Placing your products or services in the UK market
Exhibiting in the UK is a challenge for companies acting internationally wishing to establish their presence and promote their brands, sale their products, services in the UK and in Europe.
Activteam provides exhibition stand design and construction and support for companies exhibiting in London, Manchester or Birmingham, to organize their exhibition stand requirements. With all around support Activteam not only provide custom exhibition design and fabrication, experienced exhibition marketers help with exhibition marketing analysis of the exhibition strategic objectives to place their products or services into the UK market.
By knowing that precisely objectives, the exhibition marketers by Activteam can create waluable exhibition stand concepts, where the implementation of the exhibitor's needs and requirements will create a workable exhibition sales platform.
David Blond exhibition marketer by Activteam, the Marketing Forum at the exhibition World Travel Market in Excel Center London, has defined some interesting ideas of how to implemet in the exhibition stand preparation corporate branding tatics, he said: "The UK is a competitive market, special preparation is needed for newcomers and companies wishing to establish their brands in the UK Marketplace."
Exhibitor's can read a resume of the exhibition marketing strategy planning and corporate branding tatics below:
Exhibition stand design and build in UK
Corporate Identity, Brand Identity, and Brand Image
Exhibitors serching for exhibition stand builders in the UK needs to examinate exhibition companies with deeper knowledge in brand identity, brand image, and corporate identity.
It is important to distinguish between corporate identity, brand identity, and brand image. Corporate identity is concerned with the visual aspects of a company's presence. When companies undertake corporate identity exercises, they are usually modernizing their visual image in terms of logo, design, and collaterals. Such efforts do not normally entail a change in brand values so that the heart of the brand remains the same - what it stands for, or its personality.
Unfortunately, many companies do not realize this mistake, as they are sometimes led to believe by agencies and consultancy companies that the drastical visual changes in the stand design will change the brand image. But changes to logos, signage, and even the best exhibition booth design do not always change consumer perceptions of quality, service, and the associations that come when the brand name is seen or heard.
The best that such changes can do is to reassure consumers that the company is concerned about how it looks. Brands do have to maintain a modern look, and the visual identity needs to change over time. But the key to successfully effecting a new look is evolution, not revolution. Totally changing the brand visuals can give rise to consumer concerns about changes of ownership, or possible changes in brand values, or even unjustified extravagance. If there is a strong brand personality to which consumers are attracted, then substantial changes may destroy emotional attachments to the brand. People do not expect or like wild swings in the personality behavior of other people, and they are just as concerned when the brands to which they have grown used exhibit similar “radical” changes.
Exhibition stand preparation in the UK for exhibitors with a long term marketing strategy, is crucial as 90% of the success is preparation and preparing the exhibition stand presence in the uk considering branding strategy planning and corporate branding tatics is crucial siad David Blond who is overhead of the exhibition marketers helping exhibitors with their exhibition planning.
On the other hand,if the intention is to substantially improve the standing of the brand, then corporate identity changes can be accompanied by widespread changes to organizational culture, quality, and service standards. If done well, and if consumers experience a great new or improved experience, then the changes will, over the longer term, have a corresponding positive effect on brand image.If you are spending a vast amount of money on corporate identity, it is as well to remember this.
Brand identity is the total proposition that a company makes to consumers - the promise it makes. It may consist of features and attributes, benefits, performance, quality, service support, and the values that the brand belongs. The brand can be viewed as a product or a set of values, and a position it occupies in people's minds. Brand identity is everything the company wants the brand to be seen as.
Brand image, on the other hand, is the totality of consumer perceptions about the brand, or how they see it, which may not coincide with the brand identity. Companies have to work hard on the consumer experience to make sure that what customers see and think is what they want them to.