PROJECT SUMMARY      |      CHALLENGE     |      RESULTS

PROJECT SUMMARY

Total brand management from strategic positioning to brand marketing and communication

Chateau Saxophones, established in 1979, is a Taiwan-based musical instrument manufacturer, specializing in production and sales of saxophones. It not only serves as an OEM for famous international saxophone brands, but also created its own brand CHATEAU. However, Chateau Saxophones encountered many difficulties in promoting its own brand due to lack of branding knowledge.In this project, VOCUIS introduced the concept of total brand management strategy to clarify the OEM role of the parent company, and worked out a set of suitable brand strategies for CHATEAU after checking through all of its brand assets, including the brand image, product portfolio and market. Then, we assisted CHATEAU in designing the brand image of the parent company and reshaped the brand identity based on the brand development strategies, thus laying a foundation for CHATEAU to develop its private brand in the future.

We build unique brand identities and imagery creating extraordinary brand experiences.

Consultation

Audit & Identify

Industry Analysis
CORPORATE ANALYSIS
Brand / Product Audit

 

Internal Study
CORPORATE AUDIT
Business Audit

 

Consultation
MEETINGS & WORKSHOPS
Focus Group Discussions

Strategy

Research & Analysis

Market Position
STRATEGIC DIRECTION
Brand DNA / Vision & Culture
Brand Character
Brand Positioning
Brand Touchpoints

 

Corp/Brand Relation
BRAND ARCHITECTURE
Brand Structure
Naming
Identity Formation

 

Trademark Strategy
BRAND PROTECTION
Trademark & Domain Registry
Trademark Protection

Design

Design & Production

Global
BRAND IMAGE DEVELOPMENT
Corporate Image
Brand Image

 

Brand Identity
BRAND EXPRESSIONS
CIS Guideline
Web & Print Media
Advertisement Design
Packaging Design
Corporate Profile
Exhibition Design
Exhibit Visuals & Graphics
Exhibit Booth Guidelines

CHALLENGE

Stay away from the brand position, and lack unified communication language

Although Chateau Saxophones has the key technical advantages of producing saxophones, it encountered many difficulties in operation of its own brand, such as staying away the brand position, lacking consistent image language and direct communication with consumers.As an OEM-oriented company, Chateau Saxophones owned diversified technologies and product specifications, but was held back by international agents in terms of sales, and its incapacity to unify the brand image of its agents resulted in the disorder of its brand image.To resolve the development problems of Chateau Saxophones' private brand, VOCUIS developed two key strategies, i.e. focusing on the brand position, and unifying the language for brand image.
RESULTS

Achieve the brand value and take the lead in the international saxophone market

VOCUIS assisted Chateau Saxophones in staying focused on its brand position, and designing a unified language for brand image, and pointed out the strategic development direction of CHATEAU.In view of the wide range of products provided by CHATEAU which are mainly targeted at teachers and students, VOCUIS proposed to position CHATEAU as a mid-range brand with a focus on product lines tailored for target customers. We also developed the specifications for brand visual design and a complete set of visual application tools, including visual images, colors, texts, languages, brand logo, product packaging, catalogs, exhibition space design and other application design, and built a unique totem for the brand to communicate with customers.Furthermore, VOCUIS also put forward the brand experience concept of "saxophone workshop", helping the brand to develop annual brand marketing and media purchase strategies based on interaction experience, to walk out of the saxophone work to music schools, and to move toward their brand vision.
ClientTenon IndustrialIndustryMusic Instrument /SaxophoneDate2011Project ServiceBranding, BrandingProjects, Exhibit, Graphic, Identity, Product, Web

About Tenon

Chateau Saxophones, established in 1979, is a Taiwan-based musical instrument manufacturer, specializing in production and sales of saxophone. It not only serves as an OEM for famous international saxophone brands, but also created its own brand CHATEAU by virtue of its technical advantages in production of high-quality saxophones.
MORECASESTUDIES