Ranking Marcas Brasileiras Mais Valiosas 2012

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Apresentação do ranking Marcas Brasileiras Mais Valiosas 2012 da Interbrand realizada no dia 6/12/2012 na BMFBOVESPA. Para maiores informações, acesse o hotsite: http://www.rankingmarcas.com.br ou o …

Apresentação do ranking Marcas Brasileiras Mais Valiosas 2012 da Interbrand realizada no dia 6/12/2012 na BMFBOVESPA. Para maiores informações, acesse o hotsite: http://www.rankingmarcas.com.br ou o nosso blog: http://www.interbrandsp.com.br

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  • 1. Marcas Brasileiras Mais Valiosas 2012 Interbrand São Paulo www.interbrandsp.com.br | Marcas Brasileiras Mais Valiosas 2012 | 06 DezembroTuesday, December 18, 2012
  • 2. Aprendizados do Ranking 2012 2 | Marcas Brasileiras Mais Valiosas 2012 | 06 DezembroTuesday, December 18, 2012
  • 3. Valor do portfolio das 25 marcas brasileiras mais valiosas R$ 95,9 bilhões Maioria das marcas apresentou crescimento 3 | Marcas Brasileiras Mais Valiosas 2012 | 06 DezembroTuesday, December 18, 2012
  • 4. TOP 5 Representa 72% do total Nossas marcas ainda buscam consolidação 4 | Marcas Brasileiras Mais Valiosas 2012 | 06 DezembroTuesday, December 18, 2012
  • 5. 25° marca R$ 250 milhões Cada vez mais difícil estar entre as marcas brasileiras mais valiosas 5 | Marcas Brasileiras Mais Valiosas 2012 | 06 DezembroTuesday, December 18, 2012
  • 6. Novos entrantes Totvs e Magazine Luiza 6 | Marcas Brasileiras Mais Valiosas 2012 | 06 DezembroTuesday, December 18, 2012
  • 7. De volta! Havaianas 7 | Marcas Brasileiras Mais Valiosas 2012 | 06 DezembroTuesday, December 18, 2012
  • 8. Destaques Hering, Casas Bahia e Cielo 8 | Marcas Brasileiras Mais Valiosas 2012 | 06 DezembroTuesday, December 18, 2012
  • 9. Serviços Financeiros Representam 53% do total do valor do ranking Redução de taxas de juros, pressão pela eficiência Reinvenção das marcas para adaptar-se ao novo modelo 9 | Marcas Brasileiras Mais Valiosas 2012 | 06 DezembroTuesday, December 18, 2012
  • 10. Varejo Crescimento médio de 25,2% em relação a 2011 Oportunidade de elevar as marcas a um novo patamar Desafio de alinhar a experiência do varejo físico com o digital 10 | Marcas Brasileiras Mais Valiosas 2012 | 06 DezembroTuesday, December 18, 2012
  • 11. Telecomunicações Consolidação das marcas em ofertas convergentes Pressão do regulador para a entrega da promessa de marca Capacidade de resposta será fundamental para o futuro 11 | Marcas Brasileiras Mais Valiosas 2012 | 06 DezembroTuesday, December 18, 2012
  • 12. Business to Business Importância da marca como blindagem Capacidade de resposta em momentos de crise Menos commodities e mais serviços 12 | Marcas Brasileiras Mais Valiosas 2012 | 06 DezembroTuesday, December 18, 2012
  • 13. Marcas Brasileiras Mais Valiosas 2012 | Marcas Brasileiras Mais Valiosas 2012 | 06 DezembroTuesday, December 18, 2012
  • 14. Top 5 | Marcas Brasileiras Mais Valiosas 2012 | 06 DezembroTuesday, December 18, 2012
  • 15. Tuesday, December 18, 2012
  • 16. 45Tuesday, December 18, 2012
  • 17. Tuesday, December 18, 2012
  • 18. Tuesday, December 18, 2012
  • 19. 345Tuesday, December 18, 2012
  • 20. Tuesday, December 18, 2012
  • 21. Tuesday, December 18, 2012
  • 22. 2345Tuesday, December 18, 2012
  • 23. Tuesday, December 18, 2012
  • 24. Tuesday, December 18, 2012
  • 25. 12345Tuesday, December 18, 2012
  • 26. Tuesday, December 18, 2012
  • 27. Tuesday, December 18, 2012
  • 28. 12345Tuesday, December 18, 2012
  • 29. Tuesday, December 18, 2012
  • 30. Brand valuation: a versatile strategic tool for business Mike Rocha Diretor Global de Brand Valuation da Interbrand 30 | Best Brazilian Brands 2012 6th December 2012Tuesday, December 18, 2012
  • 31. Leader in brand valuation 1988 1990 2000 2010 s “Most Useful Rankings to CEOs” —PR Week 1. Fortune 500 Interbrand conducts 2. Best Companies to first ever brand Work for valuation as part 3. Interbrand’s of hostile take over Best Global First company to be Brands certified as compliant defense for Rank with new brand Hovis McDougall valuation standard (ISO 10668) as well as First Best Global playing a leading role Brands published in developing standard Thought leadership, Voted one of the educating the broader three most influential business community benchmark studies by global business leadersTuesday, December 18, 2012
