Brand integration by Ronald van Haaften

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To understand the magnitude of branding I have developed a brand integration model and a survey structure. To give it head and tail I have preparred a short powerpoint slideshow explaining a little bit more about the model and it's structure.

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Brand integration by Ronald van Haaften

  1. 1. Brand Integration Ronald van Haaften MBA Source: MBA Thesis www.van-haaften.nl M a r k e t i n g , S t r a t e g y & M a n a g e m e n t Building and properly managing brand equity has become a priority for companies of all sizes, in all types of industries, in all types of markets. After all, from strong brand equity flow customer loyalty and profits. The rewards of having a strong corporate brand are clear. To understand the magnitude of branding I have developed a brand integration model and a survey structure.
  2. 2. M a r k e t i n g , S t r a t e g y & M a n a g e m e n t Corporate Brand Integration  A problem for young international organizations is the lack of cross border brand recognition, especially in case of multiple business units scattered across continents or countries.  Hence, development of integrated strategic marketing and communication structures are often lacking.  A shortfall of brand integration and brand awareness will be often recognized by corporate management and business unit managers. Brand integration challenges to solve: o Where’s the problem ? o What ‘s the problem ?
  3. 3. M a r k e t i n g , S t r a t e g y & M a n a g e m e n t Corporate Brand Integration  A problem for young international organizations is the lack of cross border brand recognition, especially in case of multiple business units scattered across continents or countries.  Hence, development of integrated strategic marketing and communication structures are often lacking.  A shortfall of brand integration and brand awareness will be often recognized by corporate management and business unit managers. Brand integration challenges to solve: o Where’s the problem ? o What ‘s the problem ?
  4. 4. M a r k e t i n g , S t r a t e g y & M a n a g e m e n t Corporate Brand Integration Identify and Appraise Measure: to appraise the extent of corporate branding Characteristics: to identify features or qualities of corporate branding Criteria: to compare and judge corporate branding
  5. 5. M a r k e t i n g , S t r a t e g y & M a n a g e m e n t Characteristics of Corporate Branding General characteristics involve features or qualities related to corporate branding serving to identify this phenomenon among other brand propositions: 1. Corporate branding involves autonomous brands with an umbrella or source brand architecture and defines the organization behind the product and/or service. 2. Corporate branding is most often related to mature brands which characterise it by: a rich heritage and valuable roots, its assets and capabilities, the employees being brand ambassadors, its values and value discipline, a dedicated local or global orientation, and a visible citizenship practice. 3. Corporate branding characterises itself by brand transparency which encapsulates the brand vision, brand values, brand personality, brand positioning and brand image. 4. Corporate branding incorporates brand consistency across the organization, the products and services lead by dedicated brand groups or brand manager.
  6. 6. M a r k e t i n g , S t r a t e g y & M a n a g e m e n t Criteria of Corporate Branding 1. Brand functions 2. Brand principles 3. Brand leadership 4. Brand elements 5. Brand architecture 6. Brand identity 7. Brand personality 8. Brand positioning 9. Brand awareness/salience 10. Brand loyalty/resonance 11. Brand judgement 12. Brand feeling 13. Brand performance 14. Brand associations 15. Business management team 16. Brand champion 17. Global brand manager 18. Global brand team 19. Corporate communication 20. Marketing communication 21. Dialogue communication A criterion for this purpose is seen as a standard or test by which corporate branding may be compared and judged among other brand propositions. I have drawn the following 21 criteria from the theory as studied**; ** MBA Thesis Corporate Branding www.van-haaften.nl
  7. 7. M a r k e t i n g , S t r a t e g y & M a n a g e m e n t Measure Brand Integration Brand strategy Brand equity Brand Brand owner Brand communication o Brand Leadership o Brand elements o Brand architecture o Brand identity o Brand personality o Brand positioning o Brand awareness o Brand loyalty o Brand judgement o Brand feeling o Brand performance o Brand associations o Brand function o Brand principles o Corporate communication o Marketing communication o Dialoque communication o Brand responsibility - Business MT - Brand champion - Global brand manager - Global brand team xx% xx% xx% xx% xx% Brand integration o Brand o Brand strategy o Brand equity o Brand owner o Brand communication xx% 5-category 1. Brand 2. Brand Strategy 3. Brand Equity 4. Brand Owner 5. Brand Communication Rovaha brand integration model: 5 Brand Categories & 21 Brand Criteria
