brull re-branding

By Jami Brull

Brand AuditBrand AuditStrengthsOpen to re-brandingCheap pricesOrder online & able to watch the processesWeaknessesAlready had to re-brandHigh in caloriesBad brand image online

Brand AuditBrand AuditOpportunitiesOpen up to new menu items that are

healthyPizza recipe that will top all competitionThreatsMore bad online stories/videosCompetitors creating more product varietyCompetitors lowering prices more

Loyal CustomerLoyal CustomerErica Bittel Loyalty:927 years old, married, 2 daughtersFrom Hays, KSLoves Domino’s because it brings back college

memories. Even though she doesn’t care for the taste of the new pizza as well as the old, she still devours the pizza because she loves the brand. She doesn’t think Hays’ Domino’s is nice or clean, but she still will patronize it.

StakeholdersStakeholders

J. Patrick Doyle – CEO11 Executive Vice PresidentsBoard of Directors: Overseen by David A.

Brandon (previous CEO)StockholdersConsumersEmployees & managersSuppliers, vendors, and farmers

Why Re-Brand?Why Re-Brand?

Domino’s did not ask their customers about re-branding before they did the last time.

Bad brand imageDomino’s first re-banding is not good enoughBad brand experience

RecommendationsRecommendations

Change the hours Make the Domino’s franchise more

“family” orientedImprove brand imageStart a successful feedback processHave new commercials displaying

different emotions

Story BoardStory Board

Talking about coming home and can NOT wait to have a home-cooked meal

YAY! for Domino’s that is as delicious as a home-cooked meal!!