Cooperative communication of brands

Cooperative Communication of B dBrands

EACD Regional Debate - Sofia

AgendaAgenda

1. Cooperation of Brands Page 03

2. Integration of Corporate Communication into Customer Events 08

3. Practical examples 13

May 28th, 2010 Cooperative Communication of Brands 2

Corporate and Product Brands Co po ate a d oduct a ds

Product Brand

Corporate Brand

Product Brand

Brand

Product Brand

Product Brand

May 28th, 2010 Cooperative Communication of Brands

Corporate Brand DominationCo po ate a d o at o

• the brand of the organization is in the middle point of the communicationsp

• flexibility at the product palette groups

• more typical for the retailers

• middle and long-term orientation

• focus on the corporate culture, strategic thinking and company’s values

May 28th, 2010 Cooperative Communication of Brands

Product Brands Dominationoduct a ds o at o

• the brands of the products/product groups are in the focus of the g pcommunications

• flexibility regarding the retailers, i.e. more typical for the manufacturers

• short-, middle- and long-term orientation

• focus on the sales performance and profit orientation

• more direct customer approach


Cooperation of Corporate and Product BrandsCoope at o o Co po ate a d oduct a ds

• combination of both corporate and product brands dominationp

• suitable for image transfer processes

• sales and corporate thinking orientation at the same timeat the same time

• best results if targeted communications are applied

• more expensive because of the need of• more expensive because of the need of detailed information and complex communications (in order to avoid confusion)


AgendaAgenda

1. Cooperation of Brands 03

2. Integration of Corporate Communication into Customer Events Page 08

3. Practical examples 13


Types of Customer Eventsypes o Custo e e ts

C tcatio

n

Corporate Customer Events

C tcom

mun

ic

Corporate Customer Events

with Product Brands Communication

rate

bra

nd

Product Brands Events with Corporate

Communication Product Brands

corp

or

Product Brands Events


product brands communication

Corporate Customer EventsCo po ate Custo e e ts

• organization oriented

t l d lt• pure corporate values and culture messages

• the product brands do not present on communication level*communication level

• usually used for big company anniversaries, management changes, financial presentations etc.


* The corporate brand could not be 100% separated from the product brands

Cooperative Customer EventsCoope at e Custo e e ts

• includes both corporate events with product brand and product brand with p pcorporative communications because the differentiation between the types is quite vague/obscure

t ft d i ti• most often used communication

• integrates advantages of both types

• used for company anniversaries, trade shows and exhibitions, openings, open-door days etc.


Product Customer Eventsoduct Custo e e ts

• pure product/product range communication*

• usually short- and middle-term oriented events

• market launch or market penetrationmarket launch or market penetration specific


* The product brands could not be 100% separated from the corporate image/company corporate identity

AgendaAgenda

1. Cooperation of Brands 03

2. Integration of Corporate Communication into Customer Events 08

3. Practical examples Page 13


Balkan StarBalkan Star

Balkan Star Passenger

Balkan Star Automotive

Balkan Star Motors

Balkan Star Remarketing

Balkan Star Retail

cars

Mercedes-Benz,

Maybach,Setra,

Mitsubishi MitsubishiUsed

vehicles

Mercedes-Benz,

Mitsubishi Fuso,

Chrysler,

Vans & Trucks

Mitsubishi Fuso

Chrysler, Jeep,

Dodge

Mitsubishi vehicles Chrysler, Jeep,

Dodge,Mitsubishi Busses &

Coaches


Wolesale WholesaleWholesale

Retail Retail

Corporate Customer Event Co po ate Custo e e t

Management change

J 2007 S fi B lk St• June, 2007 – Sofia, Balkan Star

• customer event with ca. 300 guests

• thank-you and welcome speeches from partner companies, branch organizations and the Germany’s Ambassador to Bulgaria

• entertaining program with live music, dances and catering guided tours throughdances and catering, guided tours through the head quarter and the retail outlet


Corporate Event with Product Brands CommunicationCo po ate e t t oduct a ds Co u cat o

New Retail outlet opening

J 2008 V• June, 2008 – Varna

• Message: Balkan Star has a vast portfolio of brands and offers the best service and venue for its customers (Universe of brands)venue for its customers (Universe of brands)

• media press-conference, customer event, open doors day (+outdoor channel, print ads, radio spots, flyers)


Product Event with Corporate Communicationoduct e t t Co po ate Co u cat o

15 Years Balkan Star

M d B St E i 15 St• Mercedes-Benz Star Experience: 15 Stars for the 15th anniversary

• December, 2008 – St. Sofia Golf Club & SPA (Village of Ravno pole near Sofia)SPA (Village of Ravno pole near Sofia)

• closed customer and media event, repeated in reduced scales in Plovdiv and Varna

• drive-experience, management participation

• sample way to thank customers for their p yloyalty throughout the years


Product Brand Eventoduct a d e t

Mitsubishi Fuso Market Launch

A il 11th 2008 S fi B lk St• April 11th, 2008 – Sofia, Balkan Star

• Media and customer event for the introduction of the new trade mark in Balkan Star portfolioStar portfolio

• “Japan oriented” entertaining program with music, catering and presentation of the National Sumo Team of Bulgaria


Cooperation of Brandsp

THANK YOU!

Contact:

Vanya [email protected]; +359 888 244 178


Cooperative communication of brands

Marketing

Transcript of Cooperative communication of brands