Passenger Rail Agency of SA (Prasa) marketing manager Ziphozonke Mavimbela says that one of the main marketing challenges facing Prasa is positioning the agency as a new and trusted brand that will deliver service excellence to the millions of South Africans who use public transport. Another is positioning public transport itself as the first choice in transport.
In seeking to do this, the agency required the assistance of a specialist. Brand Leadership, the company that also managed the rebranding of Transnet, won the tender to rebrand Prasa.
Thebe Ikalafeng, founder of Brand Leadership, says in developing the new brand, the goal was to create an overarching brand that could represent the various entities of Prasa on both a functional and emotional level, which is how the slogan "Be moved" came about.
"It is the brand promise," says Ikalafeng. "It stands for being moved from place to place, but also being moved to achieve one's goals." The new logo is also an optical illusion that suggests movement, reinforcing this central theme.
Ziphozonke Mavimbela
Ikalafeng says that the brand was developed through a three-step process of discovery, distinction and delivery. Firstly, the market was researched to come up with consumer insights that underpin commuter needs and decisions. Secondly, a unique value proposition was developed, which centred on the fact that Prasa enables people to create value - for themselves and the economy. "Be moved" alludes to both of these.
Lastly, the new brand was taken to market at the launch, which took place at Park Station in front of 15 000 Prasa stakeholders, 2 500 of whom were present while the remainder viewed the proceedings via a satellite link. The outcome of this exercise has been a world-class, inspired and inspirational brand that staff can be proud of and consumers can be assured by.
"Passenger rail moves millions of people to work, school and homes to achieve their dreams, aspirations and be with their families and friends," says Mavimbela. "At the same time Prasa is an organisation undergoing change."
She says this new brand is a powerful tool in seeking to integrate the marketing and communication objectives, goals and activities of Prasa's previously separate and distinct businesses into one.
