Creating Meaningful Brands

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2. 90% of the worldsLEADING BRANDS2 3. We help over 90% of the worlds leading brands make criticalbusiness decisions to drive brand growth. We also haveunrivalled expertise in helping young brands thrive inestablished and emerging markets.3 4. Agenda1. Measuring Financial Value2. Creating Financial value3. Measuring the drivers of Financial Value4 5. How much is this brand worth? US$1.6 Billion 6. When Kraft acquired Cadbury for $18.9 billion, it did so to gain control of thecompanys portfolio of valuable brands. At the time of the acquisition, I estimateCadburys Dairy Milk accounted for over 15 per cent of Cadburys sales, making itworth more than $1.6 billion, but Kraft was not buying the brand for its value in2010. Instead, Kraft was betting on the ability of this iconic brand to produce acontinued and growing profit stream for years to come.As bets go, this one does not seem that risky. Cadburys Dairy Milk has a 108-year track record that has seen its appeal extend around the world, and itprovides Kraft with a strong foothold in fast-growing markets like India, China, andBrazil. For the sake of consistency I have used US dollars throughout the bookconverted at the current exchange rate. 6 7. Strong brands outperform their peers BrandZ Strong Brands Portfolio vs. S&P 500 (Apr 2006 - Dec 2012) 60%51.1% 40% 20%15.3%0%Apr 06 Aug 06 Dec 06 Apr 07 Aug 07 Dec 07 Apr 08 Aug 08 Dec 08 Apr 09 Aug 09 Dec 09 Apr 10 Aug 10 Dec 10 Apr 11 Aug 11 Dec 11 Apr 12 Aug 12 Dec 12 -20%BrandZ PortfolioS&P 500 -40%Source: Bloomberg; MB Optimor London Analysis -60% 8. To further show the power of a strong brand (iethose with higher Brand Contributions), the Stockprice of the companies who own them (the white topline) is massively in credit, whilst the benchmark ofthe S&P 500 is flat at best. The gap is brand, andshows what a great investment a strong brand is. Itis true that the strong brands did decline at thebeginning of the recession, but not as far and theyrecovered significantly more quickly.I know where I would be happy to put my money!8 9. Valuing a brand is more than just guessworkBRANDED EARNINGS$ What proportion of a companys earnings can be attributed to abrand? %BRAND CONTRIBUTIONHow much of these earnings are due to the brands close bondwith its customers?BRAND MULTIPLE MWhat is the growth potential of the brand-driven earnings? 10. First we calculate the global Intangible earnings for the brand. Then we use our BrandZ datato work out how much of that is actually driven by the brand. And finally we need to accountfor future earnings so we calculate the brand growth rate .These three then produce Brand Value.1. Branded Earnings What proportion of a companys earnings can be attributed to a brand? We start with the published global earnings of the Corporation split out those that are named for the brand (for example in valuing Coca Cola we would not include Sprite or Dasani but would value those separately). And we isolate intangible earnings for the brand.2. Brand Contribution How much of these branded earnings are generated due to the brands close bond with its customers? This is where we use the BrandZ Pyramid for each brand in each country to determine exactly what proportion of customers actually buy the brand because of a brand reason. We take those out, for instance, who just buy on habit or price alone. This step isolates the role of brand equity, separating out the truly brand-driven earnings. Brand generally plays an important buying decision role in luxury, for example, while location is a more important factor for motor fuel.10 11. 3. Brand Multiple What is the growth potential of the brand-driven earnings? Staring with published Company growth rates, we adjust for the brand for whether it is a growing stable or declining category and whether it is in a growth country (like one of those in many parts of Asia) or a exposed in a more recessionary are (like Europe or the USA). Then we have our BrandZ data which tells us for each country the level of Presence for the brand and its likely future chances of growth (the Voltage metric a Millward Brown validated leading indicator of market share gain and revenue growth).So Millward Brown Optimor applies an economic use approach to brand valuation, using amethodology similar to that employed by analysts and accountants.The brand value published is based on the intrinsic value of the brand derived from its abilityto generatedemand. The dollar value of each brand in the ranking is the sum of all future earnings thatbrand is forecast togenerate, discounted to a present-day value.and Value equals: Branded Intangible Earningstimes the Brand Contribution times the Brand Multiple11 12. Guesswork!12 13. What is the worlds most valuable brand worth? $182bn$77bn 14. What is the worlds most valuable brand? 15. Which brand is the more valuable?