Workshop Johan Gromark Brand Orientation utrecht 2012
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Workshop Johan Gromark Brand Orientation utrecht 2012

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Workshop Johan Gromark congres Identiteit 23 april 2012

Workshop Johan Gromark congres Identiteit 23 april 2012

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Workshop Johan Gromark Brand Orientation utrecht 2012 Workshop Johan Gromark Brand Orientation utrecht 2012 Presentation Transcript

  • BOI-hjulet
  • BOI-hjulet Brand Orientation – an identity approach toorganisational development
  • Johan Gromark Label Johan Gromark Brand consultant Analysis Strategy Implementation Follow up A part of BBDO Worldwide
  • 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!
  • BOI-hjuletThe worlds most valuable brand?
  • Best Global Brands 2011
  • 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
  • The brand management chain Persson (2007)!
  • BOI-hjulet HOW do you develop a strong brand?
  • 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
  • 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
  • Market orientation, Resource Based View (RBV) & Brand Orientation Market Brand Resource Orientation Orientation Based View External focus Internal focus
  • BOI-hjulet!
  • Brand Orientation Index - from attitude to behavior
  • Brand Orientation Index
  • BOI Stair - Index value
  • BOI Stair – The relationship between brand orientation and profitability
  • 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
  • BOI Stair – The relationship between brand orientation and profitability
  • The BOI Matrix - Four attitudes to brands
  • The BOI Matrix - Four attitudes to brands
  • The BOI Matrix - Four attitudes to brands
  • The BOI Matrix - Four attitudes to brands
  • The BOI Wheel - Key factors in Brand oriented companies
  • Factor 1 - Approach
  • "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!
  • Factor 2 - Implementation
  • Factor 3 - Goals & follow-up
  • “Become the company most known for changing the worldwidepoor-quality image of Japanese products” "(earlys 50s)!
  • Factor 4 - Relationships
  • Harely-Davidson
  • Workshop - Styrsystem för varumärkesarbetet
  • Workshop - Styrsystem för varumärkesarbetet
  • Workshop - Styrsystem för varumärkesarbetet
  • Workshop - Styrsystem för varumärkesarbetet
  • Workshop - Styrsystem för varumärkesarbetet
  • Workshop - Styrsystem för varumärkesarbetet
  • Workshop - Styrsystem för varumärkesarbetet
  • Workshop - Styrsystem för varumärkesarbetet
  • Workshop - Styrsystem för varumärkesarbetet
  • Workshop - Styrsystem för varumärkesarbetet
  • Workshop - Styrsystem för varumärkesarbetet
  • Workshop - Styrsystem för varumärkesarbetet
  • Workshop - Styrsystem för varumärkesarbetet
  • Workshop - Styrsystem för varumärkesarbetet
  • Workshop - Styrsystem för varumärkesarbetet
  • Workshop - Styrsystem för varumärkesarbetet
  • Workshop - Styrsystem för varumärkesarbetet
  • Universum Ideal EmployerRankings: Business studentsSweden 2009
  • Factor 5 - Identity development & protection
  • Factor 6 - Operational development
  • !
  • Factor 7 - Responsibility & roles
  • Factor 8 - The top managements participation
  • LABEL, vilka är vi? Vision | exempelIngvar Kamprad, IKEA
  • The 8 factors
  • 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?
  • Contact infoJohan Gromarkjohan.gromark@label.se+46 708 137175Order the reportwww.brandorientationindex.com
  • BOI-hjulet