Taha Malaysia
www.taha.com.my
The Challenge
TH Global Services is a 100% owned subsidiary of Tabung Haji tasked with developing a brand that would offer quality halal food and beverages to consumers around the world.
With numerous established brands in the FMCG segment offering halal products, the challenge is to devise a brand blueprint that will assist TH Global Services to achieve high brand recall and stand out in the crowd as well as communicate the desired perceived values by its target audience so that the Brand will not compete based on price.
The Process
An intensive month long research and business alignment with internal stakeholders was carried out and revealed many insights. Buyer perception and behaviour particularly for food and beverage varied highly between target segment profiles. Each of the target groups studied could be further broken down into smaller segments. Brand names, colours, packagings, content, product “personality” – all these elements appeal differently to different segments. It was conclusive that the client should not pursue a monolithic approach in terms of its future brand identity system for its line/s of products. A monolithic, one name brand will not have the necessary mass appeal to reach out to all market segments particularly in view that client intended to pursue different product categories; e.g. confectionary, beverages and proceed meats.
However, as TRUST and FAMILIARITY are important factors when it came to buying motivation, brand acceptance and loyalty, it was recommended that the client adopt the “Endorsed” approach for its brand identity system. The Tabung Haji association will lend credibility to the new products. The JM Asia branding consultation team further recommended the system of mother brand - product brands, with the latter having the flexibility of taking on distinct names and brand identities that appeal to specific target consumer segments.
The Result
TaHa, a Malaysian Halal Food & Beverage brand that focuses on “Enriching Lives” for all was born.
TH Global Services is a 100% owned subsidiary of Tabung Haji tasked with developing a brand that would offer quality halal food and beverages to consumers around the world.
With numerous established brands in the FMCG segment offering halal products, the challenge is to devise a brand blueprint that will assist TH Global Services to achieve high brand recall and stand out in the crowd as well as communicate the desired perceived values by its target audience so that the Brand will not compete based on price.
The Process
An intensive month long research and business alignment with internal stakeholders was carried out and revealed many insights. Buyer perception and behaviour particularly for food and beverage varied highly between target segment profiles. Each of the target groups studied could be further broken down into smaller segments. Brand names, colours, packagings, content, product “personality” – all these elements appeal differently to different segments. It was conclusive that the client should not pursue a monolithic approach in terms of its future brand identity system for its line/s of products. A monolithic, one name brand will not have the necessary mass appeal to reach out to all market segments particularly in view that client intended to pursue different product categories; e.g. confectionary, beverages and proceed meats.
However, as TRUST and FAMILIARITY are important factors when it came to buying motivation, brand acceptance and loyalty, it was recommended that the client adopt the “Endorsed” approach for its brand identity system. The Tabung Haji association will lend credibility to the new products. The JM Asia branding consultation team further recommended the system of mother brand - product brands, with the latter having the flexibility of taking on distinct names and brand identities that appeal to specific target consumer segments.
The Result
TaHa, a Malaysian Halal Food & Beverage brand that focuses on “Enriching Lives” for all was born.
An alignment between business objectives and branding considerations was achieved and a branding blueprint for TaHa was delivered to the client outlining the vision, mission, promise, values, positioning, values, attributes and personalities of the brand. A brand visual identity guide was also delivered focusing specifically on enabling future brand guardians to communicate the brand elements effectively.