Innovation And Brand Management New

Download Innovation And Brand Management New

Post on 13-Jan-2015




0 download

Embed Size (px)


Brand Drives Innovation with Volvo as Case Study


<ul><li> 1. Innovation and Brand Management Danny Ku</li></ul> <p> 2. </p> <ul><li>Importance of aligning withbrand Vision&amp; Values </li></ul> <ul><li>Allstakeholdersmust have a goodunderstanding of thebrandand how thebrandis presentedwill impact stakeholders relationship.</li></ul> <ul><li>Brandcan act as acatalystinto the innovation process </li></ul> <p>A VolvoCase Stud ywith modelswilldemonstrating how innovation is driven 3. Case Studies Volvo - Cross Country model 4. To achieve innovation companies mustchange 5. New Management Changes </p> <ul><li>Leadership </li></ul> <ul><li>New strategies </li></ul> <ul><li>New methods </li></ul> <ul><li>New processes </li></ul> <ul><li>New business models </li></ul> <ul><li>Organisation culture and structure </li></ul> <ul><li>New ways of thinking(Design thinking) </li></ul> <p> 6. 1. Why align withBrand Vision&amp; Values ? </p> <ul><li>Defines ways of action when operating in any activities or new product development </li></ul> <ul><li>Knowing when will succeed </li></ul> <ul><li>Approach to right direction for corporation goals and objectives </li></ul> <ul><li>employees value align to brand giving meanings in their work </li></ul> <ul><li>Clear vision for effective communication</li></ul> <ul><li>More clearer understanding from Stakeholders </li></ul> <ul><li>Ultimately, it determines employee s behaviors to have more commitment and motivation for higher performance. </li></ul> <p> 7. De Chernatony and Riley 1998 8. If the employee misalign with thebrand vision,then it is difficult for their work to achieve the firm desires for. Ind (2007) 9. 2.Importance of Stakeholder srelationswith Brand. 10. Stakeholders Digital experience Partners Environments Customers Marketing Communication Unplanned Communications Intermediaries Product experience employee Indy and Watt (2004) 11. Internal and ExternalStakeholders </p> <ul><li>Internal: </li></ul> <ul><li>Designers </li></ul> <ul><li>Planners </li></ul> <ul><li>Marketers </li></ul> <ul><li>Researchers </li></ul> <ul><li>Strategies etc. </li></ul> <ul><li>Anyone working within company </li></ul> <ul><li>External: </li></ul> <ul><li>Customers </li></ul> <ul><li>Suppliers </li></ul> <ul><li>Distributors </li></ul> <ul><li>Media </li></ul> <ul><li>Dealers etc. </li></ul> <ul><li>Anyone outside of the company </li></ul> <p> 12. I mportan ce ofstakeholder s relationship with Brand? </p> <ul><li>What they perceive, will d etermines the brand s meaningin the message </li></ul> <ul><li>Provides i nformation and resources to influence a projects. </li></ul> <ul><li>To have a goodcommunicate internally and externally </li></ul> <p> 13. 3.Brandas acatalystfor innovation </p> <ul><li>Provides guidance and direction</li></ul> <ul><li>Provides constraint and outline </li></ul> <ul><li>Explore within context</li></ul> <ul><li>Act as a boundaries to stay align withbrandvalues </li></ul> <ul><li>Benchmark for standards and quality </li></ul> <ul><li>Helps decision making and creative choices </li></ul> <p>Therefore appropriate and relevant values can be added by design in the product development 14. Case study Volvo 15. Volvos Bulls Eye Model Abbing (2005) Brand driven innovation </p> <ul><li>Product </li></ul> <ul><li>Image and motion </li></ul> <ul><li>Strategic and commercial position </li></ul> <p>1st shell :Brand Vision &amp; Values 2nd shell : Product attributes and characteristics(Tangible elements that supports the 1st shell .) 16. </p> <ul><li>At the heart it is the brand s Vision &amp; Values :</li></ul> <ul><li>Safety </li></ul> <ul><li>Fun </li></ul> <ul><li>Excitement</li></ul> <p>These are the Volvo brand values for what it offers to their customers. 17. Product: Fun, Safety andE xcitements. Image and emotional : new, appealing, exciting and fun. Strategic and commercial position: driving a car that is fun and exciting with embracing maximum safety.All features of the product leads to the same objectives, aligns with the brand Vision &amp; Values. 18. New development of the Volvo Cross Country model. To fulfill the segment in Volvo brand values ofFun ,S afetyandE xcitementsin theproduct , the design and project team have develop a vehicles that has the potential of being off and on road.Potential of on and off road has meet the safety and exciting aspect of Volvo brand values. 19. To fulfill the imageandemotionalsegment to meetnew ,appealing, excitingandfun , the design team has play a big partin contribution to the project. Development of the Volvo Cross Country Model. 20. Development of the Volvo Cross Country Model. To fulfillstrategicandcommercial positionof havingfun+maximum safety , the Volvo Cross Country Model has achieve this. 21. </p> <ul><li>This is the end of my presentation. </li></ul> <ul><li>Thank you very much for your time and patient for listening. </li></ul> <ul><li>Danny Ku </li></ul>