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Managing Brands in Challenging Times

Managing Brands in Challenging Times. Dr. Royce Yuen Visiting Associate Professor, HKU Chairman, Ogilvy Hong Kong Chairman, HK4As. Value of Brand is widely recognized. In mid-2002, the stock market value of Coca-Cola was US$ 136 billion Yet the book value was only US$ 10.5 billion

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Managing Brands in Challenging Times

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  1. Managing Brands in Challenging Times Dr. Royce Yuen Visiting Associate Professor, HKU Chairman, Ogilvy Hong Kong Chairman, HK4As

  2. Value of Brand is widely recognized

  3. In mid-2002, the stock market value of Coca-Cola was US$ 136 billion • Yet the book value was only US$ 10.5 billion • Estimated value of Coca-Cola brand name was US$ 70 billion, well over half of its intangible value

  4. Yet building brand has never been more challenging !

  5. Two Major Factors

  6. Two Major Factors

  7. "Ordinary people can spread good and bad information about brands faster than marketers." Ray Johnson

  8. This is particularly true in the Internet Age

  9. Words of mouth becomes words of mouse

  10. Kryptonite • The “unbreakable bonds”

  11. The hit that affects the world

  12. “A brand is more than a logo. A brand is a promise.” - Mike Holland

  13. The trust is gone !

  14. As a result … Consumers are becoming more skeptical

  15. How can brands win back the heart of consumers ?

  16. Hint Number One • Under promise, over deliver

  17. Hint Number Two • Do what matters to consumers, not you • Focus on consumer insight

  18. Case - Acuvue

  19. Hint Number Three • Manage all the stakeholders

  20. The Stakeholder Universe Authorizers Business partners Government Regulators Board of Directors Professional societies Shareholders Employees Unions Suppliers Distributors Service providers Activist groups Journalists Experts Analysts Community groups Demographics Market segments Geography High value Mass External influencers Customers

  21. Hint Number Four • Take prompt and decisive action

  22. Hint Number Five • Respect the local culture

  23. And be sensitive about “how you say it”

  24. And be sensitive about “how you say it”

  25. Hint Number Six • Be sensitive to political implications

  26. The Marco Polo Bridge (luguoqiao) Incident marked the beginning of the Sino-Japanese War (1937 – 1945)

  27. What is acceptable in one country may not be acceptable in another country • What may be humourous can be seen as an offense

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