Week 2 - Assignment - Christian van t Hof
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Report - Building Brand Architecture 1 Introduction In this report I’m going to compare two car brands. These two car brands are Volvo and BMW. I’ve chosen these two brands because they’re both well known and established brands and they’re both targeting the customer above upper-middle class. By writing this small report I’d like to learn what the biggest differences are between these two global brands, but as well to see how they’re doing when comparing their brand values. 2 Brand Pyramid 2.1 BRAND PYRAMID - VOLVO Brand Core/Essence | Safety and freedom Brand Personality | A family man between 40-55 years that works as a doctor. His main goal is to travel safe. Emo4onal Benefits | Volvo cars show reliability, innovaIon, safety, freedom, trustworthiness. It also shows responsibility, luxury. It prevents from worrying. Product Benefits | High quality and safe cars that brings you from A to B. Cars surviving even the worst Nordic climates. Product A8ributes | Volvo cars have 4 wheels, ergonomic design, and several satefy features. Same characterisIc design for all models.
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Transcript of Week 2 - Assignment - Christian van t Hof
Report - Building Brand Architecture 1 Introduction InthisreportI’mgoingtocomparetwocarbrands.ThesetwocarbrandsareVolvoandBMW.I’vechosenthesetwobrandsbecausethey’rebothwellknownandestablishedbrandsandthey’rebothtargetingthecustomeraboveupper-middleclass.BywritingthissmallreportI’dliketolearnwhatthebiggestdifferencesarebetweenthesetwoglobalbrands,butaswelltoseehowthey’redoingwhencomparingtheirbrandvalues. 2 Brand Pyramid 2.1 BRAND PYRAMID - VOLVO
BrandCore/Essence|Safetyandfreedom
BrandPersonality|Afamilymanbetween40-55yearsthatworksasadoctor.Hismaingoalistotravelsafe.
Emo4onalBenefits|Volvocarsshowreliability,innovaIon,safety,freedom,trustworthiness.Italsoshows
responsibility,luxury.Itpreventsfromworrying.
ProductBenefits|HighqualityandsafecarsthatbringsyoufromAtoB.CarssurvivingeventheworstNordic
climates.
ProductA8ributes|Volvocarshave4wheels,ergonomicdesign,andseveralsatefyfeatures.SamecharacterisIc
designforallmodels.
2.2 BRAND PYRAMID - BMW
3 Brand Comparison Whenstartingthisbrandcomparisonatthebottomofthebrandpyramid,theproductattributesarethefirsttobecompared.WhileVolvoandBMWarebothcars,thedifferencesarethatBMWisfocusedonwell-designedsportycarswithpowerfulenginesandastrong&boldappearance.Ontheotherhand,Volvoismorefocusedoncarsthatsuitacompletefamilyandwithcomeswiththenecessarysafetyfeaturesthatassurethecarownerthathisfamilywillarrivesafelyatthedestination.So,thisfirstpointconcludesthatVolvomorefocusesonsafetyandBMWonhighperformanceandpower.
Thesecondpartisaboutproductbenefits.WhereVolvoproducescarsthatareabletoconquerstrongwintersinforexampleScandinaviawithwell-developedsafetysystems,BMWstendtobehighperformancecarsthathaveaunique,characteristicdesign.TheseBMWsarefromhighqualityanditbringspeopletootherplacesasfastaspossiblewhileexperiencingthehighperformanceofthesecars.ThisproductbenefitsagainshowthatBMWistremendouslyfocusedonperformance,whileontheotherhandVolvoisaimingonoptimizingsafetyandloweringrisks.
InanemotionalpointofviewtheseSwedishVolvocarsshowalotofreliabilityandtrustworthinessaswellastheyappeartoberesponsibleandasluxurycars.TheBMWsaretheoppositeinmostareas.BMWsarealsoluxurycars,justlikeVolvo.ButwhatBMWmakesdifferentisthattheircarsshowingahighsocialstatus&expensivenessandalotofpowerandboldness.
