Independence Group’s rebranding
Источник: Alliance Media – Company News
Within the frames of development strategy implementation Independence Group, one of the largest Russian car dealers of the federal level carries out rebranding. The concept of updated brand and new corporate style Independence emphasizing company’s customer-oriented approach to business conduct have been developed together with BBDO Branding, a leading agency at the Russian market of brand creation and management.
The Independence brand is based on agility, progressiveness, care about car owners and attentive attitude to their demands and desires. The Independence Group dealer centers regularly show high rates in the field of customer satisfaction, which allows the company taking leading positions at the market and serving the example of attendance quality. During 20 years of successful work Independence has formed its balanced dealer portfolio and an extensive chain of showrooms in Moscow and regions, and has become a recognized expert in the industry and an example of business organization according to the international standards.
New corporate style is aimed to reflect accumulated experience and values that have become a basis for success of Independence Group. The company logo is a symbolic image of a man with open arms, which expresses Independence openness and aspiration to be a reliable partner for its customers. A bright and recognizible element has been also used in logos of business units Independence-INTRADE (sale and maintenance of used cars), Independence-INFIN (financial broker’s services) and Independence-CARFIX (body production). A new style of Independence Group units expresses the general brand concept, and their titles are easily read and outstand to advantage at the Russian market. Blue corporate color well known to Independence Group customers, which is associated with confidence, stability and high-quality services according to psychologists’ studies, has become more intense.
Development of new brand platform has become one of strategically important stages of large-scale project implementation started by Independence Group and BBDO Branding in 2011. In the process of close cooperation of the company’s top managers and leading specialists of the agency they worded the values of Independence Group, which were professionalism, confidence, innovativeness, and customer-orientation. The aspiration to provide every customer with individual solutions in everything related to car purchase and operation is the basis of Independence Group philosophy, and rebranding will allow the company using visual aids of communication for its expression.
“During 20 years of successful business at the Russian car retail market Independence Group has gained the reputation of the company that sets the branch development tendency and implements prospect technologies and new standards of mutual relations with customers. Today we have become the first car dealer that has carried out rebranding, which will allow us present a unique philosophy of Independence Group at the market. Our customers appreciate comfort in communication with the dealer, personnel attentiveness, openness, professionalism and responsibility, the qualities that have always been typical for Independence Group, and a new brand enables us expressing them even more fully. We chose BBDO Branding as a partner in the rebranding project implementation, as its expert opinion in Russia has been already trusted by such companies as Russian Railways, Lukoil, MTS and MDM Bank, and others. Thanks to international experience and professionalism of BBDO Branding team we implemented the project within optimal term, to appear with updated image in the years of its 20th anniversary – as a reliable and innovative company working for the comfort of its customers”, — Oscar Akhmedov, the Independence Group CEO, says.
Independence Group has become the first car dealer in Russia who uses emotional concept in the visual decoration. Full transition to a new style in Moscow, Yekaterinburg and Ufa will be finished by the end of 2012.
Independence Group is one of the largest car dealers of the federal level with 20 years of business conduct experience at the Russian market. The Company provides private and corporate customers with the services of sale and service maintenance of cars, and conducts activity in 3 business areas: Independence-INTRADE — used cars; Independence-CARFIX – body production; Independence-INFIN – crediting, insurance, leasing and expert evaluation. Independence Group is represented in the cities of Central and Ural regions of Russia: Moscow, Yekaterinburg and Ufa. Company’s dealer portfolio is expanded continuously, and at the moment includes Audi (Audi Center Moscow), Volkswagen (Auto Ganza), BMW (Independence), Jaguar, Land Rover, Porsche, Volvo, Ford, Mazda, Peugeot, Mitsibushi, KIA makes. A chain of dealer centers includes 17 showrooms in Moscow, 9 — in Yekaterinburg, and 5 — in Ufa. Based on the results of the year 2011, the company’s revenue grew by 45% and made 44,555 mln RUB. Independence Group is a winner of honor prizes “Company of the Year 2011 in the category “For High Quality of Customer Service”, and “Consumer Rights and Attendance Quality 2012 in the category “Retail Trade”.