brand developing strategies ppt

8/12/2019 brand developing strategies ppt

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PSU - 2006 - Global BrandManagement - Alain Hutinel.

Welcome to

GLOBAL BRAND MANAGEMENT

To-day

Goals

How we are going to work (syllabus) Some rules

Part I : Investigating the Brand power


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Me Alain Hutinel

Education ESSEC

MBA Keller Graduate School of Business (IndianaUniversity)

Experience

20 years in FMCG Marketing, Colgate Palmolive &

Quaker Oats2 years MD of an IT Network Cy

15 years of Consulting and Teaching

Major interests

. Teaching internationally

Marketing Communications and BrandManagement

. Discovering new ways of marketing

[email protected]

Office : 260C

Tu, W & Th.

503-725-3732
mailto:[email protected]:[email protected]


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You Special Topics/ Interest in Brands Specific project

Business actual situation ..

> lets talk and imagine

Your role :

to build your own brand model

so as to better anticipate what you thinkwill happen


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Class materials

Course Slides + on PSU/SBA - Facultyand Staff - Alain Hutinel website &

course e-mail (to-morrow) CD-ROM

Reference book : Lane Keller,

Strategic Brand Management Also : Brand Portfolio Management

by D.A. Aaker


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What will be evaluated

Importance vs Completeness

Capacity to judge and build own opinion

(managerial aptitudes)

Capacity to anticipate and innovate (d)

Capacity to evaluate quality of marketing

activities (d)


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YOUR ROLES

AND RESPONSIBILITIES

1. To build your own brand model

2. To anticipate what you think

should happen3. Individually, to do the required

homework and participate in

class debate4. To actively contribute to group

work


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Requirements and grading

Readings as directed

3 individual essays from readings

3 individual cases (powerpoint format only)

1 group brand audit & project


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Typical Reading/Essay format

The most important/new ideas/concepts retained by the writer(s)

Critique/discussion on these ideas, on methodology, argumentation etc.

Give your opinion

Say what might happen 5 to 10 years from now Provoque class debate

How you will apply in your brand audit

10 minutes = no more than 6/7 light slides All work in powerpoint format


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Course main Topics

Brand strategic role

The Brand system

Valuating the Brand

Brand Equity

Brand Identity

Managing the Brand

Communicative scope

Managing BrandArchitecture

Brand portfolio Issues

Cross-cultural Branding


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TO-DAY Investigating, understanding

the Brand Importance to the

firmDefining the Brand

The Brand System

Defining the Brand roles

Brand Power and Value


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12

Ultimately, Brands are all

about trust

the reason consumers flock to some brands

and ignore others is that behind the brandstands an unspoken promise of value. That is

why brands are becoming even more

important drivers of growth. That is also why

Unilever wants Knorr, Skippy, Hellmanns,

SlimFast and Ben & Jerry on its plate.

Mukul Pandya, WSJ.


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Key trends affecting brandmanagement & marketing !

Consumption, societal & cultural multi-fragmentation & globalisition

Less loyal / more intelligent (?) buyer

Self value-building consumption Search for emotions

Multiplication of offers & chanels

Interactive marketing technologies

Markets saturation

Multiplication of touchpoints/contacts

Loss of credibility of traditional media

contacts


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From USP to HSP

USP = Unique Selling Proposition

ESP = Emotional Selling Proposition

OSP = Organizational Selling Proposition

BSP = Brand Selling Proposition

MSP= Me Selling Proposition

HSP =Holistic Selling Proposition

(Martin Lindstrom)


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A Brand builds its Own world

And that is a fantastic power !
http://d/Corpus/Campagnes%20de%20marques%20internationales/TagHauer/img_tagheuer_01.jpghttp://d/Corpus/Campagnes%20de%20marques%20internationales/Apple%201984%20iPOd%20iTunes%202004/apple-1984.movhttp://d/Corpus/Campagnes%20de%20marques%20internationales/Adidas/Adidas%20-%20Wake%20Up%20Call.mpeg


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PSU - 2006 - Global BrandManagement - Alain Hutinel. 16

In this brand (!) newworld, What ISa Brand

and What DOESa Branddo?


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Think of Brands in your own life

1 - Think of how you became aware of

them, why you bought them, why youprefer them, how you feel about them ...

2 - List them as they come to your mind

3 - Chose one brand you are very

familiar with :. What does this Brand do for you?

. What does it MEAN to you?

. How do you relate to it ?

4Main characteristics of a worldwithout Brands ?


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What is the best

Who makes the best . Automobile ?

