| IPT
2011 REBRAND 100 > notable Enterprise Rebrand Country Base: Lebanon Industry/Sector: Energy and Utilities Below: Before and After Images in Slide Show, Summary, Credits 
Summary: Industry Setting IPT is synonymous with premium gas solutions and ample added-value services in Lebanon. Founded in 1987, the company overcame the civil war to become one of the most recognized names on Lebanon’s roads and highways today. With over 120 full-service gas stations across the country, IPT also provides fuel and gas to restaurants, hotels, factories, hospitals, schools, clubs and homes. Challenge The challenge was to rebrand IPT while maintaining its recognition in the Lebanese market and placing it in the same brand position as its main top 4 competitors. Part of the challenge was to uphold the brand’s values of being trustworthy, reliable, clean, progressive, serious and customer-centric and to also restructure the brand architecture of IPT’s group of companies so that it creates an overall successful brand equity. Strategy As a way to uplift the brand without removing any of the brand’s heritage recognition, research and interviews were conducted with individual customers as well as corporate clients, in order to pinpoint the perception of the brand and the elements that affected their observations. Several options were created and tested on focus groups in order to study their effectiveness. Result As a result, IPT was repositioned as a leading brand in the oil and gas industry in Lebanon as the new branding was rolled out over 120 stations across the country. Credits: Client: IPT - www.iptgroup.com.lb Brand Strategists/Designers: Tagbrands - www.tagbrands.com Creative Director: Rana Bou Ayache Designers: Serina Chirinian, Eddy Nahas, Joumana Sader [back] |
