Brand Development Saalbach 'Home of Lässig', Austria
Client:
DMO Saalbach
Brief project description:
Saalbach is one of Austria's leading mountain destinations and has hosted the Alpine Ski World Championships already twice.
In partnership with BWS.Branding, we supported the entire "Saalbach – Home of Lässig" brand development process.
This included developing the brand's foundation, values, brand essence, core promise, brand positioning and guiding principles. Flagship products were also defined and aspects of the brand strategy and brand management were addressed.
This process was carried out in close coordination with a two supporting working groups - a general steering committee and a 'Next Generation Group'.
Key elements of the project:
- Development of a detailed brand analysis using the myBRAND analysis tool, as well as brand exploration through site visits and personal interviews
- Development of the brand profile, including brand values, a 'one-word value' and a core promise
- Recommendations on brand strategy issues, including brand hierarchy, target groups and markets, and flagship products that are consistent with the brand
- Supporting the transfer of values to the agencies and the DMO team
- Further coaching