|
Brand Positioning
A key objective of the marketing of Bullring was to reposition both Bullring and the wider city of Birmingham as a European leisure destination through the development and promotion of a new brand identity.
The logo, colour palette and advertising elements of the marketing mix were therefore given a very aspirational, confident and continental feel.
In addition to these ‘’usual’ methods, the desired brand essence was reinforced and established through a number of additional marketing tools: focussing upon the iconic buildings and art, undertaking joint venture marketing with appropriate partners, implementing a comprehensive public relations and media campaign and ensuring consistent messaging across all forms of communication.
With the marketing of Highcross Leicester, the brand positioning was focussed more upon becoming a part of the city, and raising local and regional pride.
The tools used to achieve this were again diverse and encompassed more ‘hands-on’ methods than the traditional above the line activity but, whilst the messages were still aspirational, there was a much greater emphasis upon the people and community which are pivotal to the Highcross brand. | 
