Murray - Case Studeies


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Howard Johnson Brand Use

Case Studies Archive (PDF Document)

Online brand library shows that individual ownership contributes to market share.

Challenge.
Increase use and correct application of brand for continued market strength and overall impact.

Action.
Murray designed and programmed a digital asset management library that allowed Howard Johnson to easily organize and maintain logos and other brand equity in a highly structured, clearly labeled, database-driven environment. Multi-media promotion of the new site included a brochure to the franchise owner that highlights features and benefits of the site, and the strength of the brand through consistent application.

Results.
By understanding the value and strength of a brand, and having easy access to the correct usage, assets and standards, franchise owners respect the brand, protect it’s value and empower their designers to use it properly.