Baritchi | Branding agency

Brand logistics problems for a 3PL

The Romanian logistics operator has presented itself as a progressive, future-oriented 3PL operator whose major aim was to deliver best quality and high secure services. Based on the company’s developing plan, Baritchi consolidate the brand strategy as a determination to put color, freshness, and liveliness into the customer experience and build brand equity.

OTZ Logistics came to offer a comprehensive range of logistics services in Romania, becoming one of the most important 3PL players today. The company was founded in 2007 and by 2009 they have developed a wide range of services and extended their business all across the country. During all this time, without any strategic business plan and no attention to the company image, the brand grew along with their business success.

At the beginning of 2009 OTZ decided to extend its range of services and solutions country-wide, and the lack of brand awareness was even strongly felt as they planed their entry on new markets. The company and its present subsidiaries must adopt common elements of the OTZ identity in order to ensure an uniform image presence and also gain and increase the brand awareness. The true challenge was in translating the heritage and positive equities of OTZ Logistics into the brand that would describe its new offerings and communicate a contemporary and world-class logistic provider.

After an extensive brand audit based on analyses regarding the way in which the target public sees the brand in relation with the competitors, Baritchi established the corporate brand strategy, applicable to all of the company regional subsidiaries. A major step consisted in analyzing how favorably is the brand seen by consumers. After determining the degree of trust of respondents towards the OTZ brand, but also towards those of the competitors, the brand could easily stand for the entire commercial offering of the company.

Baritchi come to deliver a clear and measurable competitive advantage to OTZ, as it does so by helping the company establish a positive connection and value-relationship with the customer.