Do you own one ?

Have you ever owned one ?

Have you ever driven one ? Do you know anybody who owns one ?

How do you know .. It is the best ?


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Brand is an experience

A brand is essentially a container for a costumers

complete experience with the offer and the

company. (Sergio Zyman)
http://d/Corpus/Campagnes%20de%20marques%20internationales/lego/lego%20adapted.JPG


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What is a Brand

(shortcut) ?

Attributes Benefits Values

Culture

User

Personality


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The Brand as an Open System.

.Scope

.Attributes.Uses

.Quality/

Value

.FunctionalBenefits

Organizations

associations

Personality

SymbolsOrigin

User Imagery

Relationships with

customers

Self-expressive

benefits

Emotional benefits

(Core) Offer(Tangible Products &

Services)

Codes/Tone

Competition

Skills

Name

Corporation

conomy

Chanels, contacts

Tribes

Cultures

Groups


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This Brand SysteminteractsAS ...

1) .. A SOCIO-ECONOMIC AGENT

2) .. A CORPORATE ASSET

3) .. A STRATEGIC MARKETINGTOOL

4) .. A COMMUNICATING &SELLING AGENT


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THE BRAND AS A SOCIO-ECONOMICAGENT

PART OF EACH INDIVIDUALS AND SOCIETAL

GROUPS SET OF REFERENCESA POWERFUL SOCIAL DRIVERA GLOBAL CIMENT

A VALUE ADDING ECONOMIC AGENT


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Brand Strategic Role

BrandEquity

Cash flow

booster

Consumer

ResponseBooster


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THE BRAND AS A CORPORATE ASSET

A PROTECTED PROPERTY (owner's right to use)

BOOK VALUE, GOODWILL. ASSET that can besold and bought

MARKETING NON TANGIBLE ASSETprecisely measurable and valuable (whenbrand is on sale) :STRENGTH , LEADERSHIP & EQUITY, iecapacity to justify price.


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PSU - 2006 - Global Brand

Management - Alain Hutinel.

BRAND EQUITYas a Percent of Firm Tangible Assets

Industry Brand Equity

Apparel 61

Tobacco 46Food products 37

Chemicals 34

Electric machinery 22

Transportation equip. 20

Primary metals 1

Stone, glass, and clay 0


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Brand (Market) Performance

Valuation DDB Pricing Studies

Landor Power Index

Interbrand Valuation model

Y&R Brandasset Valuator

Intangible Value Valuator

Sometimes stock market value


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The Landor Power Index

Power = strength

2 syntheticmeasures Awareness Esteem

Share of Mind

idea (cf. Share ofMarket Share ofVoice, Share ofRequirements ....)

Most influencingfactor : brandperceived quality

need time


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Interbrand BRAND VALUEAttributes

Leadership (25%)Market share,

Awareness,Positioning,

Competitor ProfileStability (15 %)Longevity CoherenceConsistency,brand Equity, risks

Market (10 %)What market,Volatility size Marketdynamics Barriers

Internationality (25%)

Trend (10 %)LT erformance,Projected performance,Sensibility of Plans,competition reactivity

Support (10 %)Consistency of messageand spendings,Above/below the lineBrand franchise

Protection (5%)Trademark registration/registrabilitycommon law,litigations/disputes

Interbrand Ranking and Ratio of Brand value to Firm Market Value

SM % B

2003 20042002

I t b d l1995 1999 2001


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SM % B

Rank $ bns Rank $ bns Ra nk $ bns Rank $ bns $ bns /SM RANK $bns RANK $bns

1Coca-Col 39 Coca- 84 Coca-Cola 69Coca-Cola 70 138 51Coca-Cola 71Coca-Cola 67

2Marlboro 39Micros 57 Microsoft 65Microsoft 64 276 23Microsoft 65Microsoft 61

3 IBM 17 IBM 44 IBM 53 IBM 51 138 37IBM 52IBM 54

4Motorola 15GE 34 GE 42 GE 41 309 13GE 42GE 44

5HP 13Ford 32Nokia 35Intel 31 185 17Intel 31Intel 33

6Microsoft 12 Disney 32 Intel 35Nokia 30 68 44Nokia 29 Disney 27

7Kodak 12 Intel 30 Disney 33Disney 29 47 62Disney 28McDonald's 25

8Budweiser 11McDon 26 Ford 30McDonald's 26 38 68McDonalds 25 Nokia 24

9Kellogg's 11 AT&T 24 McDonald's 25Marlboro 24 Marlboro 22Toyota 23

10Nescaf 10Marlbo 21 AT&T 23 Mercedes 21 Mercedes 21Marlboro 22

11Intel 10 Nokia 21 Marlboro 22Ford 20 32 63 Toyota 21Mercedes 2112Gille tte 10 Me rce 18 Me rce de s 22Toyota 20 100 20HP 20HP 21