  • 32. 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. $ % B 1. Financial analysis 2. Role of Brand 3. Brand Strength 4. Brand Value Financial forecasts The influence of the Diagnostic tool A single measure form the foundation brand on customer measuring brand of the brand’s of our valuation choice, relative to performance relative contribution to other factors to competition business results Shows where A stronger brand investment in brand leads to more loyal will have the biggest customers, reducing impact risk and increasing valueTuesday, December 18, 2012
  • 33. Para ver o vídeo da metodologia, acesse: http://goo.gl/9YXc2Tuesday, December 18, 2012
  • 34. Brand Strength internal and external factors Clarity Authenticity Clarity internally about what the brand stands for and its values, The brand is soundly based on an internal truth and capability. It has a defined heritage and a well positioning and proposition. Clarity too about target audiences, customer grounded value set. It can deliver against the (high) expectations that customers have of it. insights and drivers. Because so much hinges on this, it is vital that these are articulated and shared across the organization. Relevance Commitment The fit with customer/consumer needs, desires, and decision criteria across all relevant demographics and geographies. Internal commitment to brand, and a belief internally in the importance of brand. The extent to which the brand receives support in terms of time, influence, and investment. Differentiation INTERNAL FACTORS The degree to which customers/ consumers perceive the brand to have a Protection differentiated positioning distinctive from the competition. How secure the brand is across a number of dimensions: legal protection, proprietary ingredients or design, scale or geographical spread. Consistency The degree to which a brand is experienced without Responsiveness fail across all touchpoints or formats. EXTERNAL FACTORS 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 Presence constantly evolve and renew itself. 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. Understanding The brand is not only recognised by customers, but there is also an in-depth knowledge and understanding of its distinctive qualities and characteristics (Where relevant, this will extend to consumer understanding of the company that owns the brand).Tuesday, December 18, 2012
  • 35. Core benefits of Brand Strength analysis 1 Creates a common language for discussion of brand performance around the business Provides global and local managers with actionable insights to make informed 2 marketing decisions (a planning tool that lets you know what to do next rather than rear view mirror measurement of past performance) Consideration of internal factors provides greater insight into 3 likely future performance (strong internal brand more likely to lead to a strong external brand) 4 Allocating responsibility for performance on Brand Strength factors to functions builds engagement and a sense of responsibility for the brand across the organizationTuesday, December 18, 2012
  • 36. Having arrived at a ‘Base Case’ valuation we are able to conduct scenario analysis to understand the impact on value from improvements in brand performance Illustrative Brand Strength Score 67 68 69 70 71 23% 10,618 10,974 11,333 11,696 12,063 Role of Brand 24% 11,080 11,451 11,826 12,205 12,587 25% 11,542 11,928 12,318 12,713 13,112 26% 12,004 12,405 12,811 13,222 13,636 27% 12,465 12,882 13,304 13,730 14,161Tuesday, December 18, 2012
  • 37. Core benefits of conducting a brand valuation with Interbrand Brand value serves as a meaningful performance indicator used to focus 1 and motivate management on how brand creates value and drives a firm’s strategic vision Informs ROI assessment and resource allocation based on the 2 opportunities that are expected to have the greatest impact on business and brand value Helps to support a business case for brand investment, using scenario 3 modelling to help identify the strategy that will deliver the most value for the businessTuesday, December 18, 2012
  • 38. Marcas Brasileiras Mais Valiosas 2012 Para saber mais: www.rankingmarcas.com.br | Marcas Brasileiras Mais Valiosas 2012 | 06 DezembroTuesday, December 18, 2012