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Welcome to GLOBAL BRAND MANAGEMENT. To-day Goals How we are going to work (syllabus) Some rules Part I : Investigating the Brand « power ». Me … . Alain Hutinel Education ESSEC MBA Keller Graduate School of Business (Indiana University) Experience

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Welcome to global brand management
Welcome to GLOBAL BRAND MANAGEMENT

  • To-day

  • Goals

    • How we are going to work (syllabus)

    • Some rules

  • Part I : Investigating the Brand « power »

  • PSU - 2006 - Global Brand Management - Alain Hutinel.


    Welcome to global brand management
    Me …

    • Alain Hutinel

    • Education

      • ESSEC

      • MBA Keller Graduate School of Business (Indiana University)

    • Experience

      20 years in FMCG Marketing, Colgate Palmolive & Quaker Oats

      2 years MD of an IT Network Cy

      15 years of Consulting and Teaching

    • Major interests

      …. Teaching internationally

      Marketing Communications and Brand Management

      …. Discovering new ways of marketing

    Office : 260C

    Tu, W & Th.

    503-725-3732

    hutinel@pdx.edu

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    Welcome to global brand management
    You…

    • Special Topics/ Interest in Brands … Specific project

    • Business actual situation ……..

      > let’s talk and imagine

    Your role :

    to build your own brand model

    so as to better anticipate what you think will happen

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    Class materials
    Class materials

    • Course Slides + on PSU/SBA - Faculty and 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

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    Welcome to global brand management

    • (some) Brand Management Websites

    • www.pwcglobal.com/fr/fra  PriceWaterhouse

    • www.tns.com Taylor Nelson Sofres, Etudes, Panels, Piges ….

    • www.esomar.nl ESOMAR Recherche MArketing

    • www.brandweek.comUS magazine

    • www.brandchannel.com Interbrand “The” site on Branding.

    • www.brandfinance.com

    • www.milwardbrown.com  Brand research and survey company

    • www.future.sri.com Research International.

    • www.intelliquest.com Millward Brown.Adverising

    • www.accenture.com Accenture

    • www.ipa.com UK Institute of Professional Advertisers

    • www.prodimarques.com French Brand Association

    • www.labelmark.com French consultant

    • www.nomen.com French consultant for Brand Names search

    • www.mckinseyquarterly.com McKinsey

    • www.exmarketing.com Consultants, Bern Schmitt (Columbia U.)

    • www.bec-institute.comHighCo brand Institute partly in English

    • http://www.cobranding.com co-branding offers

    • www.globalbrand.org

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    What will be evaluated
    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°)

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    Your roles and responsibilities
    YOUR ROLES AND RESPONSIBILITIES

    • To build your own brand model

    • To anticipate what you think should happen

    • Individually, to do the required homework and participate in class debate

    • To actively contribute to group work

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    Requirements and grading
    Requirements and grading

    • Readings as directed

    • 3 individual essays from readings

    • 3 individual cases (powerpoint format only)

    • 1 group brand audit & project

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    Typical reading essay format
    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

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    Course main topics

    Brand strategic role

    The Brand system

    Valuating the Brand

    Brand Equity

    Brand Identity

    Managing the Brand Communicative scope

    Managing Brand Architecture

    Brand portfolio Issues

    Cross-cultural Branding

    Course main Topics

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    To day
    TO-DAY

    • Investigating, understanding the Brand Importance to the firm

    • Defining the Brand

    • The Brand System

    • Defining the Brand roles

    • Brand Power and Value

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    Ultimately brands are all about trust

    « Ultimately, Brands are all about trust …

     … the reason consumers flock to some brands and ignore others is that behind the brand stands 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, Hellmann’s, SlimFast and Ben & Jerry on its plate. »

    Mukul Pandya, WSJ.

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    Key trends affecting brand management marketing
    Key trends affecting brand management … & 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

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    From usp to hsp
    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)

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    A brand builds its own world
    A Brand builds its Own world

    • And that is a fantastic power !

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    In this brand new world what is a brand and what does a brand do

    In this brand (!) new world, What ISa Brand and What DOESa Brand do?

    ?

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    Think of brands in your own life
    Think of Brands in your own life

    • 1 - Think of how you became aware of them, why you bought them, why you prefer 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 ? …

    • 4 – Main characteristics of a world without Brands ?

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    What is the best
    “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 ?

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    Brand is an experience

    A brand is essentially a container for a costumer’s complete experience with the offer and the company. (Sergio Zyman)

    Brand is an experience

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    Welcome to global brand management

    PSU - 2006 - Global Brand Management - Alain Hutinel. complete experience with the offer and the company.


    What is a brand shortcut
    What is a Brand (shortcut) ? complete experience with the offer and the company.

    User

    Culture

    Personality

    Attributes

    Benefits

    Values

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    The brand as an open system
    The Brand as an Open System. complete experience with the offer and the company.

