Branding campaign - Proposal
"The purest treasure mortal times afford is spotless reputation; that away,
Men are but gilded loam or painted clay."
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William Shakespeare
Richard II

Strategic planning
I. Brand Positioning Statement
II. Brand Slogan
III. Main direction for developing Brand Rethoric
IV. Main directions for developing internal coomunication (Environmental
Branding)
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I. Brand Positioning Statement
Brand positiong is a statement of the functional, emotional and self-expressive benefits delivered by the brand that provide value for the customer
Olyimpic’s brand positioning statement must contain information referring to the core activity and also those characteritics that create distinctiveness to the brand
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I. Brand Positioning Statement
Background
• The positioning statement must lead to strenghten brand-customer relationship and to drive the “purchase decision”, but also to gain the customer’s loyalty.
Based on this argumentation, suggest that the positioning statement should be based on
• MANAGERIAL APPROACH OF
THE CASINO SERVICES
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Olympic is the only team in casino management as they know how to administrate stateof-art professional instruments in order to improve client’s reaction to the challenges of the gambling
I. Brand Positioning
Statement
(according to company mission from www.olympic-casino.com)
This position Olympic as high on casino market
This positioning statement underline the idea of innovation, due to the vanguard approach of casino management
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Olympic is the unchallenged leader of the casino management

I. Brand Positioning Statement
Olympic is the only team in casino management as they know how to administrate state-of-art professional instruments in order to improve client’s reaction to the challenges of the gambling
 Argumentation:
– by using a metaphor can be of great help due to the following facts:
 employees are accustomed to the customer’s language and values
 a metaphor frames the way customers looks at the brand;
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I. Brand Positioning Statement
Olympic is the only team in casino management as they know how to administrate state-of-art professional instruments in order to improve client’s reaction to the challenges of the gambling
 Argumentation:
– the term team defines Olympic’s new positioning, emphasizing on the fact the Olympic is not just a group, but a team in which its members interacts one with the others;
– in the same time, team work is a corporate value, that can create favorable association to Olympic brand
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I. Brand Positioning Statement
Olympic is the only team in casino management as they know how to administrate state-of-art professional instruments in order to improve client’s reaction to the challenges of the gambling
 Argumentation:
– casino management is an innovating concept that catch the essential features of the company casino management defines a new paradigm in the field of management casino, that can be expresed as follows:
Administration of the player status by identification and utilization of the best modern solutions
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I. Brand Positioning Statement
Olympic is the only team in casino management as they know how to administrate state-of-art professional instruments in order to improve client’s reaction to the challenges of the gambling
 Argumentation:
– the syntagm ” team in casino management ” has a dual semantics:
 the profession (management)
 the academic title which proves the highest professional status
– “state of art professional instruments” has been used for emphasizing:
1) on the quality of the equipment
2) the quality and efficiency of casino management
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I. Brand Positioning Statement
Olympic is the only team in casino management as they know how to administrate state-of-art professional instruments in order to improve client’s reaction to the challenges of the gambling
 Argumentation:
– improve client’s reaction to the challenges of the gambling is meant to express
 the idea of customized solutions dedicated to improve gambler state/condition
 the idea of improving the individual communication with the players
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I. Brand Positioning Statement
Argumentation:
The Credo statement express in a synthetic way the brand positioning and emphasize the essential features of the Olympic brand
a) the idea of the team b) the idea of the casino management c) the idea of the excellence in services provided (highest quality, stat-of-art professional equipments)
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The Slogan is one of the most important and visible identity elements, that is way it should meet two conditions:
 it should be coherent with the brand positioning statement
 it should deliver a promise
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Proposals:
II. Brand Slogan
We Bet you'll love it
Because play matters
There's no better place to play
Together we make the difference
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III. Brand Rethoric
In the followings, I will indicate the main direction for developing a brand rethoric, based on the company’s values and operational principles:
Follow the Olympic way
Olympic is leader casino management:
 we set up new standards: TQCM (total quality casino management)
 we innovate continously, we are one step ahead the competition
 we are one step ahead customers’ needs
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our approach is a win-win type: we are partners as we share common interest and values
III. Brand Rethoric we go for the customer to the last mile
We are customer satisfactin oriented: we are looking for our customers’ confort we prove tailor made solutions (with refference to customized solutions and to the capacity to innovate for the customers’ sake)
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For example, the company can develop hotline/helpline for compulsive gaming etc…

we promote the volunteering actions
III. Brand Rethoric we are involved in educational programs for children and adults
We are part of the local community and we take social responsibility
(CSR programs)
16 we sustain the
“player education”

III. Brand Rethoric
We are “quality addicted”:
 we are commited to
Total Quality Management policy
(we pursuit quality management standards in each process we undertake)
For better defining what we are doing, we innovate one:
TOTAL QUALITY CASINO MANAGEMENT
(TQCM)™
 The symbol TQCM should become Olympic’s trade mark
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III. Brand Rethoric
 Team spirit:
 we are a team that acts well-organized and efficiently to achieve maximum comfort for the customer we are managing our activity according to the
“one stop shopping” principle
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IV. Environmental Branding
Environmental branding must be in accordance with the brand positioning statement and that is way, it must convey the idea of leader through perceptions of:
 Trust
 Quality
 up-to-date/ modern
 Innovation
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IV. Environmental Branding
 Tactics:
1. Environmental
 display POSM at the receptions etc
 post indoors displays at every flour
 post mini-displays containing Credo statement, brand values
(inside offices)
 post flyers and brochures at the reception and every flour
 displays artefacts:Olympic postal cards, short flags on desktop etc
 launching Olympic mascot (as an identity element)
 post indoors signs (indicators, guide post etc)
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IV. Environmental Branding
 Tactics:
1. Environmental - Subjects
 posters on the equipments must display technical perfomances, their value/ price, other fact sheets (e.g: this is the only slot machine of this type in Romania and has an accuracy of 100%).
 posters must contain Olympic quality standard:
“Olympic, a company of TQCM™”
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IV. Environmental Branding
 Tactics:
Approach – managers must be:
 open hearted to customers
 must avoid anxiety feelings on behalf of the customers
 must provide detailed information regarding the game
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– Responsible gaming programs
– Develop an ISO 9001:2000 program (I successefully implemented ISO 9001:2000 for Platinum Casino in
Romania;references about this from former general manager of
Platinum Casino, Tan Tolga Cebeci)
– …

UNCONVENTIONAL
Advertising Concept www.uncvn.ro
Lupu Mihai head of strategy mihai.lupu@uncvn.ro
(004)0726.196.192