For
Ashoob Cook, director of the Happy Child nursery chain, argues that it is good business sense to create a united brand image. She says: 'We are confident in our approach. The policies and procedures of all the nurseries are the same and so the nursery names are also the same.
'Having a strong brand is crucial for us because we operate 18 nurseries in a small geographical area in three neighbouring London boroughs. The Happy Child brand brings with it reassurance and a sense of community.
'Our name embodies all that parents hold most important for their children - that they are happy. People smile when they see the logo and it conjures up safety, security. It is a welcoming and warm name, which is also what we aim to create in our nursery environments.
Register now to continue reading
Thank you for visiting Nursery World and making use of our archive of more than 35,000 expert features, subject guides, case studies and policy updates. Why not register today and enjoy the following great benefits:
What's included
-
Free access to 4 subscriber-only articles per month
-
Unlimited access to news and opinion
-
Email newsletter providing activity ideas, best practice and breaking news
Already have an account? Sign in here
