more information specific to brand perception changes, regarding Toyota Camry and Burberry. This approach returned compilations of reliable information on the two brands, which helped to develop the case study. Overall, both Toyota Camry and Burberry aimed to change how customers perceive their brands through advertising, marketing, and branding campaigns.