enabling brands to attract people. - swissmem · source: booz allen hamilton and wolff olins...
TRANSCRIPT
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Enabling brands to attract people.
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© Brand Trust GmbH
What is a brand and how do I boost my brand to No.1?
ECTA Conference 2014, May 16th 2014, Montreux Switzerland
Klaus-Dieter Koch, Managing Partner, Brand Trust
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Who we are?
Brand:Trust
is the first brand strategy
consultancy out of the
German speaking area.
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We enable our customers to look onto their brands with fresh eyes to discover unlocked business opportunities.
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© 2012 Brand:Trust GmbH 5
Pharmaceuticals, Healthcare & MedTech
Ecology & Organics
Financial & Professional Services
Fast Moving Consumer GoodsChemicals, Energy, Materials
Lifestyle & Luxury Retail, Mail Order & E-Commerce
Technology & Automotive Construction & Real EstatePublic Sector, Destination, Tourism & Logistics
11 Industries
Telecoms, IT, Media, Entertainment & Security Pharmaceuticals, Healthcare & MedTech
Ecology & Organics
Financial & Professional Services
Fast Moving Consumer GoodsChemicals, Energy, Materials
Lifestyle & Luxury Retail, Mail Order & E-Commerce
Technology & Automotive Construction & Real EstatePublic Sector, Destination, Tourism & Logistics
Telecoms, IT, Media, Entertainment & Security
11Industries
Brand Trust Industry Competence Centers
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Our publications on brandmanagement:
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Value Branding The first book on management for technology brands.
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Too much communication out there...
3.000 Brand exposures
per day
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Abundance displaces deficit.
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Every buying decision is based on two levels:
Brand Image
Brand Capital
Logo
Brand Name
Communication
Brand Design
Marketing
Brand Touchpoints
Brand Core
Peak Performance
Brand Positioning
Brand Rules
Breeding Grounds
Fans
Brand Portfolio
Brand Programs
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The relation of wish ...
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... and reality.
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Pepsi vs. Coca Cola
2008 1898 1998 1905 1940 1950 1962 1973 1991
1885 2008
Brand Value 2010: USD 67,983 bn
Brand Value 2010: USD 12,752 bn
Source: Interbrand
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The technological advantage is not longer big enough!
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5,500 Number of suppliers of Volkswagen Group
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Are you only cheap or incomparable?
http://www.auto-motor-und-sport.de/news/bmw-halbiert-zulieferer-zahl-fuer-7er-produktion-695710.html
„We just want to depend on a few, reliable
system partners.“ Wolfgang Stadtler – Manager BMW Plant Dingolfing
500 250
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1. Professionelle Einkäufer kaufen Sicherheit
The goal of professional buyers is to make their purchasing as easy and secure as possible!
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Simple and secure?
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Data sheets communicate function rather than value!
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Supplier
View
Customer
View
Very important
9,0–10,0
important
8,0–8,99
Please tell me how important these
requirements are in your opinion.
(10 =very important, 1 = unimportant)
Performance
Reliability
Quality
Innovation
Flexi- bility
Customer Service
Customer Relevance
Efficiency
Specialisation
Long-term Relationship
Compe- tence
Credibility
Warranty
Sustainability
!
Personal Contact
Sellers underestimate the need for security
Source: Brand Trust Study
Base: total suppliers = 51; total customers = 150
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Every buying decision is based on two levels:
Brand Image
Brand Capital
Logo
Brand Name
Communication
Brand Design
Marketing
Brand Touchpoints
Brand Core
Peak Performance
Brand Positioning
Brand Rules
Breeding Grounds
Fans
Brand Portfolio
Brand Programs
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What is the difference between brand management and marketing?
Saving
Energy
Using
Energy
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Brand Energy:
Knowledge
Experiences
Prejudices
Preference
Relationship Brand Management
Identify, condense and
express peak
performances
Pricing,
communications,
sales, distribution,
product management
Marketing
What is the difference between brand management and marketing?
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The difference between managed and unmanaged brands:
A brand is the condensed expression
of corporate peak performances.
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No.1 ? No. 1
No. 2
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The 188th highest mountain of the world…
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…or the highest mountain outside of Asia.
Aconcagua, 6,962m
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The likelihood of purchase of the No.1 brand is 7 times higher than that of an average brand
Source: Millward Brown, Beyond Trust: Engaging Consumers in the Post-Recesssion World
x 7
No. 1 Brand Average Brand
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The loyalty of customers toward the No.1 brand is 10 times higher than toward an average brand.
x 10
No. 1 Brand Average Brand
Source: Millward Brown, Beyond Trust: Engaging Consumers in the Post-Recesssion World
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SAFETY
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Innovation
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Tough
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How to build strong brands?
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How is a brand built?
I know you! I want you!
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How successful is your brand?
Awareness
0 1 2 3 4 5 6 7 8 9 10
Attractiveness
Low awareness High attractiveness In Brand Sector
High awareness High attractiveness Star Brand Sector
Low awareness Low attractiveness No Brand Sector
High awareness Low attractiveness Out Brand Sector
AA
A
BBB
BB
B
CCC
CC
C
D
O
AAA
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Where do you earn money with your brand?
Awareness
0 1 2 3 4 5 6 7 8 9 10
No Brand Out Brand
AA
A
BBB
BB
B
CCC
CC
C
D
O
AAA
In Brand Star Brand
Money
Attractiveness
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Brands do not leave one single touch point to chance!
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B2B companys have lots of chances to increase their value with brands (PWC 2012)
Quelle:Pförtsch/Schmid 05, p. 2; PWC 09 &12; Roland Berger 12; KPMG 11; E&Y 10; Biesalski & Company, Institut für Wirtschaftsprüfung (IDW)
Consumer
Goods
Service firms B2B B2C Markt
Value creation of brands*
Ø *50%
Company value
Brand value
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Brand focused companies realize 37,1% higher share price compared to S&P 500. BRANDZ Portfolio vs. S&P 500 (April 06 – Mai 12)
Quelle: Millward Brown 12; Börseonline 13; Handelsblatt 12; University St. Gallen (HSG) 10
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Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operativer Gewinn
82% of brand centered corporations are earning better results*
than comparable corporations in their industry. Brand-centered
corporations
Other corporations
Above average results
Average results
18%
56% 40% 4%
82%
Below average results
Brand-centered corporations are more profitable.*
Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative profit
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Do you believe that the strength of your B2B brand has a positive effect on your business?
Sales and marketing trust strong B2B brands!
Machine industry
0
Total
Automotive-suppliers
Chemical
82
94
65
88
20 40 60 80 100
Base:S
ale
s t
ota
l =
51
; A
uto
motive
= 1
7;
C
hem
ical =
17
; M
achin
e ind
ustr
y =
17
in %
Source: Brand Trust Study
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Brands are what makes technology valuable!
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Enabling brands to attract
people.
Thank you! www.brand-trust.de