13Pepsi 8Nescaf 18Citibank 19 Citibank 18 223 8Citibank 19Citibank 20

14GE 7 HP 17Toyota 19HP 17 58 29Ford 17Amex 18

15Levi's 7Gillette 16 HP 18Amex 16 57 28Amex 17 Gillette 17

16 Frito-Lay 7Koda k 15Cisco 17 Cisco 16 116 14Gillette 16Cisco 16

17Compaq 7 Amex 17AT&T 16 43 37Cisco 16BMW 16

18Bacardi 7 Gillette 15Honda 15 42 36Honda 16Honda 15

19 Campbells 7 Merryll Lync 15Gillette 15 38 39BMW 15Ford 14

20Pampers 6BMW 11Sony 15BMW 14 29 48Sony 13Sony 13

21 Honda 15 Sony 14 53 26Nescafe 12Samsung 12

22 BMW 14 Nescafe 13 Budweiser 12 pepsi 12

23 Nescaf 13Oracle 12 44 27Pepsi 12Nescafe 12

24 Compaq 12Budw eiser 11 45 24Oracle 11Budw eiser 12

25 Oracle 12Merrill Lynch 11 35 31Samsung 11Dell 12

26 Budweiser 11Morgan St. 11 50 22Morgan St. 11 Merrill Lynch 11.5

27 Kodak 11 Compaq 10 Merrill lynch 11 Morgan St. 11.5

28 Merck 10pfizer 10 217 5Pfizer 11 Oracle 11

29 Nike 8Nintendo 9J.P. Morgan 10 72 14Dell 10Pfizer 10.6

30 Pfizer 9Kodak 10 10 100Merck 9J.P. Morgan 10

31 Gap 9 Dell 9 70 13JPMorgan 9Nike 9.3

32 Dell 8Nintendo 9 20 45nintendo 8Merck 8.8

33 Golman S. 8Mercx 9 130 7Nike 8HSBC 8.7

34 Nike 8Samsung 8 Kodak 8SAP 8.3

35 VW 7Nike 8 SAP 8Canon 8.1

36 Ericsson 7Gap 7 13 54Gap 8kellogg's 8

37 Apple 4Heinz 7Heinz 7 HSBC 8 Goldman S. 8

38 Levi's 7VW 7 21 33Kellogg's 7Gap 7.9

39 Kellog's 7Goldman S. 7 36 19Canon 7Siemens 7.5

40 MTV 7Kellog's 7 15 47Heinz 7 Ikea 7.241 Canon 7Louis Vui. 7 26 27Goldman S. 7HD 7.1

42 Samsung 6SAP 7 33 21VW 7 Heinz 7

43 SAP 6Canon 7 34 21Ikea 7Apple 6.9

44 Ikea 4Pepsi 6Ikea 7 HD 7Louis Vui. 6.6

45 Xerox 6Pepsi 6 92 7Louis Vui. 7UBS 6.5

46 Ikea 6HD 6 16 38MTV 6Nintendo 6.5

47 Pizza Hut 6MTV 6 L'Oreal 6MTV 6.5

48 HD 6Pizza Hut 6 Xerox 6VW 6.4

49 Apple 5KFC 5 KFC 6L'Oreal 5.9

50 Gucci 5Apple 5 Apple 6Accenture 5.8

51 KFC 5Xerox 5 34####Pizza Hut 5Xerox 5.7

52 Ralph 2 Gucci 5 24####Accenture 5Wrigley's 5.4

53 Accenture 5 Gucci 5Kodak 5.2

54 L'Oreal 5 48 10Kleenex 5KFC 5.155 Kleenex 5 Wrigleys 5Pizza Hut 5

56 Sun 5 22 23Colgate 5Colgate 5

57 Wrigley's 5 Avon 5Kleenex 4.9

Interbrand value1995 1999 2001

MB

Interb.
http://d/AA%20SPRING%202006%20COURSES/Branding%20Strategies%20Euromed%20spring%202006/Branding%20Strategies%20Slides%20Euromed/Interbrand%20ranking%20from%201995%20to%202005.xlshttp://localhost/var/www/apps/conversion/articles%20pour%20cours/branding%20strategies/Top%20100%20valuable%20Brands%20MB.pdfhttp://localhost/var/www/apps/conversion/articles%20pour%20cours/branding%20strategies/Top%20100%20valuable%20Brands%20MB.pdfhttp://d/AA%20SPRING%202006%20COURSES/Branding%20Strategies%20Euromed%20spring%202006/Branding%20Strategies%20Slides%20Euromed/Interbrand%20ranking%20from%201995%20to%202005.xls


