15.5
BRANDED MERCHANDISE
CHOOSING WHAT OUR IDENTITY IS APPLIED TO
There needs to be considered thought into what
items the Mediclinic brand is applied to.
For items where the manufacturer is the true
expert in their field, we need to acknowledge this
and refrain from adding our logo to the product.
For example, applying the Mediclinic logo to an
adaptor plug would send out the wrong message
– making it look like Mediclinic is the manufacturer.
People who are investing in, for example, a baby
monitor will want to see that it was made by a
recognised brand in this field (e.g. Aventi) so we
should not add our logo to this product. However,
it is fine to apply our logo to a less specialist
item such as baby clothing. In this situation the
appropriate sub-brand logo for Mediclinic Baby
would be used.
There is no need for the Mediclinic brand name to be added
to this baby monitor. Avent are the recognised expert here.
Items such as bags and caps and umbrellas are
commonplace and consumers will assume that we
have applied our identity to a sourced product.
Wherever possible, items used as Mediclinic
merchandise should express The Science of Care
– the water jug, shown right, is a great example
of this.
This water jug is an example
of merchandise that clearly
expresses The Science of Care
We can add our name to baby clothing as this is a less
specialised item, but should keep the branding subtle
MEDICLINIC BRAND GUIDELINES | APPLICATIONS | BRANDED MERCHANDISE
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