Whenlookingatbrandpersonalityandthebrandcore,weseethatthey’rebothdifferentbrands.Asconcludedearlier,BMWisfocusedonbeingpremiumstandard,showingpowerand
BrandCore/Essence|3Ps-Performance,Power,Premium.
BrandPersonality|RespectedBusinessmanbetween30-45yearsbeingmasculine,compeIIve,succesful,upper-class,self-assured
andbrave.
Emo4onalBenefits|Germanoriginassociatedwithhighquality,socialstatus,luxury,powerful,expensiveandsportscars.
ProductBenefits|Highperformancewithahighspeed,unique&characIsIcdesign,highquality,worldwidepresenceforservice
andsupport.
ProductA8ributes|BMWshave4wheels,powerfulenginesandtypicalroundedradiatorgrills.Moreover,adynamic,strong&boldappearanceandgreattechnologyinside.Bothfamily&sportscars.
highperformance.Thisiswhatweseeintheirbrandpersonality.Abusinessmanthatwantstoshowwhoheis,whoiscompetitiveandthatheisbrave.ItmatchestheGermancultureanditreflectswhatBMWwantstobetohisclients.Theirgoalistobecomeandtostaythebestpremiumcarbrandthereis,andthey’redoingthatwhilefocusingonnewinnovativewaystogreateverydaybetterperformingcars.
WhenlookingatVolvo,wecanseeandconcludethatthey’reallaboutsafetyandfreedom.Thefreedomofgettingtoeveryplaceinasaveway.It’stheimageofafamilymanthatwantstoarriveathomeinonepieceandisforexampleworkingasadoctorordentist.WhenlookingaroundmostofthesepeopleintheNetherlandsdriveVolvo,becauseit’sasafecar.Volvoisshowingthatinalloftheircommercialsthattheirvehiclesarestableandsafe.Theykeepinvestinginresearchofsafetyfeatures,tokeepimprovingthegoalsthey’reaimingfor.
4 Brand Values Thevalueofbrandcanbedeterminedindifferentways.OnewayofdeterminingishowInterbranditdoes.Accordingtotheirwebsite1Interbranddeterminesthesevaluesarebasedonthreekeycomponents:financialperformance,influenceonpurchasedecisionsandoncompetitivestrength.Anotherwaytodeterminebrandvalueistolookattheperceptionofcustomersonacertainbrand.That’showYoung&Rubicam2determinesit.Theysaythatthebrandvalueissomethinguniquethat’sbasedonemotionalcapitalaswellasrelevantstrengthofthebrand.
Accordingto‘RankingtheBrands’,alistofthetop10mostpowerfulbrandsof20153,BMWranksthe21stplaceoftheworldandVolvoranks44thplaceoftheworld,whichisbasedontheCoreBrandIndexofTenetPartners.ButwhenlookingattheInterbrandrankingsof‘BestGlobalBrands’,weseethatBMWscoresagreat11thplacewithavalueof37,212$m4.InthisrankingVolvodoesn’tevenrankinthetop100.
5 Sources consulted Asreferencedinthefootnotes
1Interbrand.(2014,October3).Methodology-BestGlobalBrands-BestBrands-Interbrand.RetrievedDecember20,2015,from2Young&Rubicam.(2004,September22).BrandAssetValuator|Young&Rubicam.RetrievedDecember20,2015,fromhttp://young-rubicam.de/tools-wissen/tools/brandasset-valuator/?lang=en
3RankingtheBrands.(2015,October20).100-topMostPowerfulBrands-2015(TenetPartners,CoreBrand)|RankingTheBrands.RetrievedDecember20,2015,fromhttp://www.rankingthebrands.com/The-Brand-Rankings.aspx?rankingID=85&year=932
4Interbrand.(2015,October5).Rankings-2015-BestGlobalBrands-BestBrands-Interbrand.RetrievedDecember20,2015,fromhttp://interbrand.com/best-brands/best-global-brands/2015/ranking/#?sortBy=brandValue&sortAscending=true&listFormat=ls
