THE IMAGE OF OUR TIMES
Brand Situation
Romanian Public Television (TVR), an institution with such a high visibility and impact and an important vector of nation image, needed a strong brand, supported by organisational values, clear strategy and a memorable and functional identity. At the same time, after five decades in existence, TVR wanted to show its audience and employees that it can be European, modern, competitive and responsible. Consequently, in February 2003 TVR engaged in rebranding and commissioned Brandient to help throughout the process. For about one and a half year, Brandient provided TVR with brand consulting and brand auditing, developed the strategic brand platform, the brand slogans and internal branding and elaborated the documentation for the internal and external bids aimed to select the agencies for design of TV channel identity and for external communication.
Brandient’s Approach & Solutions
The brand audit and the marketing research revealed the lack of unity of the four channels’ corporate identity and, on the other hand, the necessity of a distinct positioning and indicated a strong need for clear expression of organisational values. As a result, Brandient recommended the rebuilding of brand architecture under the endorsement of TVR corporate brand, developed clear positioning/differentiation and personality for each channel sub-brand and set up the strategic and creative support for rebuilding the internal brand. The external brand is remarkably supported by the unitary, harmonious, memorable, passionate and modern visual identity designed by English&Pockett (London). To further support that, Brandient developed the graphic platform and the brand rhetoric that will build personality, clarity and consistency over time. To capture the positioning of TVR brand, the slogan created by Brandient: TVR. Imaginea timpului tau (The image of your time) is demonstrated and supported by its sub-brands’ offers: TVR2. Sa te simti bine (Feel-good), Jurnalul TVR. Capteaza lumea (Capture the world), TVRInternational. Un spatiu romanesc (A Romanian space).
In a service category, the internal brand is perhaps the single most important success factor of rebranding and renewal. In TVR case, Brandient facilitated the understanding of internal branding’s role and gave it a creative form. An ample internal communication campaign – sustained by posters & banners, employee’s newsletter and intranet – aims to cultivate an organizational behaviour based on brand’s values and vision.
The rebranding of TVR created a precedent amongst large state-owned companies in Romania, proving that a public company can and it is entitled to behave and have ambitions similar to a successful private company, and in the case of TVR, similar to any other European public television.
The rebranding process for TVR got a Merit award at the ReBrand100 competition in 2005, being considered one of the top 100 rebranding jobs in the world. For more details click here