    Chanels, contacts

    Corporation

    Economy …

    Relationships with

    customers

    Competition

    Organization’s associations

    Personality

    .Scope

    .Attributes

    .Uses

    .Quality/

    Value

    .Functional

    Benefits

    Codes/Tone

    Skills

    (Core) Offer

    (Tangible Products &

    Services)

    Symbols

    Origin

    User Imagery

    Self-expressive benefits

    Name

    Tribes

    Cultures

    Groups …

    Emotional benefits

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    This brand system interacts as
    This Brand System interacts complete experience with the offer and the company. AS ...

    1) .. A SOCIO-ECONOMIC AGENT

    2) .. A CORPORATE ASSET

    3) .. A STRATEGIC MARKETING TOOL

    4) .. A COMMUNICATING & SELLING AGENT

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    Welcome to global brand management

    • THE BRAND AS A SOCIO-ECONOMIC AGENT complete experience with the offer and the company.

    • PART OF EACH INDIVIDUAL’S AND SOCIETAL GROUPS ’ SET OF REFERENCES

    • A POWERFUL SOCIAL DRIVER

    • A GLOBAL CIMENT

    • A VALUE ADDING ECONOMIC AGENT

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    Welcome to global brand management

    PSU - 2006 - Global Brand Management - Alain Hutinel. complete experience with the offer and the company.


    Brand strategic role
    Brand Strategic Role complete experience with the offer and the company.

    Brand

    Equity

    Cash flow

    booster

    Consumer

    Response

    Booster

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    Welcome to global brand management

    PSU - 2006 - Global Brand Management - Alain Hutinel. complete experience with the offer and the company.


    Welcome to global brand management

    THE BRAND AS A CORPORATE ASSET complete experience with the offer and the company.

    • A PROTECTED PROPERTY (owner's right to use)

    • BOOK VALUE, GOODWILL. ASSET that can be sold and bought

    • MARKETING « NON TANGIBLE » ASSET precisely measurable and valuable (when brand is on sale) :

    • STRENGTH , LEADERSHIP & EQUITY, ie capacity to justify price.

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    Brand asset value
    Brand Asset Value complete experience with the offer and the company.

    PSU - 2006 - Global Brand Management - Alain Hutinel.

    Source : K.L.Keller


    Brand equity
    BRAND EQUITY complete experience with the offer and the company.

    as a Percent of Firm Tangible Assets

    • Brand Equity

    • Industry

    Apparel 61

    Tobacco 46

    Food products 37

    Chemicals 34

    Electric machinery 22

    Transportation equip. 20

    Primary metals 1

    Stone, glass, and clay 0

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    Brand market performance valuation
    Brand (Market) Performance Valuation complete experience with the offer and the company.

    • DDB Pricing Studies

    • Landor Power Index

    • Interbrand Valuation model

    • Y&R Brandasset Valuator

    • Intangible Value Valuator

    • Sometimes stock market value

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    The landor power index

    Power = strength complete experience with the offer and the company.

    2 synthetic measures Awareness Esteem

    «Share of Mind» idea (cf. Share of Market Share of Voice, Share of Requirements ....)

    Most influencing factor : brand perceived quality

    need time

    The Landor Power Index

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    Welcome to global brand management

    Interbrand BRAND VALUE Attributes complete experience with the offer and the company.

    Trend (10 %)

    LT erformance, Projected performance, Sensibility of Plans, competition reactivity

    Support (10 %)

    Consistency of message and spendings, Above/below the line Brand franchise

    Protection (5%)

    Trademark registration

    /registrability

    common law, litigations/disputes

    Leadership (25%)

    Market share, Awareness,

    Positioning, Competitor Profile

    Stability (15 %)

    Longevity Coherence Consistency, brand Equity, risks

    Market (10 %)

    What market, Volatility size Market dynamics Barriers

    Internationality (25%)

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    Welcome to global brand management

    Interb. complete experience with the offer and the company.

    MB

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    Welcome to global brand management

    Y&R ’s « Brandasset Valuator » PowerGrid complete experience with the offer and the company.

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    Welcome to global brand management

    Heinz Ketchup - 2000 complete experience with the offer and the company.

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    Welcome to global brand management

    THE BRAND AS A KEY STRATEGIC complete experience with the offer and the company.

    MARKETING TOOL

    * - BRAND LIFE CYCLE vs. PRODUCT LIFE CYCLE

    Adaptable 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

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    The brand value chain

    Value Stages complete experience with the offer and the company.

    Marketing programs

    Customer Mindset

    Market Performance

    Shareholder Value

    Value Multipliers

    Programs Quality

    Market Place & Competition Conditions

    Investor Sentiment

    The Brand Value Chain

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    The leading brands 1925 and 1985
    The Leading Brands: 1925 and 1985 complete experience with the offer and the company.

