Hard Rock is a global phenomenon, which has been expanded to more than 40 countries all around the world. The brand stands for spreading the spirit of rock music from the hottest and best known musical artists of the last 50 years. At Hard Rock you can have a classical American meal; meanwhile you are entertained in the same place due to its great environment and wonderful background scenario which makes you receive an authentic and unique living experience. Nowadays, Hard Rock is one of the most successful global brands, given that it has 92% of brand recognition.
BRAND IMAGE: Rock shop, music groups, lyrics lovers, global phenomenon, posters, guitars, cafe, hotels, casinos, restaurants and LP´s.
BRAND IDENTITY: Hard Rock is the best and only one theme restaurant with background music of the last 50 years even if it has some indirect competence as Planet Hollywood which does the same activity of entertainment but with movies instead of music.
BRAND POSITION: Hard Rock is actively communicating that it is the originator of theme restaurant dining, and that it continues being the dominant rock connection for music enthusiasts worldwide. The brands wants to make us recognize that Hard Rock is one of the most globally recognized brands known for rock music showed throughout its live concerts, Hard Rock live performance, collectible and fashion merchandise as for example the well known pins and clothes, etc.
When people think in the brand, they think about the pleasure of live, entertainment, having fun, and about exciting audio and video environment that constantly stimulates the senses of spectators, without taking in count their age.
CORE IDENTITY (Brand as Organization/Brand as Person)
VALUE OFFERING: Relaxed environment, living experience provided, fun (theme restaurant), good service and speed, and excellent BBQ sauces.
OPERATING VALUES: Integrity, professionalism, innovation, passion and a kick-ass service.
BRAND PERSONALITY: Music lovers oriented, wholesome, cheerful, fun, and enthusiastic.
EXTENDED IDENTITY (Brand as Product/Brand as Symbol)
PRODUCT SCOPE: English influence, American food, gathering atmosphere.
FOOD QUALITY: Variety of good American food with Rock´n´ Roll flavor.
USERS: All music lovers, doesn´t matter the age!
COUNTRY OF ORIGIN: London (1971)
CONVENIENCE: All around the world, near its target market and in touristic places.
SERVICE: Friendly, welcoming, fast and relaxed.
RELATIONSHIPS: Since Hard Rock was established, it has been dedicated to a wide diversity of philanthropic causes and activities around the world, because the brand has in mind making the earth a safer, healthier and a better place to live.
Nowadays Hard Rock, has been helping a wide range of organizations which had been benefited in the form of economical aid, food and merchandise. Some of those organizations are: Amnesty International, Breast Cancer Research Foundation, Children's Miracle Network, Fundacion Pies Descalzos, Global Angels, Habitat for Humanity, among others.
LOGO: Hard Rock logo is really simple, it just has the name on it “Hard Rock” engraved on top of a circle in dark colors, especially black. This color frames the relationship between the organization and its clients, given that black represents all the rock lovers’ community.
SUBBRANDS: Hard Rock Café, Hard Rock Hotel, Hard Rock Casino, Hard Rock Park and Hard Rock live.
SLOGANS: "Love All, Serve All" ... "All Is One" ... "Take Time To Be Kind" ... "Save The Planet."
VALUE PROPOSITION
You should buy the brand because Hard Rock makes you live…
FUNCTIONAL BENEFITS: Comfortable atmosphere, good time, experience at a theme restaurant, good tasting American products, live music, warm service, shop centers, and entertainment at meal that appeal people to go there.
EMOTIONAL BENEFITS: Being at Hard Rock makes people feel fun and relaxed just by hearing music, watching videos and attending the spectacle. For kids the park is ideal to have a wonderful time at the roller coasters while enjoying the great music environment and the company of the Hard Rock characters. At the same time, adults (lovers of music) can have the best experience of their lives just for being at the park, or the casino, or the hotel, or at the restaurant, etc…
Warmth via link to family because you can be doing the things you like (music) meanwhile you are spending time with your family.
PLEASANT EXPERIENCE that makes you remember being at a concert while you have dinner, FUN VIA EXCITEMENT!
CREDIBILITY: High in performance of music spectacles and entertainment.
2 comments:
good job!
however, think a little more about what the consumer is getting from the brand. you've mentioned all the pratical reasons but what really motivates them to choose hard rock cafe over something else?
Thank you for sharing. A brand identity has many parts: name, logo, color, symbology, type, tagline, style, and structure, to name a few. When the parts are designed to work as one harmonious whole, a personality is created, meaning emerges and a powerful brand is born.
- brand identity Boston
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