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THE VALUE OF CORPORATE BRANDING ‘The Unilever Story’

Amal Cabraal - August 2008

The Value of Corporate Reputation

A study of FTSE 250 companies shows that, on average, reputation accounts for 27% of a company’s market capitalisation

Bell Pottinger and Fortune

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More than just a logo

A corporate brand is a product of an organisation's corporate strategy, mission, image, and activities that distinguishes an

organisation from its competitors, and creates a perception of what an organization stands for

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Importance of the Corporate Brand

TRUST ( with all stakeholders)

RELATIONSHIPS- Rewarding brand experience for the consumer- Embraces consumer power- Authenticity

CAREDeep rooted engagement with the community

REWARDS- Premium pricing “stand out of the pile”- Creates shareholder value

The Unilever Story

Presenter

Presentation Notes

The response of the markets, to our performance globally, was disappointing. In response, they marked our shares down by 8%. Our results as an organisation are good. However, it is clear that there were a number of features of our Q2 results, which have troubled a very nervous stock market: The absence of volume growth and particularly the volume decline in Western Europe. A sense that we had cut back on A&P spend and that we were returning to the bad habit of using advertising as a balancing item to achieve profit. A feeling that we had lost more market share than we were owning up to. And finally the decline in our cash delivery. Despite this reaction, our business priorities remain clear: Competitiveness; Margin improvement; Market share.

UnileverThe Company

Formed in 1930 by the merger of Margarine Union & Lever Brothers, operating in 150 countries

Market capitalization of $ 90 bn and $ 55 bn in Revenues

Fortune 500 ranking -95th in Profits and 122nd in Revenues

UnileverThe Company

Leading global consumer goods company in Home & Personal Care and Foods

Global No. 1 position in 8 categories

Skin Care

Lever Bros Bangladesh Ltd

Lever Brothers - 1963

East Africa Industries Ltd

Lever Brothers Zimbabwe – 1943, 1947, 1964

Lever Brothers (Malaya) Ltd1947

Lever Brothers (Malaysia) Sdn Bhd1967

Hindustan Lever Ltd

Unilever Taiwan Ltd

Niger SPCN1967

Unilever South Africa

Unilever South Africa

Unilever Vietnam Joint Venture

Lever Vietnam

Unilever Philippines1994

Lever Bros (Thai) Co Ltd - 1954

Lever Ghana - 1787

Unilever Foods – 1998, Australasia

Lever Bros NZ-1899Unilever South East Africa – March 2003

Unilever Sri Lanka Ltd

Unilever (Malaysia) Holdings Sdn Bhd

1994

Lever Ghana -1787

Unilever Nigeria Plc

Unilever Arabia

Unilever Taiwan Ltd

Unilever Philippines1997

Unilever Thai Holdings Co Ltd

1997

Unilever Foods –Australasia, 1998

Building the Corporate BrandShaping the future

A New Mission

Unilever’s mission is to add vitality to life. We meet

everyday needs for nutrition, hygiene, and

personal care with brands that help people feel good, look good and get more out

of life.

Vitality Symbols

Building the Corporate BrandThe Big Idea

Integrating social, economic &

environmental impact of our

business into our Mission

Unilever The Brand Today

• Corporate brand firmly embedded in the Vitality Mission

• Social, economic & environmental impact integrated into the way we work

• Greater clarity of the corporate brand

• Logo/symbols more distinct and recognizable

• Deeper trust with customers and consumers

• Strategic approach to corporate branding

Unilever Sri LankaCorporate Brand Framework

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Adding Vitality to Life

“It takes years to build a reputation. But just 5 minutes to destroy it”

Warren Buffet

“I have always believed that the company name is the life of an enterprise”

Akio Morita, founder of Sony

Adding Vitality to Life

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