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for international
expansion
FCC, the Group’s corporate brand, is in the
process of becoming a single reference,
with few timely exceptions, as recommen-
ded for clearly differentiating subsidiaries
which are highly specialised and strong in
a sector or territory, and which operate as
endorsed brands.
Coherent brand architecture, updating the
message to reach the market in a clear and
easy to understand fashion.
The objective is for FCC’s proposal to be
perceived by stakeholders and clients as
a more attractive alternative within its ca-
tegory.
The necessary steps are being taken to this
end within the framework of the strategic
brand management model.
The brand,
essential tool
In order to achieve this single and strong
brand for the Group, the company is com-
mitted to the implementation of the Strate-
gic Brand Management (SBM) Project.
The objective is to analyse the Group’s
current brand catalogue and then design
the FCC brand architecture in line with the
company’s current reality and with its na-
tionwide presence and international expan-
sion. A specific group has been created,
led by the Corporate Marketing and Brand
Corporate Department with representatives
of the main FCC Group business lines and
activities who are involved in communica-
tion and marketing. This group participated
in the meeting in December 2012 and will
meet periodically throughout 2013 on the
different project phases in order to achieve
the defined objectives:
•
Analyse the current situation of the
FCC brand catalogue nationwide and
internationally.
•
Define the brand architecture and its
application.
•
Define the Basic Standards for imple-
menting the brand.
FCC is evolving towards a vision beyond
the visual identity: it encompasses the
strategic idea, know-how, assets, culture,
people, and programs of the organization
as a whole.
A brand vision capable of facing the future
from a dominant positioning.
Brand Academy
This is the reason why a project parallel to
Strategic Brand Management has been
created: the Brand Academy.
The objective of this project is to dissemina-