Project Name: Campaign evaluation Client Name: Marico

Pharma Brand Manager's Style guide Usage

Styleguide stands for what brand stand for, ensuring consistency in communication of brand essence and acting as an anchor for all communications activities

around the world

Project Name: Campaign evaluation Client Name: Marico

Does brand managers aware about styleguide?

What brand managers consider essential components of style guide?

What is the awareness about the benefit of style guide?

What are the expectation from agencies for style guide?

Does brand managers create foot print document for brands?

Is Style guide part of overall communication strategy for brand managers?

Research Objective

Project Name: Campaign evaluation Client Name: Marico

Summary

Project Name: Campaign evaluation Client Name: Marico

Findings

Brand managers don't focus on exhaustive documentation process

Awareness among brand manager about style guide is high. However, guidelines doesn't include all aspects about the brand.

Some of the brand manager just single-mindedly focus on color, font, color combination while few go to more deeper meanings such as imagery and many just understood it as look and feel document.

Project Name: Campaign evaluation Client Name: Marico

Findings

Style guide is not strictly made for all brands managed.

Brand managers doesn’t maintain style guide for all its brands.

It seems that Its significance as a tool is not well-percolated, as companies now don’t have any strict system where brand manager has to compulsorily leave behind documents for not messing up with brand essence as and when new people deal with brands.

It might be local or smaller brands get differential treatment over large or promising brands.

Project Name: Campaign evaluation Client Name: Marico

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