Bally Total Fitness - Branding

Paper Summary:

The objective of this work is to form the stance of a young professional in an advertising agency, who has been invited to pitch a new account to study the client's brand and develop a proposed brand vision statement and rationale based on the analysis. The chosen brand is Bally Total Fitness. In this article, the writer looks at the identity and brand values of the company. The writer discusses the attributes and particular expertise of the brand. This article also looks at consumer relations of the Bally Total Fitness Company.

Contents:
Brand Vision Statement and Rationale
Objective
Introduction
Core Identity
Brand Soul
Brand Values
Point of Difference
Extended Identity
Personality-The Core of the Brand Personality
Consumer Relationships
Functional Benefits
Emotional Benefits
Consumer/Brand Relationship
Summary & Conclusion

From the Paper:

"The Bally Total Fitness campaign has a unique way of reaching consumers through down-to-earth advertisements. Furthermore, their unique combination of Dynamic Personal Training and Rapid Results Diet System and the new weight management program are all utilized in the creation of an individualized fitness regimen. In another customer-centric effort Red Nova reports that "Bally's in-house creative shop, RocketScience created the "Your Bally" campaign. RocketScience collaborated with Grupo Gallegos, a Long Beach, CA-based advertising agency, to develop the Spanish-language spots."(Red Nova website, 2004) The debut of the "Your Bally" campaign was December 26. Featured are four television advertisements, three in English and one in Spanish. All focus on health and fitness concerns of various consumers. Approaching customers through common every day matters such as dress size and junk food in the grocery cart and even a man struggling to fasten his pants after weight gain incorporated as the solution by Bally is both nutrition and exercise. (Red Nova, 2004)"

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