1.Kathleen McLaughlin Cynthia Powers Ariel Lim Branding Bay Path College 2014

2. BRAND ELEMENTS From the beginning, founder 17 year old entrepreneur Fred DeLuca and his business partner Peter Buck, had a clear vision for the future of the SUBWAY brand. As we continue to grow, we are guided by his passion for delighting customers by serving fresh, delicious, made-to-order sandwiches. 3. NAME Originally called Petes Super Submarines, in 1965 The SUBWAY name is used for the first time in 1968. 4. LOGO The original Used from 1965-2002 After 2002 Slogan eat fresh 5. Subway strives to serve quick, nutritious meals that the whole family can enjoy. They opened in Bridgeport, Connecticut in August of 1965. In 1974 they became a franchise. In 1977 they introduced the 6 inch sub. In 1983 they began introducing fresh baked bread into their restaurants. The company went international in 1984. 6. BRAND GOALS To empower franchisee owners, treat employees well and better the surrounding communities Serve a well-made, high quality product Providing excellent customer service Keep operating costs low Find great restaurant locations 7. BRAND PORTFOLIO ANALYSIS Subway is great at cobranding. Many restaurants are inside of malls or gas stations They create new products such as flat bread sandwiches and breakfast sandwiches to meet consumer demand Their marketing/advertising capitalizes on the fact that they are a healthy alternative to most fast food They also cut out a core ingredient (Azodicarbonamide) from their bread recipe when consumers discovered it and were upset 8. ADDITIONAL COBRANDING SUBWAY is: Partnering with the American College of Cardiologists (ACC) to sponsor the American Heart Associations Start! Movement encourages people to walk and live more actively Also help sponsor the AHA's Jump Rope for Heart and Hoops for Heart - national, educational programs for children An official sponsor of Little League 9. SUBWAY BRAND AWARENESS Subway is Global 41,785 Restaurants 106 Countries 3rd Most Popular Store in America!! http://money.msn.com/inside- the-ticker/americas-5-most- popular-stores Jared Celebrity Endorsed Athletes Pel Apolo Ohno Michael Phelps 10. BRAND ASSOCIATION Eat Fresh! Healthy Fast Food Fresh Fit Meals $5 Footlong American Heart Association 11. IMPROVING AWARENESS AND ASSOCIATION Franchises Endorsements Continue to open new franchises to expand awareness and accessibility Continue to encourage consistency between franchises (look, menu, promotions) Add celebrity endorsement Not everyone identifies with athletes Healthy /fit Celebrity (To maintain brand consistency) Relatable More Jareds After 15 years, it is time to add new success stories Dont create your story as a sales pitch. Make it a story (Deckers & Lacy, 2013). Associate the brand with healthy people in the real world Healthy Eats Keep freshness and healthiness at center of brand association & Limit unhealthy options 12. TARGET MARKET: ANYONE WHO WANTS Quick, nutritious meals for the whole family Economical options: $5 Footlong, $3 Six-Inch Select, 2 for $5 Flatizza, Featured Value Eat Fresh, fast, made-to-order sandwiches Catering menu for business meetings, get-togethers, church functions, hungry Bay Path students 13. MARKETING PROGRAM RECOMMENDATIONS Use social web to learn about current issues and opportunities, monitor its reputation Enlist the brains and emotions of customers to develop next-generation products Participate in the online conversation, prevent negative comments from being the sole social voice Regularly evaluate its social media program 14. BRAND PERSONALITY Great at creating positive vibe, state of happiness Uses humor and warmth Helps customers make more informed choices by posting nutrition information Consistent message of healthy meals, positive spokespersons, and fun cross-promotions Great at tapping their evangelists 15. CRISIS MANAGEMENT: AZODICARBONAMIDE This flour bleaching agent is used to improve oxidation in the baking process. Its also used to improve the elasticity of plastics. The Food Babe created buzz and an online petition asking Subway to remove this dough conditioner from its bread. Food Babe: Lets eat fresh, not a yoga mat. Franchisees were informed how their employees were to address the topic. Public relations were effective in addressing the topic. The chemical has now been removed from Subways bread. 16. SUBWAY BRAND POSITIONING/VALUES Eat Fresh! Subway has positioned itself as a healthy fast food chain Were dedicated to making eating better even better. Thats why were the first fast food restaurant to earn the American Heart Association Heart Check for healthy meals. 17. IMPROVING BRAND POSITIONING Reason for Improvement: Fuzzy, Blurred Image Sometimes the perception people have of your company or product isnt clear. Its not that it is poorThis is usually caused by unclear positioning(Temporal, 2010). Heart-Healthy? New Promotions: Big Hot Pastrami Melt Fritos Chicken Enchilada Melt Flatizza 18. IMPROVING BRAND POSITIONING CONT. Evolutionary Positioning developing your image gradually (Temporal, 2010). Offer less unhealthy options Nix the Frito sandwiches Instead, offer more healthy options Ex: Current Avocado Campaign New associations (non-athlete celebrities/new Jareds) Emphasize heart-healthy position with testimonials and endorsements from relatable people 19. SOURCES https://cunyonline.digication.com/VJ_SUBWAY/The_Global_Expa nsion_of_Subway_Sandwich_Shops http://www.franchising.com/howtofranchiseguide/cobranding_offer s_the_best_of_both_worlds.html#sthash.DoVVOiRA.dpuf http://www.subway.com Deckers, E., & Lacy, K. (2013). Branding yourself: How to use social media to invent or reinvent yourself. (2nd ed.). Indianapolis, Indiana: Pearson Education, Inc. Temporal, P. (2010). Advanced brand management: Managing brands in a changing world. (2nd ed.). Singapore: John Wiley & Sons (Asia) Pte. Ltd.