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Branding p1 Branding p1 Presentation Transcript

  • PSU - 2006 - Global Brand Management - AlainWelcome toWelcome toGLOBAL BRAND MANAGEMENTGLOBAL BRAND MANAGEMENT• To-dayGoals– How we are going to work (syllabus)– Some rulesPart I : Investigating the Brand« power »
  • PSU - 2006 - Global Brand Management - AlainMe …Me … Alain Hutinel Education– ESSEC– MBA Keller Graduate School of Business (IndianaUniversity) Experience20 years in FMCG Marketing, Colgate Palmolive &Quaker Oats2 years MD of an IT Network Cy15 years of Consulting and Teaching Major interests…. Teaching internationallyMarketing Communications and BrandManagement…. Discovering new ways of marketinghutinel@pdx.eduOffice : 260CTu, W & Th.503-725-3732
  • PSU - 2006 - Global Brand Management - AlainYou…You… Special Topics/ Interest in Brands … Specific project Business actual situation ……..> let’s talk and imagineYour role :to build your own brand modelso as to better anticipate what you thinkwill happen
  • PSU - 2006 - Global Brand Management - AlainClass materialsClass materialsCourse Slides + on PSU/SBA - Facultyand Staff - Alain Hutinel website &course e-mail (to-morrow)CD-ROMReference book : Lane Keller,« Strategic Brand Management »• Also : « Brand Portfolio Management »by D.A. Aaker
  • PSU - 2006 - Global Brand Management - Alain (some) Brand Management Websites www.pwcglobal.com/fr/fra PriceWaterhouse www.tns.com Taylor Nelson Sofres, Etudes, Panels, Piges …. www.esomar.nl ESOMAR Recherche MArketing www.brandweek.com US magazine www.brandchannel.com Interbrand “The” site on Branding. www.brandfinance.com www.milwardbrown.com Brand research and survey company www.future.sri.com Research International. www.intelliquest.com Millward Brown.Adverising www.accenture.com Accenture www.ipa.com UK Institute of Professional Advertisers www.prodimarques.com French Brand Association www.labelmark.com French consultant www.nomen.com French consultant for Brand Names search www.mckinseyquarterly.comMcKinsey www.exmarketing.com Consultants, Bern Schmitt (Columbia U.) www.bec-institute.com HighCo brand Institute partly in English http://www.cobranding.com co-branding offers www.globalbrand.org
  • PSU - 2006 - Global Brand Management - AlainWhat will be evaluatedWhat will be evaluatedImportance vs CompletenessCapacity to judge and build own opinion(managerial aptitudes)Capacity to anticipate and innovate (d°)Capacity to evaluate quality of marketingactivities (d°)
  • PSU - 2006 - Global Brand Management - AlainYOUR ROLESYOUR ROLESAND RESPONSIBILITIESAND RESPONSIBILITIES1. To build your own brand model2. To anticipate what you thinkshould happen3. Individually, to do the requiredhomework and participate inclass debate4. To actively contribute to groupwork
  • PSU - 2006 - Global Brand Management - AlainRequirements and gradingRequirements and gradingReadings as directed3 individual essays from readings3 individual cases (powerpoint format only)1 group brand audit & project
  • PSU - 2006 - Global Brand Management - AlainTypical Reading/Essay formatTypical Reading/Essay format The most important/new ideas/concepts retained by the writer(s) Critique/discussion on these ideas, on methodology, argumentation etc…. Give your opinion Say what might happen 5 to 10 years from now Provoque class debate How you will apply in your brand audit 10 minutes = no more than 6/7 light slides All work in powerpoint format
  • PSU - 2006 - Global Brand Management - AlainCourse main TopicsCourse main Topics Brand strategic role The Brand system Valuating the Brand Brand Equity Brand Identity Managing the BrandCommunicative scope Managing BrandArchitecture Brand portfolio Issues Cross-cultural Branding
  • PSU - 2006 - Global Brand Management - AlainTO-DAYTO-DAYInvestigating, understandingthe Brand Importance to thefirmDefining the BrandThe Brand SystemDefining the Brand rolesBrand Power and Value
  • PSU - 2006 - Global Brand Management - Alain Hutinel. 12« Ultimately, Brands are all« Ultimately, Brands are allabout trust …about trust …… the reason consumers flock to some brandsand ignore others is that behind the brandstands an unspoken promise of value. That iswhy brands are becoming even moreimportant drivers of growth. That is also whyUnilever wants Knorr, Skippy, Hellmann’s,SlimFast and Ben & Jerry on its plate. »Mukul Pandya, WSJ.