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Monash University MBA - January2002 - Prof. A. Hutinel 26

Emerging

potential

Leadership

New/unfocused Eroding Potential

Brand Stature

Brand

Strength

Differenciation Relevance Esteem Knowledge

D RE K D R E K

D R E K D RE K

Y&R s Brandasset Valuator PowerGrid

H i K t h 2000


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Heinz Ketchup - 2000

THE BRAND AS A KEY STRATEGIC


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THE BRAND AS A KEY STRATEGICMARKETING TOOL

* - BRAND LIFE CYCLE vs. PRODUCT LIFE CYCLEAdaptable to changing environments and technologies

* SUPPORT OF LONG-TERM TIES WITH PEOPLE

* ALLOWS LOWER COST for NEW ENTRIES

* UNIQUE SPOKESMAN TO ALL PUBLICS

* JUSTIFIES HIGHER PRICE & MARGINS


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BRAND EQUITY & MARKETING ASSETS


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RATE OF LOYALTY

CAPACITY TO BUILD IT

LEVEL AND SCOPE OF

AWARENESS

LEVEL & DISTINCTIVENESS

OF PERCEIVED QUALITY

MEASURED STRENGTH OF

IMAGE AND IDENTITY

UNIQUENESSOF PERCEIVED

POSITIONNING

PREFERENCEPOWER

OF PERCEIVED BENEFITS

BRAND EQUITY & MARKETING ASSETS


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Building Brand Equity

Brand

Equity

(Name &

Symbol)Value To CustomerInfo Processing

Confidence in Buying

Use Satisfaction

Value To FirmHelps Programs

Brand Loyalty

Prices

Brand Extensions

Trade Leverage

Competitive

Advantage

Name

Awareness

Perceived

QualityBrand

AssociationsOther

BrandAssetsBrand

Loyalty

Preference


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P & G - Mr Propre Mr Clean

THE BRAND AS A


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THE BRAND AS ACOMMUNICATING

& SELLING AGENT* A RELATIONSHIP ACTOR/BUILDER

* AN INFLUENCER

* IT GIVES MEANINGS TOPRODUCTS/SERVICES ...

* ... AND A CREATOR OF NEW WORLDS


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The best Performances last longest.

F T diti l M k ti


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From Traditional MarketingFunctions of the Brand Name

IdentificationExpresses the offer and is easily seen

Practicality

Saves times/energy thru repeatpurchase & renewed satisfaction

Guarantee of quality

Has reputation

to a powerful societal


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to a powerful societalsystem that sells

ie :

exerts influences in the market place

changes consumers wants and needs sets ideals and standards

helps/facilitates choice

provides purchase reassurance

reduces after-choice dissonance


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So, a modern brand is

A persona that overlays andincludes the physical products/services

the sum of fundamental values andattributes ascribed to it by people

the entity that the consumers constructfrom the products meanings, symbols

and images that they perceive asdefining the brand.

Evian Water brings health to all growing bodies


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Management - Alain Hutinel.Evian, approved spring of youth for your body.


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US Evian lOriginal Approved by your body


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US - Evian. l Original. Approved by your body

as a source of youth.


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Many different types of

brands ? B2B

B2C

Web

Trade Local

Regional

National

International Worlwide (meta)

Corporate

Commercial

Non-business (?) Countries

Official bodies

Charity org.

Politics/Polticians


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Nestle Branding Tree

7500 Local Brands Solis, Texicana, Rocky

140 Regional Brands Contadina, Stouffers, Herta, Vittel

45 Worldwide strategic Brands

KitKat, Polo, Baci, After Eight, Coffee-Mate 10 worldwide Corporate Brands

Nestle, Carnation, Maggi, Buitoni, Perrier


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Nestl Branding Tree


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From Traditional to Experiential


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PSU 2006 Global Brand

From Traditional to Experiential

Branding

From

Brands as identifiers

Names, logos, slogansbuild awareness and

image

TO

Brands as experience

providers

Names, logos, slogans,

events, customer

contacts which build

sensory, affective,

creative relations andways of being (lifestyles)

with the brands

brand developing strategies ppt

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