Antecedents of Brand Equity: The Chinese Path to Building Brands
Building Brand Equity with iBrams Brand Management
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Transcript of Building Brand Equity with iBrams Brand Management
businessplanwww.ibrams.com
solutionpresentation
Tuesday, October 23, 12
©2012
01 INTRODUCTIONS/ABOUT US
02 BRANDING VALUE
03 INDUSTRY CHALLENGE
04 ONE TO MANY STORY
05 CREATING A MARCOM FRAMEWORK
07 HOW WE DO IT
08 STRATEGIC BENEFITS
09 CUSTOMER STORIES
10 DEMO
11 Q&A
TODAY’S AGENDA
Tuesday, October 23, 12
HISTORY OFFICES
ABOUT US
www.ibrams.com
Founded 1995
HQ Frankfurt am Main
1999
Name change 2008 to iBrams GmbH & Co. KG
Founding Principle:We help our customers in making their marketing processes more efficient and in consistently communicating their brand on an international level.
2011 iBrams 5 released
Today
Tuesday, October 23, 12
HISTORY OFFICES
GLOBAL PARTNERS
www.ibrams.com
Austria
Italy
United Kingdom
France
Germany
USA
Tuesday, October 23, 12
©2012
40%a v e r a g eB R A N D VA L U E
30%70%Luxury
30%Automotive
Financial Services
55%Food & Drink
15%Retail
25%Pharma
“On average, Brand Value is 40 percent of a company’s market capitalization”
brand value
Tuesday, October 23, 12
©2012
One of the biggest challenges for companies will be delivering a consistent message across all media outlets EFFICIENTLY...
MARKETING INTEGRATION
INDUSTRY CHALLENGE
Tuesday, October 23, 12
©2012
ONE TO MANY STORY
One Message Many RegionsMany Regions Many Channels
Many Channels Many Formats
Many Formats Many Workflows
Many Workflows Many Vendors
Many Vendors Many InconsistenciesMany Inconsistencies Many Costs
DO YOU WANT TO HEAR MORE About THE One TO MANY STORY?
Tuesday, October 23, 12
WHOWHAT
BRand©2012
MOVING the customer further down the purchase path
MARKETING integration
event driven DATA driven EXECUTION- HOW-
Tuesday, October 23, 12
©2012
300,000+ of sku’s online
Brand Experience
©2012
Tuesday, October 23, 12
©2012
300,000+ of sku’s online
3 products in a banner
©2012
Brand Experience
Tuesday, October 23, 12
100’s
prod
ucts
in an
fsi
©2012
300,000+ of sku’s online
3 products in a banner
©2012
Brand Experience
Tuesday, October 23, 12
©2012
12 products in a EMAIL
Give Dad the gift of doing this Father's Day.
Please add [email protected] to your address book. Learn How.
Ensure that you get the emails you want from The Home Depot. To manage your settings, please click here.
Savings on more than 300 products for Memorial Day.
Add [email protected] to your address book. Learn How.
Ensure that you get the emails you want from The Home Depot. To manage your settings, please click here.
Brand Experience
Tuesday, October 23, 12
©2012
STYLE SHEET
RULES
PRODUCT INFORMATION
PRICING
OFFERS
LINKS
Tags
Give Dad the gift
of doing th
is Father's Day.
[email protected] to your address book. Learn How.
Ensure that you get the emails you want fro
m The Home Depot. To manage your settin
gs, please click here.
Content RELATIONSHIPS
Tuesday, October 23, 12
©2012
STYLE SHEET
RULES
PRODUCT INFORMATION
PRICING
OFFERS
LINKS
Tags
Content DISCOVERY
!!
Greg Carter |
SVP, Managing Director
solutionset
707.486.3954
100 Montgomery Street, Suite 1500, San Francisco, CA 94104
ww.solutionset.com
This message is intended for the addressee(s) only and may contain confidential or privileged
information. Any use of this information by persons other th
an addressee(s) is prohibited. If
you
have received this message in error, please reply to the sender and delete or destroy all copies.
!From:
The Hom
e Depot [
mailto:H
omeDepotC
ustomerC
are@em
ail.hom
edepot.com
]
Sent: T
hursday,
June 0
7, 2012
1:02 P
M
To: Greg
Carter
Subject:
Find the R
ight Gift f
or Fat
her’s Day
— Shop The Hom
e Depot
Give Dad the gift
of doing th
is Father's Day.
Please add [email protected] to your address book. Learn How.