$74bn$95bn 16. Which is worth more? $34bn $17bn 17. Which is the world most valuable financial brand? $42bn $38bn 18. Which declined more between 2011 and 2012? -17%-18% 19. Which increased most between 2011 and 2012?+61%+74% 20. Global Top 10 in 2012 1.$183bn 6. $74bn 2.$116bn 7.$74bn 3.$108bn 8.$69bn4. $95bn9.$49bn 5. $77bn 10. $47bnHere are numbers 6 to 10. Vodafone is new in the Top 10 and the most valuableUK-owned brand. GE slips down from Number 2 last year (being exposed tomore challenging markets such as finance and industrials) and Apple continuesto do well. 21. The importance of brand equity differs by category 22. Agenda 1. Measuring Financial Value 2. Creating Financial value 3. Measuring the drivers of Financial Value23 23. Brands can create value in 4 ways Creating demand for the Commanding a brand or service now premium now Financial ValueGrowth Extending to new uses, countries and Creating the potential to grow categoriesfuture market share 24. BrandWhatWhat the consumersbrand does experience andand saysremember25 25. Your brand is your purpose, calls to action, customer service, communication withcustomers, your people and, yes, your logo and visuals too.A brand is essentially a promise incarnate. But there is another side to this coin. Theone that will determine how much the brand is actually worth. And that is how well thebrand lives up to its promise in the mind of the customer. You can care about yourbusiness as much as you like but unless your customers care too your brand is notworth anything. To create value from your brand you must create value for yourcustomer.A brand is the ideas, the memories, the feelings evoked every time someone thinks of thebrand. To create value those mental associations must make the associated product or servicemore salient, more interesting or more compelling than the alternatives. They must make thebrand meaningfully different in some way. That difference does not need to be tangible orsignificant but to create value for the brand owner that difference must resonate with thepotential customer more than the competition. The degree of differentiation required for a brandto create value will depend on the nature of the brand and category. The key question to ask iswhether your brand is perceived to be different enough given its competitive context. 26 26. Meaningful27 27. Because people are predisposed to buy brandswhen they believe them to be meaningful.Meaning is in the eye of the beholder. It can bebased on tangible or intangible aspects of the brand.Brand meaning can originate from a multitude ofsources. It could come from your personal historywith a brand; for example, you might use the samebrand of detergent that your mother did. Or it couldcome from functional characteristics; you mightreally like the intuitive interface of that tabletcomputer. You might be attached to your carbecause you think it looks hot, or because it iseconomical and saves you money. Or a brandsmeaning for you might simply be that it is familiarwhen others are not. 28. 29 Different 29. If a brand seeks to charge a price premium peoplewill only do so if they believe the brand ismeaningfully different in some way.If it is not meaningfully different then it had betterkeep its price low if it is going to attract a reasonablenumber of buyers. 30. Salient31 31. And last, but not least, people buy the brands thatare most salient the ones that come to mindquickest when the need arises. 32. Strong brands offer a meaningfully different experiencePurpose Resonance MeaningfullyDifferent ExperienceDeliveryDifference33 33. Match the driver to the carMukesh Ambani Ingvar KampradPrince Alwaleed bin TalalAlsaud Worth: $30bn Worth: $23bnWorth: $20bn Rolls Royce PhantomMercedes Maybach 62 Volvo 240 GL34 34. Ambani, a petrochemical and oil businessman, is therichest man in India and very famous for his luxurylifestyle. The owner of Reliance Group possessesone private house like a tower with 60 floors in theheart of Mumbai and parking space for 168 cars. Healso has a Mercedes Maybach 62, a Mercedes SClass and Mercedes SL500.Swedish IKEA Furniture Entrepreneur, IngvarKamprad, is much more efficient than Warren Buffettwhen he only has an old Volvo, 240 GL.A member of the Saudi Royal Family, the Princeowns a $500m yacht, a private Boeing 747, andAirbus A380 and drives a Rolls Royce Phantom 35. IKEA: largest retailer of furniture in the world 36. IKEAs purpose is to create a better life forpeoplebut how?By removing squeezing out every cent from thedesign, manufacturing and transport of its products.Prices fell by 2.6 per cent in 2011. 37. Delivery: any brand needs to mind the gapHR Manager complains that work experience doesnot match brand image:"Well we have two choices. Either you makethe bank a better place to work, or I cancreate a worse brand. Chris ClarkHead of marketing, planning, and business strategy at HSBC 38. Delivery: how well the brands experience lives up to its purposeThe more positive and distinctive sen