Brand Identities and Tartans



Posted: Saturday, October 31, 2009

by Anna Murray
The Scotland Kilt Company

Tartan is a powerful tool for promoting products - as it suggests quality and tradition

For some are products, tartan is integral to the brand and for others it is but a passing fancy.

One of the best products featuring a guy in a kilt (in the Scott's tartan no less) is Scott's Porage Oats, Walkers shortbread also uses tartan as a key branding tool. Both brands associate themselves with positive feelings about Scotland and it's traditions. The Scott's Oats man wears a kilt while tosssing a Caber - This is the sort of guy who needs a substantial breakfast - no these oats are for guys that don't mess about, but who need good nutritional fare. tartan is prized for it's links to heritage and simplier times gone by - so it is a good fit with this product.

Other positive connotations, as harnessed by Walkers shortbread, are tradition - the biscuit itself is a traditional delicacy, and by association you can imagine it being made using natural ingredients, and being made by hand - even though none of these things are stated (and are unlikely to be the case!). The tartan on the Walkers Biscuit Tins is Grant and the tartan on Walkers Oatcakes is the North Tyneside (Pipe Band) tartan - St Andrews tartan with a red line added. the product aligns itself with 'scottishness' - it's Scottishness.

One of the oldest uses of tartan and advertising is Camp Coffee, the label had an old fashioned look and features a Gordon Highlander soldier in full highland dress. In 1942 to help the sale of War Bonds, Walt Disney designed the MacDuck tartan for old Scrooge MacDuck - Mickey's Scottish uncle.

Global giants such as Coco-cola and Hello Kitty have also used tartan. It was a good way of a global brand connecting with a more regional, local feel. It says to consumers 'we're established enough to customise our brand' - add additional interest without effecting the brand.

Japan's most famous export, the iconic Hello Kitty was given a Scottish makeover in celebration of her 35th birthday. The pink "Hello Kitty Tartan" was created to mark the occasion and is on the official Register of Tartans.

A large number of brands have created their own tartans these include; Microsoft, British Airways, American Express, Enyclopedia Britannica, famous whiskies such as Glenlivet, Glemorangie and Johnny Walker, as well as hundreds of smaller companies around the world.

We can see that channeling Scotland and Scottishness is a key tool when marketing different brands.

Copyright (c) 2009 Anna Murray

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Working for one of Scotland's premiere highland specialists Anna Murray and her team of advisers seek to provide tailored advice to a global client base. If you want to tap into our knowledge visit us at
http://www.thescotlandkiltcompany.co.uk/ email info@thescotlandkiltcompany.co.uk Or call 0131 225 3555
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