Ensure that you get the emails you want fro
m The Home Depot. To manage your settin
gs, please click here.
SAVINGS CENTER| LOCAL AD | STORE FINDER | THE HOME DEPOT CREDIT CARD
| UNSUBSCRIBE
Prices valid through 06/14/2012.
Please do not reply to this email. T
o contact us, click here to send us a message or call us at 1-800-Home-Depot.
To customize the settings for your profile and subscriptions, click here. To unsubscribe fro
m future emails, click here.
You may also be removed by calling 1-800-Home-Depot, or m
ailing your request to
: The Home Depot, Attn: Privacy Official,
2455 Paces Ferry Road, N.W., Atlanta, G
A 30339-4024, USA.
For all online customer service needs: Call: 1-800-Home-Depot (6
a.m. to 2 a.m. ET, M
onday through Sunday).
For all other customer service needs: In the U.S., c
all: 1-800-Home-Depot (8
a.m. to 8 p.m. ET, M
onday through Friday; 9 a.m.
to 6 p.m. ET, Saturday; and 12 p.m. to 6 p.m. ET, Sunday). In
Canada, call: 1-800-Home-Depot (8
a.m. to 8 p.m. ET, M
onday
through Friday; 9 a.m. to 6 p.m. ET, Saturday; and 12 p.m. to
6 p.m. ET, Sunday).
NOTE: All offers may not be available in all areas. Products on homedepot.com are currently only available for delivery to
street addresses in the 48 contiguous United States. Select parcel items can ship to Alaska & Hawaii. W
e cannot ship to
APO/FPO, P.O. Boxes, or U.S. Territo
ries. Prices are in U.S. dollars and are subject to change without notice.
*FREE standard shipping and residential delivery on most orders over $45.00 (excluding taxes) made at homedepot.com .
Some exclusions apply. See product detail for fre
e shipping eligibility. Plus, FREE delivery and haul away on most m
ajor
appliances. See product descriptions for free shipping eligibility
. This offer is not valid on gift c
ards or prior purchases or
certain items containing weight and/or size shipping restric
tions (details in item descriptions). T
his offer is valid on parcel and
residential delivery only; it does not in
clude express or expedited shipping or curbside delivery. We reserve the rig
ht to change
or end this offer at any time. W
e currently ship only to street addresses in the 48 contiguous United States. Select parcel items
can ship to Alaska & Hawaii. We cannot ship to APO/FPO, P.O. Boxes, or U
.S. Territories. Please allow 5-7 business days for
parcel ground delivery and 8-10 business days for home delivery. **All re
turns are subject to The Home Depot's standard
return policy. Void where prohibited.
©2012 Homer TLC, Inc. All rig
hts reserved. Privacy & Security Statement
From: Greg Carter <[email protected]>
Subject: FW: Find the Right Gift for Father's Day - S
hop The Home Depot
Date: 9 June 2012 08:41:40 PDT
To: Tony McCarthy <[email protected]>, Michael Iulo <[email protected]>
!!Greg Carter | SVP, Managing Director
solutionset707.486.3954100 Montgomery Street, Suite 1500, San Francisco, CA [email protected] www.solutionset.com
This message is intended for the addressee(s) only and may contain confidential or privileged information. Any use of this information by persons other than addressee(s) is prohibited. If you have received this message in error, please reply to the sender and delete or destroy all copies.!From: The Home Depot [mailto:[email protected]] Sent: Thursday, May 24, 2012 10:43 AMTo: Greg CarterSubject: Last Weekend for Memorial Day Savings—Shop Now
Savings on more than 300 products for Memorial Day.Add [email protected] to your address book. Learn How.Ensure that you get the emails you want from The Home Depot. To manage your settings, please click here.
SAVINGS CENTER | LOCAL AD | STORE FINDER | HOME DEPOT CREDIT CARD | UNSUBSCRIBE
Prices valid through 05/30/2012.
Please do not reply to this email. To contact us, click here to send us a message or call us at 1-800-Home-Depot.
To customize the settings for your profile and subscriptions, click here. To unsubscribe from future emails, click here.
You may also be removed by calling 1-800-Home-Depot, or mailing your request to: The Home Depot, Attn: Privacy Official, 2455Paces Ferry Road, N.W., Atlanta, GA 30339-4024, USA.
For all online customer service needs: Call: 1-800-Home-Depot (6 a.m. to 2 a.m. ET, Monday through Sunday).
