Workshop Johan Gromark Brand Orientation utrecht 2012

1,871 views
1,609 views

Published on

Workshop Johan Gromark congres Identiteit 23 april 2012

Published in: Economy & Finance, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,871
On SlideShare
0
From Embeds
0
Number of Embeds
495
Actions
Shares
0
Downloads
66
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Workshop Johan Gromark Brand Orientation utrecht 2012

  1. 1. BOI-hjulet
  2. 2. BOI-hjulet Brand Orientation – an identity approach toorganisational development
  3. 3. Johan Gromark Label Johan Gromark Brand consultant Analysis Strategy Implementation Follow up A part of BBDO Worldwide
  4. 4. AgendaLABEL, vilka är vi?What is brand orientation?Is it profitable to be brand oriented?Four different approaches to brandingWhat factors distinguish those companies that succeed?Mini-group discussion about brand orientationSumming up!
  5. 5. BOI-hjuletThe worlds most valuable brand?
  6. 6. Best Global Brands 2011
  7. 7. Brand Equity and different stakeholdersIncreased brand equity Consequence Financial benefit Increased demand, increasedCustomers perceived value, decreased price Income sensitivity Increased bargain power,Suppliers Direct cost better terms & conditions Reduced staff turnoverEmployees Expenses Increased efficiency Increased interest from ventureShareholders capital Cost of capital Better negotiating position
  8. 8. The brand management chain Persson (2007)!
  9. 9. BOI-hjulet HOW do you develop a strong brand?
  10. 10. LABEL, vilka är vi? The context of brand orientation ”Any customer can have a car painted any colour that he wants so long as it is black” Henry Ford
  11. 11. The context of brand orientationProduction orientation= Know your factoryCustomer orientation= Know your customerMarket orientation= Know your customer and competitorBrand orientation= Know your customer, your competitor and your own brand
  12. 12. Market orientation, Resource Based View (RBV) & Brand Orientation Market Brand Resource Orientation Orientation Based View External focus Internal focus
  13. 13. BOI-hjulet!
  14. 14. Brand Orientation Index - from attitude to behavior
  15. 15. Brand Orientation Index
  16. 16. BOI Stair - Index value
  17. 17. BOI Stair – The relationship between brand orientation and profitability
  18. 18. Other brand orientation studiesResearcher Country Target group Sign. positive performanceHankinson (2001) UK Charity organisations YesBridson & Ewans (2004) Australia Fashion retailers YesNapoli (2006) Australia Non profit organisations YesWong & Merrilees (2007) Australia Mostly SME YesWong & Merrilees (2008) Australia Mostly SME YesVoskuyl (2009)* Netherlands 500 largest companies YesBaumgarth (2009) Germany SME-museums YesBaumgarth (2010) Germany B2B YesKooiman (2010)* Netherlands Charity organisations Yes * Using the BOI-model in the study
  19. 19. BOI Stair – The relationship between brand orientation and profitability
  20. 20. The BOI Matrix - Four attitudes to brands
  21. 21. The BOI Matrix - Four attitudes to brands
  22. 22. The BOI Matrix - Four attitudes to brands
  23. 23. The BOI Matrix - Four attitudes to brands
  24. 24. The BOI Wheel - Key factors in Brand oriented companies
  25. 25. Factor 1 - Approach
  26. 26. "Their technology level is still low. Their image is not comparable with ours. They have no major competitive premium brand"!Samsung CEO Jong-Yong Yun about the threat from chinesecompanies!GP, 070415!
  27. 27. Factor 2 - Implementation
  28. 28. Factor 3 - Goals & follow-up
  29. 29. “Become the company most known for changing the worldwidepoor-quality image of Japanese products” "(earlys 50s)!
  30. 30. Factor 4 - Relationships
  31. 31. Harely-Davidson
  32. 32. Workshop - Styrsystem för varumärkesarbetet
  33. 33. Workshop - Styrsystem för varumärkesarbetet
  34. 34. Workshop - Styrsystem för varumärkesarbetet
  35. 35. Workshop - Styrsystem för varumärkesarbetet
  36. 36. Workshop - Styrsystem för varumärkesarbetet
  37. 37. Workshop - Styrsystem för varumärkesarbetet
  38. 38. Workshop - Styrsystem för varumärkesarbetet
  39. 39. Workshop - Styrsystem för varumärkesarbetet
  40. 40. Workshop - Styrsystem för varumärkesarbetet
  41. 41. Workshop - Styrsystem för varumärkesarbetet
  42. 42. Workshop - Styrsystem för varumärkesarbetet
  43. 43. Workshop - Styrsystem för varumärkesarbetet
  44. 44. Workshop - Styrsystem för varumärkesarbetet
  45. 45. Workshop - Styrsystem för varumärkesarbetet
  46. 46. Workshop - Styrsystem för varumärkesarbetet
  47. 47. Workshop - Styrsystem för varumärkesarbetet
  48. 48. Workshop - Styrsystem för varumärkesarbetet
  49. 49. Universum Ideal EmployerRankings: Business studentsSweden 2009
  50. 50. Factor 5 - Identity development & protection
  51. 51. Factor 6 - Operational development
  52. 52. !
  53. 53. Factor 7 - Responsibility & roles
  54. 54. Factor 8 - The top managements participation
  55. 55. LABEL, vilka är vi? Vision | exempelIngvar Kamprad, IKEA
  56. 56. The 8 factors
  57. 57. Mini-workshop Instructions 1.  Reflect individually on the four different approaches, which are similar to your own organization? Why? 2.  Reflect individually on your organizations strenghts and weaknesses when it comes to the eight factors? 3.  Discuss and share your reflections in your group. Do you have experiences in increasing the level of brand orientation that you can share with your group?
  58. 58. Contact infoJohan Gromarkjohan.gromark@label.se+46 708 137175Order the reportwww.brandorientationindex.com
  59. 59. BOI-hjulet

×