    Product Leading Brand 1925 Current Position 1985

    Bacon Swift Leader

    Batteries Eveready Leader

    Biscuits Nabisco Leader

    Breakfast cereal Kellogg Leader

    Canned fruit Del Monte Leader

    Chewing gum Wrigley Leader

    Chocolates Hershey No. 2

    Flour Gold Medal Leader

    Mint candies Life Savers Leader

    Paint Sherwin-Williams Leader

    Pipe tobacco Prince Albert Leader

    Razors Gillette Leader

    Sewing machines Singer Leader

    Shirts Manhattan No. 5

    Shortening Crisco Leader

    Soap Ivory Leader

    Soft drinks Coca-Cola Leader

    Soup Campbell Leader

    Tea Lipton Leader

    Tires Goodyear Leader

    Toothpaste Colgate No. 2

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    Welcome to global brand management

    PSU - 2006 - Global Brand Management - Alain Hutinel. complete experience with the offer and the company.


    Building brand equity
    Building Brand Equity complete experience with the offer and the company.

    Perceived

    Quality

    Brand

    Associations

    Preference

    Name

    Awareness

    Other

    Brand

    Assets

    Brand

    Equity

    (Name &

    Symbol)

    Brand

    Loyalty

    • Value To Firm

    • Helps Programs

    • Brand Loyalty

    • Prices

    • Brand Extensions

    • Trade Leverage

    • Competitive

    • Advantage

    • Value To Customer

    • Info Processing

    • Confidence in Buying

    • Use Satisfaction

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    Welcome to global brand management

    P & G - Mr Propre Mr Clean complete experience with the offer and the company.

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    Welcome to global brand management

    THE BRAND AS A complete experience with the offer and the company.

    COMMUNICATING

    & SELLING AGENT

    * A RELATIONSHIP ACTOR/BUILDER

    * AN INFLUENCER

    * IT GIVES MEANINGS TO PRODUCTS/SERVICES ...

    * ... AND A CREATOR OF « NEW » WORLDS

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    Welcome to global brand management

    The best Performances last longest. complete experience with the offer and the company.

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    From traditional marketing functions of the brand name

    Identification complete experience with the offer and the company.

    Expresses the offer and is easily seen

    Practicality

    Saves times/energy thru repeat purchase & renewed satisfaction

    Guarantee of quality

    Has reputation

    From Traditional Marketing Functions of the Brand Name …

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    To a powerful societal system that sells
    … to a powerful societal system that … sells complete experience with the offer and the company.

    … 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

      ……

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    Welcome to global brand management
    …. complete experience with the offer and the company.

    • gives meanings and identity to what we use & buy

    • helps us build our self-identity

    • provides a symbolic language through which we can express ourselves in society and be recognized and understood by others

    • creates a longlasting relationship with « consumers », at least with customers

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    So a modern brand is
    So, a modern brand is complete experience with the offer and the company.

    • A « persona » that overlays and includes the physical products/services

    • the sum of fundamental values and attributes ascribed to it by people

    • the entity that the consumers construct from the products’ meanings, symbols and images that they perceive as defining the brand.

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    Welcome to global brand management

    Evian Water brings health to all growing bodies complete experience with the offer and the company.

    Evian, approved spring of youth for your body.

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    Welcome to global brand management

    PSU - 2006 - Global Brand Management - Alain Hutinel. complete experience with the offer and the company.


    Welcome to global brand management

    PSU - 2006 - Global Brand Management - Alain Hutinel. complete experience with the offer and the company.


    Welcome to global brand management

    US - Evian. l’Original. Approved by your body complete experience with the offer and the company.

    as a source of youth.

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    Welcome to global brand management

    PSU - 2006 - Global Brand Management - Alain Hutinel. complete experience with the offer and the company.


    Many different types of brands

    B2B complete experience with the offer and the company.

    B2C

    Web

    Trade

    Local

    Regional

    National

    International

    Worlwide (meta)

    Corporate

    Commercial

    Non-business (?)

    Countries

    Official bodies

    Charity org.

    Politics/Polticians

    Many different types of brands ?

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    Nestle branding tree
    Nestle Branding Tree complete experience with the offer and the company.

    • 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

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    Welcome to global brand management

    Nestlé Branding Tree complete experience with the offer and the company.

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    Sara lee brands
    SARA LEE BRANDS complete experience with the offer and the company.

    • 25,000 brands registered worldwide, 80% in use.

    • Sara Lee is eliminating R&D & Production to focus on brand development

    Sara Lee

    Brand

    Hierarchy

    GLOBAL

    REGINAL

    LOCAL BRANDS

    PSU - 2006 - Global Brand Management - Alain Hutinel.


    From traditional to experiential branding

    From complete experience with the offer and the company.

    Brands as identifiers

    Names, logos, slogans build awareness and image

    TO

    Brands as experience providers

    Names, logos, slogans, events, customer contacts which build sensory, affective, creative relations and ways of being (lifestyles) with the brands

    From Traditional to Experiential Branding

    PSU - 2006 - Global Brand Management - Alain Hutinel.