JUVENTUS REBRAND

During the Spring Semester of this ‘’Coronavirus’’ year we came in contact for the first time with the ‘’Introduction to Advertising and Public Relations’’course. In the department of Communication Media and Culture, it is fundamental that we be occupied with projects and tasks that are related to Advertising and generally to Communication. On these grounds, in the course of Advertising and PR, “New Horizons” Agency was created with a view to promoting many projects, familiar to those I have already mentioned. One of these was the Juventus Rebrand case study in which we have analyzed the Juventu’s brand evolution.

Initially, we have cited some important information regarding the story behind Juventu’s emblem evolution. Juventus, one of the world’s best-known football clubs, was looking for new sources of growth.Therefore, in 2017 they decided to change their emblem because they wanted to alter their whole brand philosophy and provide their fans with a new experience. Furthermore, we inserted the elements of branding strategy such us ‘’Brand for what’s next’’, ‘’Challenge the conventions’’, ‘’Brand for Growth’’ and ‘’ Don’t own an identity, be an identity’’.

As far as the parts of ‘’Brand for what’s next’’ and ‘’Challenge the conventions’’ are concerned, the philosophy of looking at the future, understanding the needs for evolvement, and expanding in new markets were known. The new unique Juventus identity improves the products’ promotion and the brand’s fame. In order to expand their name Juventu’s marketing team not only did it aim at people who are passionate about football but to real entertainment enthusiasts as well.

Finally, we highlighted the rest steps of branding strategy which were ‘’Don’t own an identity, be an identity’’ and other branding moves. In specific, the Italian team chose the creation of a new, unique identity, to set its distinctive elements like black and white stripes and the letter ‘’J ‘’. In other branding moves Juventus created the ‘’J’’ hotel, the Undici Cafe and collaborated with Netflix and Youtube in order to increase its market’s influence.

Apostolis Sifonas from New Horizons Agency

My colleagues: Aggelos Konstantinidis Nikos Kaskampas Dimitris Margaritis Constantinos Christodoulides

Our professor: Betty Tsakarestou