THE VALUE OF CORPORATE BRANDING ‘The Unilever Bros Bangladesh Ltd. Lever Brothers - 1963. East Africa Industries Ltd. Lever Brothers Zimbabwe – 1943, 1947, 1964. ... Unilever Thai Holdings Co Ltd. 1997

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<ul><li><p>THE VALUE OF CORPORATE BRANDING The Unilever Story</p><p>Amal Cabraal - August 2008</p></li><li><p>The Value of Corporate Reputation</p><p>A study of FTSE 250 companies shows that, on average, reputation accounts for 27% of a companys market capitalisation</p><p>Bell Pottinger and Fortune</p><p>http://images.google.com/imgres?imgurl=http://classes.design.ucla.edu/Spring08/155/presentations/AIDAN/FlavioKampah.key/coke-logo.jpg&amp;imgrefurl=http://classes.design.ucla.edu/Spring08/155/presentations/AIDAN/FlavioKampah.key/&amp;h=244&amp;w=640&amp;sz=33&amp;hl=en&amp;start=4&amp;um=1&amp;tbnid=E1flbmW8_DJutM:&amp;tbnh=52&amp;tbnw=137&amp;prev=/images%3Fq%3Dcoca%2Bcola%2Blogo%26um%3D1%26hl%3Den%26rlz%3D1T4SKPB_enLK272LK273%26sa%3DN</p></li><li><p>More than just a logo</p><p>A corporate brand is a product of an organisation's corporate strategy, mission, image, and activities that distinguishes an </p><p>organisation from its competitors, and creates a perception of what an organization stands for </p><p>http://images.google.co.uk/imgres?imgurl=http://www.doe-eyesbeadery.com/VISA%2520LOGO.jpg&amp;imgrefurl=http://www.doe-eyesbeadery.com/&amp;h=510&amp;w=828&amp;sz=76&amp;hl=en&amp;start=36&amp;tbnid=0Gs4RWOii-cDaM:&amp;tbnh=89&amp;tbnw=144&amp;prev=/images%3Fq%3DVisa%2Blogo%26start%3D20%26ndsp%3D20%26svnum%3D10%26hl%3Den%26lr%3D%26sa%3DN</p></li><li><p>Importance of the Corporate Brand </p><p>TRUST ( with all stakeholders)</p><p>RELATIONSHIPS- Rewarding brand experience for the consumer- Embraces consumer power- Authenticity</p><p>CAREDeep rooted engagement with the community</p><p>REWARDS- Premium pricing stand out of the pile- Creates shareholder value</p></li><li><p>The Unilever Story</p><p>PresenterPresentation NotesThe 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&amp;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.</p></li><li><p>UnileverThe Company</p><p>Formed in 1930 by the merger of Margarine Union &amp; Lever Brothers, operating in 150 countries</p><p>Market capitalization of $ 90 bn and $ 55 bn in Revenues</p><p>Fortune 500 ranking -95th in Profits and 122nd in Revenues</p></li><li><p>UnileverThe Company</p><p>Leading global consumer goods company in Home &amp; Personal Care and Foods</p><p>Global No. 1 position in 8 categories</p><p>Skin Care</p></li><li><p>Lever Bros Bangladesh Ltd</p><p>Lever Brothers - 1963</p><p>East Africa Industries Ltd</p><p>Lever Brothers Zimbabwe 1943, 1947, 1964</p><p>Lever Brothers (Malaya) Ltd1947</p><p>Lever Brothers (Malaysia) Sdn Bhd1967</p><p>Hindustan Lever Ltd</p><p>Unilever Taiwan Ltd</p><p>Niger SPCN1967</p><p>Unilever South Africa </p><p>Unilever South Africa </p><p>Unilever Vietnam Joint Venture</p><p>Lever Vietnam </p><p>Unilever Philippines1994</p><p>Lever Bros (Thai) Co Ltd - 1954</p><p>Lever Ghana - 1787</p><p>Unilever Foods 1998, Australasia</p><p>Lever Bros NZ-1899Unilever South East Africa March 2003</p><p>Unilever Sri Lanka Ltd</p><p>Unilever (Malaysia) Holdings Sdn Bhd</p><p>1994</p><p>Lever Ghana -1787</p><p>Unilever Nigeria Plc</p><p>Unilever Arabia</p><p>Unilever Taiwan Ltd</p><p>Unilever Philippines1997</p><p>Unilever Thai Holdings Co Ltd</p><p>1997</p><p>Unilever Foods Australasia, 1998</p></li><li><p>Building the Corporate BrandShaping the future</p><p>A New Mission</p><p>Unilevers mission is to add vitality to life. We meet </p><p>everyday needs for nutrition, hygiene, and </p><p>personal care with brands that help people feel good, look good and get more out </p><p>of life.</p><p>Vitality Symbols</p></li><li><p>Building the Corporate BrandThe Big Idea</p><p>Integrating social, economic &amp; </p><p>environmental impact of our </p><p>business into our Mission</p></li><li><p>Unilever The Brand Today </p><p> Corporate brand firmly embedded in the Vitality Mission</p><p> Social, economic &amp; environmental impact integrated into the way we work</p><p> Greater clarity of the corporate brand</p><p> Logo/symbols more distinct and recognizable</p><p> Deeper trust with customers and consumers</p><p> Strategic approach to corporate branding </p></li><li><p>Unilever Sri LankaCorporate Brand Framework</p><p>Unilever Sri Lanka G</p><p>ood </p><p>Gov</p><p>erna</p><p>nce</p><p>Valu</p><p>ed </p><p>Empl</p><p>oyer</p><p> B</p><p>rand</p><p>Stro</p><p>ng B</p><p>usin</p><p>ess </p><p>Res</p><p>ults</p><p>Dee</p><p>p-ro</p><p>oted</p><p> C</p><p>omm</p><p>unity</p><p> link</p><p>s</p><p>Indu</p><p>stry</p><p> Th</p><p>ough</p><p>t Le</p><p>ader</p><p>ship</p><p>Adding Vitality to Life</p></li><li><p>It takes years to build a reputation. But just 5 minutes to destroy it </p><p>Warren Buffet</p><p>I have always believed that the company name is the life of an enterprise </p><p>Akio Morita, founder of Sony</p></li><li><p>Adding Vitality to Life</p><p>Slide Number 1The Value of Corporate ReputationMore than just a logoImportance of the Corporate Brand Slide Number 5UnileverThe Company UnileverThe Company Slide Number 8Building the Corporate BrandShaping the future Building the Corporate BrandThe Big IdeaSlide Number 11Slide Number 12Slide Number 13Slide Number 14</p></li></ul>