  8. 8. M a r k e t i n g , S t r a t e g y & M a n a g e m e n t Rovaha Model Operationalization CORPORATE BRAND INTEGRATION Definition Corporate Brand: A corporate promise to the consumer at which the brand has formed a set of perceptions about a product, service or business CORPORATE BRAND INTEGRATION Recipients xx Response xx% Unweighted Bandwidth 60-150 Minimum score xx Maximum score xx Mean xx Weighted Bandwidth 30-450 Minimum score xx Maximum score xx Mean xx CONCEPT AS INTENT & DEFINITION CONCEPT AS DETERMENT & VARIABLE O P E R A T I O N A L I Z A T I O N
  9. 9. M a r k e t i n g , S t r a t e g y & M a n a g e m e n t Rovaha Model Operationalization CORPORATE BRAND INTEGRATION Definition Corporate Brand: A corporate promise to the consumer at which the brand has formed a set of perceptions about a product, service or business CORPORATE BRAND INTEGRATION Recipients xx Response xx% Unweighted Bandwidth 60-150 Minimum score xx Maximum score xx Mean xx Weighted Bandwidth 30-450 Minimum score xx Maximum score xx Mean xx CONCEPT AS INTENT & DEFINITION CONCEPT AS DETERMENT & VARIABLE O P E R A T I O N A L I Z A T I O N DIMENSIONS INDICATORS ITEMS
  10. 10. M a r k e t i n g , S t r a t e g y & M a n a g e m e n t Rovaha Model Operationalization CORPORATE BRAND INTEGRATION Definition Corporate Brand: A corporate promise to the consumer at which the brand has formed a set of perceptions about a product, service or business CORPORATE BRAND INTEGRATION Recipients xx Response xx% Unweighted Bandwidth 60-150 Minimum score xx Maximum score xx Mean xx Weighted Bandwidth 30-450 Minimum score xx Maximum score xx Mean xx CONCEPT AS INTENT & DEFINITION CONCEPT AS DETERMENT & VARIABLE O P E R A T I O N A L I Z A T I O N DIMENSIONS INDICATORS ITEMS BRAND Category 1 BRAND COMMUNICATION Category 5 BRAND EQUITY Category 3 BRAND STRATEGY Category 2 BRAND OWNERS Category 4
  11. 11. M a r k e t i n g , S t r a t e g y & M a n a g e m e n t Rovaha Model Operationalization CORPORATE BRAND INTEGRATION Definition Corporate Brand: A corporate promise to the consumer at which the brand has formed a set of perceptions about a product, service or business CORPORATE BRAND INTEGRATION Recipients xx Response xx% Unweighted Bandwidth 60-150 Minimum score xx Maximum score xx Mean xx Weighted Bandwidth 30-450 Minimum score xx Maximum score xx Mean xx CONCEPT AS INTENT & DEFINITION CONCEPT AS DETERMENT & VARIABLE O P E R A T I O N A L I Z A T I O N DIMENSIONS INDICATORS ITEMS BRAND Category 1 BRAND COMMUNICATION Category 5 BRAND EQUITY Category 3 BRAND STRATEGY Category 2 BRAND OWNERS Category 4 Brand function Brand principles Brand leadership Brand elements Brand architecture Brand identity Brand personality Brand positioning Brand awareness Brand loyalty Brand judgement Brand feeling Brand performance Brand associations Brand responsibility Man/Team/Champ Corporate com. Marketing com. Dialogue com.
  12. 12. M a r k e t i n g , S t r a t e g y & M a n a g e m e n t Rovaha Model Operationalization CORPORATE BRAND INTEGRATION Definition Corporate Brand: A corporate promise to the consumer at which the brand has formed a set of perceptions about a product, service or business CORPORATE BRAND INTEGRATION Recipients xx Response xx% Unweighted Bandwidth 30-210 Minimum score xx Maximum score xx Mean xx CONCEPT AS INTENT & DEFINITION CONCEPT AS DETERMENT & VARIABLE O P E R A T I O N A L I Z A T I O N DIMENSIONS INDICATORS ITEMS BRAND Category 1 BRAND COMMUNICATION Category 5 BRAND EQUITY Category 3 BRAND STRATEGY Category 2 BRAND OWNERS Category 4 Brand function Brand principles Brand leadership Brand elements Brand architecture Brand identity Brand personality Brand positioning Brand awareness Brand loyalty Brand judgement Brand feeling Brand performance Brand associations Brand responsibility Man/Team/Champ Corporate com. Marketing com. Dialogue com. Question 1-6 Question 7-19 Question 20-24 Question 25-27 Question 28-30
  13. 13. M a r k e t i n g , S t r a t e g y & M a n a g e m e n t Category 1 – Brand Questionnaire 1. You and your BU management team have access to corporate guidelines that explains the function corporate branding encompasses. 2. Brand history and its origin are documented and accessible for your employees. 3. Your employees have a clear and objective understanding about strategic brand performance guarantees to customers. 4. You have a clear and objective understanding about strategic corporate brand preferences and brand image. 5. The corporate brand is clearly visible and recognizable for all employees. 6. Your employees have a clear and objective understanding about the brand name, legal name and trade name(s).
