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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 ». Me … . Alain Hutinel Education ESSEC MBA Keller Graduate School of Business (Indiana University) Experience

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Welcome to GLOBAL BRAND MANAGEMENT

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  1. 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.

  2. 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.

  3. 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.

  4. 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.

  5. (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.

  6. 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.

  7. 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.

  8. 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.

  9. 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.

  10. 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.

  11. 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.

  12. « 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.

  13. 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.

  14. 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.

  15. A Brand builds its Own world • And that is a fantastic power ! PSU - 2006 - Global Brand Management - Alain Hutinel.

  16. In this brand (!) new world, What ISa Brand and What DOESa Brand do? ? PSU - 2006 - Global Brand Management - Alain Hutinel.

  17. 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.

  18. “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.

  19. 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.

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

  21. What is a Brand (shortcut) ? User Culture Personality Attributes Benefits Values PSU - 2006 - Global Brand Management - Alain Hutinel.

  22. The Brand as an Open System. 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.

  23. This Brand System interacts 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.

  24. THE BRAND AS A SOCIO-ECONOMIC AGENT • 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.

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

  26. Brand Strategic Role Brand Equity Cash flow booster Consumer Response Booster PSU - 2006 - Global Brand Management - Alain Hutinel.

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

  28. THE BRAND AS A CORPORATE ASSET • 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.

  29. Brand Asset Value PSU - 2006 - Global Brand Management - Alain Hutinel. Source : K.L.Keller

  30. BRAND EQUITY 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.

  31. Brand (Market) Performance Valuation • 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.

  32. Power = strength 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.

  33. Interbrand BRAND VALUE Attributes 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.

  34. Interb. MB PSU - 2006 - Global Brand Management - Alain Hutinel.

  35. Y&R ’s « Brandasset Valuator » PowerGrid PSU - 2006 - Global Brand Management - Alain Hutinel.

  36. Heinz Ketchup - 2000 PSU - 2006 - Global Brand Management - Alain Hutinel.

  37. THE BRAND AS A KEY STRATEGIC 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.

  38. Value Stages 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.

  39. The Leading Brands: 1925 and 1985 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.

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

  41. Building Brand Equity 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.

  42. P & G - Mr Propre Mr Clean PSU - 2006 - Global Brand Management - Alain Hutinel.

  43. THE BRAND AS A 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.

  44. The best Performances last longest. PSU - 2006 - Global Brand Management - Alain Hutinel.

  45. Identification 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.

  46. … to a powerful societal system that … sells … 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.

  47. …. • 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.

  48. So, a modern brand is • 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.

  49. Evian Water brings health to all growing bodies Evian, approved spring of youth for your body. PSU - 2006 - Global Brand Management - Alain Hutinel.

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

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