IGD SiiQ

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Corporate identity and brand

An organic and integrated communication project

 

Since 2010 IGD intends to provide uniformity, consistency and synergy effects in the communication initiatives, advertising campaigns and events that IGD realizes during the year in its shopping centers.

With the basic objective of supplying new footfalls, IGD's marketing function every year set up a program that creates a common identity in the communication and in the events of the various realities held by IGD, as well as optimize costs through economies of scale, including the purchase of advertising spaces. The identification of events with the most significant returns also allows the transfer of best practices within the IGD network.

IGD has set some guidelines that should inspire any communication or event. The basis is the desire to give priority to issues of culture, sport, sociability and solidarity, following the particularities of the reference territory.

 

The pay-off "Spaces to be lived in"

 

IGD identified a pay-off that, since 2011, accompanies the logo: IGD, SPACES TO BE LIVED IN.

The philosophy that reflects the pay-off concerns the concept of shopping center as a place where, in addition to satisfying their consumption needs, visitors can find opportunities and spaces for culture, entertainment and stimulation for their leisure time.

 

Winmarkt rebranding

winmarkt new logo

 

In order to reinforce the perception that also the 15 shopping centers in Romania are managed under a single group perspective, in 2011 the Winmarkt brand has been revisit following the graphic features of IGD brand.
 Many buildings of the Winmarkt network are interested in the renovation of facades in these months: it's a great opportunity to "throw" the new brand.

 

The IGD brand's version of "sustainability"

 

igd green logo

As a result of the focus on the sustainability of its business, in 2013 IGD launched a new logo "IGD SIIQ – GREEN SPACES TO BE LIVED IN". Both the pay off and the image recall the focus on the environment: the first, in fact, refers to and contextualizes the company's pay off "Spaces to be lived in", while the bricks depicted in the second recall the company’s core business.

The logo is used in the corporate CSR documentation and in store communication that circulate in the UNI EN ISO 14001 certified shopping centers.

 

The program cornerstones

Reinforce the concept of the shopping center as a space to be lived in.
IGD is currently focusing on events with extensive involvement, especially as a declination of the concept of good living, with topics covering therefore environment, health, proper nutrition and sports. Events with direct involvement of participants also continued.

 

Increase services for the visitor.
In IGD's centers support initiatives, such as contests with shopping vouchers, and useful events for local communities, such as employment opportunities or medical prevention, are carrie dout to be closer to the customer.

 

Strengthen the brand of each single shopping center, as clear point of reference for the customer.

The 2015 marketing plan forsees a focused effort in the direction of improving the brand awarness and raising the brand reputation of the single commercial centers.

The nature of the events proposed inside the center, the support activities on the website, the radio messages, the logos on the animation staff's uniforms: everything is directed to make the visitor remembers and correctly places the experiences related to a specific center.
The effort to improve the reputation of the name of the individual shopping center and to increase the level of knowledge in the catchment area also passes through the communication of the sustainability features of the building.

 

 

 
 
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