For all other customer service needs: In the U.S., call: 1-800-Home-Depot (8 a.m. to 8 p.m. ET, Monday through Friday; 9 a.m. to 6p.m. ET, Saturday; and 12 p.m. to 6 p.m. ET, Sunday). In Canada, call: 1-800-Home-Depot (8 a.m. to 8 p.m. ET, Monday throughFriday; 9 a.m. to 6 p.m. ET, Saturday; and 12 p.m. to 6 p.m. ET, Sunday).
NOTE: All offers may not be available in all areas. Products on homedepot.com are currently only available for delivery to streetaddresses in the 48 contiguous United States. Select parcel items can ship to Alaska & Hawaii. We cannot ship to APO/FPO, P.O.Boxes, or U.S. Territories. Prices are in U.S. dollars and are subject to change without notice.
*FREE standard shipping and residential delivery on most orders over $45.00 (excluding taxes) made at homedepot.com. Someexclusions apply. See product detail for free shipping eligibility. Plus, FREE delivery and haul away on most major appliances. Seeproduct descriptions for free shipping eligibility. This offer is not valid on gift cards or prior purchases or certain items containingweight and/or size shipping restrictions (details in item descriptions). This offer is valid on parcel and residential delivery only; itdoes not include express or expedited shipping or curbside delivery. We reserve the right to change or end this offer at any time.We currently ship only to street addresses in the 48 contiguous United States. Select parcel items can ship to Alaska & Hawaii. Wecannot ship to APO/FPO, P.O. Boxes, or U.S. Territories. Please allow 5-7 business days for parcel ground delivery and 8-10business days for home delivery. **All returns are subject to The Home Depot's standard return policy. Void where prohibited.
©2012 Homer TLC, Inc. All rights reserved. Privacy & Security Statement
From: Greg Carter <[email protected]>Subject: FW: Last Weekend for Memorial Day Savings-Shop Now
Date: 9 June 2012 08:42:44 PDTTo: Tony McCarthy <[email protected]>, Michael Iulo <[email protected]>
CREATIVE
MARKETING INFORMATION
ERP CRM PIM
STUDIO AgenciesBRAND
Tuesday, October 23, 12
©2012
SOLUTION FRAMEWORK
CREATIVE
MARKETING INFORMATION
ERP CRM PIM
TEMPLATESIN STORE
EMAILEVENT TRIGGERS
STUDIO AgenciesBRAND
DELIVERY FORMATS IN STORE
DIGITAL
MOBILE
TV
NETWORKED PARTNERS
Tuesday, October 23, 12
©2012
+TECHNOLOGY
KNOWLEDGE
That is channel/device independent and brand compliant...
Implementing a content production and adaptation f r a m e w o r k i n t o y o u r marketing operations...
THE APPROACH
Tuesday, October 23, 12
©2012
HOW WE DO IT
PRODUCTIONGlobal network of Low cost local production studios
01Human Resources02Brand Preflight03Mechanical Adaptions04Trans-creation05Media Delivery
TECHNOLOGYTechnology Infrastructure Services(TIS) delivering cost reduction
01Project Management02Asset Management03Content Management04Color Optimization05Automation
Marketing operations optimization within your infrastructure
01Discovery02Measure (KPIs)03Roadmap04Implemenation05Process engineering
STRATEGIC
APPLYING PRODUCTION INTELLIGENCE TO ALL CHANNEL PRODUCTION
Tuesday, October 23, 12
©2012
01 Simplify your marketing processes
02 Media agnostic marketing framework
03 Lower production and operating costs
04 Convert “brand guidelines” to “brand standards”
05 Increase speed to market globally
06 Create content once and use often
07 Standardized integration with your supply chain
08 Centralized control with local empowerment
09 Global transparency – statistics and reporting
Strategic BENEFITS
Tuesday, October 23, 12
CU
STO
ME
RS
Tuesday, October 23, 12
Tuesday, October 23, 12
©2012
VALUE DELIVERED
event Specific
Marketing
More ThAn
50,000SKUs
CUSTOMER Specific
BROCHURES
Tuesday, October 23, 12
Tuesday, October 23, 12
©2012
+30% INCREASESPEED to Market
22 languages
SERVING
2,500Partners
VALUE DELIVERED
Tuesday, October 23, 12
Tuesday, October 23, 12
©2012
+75% INCREASESPEED to Market
SERVING
4,500Partners
VALUE DELIVERED
45%REDUCTIONIN PRODUCTION
COSTSTuesday, October 23, 12
DEMObusinessplan
www.ibrams.com
solutionpresentation
Tuesday, October 23, 12