  • PSU - 2006 - Global Brand Management - AlainKey trends affecting brandKey trends affecting brandmanagement … & marketing !management … & marketing ! Consumption, societal & cultural multi-Consumption, societal & cultural multi-fragmentation & globalisitionfragmentation & globalisition Less loyal / more « intelligent (?) »Less loyal / more « intelligent (?) »buyer buyer  Self value-building consumptionSelf value-building consumption Search for emotionsSearch for emotions Multiplication of offers & chanels Interactive marketing technologiesInteractive marketing technologies Markets saturationMarkets saturation Multiplication of touchpoints/contactsMultiplication of touchpoints/contacts Loss of credibility of traditional mediaLoss of credibility of traditional media
  • PSU - 2006 - Global Brand Management - AlainFrom USP to HSPFrom USP to HSP USP = Unique Selling Proposition ESP = Emotional Selling Proposition OSP = Organizational Selling Proposition BSP = Brand Selling Proposition MSP= Me Selling Proposition HSP =Holistic Selling Proposition (Martin Lindstrom)
  • PSU - 2006 - Global Brand Management - AlainA Brand builds its Own worldA Brand builds its Own worldAnd that is a fantastic power !
  • PSU - 2006 - Global Brand Management - Alain Hutinel. 16In this brand (!) newIn this brand (!) newworld, Whatworld, What ISIS a Branda Brandand Whatand What DOESDOES a Branda Branddo?do???
  • PSU - 2006 - Global Brand Management - AlainThink of Brands in your ownThink of Brands in your ownlifelife 1 - Think of how you became aware of1 - Think of how you became aware ofthem, why you bought them, why youthem, why you bought them, why youprefer them, how you feel aboutprefer them, how you feel aboutthem ...them ... 2 - List them as they come to your2 - List them as they come to yourmindmind 3 - Chose one brand you are very3 - Chose one brand you are veryfamiliar with :familiar with :. What does this Brand do for you?. What does this Brand do for you?. What does it MEAN to you?. What does it MEAN to you?. How do you relate to it ? …. How do you relate to it ? … 4 – Main characteristics of a world4 – Main characteristics of a worldwithout Brands ?without Brands ?
  • PSU - 2006 - Global Brand Management - Alain““What is the best …”What is the best …”Who makes the best …. Automobile ?………Do you own one ?Have you ever owned one ?Have you ever driven one ?Do you know anybody who owns one ?How do you know ….. It is the best ?
