Evaluating our brands
OC Fair & Event Center has begun to evaluate its family of brands to determine current value in the marketplace and whether or not changes are warranted. We have grown and it is time to reassess.
The advertising firm IMW of Costa Mesa has been contracted to perform the brand assessment and to offer recommendations. They began with meetings with staff groups and a workshop with the board of directors. Meetings with property partners – equestrian center, OC Wine Society, Orange County Market Place and Spectra – and members of the public have also been conducted.
Public participation has been sought during this process – community input is important as the fairgrounds looks toward the future. Community meetings were held and an online survey was provided. That survey was closed Feb. 15, as previously announced.
Please check this page and @ocfair on social media for the latest updates on this project.
A little about brands …
Brands are not just logos. A brand is more than what a product does or what it might communicate. Brands are the total perception of the entity’s “persona” in the marketplace, including an implied promise to customers that the facility and service will consistently meet their expectations. Brands evoke emotions. They delight us and make us feel that they are familiar and reliable. Branding differentiates a product from its competitors and creates added value for partners.