Michael Benson - Pazarlama Zirvesi 2012
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Transcript of Michael Benson - Pazarlama Zirvesi 2012
Creating and managing brand value™
Some of our clients
Some of our names
B%$
Combining brand analysis with a financial model of the business allows us to arrive at a single measure of the brand’s contribution to business results. Brand value.
2. Role of Brand
Shows where investment in brand will have the biggest impact
3. Brand Strength
Diagnostic tool measuring brand performance relative to competition
1. Financial analysis
Financial forecasts form the foundation of our valuation
4. Brand Value
A single measure of the brand’s contribution to business results
Top 10 Brands
2012 Rank
2011 Rank Brand
Brand Value USD
m%
Change1 1 77,839 8%
2 8 76,568 129%
3 2 75,532 8%
4 4 69,726 26%
5 3 57,853 -2%
6 5 43,682 2%
7 6 40,062 13%
8 7 39,385 12%
9 17 32,893 40%
10 11 30,280 9%
2012 Biggest Climbers
Apple+129%
76,568 $m
02Amazon+46%
18,625 $m
20Samsung+40%
32,893 $m
09Nissan+30%
4,969 $m
73Oracle+28%
22,126 $m
18
2012 Biggest Decliners
1.
2.
3.
4.
5.
How do the world’s best brands ensure they create brand value?
How do the world’s best brands ensure they create brand value?
1. Recognise the importance of the brand2. The brand is the guiding principle3. Manage to build brand strength
1. Recognise the importance of your brand
“A brand is a living business asset, brought to life across all touch points
which, if properly managed, creates identification, differentiation and value”
Purchase decisions are never exclusively based on factual evidence
vs.Style: Hooded Sweatshirt
Style: Hooded SweatshirtMaterial: Cotton
Features: Front PocketMaterial: CottonFeatures: Front Pocket
Price: $49.99 Price: $10.99Brand: Nike Brand: Mass private label
The brand plays a key role in purchase considerations
Apparel Purchase Considerations
FitFeatures
PriceMaterial
Brand
Style
X%
Total Purchase Decision
Brand is important for every industry
Luxu
ry
Beve
rage
s
Alco
hol
Spor
ting
Good
s
Rest
aura
nts
Hom
e Fu
rnish
ings
Medi
a
FMCG
Appa
rel
Auto
mot
ive
Toba
cco
Elec
troni
cs
Inte
rnet
Ser
vice
s
Busin
ess S
ervi
ces
Tran
spor
tatio
n
Com
pute
r Sof
twar
e
Ener
gy
Finan
cial S
ervi
ces
Dive
rsifi
ed
0%10%20%30%40%50%60%70%80%90%
100%
Role of brand by industrySource: Interbrand Best Global Brands
RBI
Your brand drives current and future business value
Drive choice Generate revenue
Command a premium
Increase margins and profitability
Secure loyalty Build market share
Indirect benefits Reduce operating costs
2. The brand is the guiding principle
From this:
Your Brand – an element of your communications strategy
Business Strategy
Sales
Marketing
Manufacturing/retail operations
Distribution
R&D
Finance
Brand Strategy
Traditional communication
HR
To: The central organizing principle
Sales
Marketing
Manufacturing/retail operations
Distribution
R&D
Finance
HR
Brand strategy
Businessstrategy
Your Brand – one vision that drives business performance, culture, experience and attitude
The brand lives in all touch points
What sorts of products and services should the brand offer? What is the nature of our service style or offer?
PRODUCTS AND SERVICES
How do we want our environments to look and feel, both physically and virtually?
ENVIRONMENTS AND CHANNELS
What sort of skills and qualities are we looking for? How do we want our people to behave?
PEOPLE AND BEHAVIOURS
What is the key message we want to communicate? What channels should we use?
COMMUNICATIONS
Brand Proposition
DOWNTOWN AT NIGHTCommunications
People and Behaviours
Environments and channels
Products and services
Products and services
Communications
People and Behaviours
Environments
Informal and relaxed discussion with the concierge
Guest recommendationsDownload city guides to read on the flight
Valuable mini city guides to go in the rooms
Book of city facts
Thoughtful local amenity/gift with story
Attention to detail- on-brand bathroom amenities
Self service kiosk
The knowledge – our staff
In the know
3. Manage to build brand strength
Brand Strength Factors
| Presentation Title | Client Name | XX Month Year24
Authenticity
Relevance
Differentiation
Consistency
Presence
Understanding
Clarity
Commitment
Protection
Responsiveness
EXTERNALFACTORS
INTERNALFACTORS
Brand Strength FactorsINTERNAL
Authenticity
Relevance
Differentiation
Consistency
Presence
Understanding
Clarity
Commitment
Protection
Responsiveness
EXTERNALFACTORS
INTERNALFACTORS
Clarity
Clarity internally about what the brand stands for in terms of its values, positioning and proposition. Clarity too about target audiences, customer insights and drivers. Because so much hinges on this, it is vital that these are articulated internally and shared across the organization. Is the business clear on what
the brand stands for?
Commitment
A measure of an organization’s internal commitment to or belief in its brand.Commitment is the extent to which the brand receives support in terms of time, influence and investment.
Is the brand being considered in your business decision making?
Protection
How secure the brand is across a number of dimensions: legal protection, proprietary ingredients or design, scale or geographical spread.
Can the business protect the brand and what makes it special?
Responsiveness
The ability to respond to market changes, challenges and opportunities. The brand should have a sense of leadership internally and a desire and ability to constantly evolve and renew itself.
Is the business responsive to changes in the market and customer needs?
Brand Strength FactorsEXTERNAL
Authenticity
Relevance
Differentiation
Consistency
Presence
Understanding
Clarity
Commitment
Protection
Responsiveness
EXTERNALFACTORS
INTERNALFACTORS
Authenticity
The brand is soundly based on an internal truth and capability. It has a defined heritage and a well grounded value set. It can deliver against the (high) expectations that customers have of it.
How can your business build brand authenticity?
Relevance
The fit with customer/consumer needs, desires, and decision criteria across all relevant demographics and geographies.
Is your brand clear about who it is targeting? And is it addressing their rational and emotional needs?
Differentiation
The degree to which customers/consumers perceive the brand to have a differentiated positioning distinctive from the competition.
What makes your brand different and better than the competition?
Consistency
The degree to which a brand is experienced without fail across all touchpoints or formats.
Can your business deliver an engaging brand experience across all touch points?
Presence
The degree to which a brand feels omnipresent and is talked about positively by consumers, customers and opinion formers in both traditional and social media.
Is your brand in all parts of your target consumers lives?
Understanding
The brand is not only recognized by customers, but there is also an in-depth knowledge and understanding of its distinctive qualities and characteristics.
Are you clear what you want to be known for?
Key elements for building brand value
1. Recognise the importance of the brand2. The brand is the guiding principle3. Manage to build brand strength
CONTACT US
Contact
Michael BensonRegional Director
InterbrandCreating and managing brand value
85 StrandLondon WC2R 0DWUK
T + 44 (0) 20 7554 1000D: +44 (0) 207 554 1354M + 44 (0) 7595 961388www.interbrand.comwww.brandchannel.com