APPROVED City of TSHWANE FIFA WORLD CUP COMPOSITE LOGOS
24 January 2008
Council Meeting 24 January 2008
PART II Item 12 annexure 4
APPROVED City of TSHWANE FIFA WORLD CUP COMPOSITE LOGOS
It
is with regret that we notice that the name PRETORIA was added, very
small, to the City of Tshwane 2010 Fifa World cup composite logo and
not to the composite logos for local usage.
The BRAND value of the name Pretoria that is 153 years old has been trashed in the process.
There
is a huge monetary value that is attached to a name in the marketing
world. If a company does not tap into the power of a brand in their
branding strategy they are losing money. Plain and simple.
A
well developed brand strategy has the power to inspire both the
employees to do their jobs better and your customers to be loyal to you
the owner of the brand.
We must remember that the concept of
brand value and brand equity goes well beyond the legal concept of a
trademark or the accounting concept of goodwill.
Brand equity
encompasses a gestalt of intrinsic values, or equities that adds to the
tangible, measurable benefits delivered by a particular product or
service.
These intrinsic equities may include such things as
the image imparted to the purchaser, advertising quality, advertising
quantity, trust, long term reputation for reliability, customer
support, social responsibility, and so forth.
The purchaser in this case is the tourist who will travel to South Africa for the World cup
Are
we not in the process of forcing the name change on the residents of
this city and the world also loosing brand equity with our services and
political attitudes?
I thank you
AnneMarie Sparg ACDP Councillor Tshwane Metro 079 498 6971