beon. Worldwide has worked on the new Merkamueble positioning strategy, conceived to display a full brand restyling.
Merkamueble is a brand with 50 years of experience in the industry of furniture retail store, and a consolidated company in the mind of the consumer, with a challenge to meet: expand its target audience towards a younger target and position the brand as first consumers’ option. In order to do this, Merkamueble need to renew and update its brand image.
To achieve these goals, the logo was place as main protagonist of the restyling process, as it needed to reflect the new Merkamueble image, fresh and modern, but without losing the quality certification of lifetime house furniture. A forma tone emphasized the new claim: “Aquí empieza algo nuevo” (Here is where something new starts). Once this logo was approved by the client, beon. worked on the corporate identity manual and its implementation in the different formats and channels.
Based on an analysis of consumer habits and a study of both brand positioning and values to be transmitted, beon. worked on a graphic line for the online and offline environment, thus offering greater homogeneity in all communications and reflecting a much modern image.
The result of this new repositioning was a global campaign plan that included an update of each of the brand’s channels, plus a digital advertising plan aimed to increase brand awareness and expand coverage through a combination of online actions. Besides, a process of web optimization was implemented in order to improve the performance of campaigns.
The brand reinforced the strategy with a media plan, in which beon. worked on the creation and adaptation of TV spots fragments, sponsorship, special actions, and radio slots at a national level.