13PC_Harper_Power of Branding v2 313
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Transcript of 13PC_Harper_Power of Branding v2 313
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8 AMAR Deck 811 ©Copyright 2005 - 2009
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9 AMAR Deck 811 ©Copyright 2005 - 2009
Steve Harper, Senior Director of Marketing, Partners Rx
BRAND-ing
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10 AMAR Deck 811 ©Copyright 2005 - 2009
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#2 $87B
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#5 $54B
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#7 $37B
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#91 $4B
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#28 $12B
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Top 40 Most Powerful Brands
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#22 $16B
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vs
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You’re Better At Branding Than You Think You Are!
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2011 Super Bowl Campaign
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• Restored Motor City Pride in a Bankrupt Chrysler With Campaigns That Resonated Across America
• Chrysler comeback – Unit-sales growth rose to 37% from -4% in
December 2009 – Market share: From 8.9% to 11.5%. – Chrysler's brand-loyalty rate (the number of
Chrysler owners who purchased another Chrysler vehicle) doubled from 15% in the third quarter of 2009 to 30% in the second quarter of 2012
– Chrysler's "Born of Fire" ad boosted the brand's consideration 87% in the week after it aired
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Building Your Brand
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1 Culture
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1 Culture
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1 Culture
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2 Differentiation
vs
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2 Differentiation
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3 Communication
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What’s Next For The PRx Brand?
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Come Along For The Ride And Find Out
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