PART TEN:

Rebranding Bershka: differentiating the brand from the Inditex stable.

Bershka belongs to the Inditex group, which also includes brand such as Zara and Stradavarius (Inditex, nd). Many of the Inditex brands sell similar products, which slight adjustments and target audiences to differentiate them. Bershka falls under the “excitement” category of Aaker’s brand personalities and sells trending clothes popular with the teenage market (Aaker, 1997). Inditex brands have a mix of serif and sans serif fonts – the sans serif fonts are used with brands aimed at a teen audience.

Currently, Bershka’s logo is very similar to that of the other Inditex brands and is quite plain and simplistic. The current logo lacks personality and does not allow Bershka to establish itself from other brands, as it follows a similar format to many other logos at the minute (Maxwell, nd). It also does not align with Bershka’s brand message of being creative and experiential (Inditex, nd) The suggested logo would be a way to differentiate Bershka from the uniformity of Inditex brands, while keeping the sans serif font to indicate it is more youthful and trendy. It has been demonstrated as part of the identity design on the designable touchpoint wheel (Lee at al, 2013). The suggested logo would allow Bershka to identify itself outside of Inditex, and it would relate more strongly to the brand message.