  14. 14. M a r k e t i n g , S t r a t e g y & M a n a g e m e n t Category 2 – Brand Strategy Questionnaire 2/1 7. Brand architecture is strategically determined by the organization. 8. Logos are used on all your external information carriers (like brochures, quotations, email and so on) and comply with corporate marketing and communication rules. 9. Logos are used on all internal information carriers (like reports, memo’s, email and so on) and comply with corporate marketing and communication rules. 10. Signage of equipment, vehicles and buildings are proper, coherent and comply with corporate marketing and communication rules. 11. Work wear, clothing and merchandize are recognizable and consistent branded and comply with corporate marketing and communication rules. 12. Your business strategy is congruent with corporate value drivers.
  15. 15. M a r k e t i n g , S t r a t e g y & M a n a g e m e n t Category 2 – Brand Strategy Questionnaire 2/2 13. You and your BU management team have a clear and objective understanding what corporate brand identity encompasses. 14. You and your BU management team have a clear and objective understanding of key corporate brand drivers and “raison d’être”. 15. You and your BU management team have a clear and objective understanding what the corporate brand positioning encompasses (markets, competition, identification, points of difference/parity). 16. Your positioning is congruent with corporate brand positioning. 17. You and your BU management team have a clear and objective understanding of the core brand value discipline; product leadership or, customer intimacy or operational excellence. 18. You and your BU management team have a clear and objective understanding of your brand responsibilities and corporate brand responsibilities. 19. You and your BU management team have a clear and objective understanding what the brand personality encompasses as it would have human demographic characteristics.
  16. 16. M a r k e t i n g , S t r a t e g y & M a n a g e m e n t Category 3 – Brand Equity Questionnaire 20. You and your BU management team have a clear and objective understanding what corporate brand performance encompasses. (product reliability, performance, primary characteristics and secondary features, product reliability, durability, and service ability, service effectiveness, efficiency, empathy, style, design, and price) 21. You and your BU management team have a clear and objective understanding what corporate brand Imagery encompasses. (user profiles, purchase and usage, situations, personality and values, history, heritage and experience) 22. You and your BU management team have a clear and objective understanding what corporate brand Judgement encompasses. (quality, credibility, consideration and superiority) 23. You and your BU management team have a clear and objective understanding what corporate brand feeling encompasses. (warmth, fun, excitement, security/risk, social approach, self-respect) 24. You and your BU management team have a clear and objective understanding what corporate brand resonance encompasses. (loyalty, attachment, community and engagement)
  17. 17. M a r k e t i n g , S t r a t e g y & M a n a g e m e n t Category 4 – Brand Owner Questionnaire 25. A company wide communication system is in place to share brand knowledge, insight and best practices across the company. 26. Integrity, culture and free communication are stimulated across the company by the organization. 27. You and your BU management team have a clear and objective understanding whom responsible is/are for global brand management.
  18. 18. M a r k e t i n g , S t r a t e g y & M a n a g e m e n t Category 5 – Brand Communication Questionnaire 28. Global marketing communication is part of your BU marketing strategy. 29. Your communication strategy is based on global marketing and communication guidelines. 30. Global marketing guidelines are adopted by local marketers and communicated among your employees.
  19. 19. M a r k e t i n g , S t r a t e g y & M a n a g e m e n t Questionnaire Setup & Evaluation 7 – Point Scale Rating Label 7 Fully Agree 6 Agree 5 Partially agree 4 Average 3 Partially disagree 2 Disagree 1 Fully disagree x 100% = Result Score Max Score
  20. 20. M a r k e t i n g , S t r a t e g y & M a n a g e m e n t Questionnaire Setup & Evaluation x 100% = Result Score Max Score Brand dimensions – Demo Business Unit Rovaha Score Max score Result Category 1 - Brand 30 42 71% Category 2 - Brand strategy 68 91 75% Category 3 - Brand equity 17 35 49% Category 4 - Brand owner 14 21 67% Category 5 - Brand communication 9 21 43% Brand integration 138 210 66%
  21. 21. M a r k e t i n g , S t r a t e g y & M a n a g e m e n t Evaluation Where & What’s the problem? Brand strategy Brand equity Brand Brand owner Brand communication o Brand Leadership o Brand elements o Brand architecture o Brand identity o Brand personality o Brand positioning o Brand awareness o Brand loyalty o Brand judgement o Brand feeling o Brand performance o Brand associations o Brand function o Brand principles o Corporate communication o Marketing communication o Dialoque communication o Brand responsibility - Business MT - Brand champion - Global brand manager - Global brand team xx% xx% xx% xx% xx% Brand integration o Brand o Brand strategy o Brand equity o Brand owner o Brand communication xx% 75% 49% 67% 71% 43% 66% Weakest link and bottlenecks
  22. 22. M a r k e t i n g , S t r a t e g y & M a n a g e m e n t More about corporate branding Read my MBA thesis Corporate Branding…and more ….Download a copy of my brand integration Excel including: • full questionnaire • interactive chart • interactive model www.van-haaften.nl
  23. 23. M a r k e t i n g , S t r a t e g y & M a n a g e m e n t Feedback? > Twitter : @rovaha Thank‘s for joining me on this journey Slides available on: www.slideshare.net www.van-haaften.nl

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