ANWB Travel - brand portfolio reshuffling
Services provided by BR-ND People: Brand strategy (purpose, positioning & portfolio); Brand expression (naming); Brand culture (values & behaviors)
Background
In 2018, ANWB Reizen developed a multi-year strategic plan for its activities in the vacation and travel market. As part of this new strategy, it was decided that ANWB's activities in the Holidays and Travel market are a key growth area for ANWB.
Challenge of ANWB Travel
BR-ND was asked in 2019 to advise on ANWB's optimal brand portfolio in the vacations and travel market. Until 2019, the brand portfolio consisted of several independent brands, such as FOX Verre Reizen and Pharosreizen.
Besides development of the new brand portfolio strategy, BR-ND People supported with the brand strategy incl. positioning, brand story and the purpose of ANWB in the travel domain.
Result
It was decided to further consolidate the ANWB's brand portfolio within the travel domain in 2020 and to merge the activities of FOX Verre Reizen, Pharosreizen and ANWB Ledenreizen within a central organization.
Mood film to clearly position the new brand story internally about ANWB Reizen.
