brand developing strategies ppt
TRANSCRIPT
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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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PSU - 2006 - Global BrandManagement - Alain Hutinel.
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
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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PSU - 2006 - Global BrandManagement - Alain Hutinel.
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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PSU - 2006 - Global BrandManagement - Alain Hutinel.
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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PSU - 2006 - Global BrandManagement - Alain Hutinel.
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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PSU - 2006 - Global BrandManagement - Alain Hutinel.
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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PSU - 2006 - Global BrandManagement - Alain Hutinel.
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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PSU - 2006 - Global BrandManagement - Alain Hutinel.
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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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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PSU - 2006 - Global BrandManagement - Alain Hutinel.
Brand is an experience
A brand is essentially a container for a costumers
complete experience with the offer and the
company. (Sergio Zyman)
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PSU - 2006 - Global BrandManagement - Alain Hutinel.
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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PSU - 2006 - Global BrandManagement - Alain Hutinel.
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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PSU - 2006 - Global Brand
Management - Alain Hutinel.
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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PSU - 2006 - Global Brand
Management - Alain Hutinel.
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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PSU - 2006 - Global Brand
Management - Alain Hutinel.
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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PSU - 2006 - Global Brand
Management - Alain Hutinel.
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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PSU - 2006 - Global Brand
Management - Alain Hutinel.
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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Management - Alain Hutinel.
Heinz Ketchup - 2000
THE BRAND AS A KEY STRATEGIC
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Management - Alain Hutinel.
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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PSU - 2006 - Global Brand
Management - Alain Hutinel.
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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PSU - 2006 - Global Brand
Management - Alain Hutinel.
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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Management - Alain Hutinel.
P & G - Mr Propre Mr Clean
THE BRAND AS A
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Management - Alain Hutinel.
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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Management - Alain Hutinel.
The best Performances last longest.
F T diti l M k ti
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Management - Alain Hutinel.
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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PSU - 2006 - Global Brand
Management - Alain Hutinel.
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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PSU - 2006 - Global Brand
Management - Alain Hutinel.
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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Management - Alain Hutinel.
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Management - Alain Hutinel.
US Evian lOriginal Approved by your body
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PSU - 2006 - Global Brand
Management - Alain Hutinel.
US - Evian. l Original. Approved by your body
as a source of youth.
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Management - Alain Hutinel.
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PSU - 2006 - Global Brand
Management - Alain Hutinel.
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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Management - Alain Hutinel.
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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PSU - 2006 - Global Brand
Management - Alain Hutinel.
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