Workshop Johan Gromark Brand Orientation utrecht 2012

BOI-hjulet

BOI-hjulet

Brand Orientation – an identity approach to

organisational development

Label Johan Gromark Brand consultant Analysis Strategy Implementation Follow up A part of BBDO Worldwide

Johan Gromark

What is brand orientation? Is it profitable to be brand oriented?

Four different approaches to branding What factors distinguish those companies that succeed? Mini-group discussion about brand orientation Summing up

!

LABEL, vilka är vi? Agenda

BOI-hjulet

The worlds most valuable brand?

Best Global Brands 2011

Increased brand equity Consequence Financial benefit

Customers Increased demand, increased perceived value, decreased price sensitivity

Income

Suppliers Increased bargain power, better terms & conditions Direct cost

Employees Reduced staff turnover Increased efficiency Expenses

Shareholders Increased interest from venture capital Better negotiating position

Cost of capital

Brand Equity and different stakeholders

The brand management chain

Persson (2007)!

BOI-hjulet

HOW do you develop a strong brand?

LABEL, vilka är vi? The context of brand orientation

”Any customer can have a car painted any colour that he wants so long as it is black” Henry Ford

The context of brand orientation

Production orientation

= Know your factory

Customer orientation

= Know your customer

Market orientation

= Know your customer and competitor

Brand orientation

= Know your customer, your competitor and your own brand

Market orientation, Resource Based View (RBV) & Brand Orientation

Brand Orientation

Market Orientation

Resource Based View

External focus Internal focus

BOI-hjulet!

Brand Orientation Index - from attitude to behavior

Brand Orientation Index

BOI Stair - Index value

BOI Stair – The relationship between brand orientation and profitability

Researcher Country Target group Sign. positive performance

Hankinson (2001) UK Charity organisations Yes

Bridson & Ewans (2004) Australia Fashion retailers Yes

Napoli (2006) Australia Non profit organisations Yes

Wong & Merrilees (2007) Australia Mostly SME Yes

Wong & Merrilees (2008) Australia Mostly SME Yes

Voskuyl (2009)* Netherlands 500 largest companies Yes

Baumgarth (2009) Germany SME-museums Yes

Baumgarth (2010) Germany B2B Yes

Kooiman (2010)* Netherlands Charity organisations Yes

Other brand orientation studies

* Using the BOI-model in the study

BOI Stair – The relationship between brand orientation and profitability

The BOI Matrix - Four attitudes to brands

The BOI Wheel - Key factors in Brand oriented companies

Factor 1 - Approach

"Their technology level is still low. Their image is not comparable with ours. They have no major competitive premium brand"!

Samsung CEO Jong-Yong Yun about the threat from chinese companies!GP, 070415!

Factor 2 - Implementation

Factor 3 - Goals & follow-up

“Become the company most known for changing the worldwide poor-quality image of Japanese products” "(earlys 50s)!

Factor 4 - Relationships

Harely-Davidson

Workshop - Styrsystem för varumärkesarbetet

Universum Ideal Employer Rankings: Business students Sweden 2009

Factor 5 - Identity development & protection

Factor 6 - Operational development

Factor 7 - Responsibility & roles

Factor 8 - The top managements participation

LABEL, vilka är vi? Vision | exempel

Ingvar Kamprad, IKEA

The 8 factors

Mini-workshop

Instructions

1.  Reflect individually on the four different

approaches, which are similar to your own

organization? Why?

2.  Reflect individually on your organizations

strenghts and weaknesses when it comes to

the eight factors?

3.  Discuss and share your reflections in your

group. Do you have experiences in

increasing the level of brand orientation

that you can share with your group?

Contact info

Johan Gromark

[email protected]

+46 708 137175

Order the report

www.brandorientationindex.com

BOI-hjulet

Workshop Johan Gromark Brand Orientation utrecht 2012

Economy & Finance

Transcript of Workshop Johan Gromark Brand Orientation utrecht 2012