  • PSU - 2006 - Global Brand Management - AlainBrand is an experienceBrand is an experience A brand is essentially a container for a costumer’scomplete experience with the offer and the company.(Sergio Zyman)
  • PSU - 2006 - Global Brand Management - Alain
  • PSU - 2006 - Global Brand Management - AlainWhat is a BrandWhat is a Brand(shortcut) ?(shortcut) ?Attributes Benefits ValuesCultureUserPersonality
  • PSU - 2006 - Global Brand Management - AlainThe Brand as an Open System.The Brand as an Open System..Scope.Attributes.Uses.Quality/Value.FunctionalBenefitsOrganization’sassociationsPersonalitySymbolsOriginUser ImageryRelationships withcustomersSelf-expressivebenefitsEmotional benefits(Core) Offer(Tangible Products &Services)Codes/ToneCompetitionSkillsNameCorporationEconomy…Chanels, contacts…TribesCulturesGroups …
  • PSU - 2006 - Global Brand Management - AlainThis Brand SystemThis Brand Systeminteractsinteracts AS ...AS ...1) .. A SOCIO-ECONOMIC AGENTA SOCIO-ECONOMIC AGENT2) .. A CORPORATE ASSETA CORPORATE ASSET3) .. A STRATEGIC MARKETINGA STRATEGIC MARKETINGTOOLTOOL4) .. A COMMUNICATING &A COMMUNICATING &SELLING AGENTSELLING AGENT
  • PSU - 2006 - Global Brand Management - AlainTHE BRAND AS A SOCIO-ECONOMICTHE BRAND AS A SOCIO-ECONOMICAGENTAGENT• PART OF EACH INDIVIDUAL’S ANDPART OF EACH INDIVIDUAL’S ANDSOCIETALSOCIETAL GROUPS ’ SET OFGROUPS ’ SET OFREFERENCESREFERENCES• A POWERFUL SOCIAL DRIVERA POWERFUL SOCIAL DRIVER• A GLOBAL CIMENTA GLOBAL CIMENT• A VALUE ADDING ECONOMIC AGENTA VALUE ADDING ECONOMIC AGENT
  • PSU - 2006 - Global Brand Management - AlainCoca Cola 2002.jpg
  • PSU - 2006 - Global Brand Management - AlainBrand Strategic RoleBrand Strategic RoleBrandEquityCash flowboosterConsumerResponseBooster
  • PSU - 2006 - Global Brand Management - Alain
  • PSU - 2006 - Global Brand Management - AlainTHE BRAND AS A CORPORATE ASSETTHE BRAND AS A CORPORATE ASSET• A PROTECTED PROPERTY (PROTECTED PROPERTY (owners right touse))• BOOK VALUE, GOODWILL. ASSET that canBOOK VALUE, GOODWILL. ASSET that canbebe sold and boughtsold and bought• MARKETING « NON TANGIBLE » ASSETMARKETING « NON TANGIBLE » ASSETprecisely measurable and valuableprecisely measurable and valuable(when(when brand is on sale) :brand is on sale) :STRENGTH , LEADERSHIP & EQUITY, ieSTRENGTH , LEADERSHIP & EQUITY, iecapacity to justify price.capacity to justify price.
  • PSU - 2006 - Global Brand Management - AlainBrand Asset ValueBrand Asset ValueSource : K.L.Keller
  • PSU - 2006 - Global Brand Management - AlainBRAND EQUITYBRAND EQUITYas a Percent of Firm Tangible AssetsIndustry Brand EquityApparel 61Tobacco 46Food products 37Chemicals 34Electric machinery 22Transportation equip. 20Primary metals 1Stone, glass, and clay 0
  • PSU - 2006 - Global Brand Management - AlainBrand (Market) PerformanceBrand (Market) PerformanceValuationValuationDDB Pricing StudiesLandor Power IndexInterbrand Valuation modelY&R Brandasset ValuatorIntangible Value ValuatorSometimes stock market value
  • PSU - 2006 - Global Brand Management - AlainThe Landor Power IndexThe Landor Power Index Power = strengthPower = strength 2 synthetic2 syntheticmeasuresmeasuresAwarenessAwarenessEsteemEsteem «Share of Mind»«Share of Mind»ideaidea (cf. Share ofMarket Share ofVoice, Share ofRequirements ....) Most influencingMost influencingfactor : brandfactor : brandperceivedperceived qualityquality needneed timetime
  • PSU - 2006 - Global Brand Management - AlainInterbrand BRAND VALUEInterbrand BRAND VALUEAttributesAttributesLeadership (25%)Market share,Awareness,Positioning,Competitor ProfileStability (15 %)LongevityCoherence Consistency,brand Equity,risksMarket (10 %)What market,Volatility sizeMarket dynamicsBarriersInternationality (25%)Trend (10 %)LT erformance,Projectedperformance, Sensibility ofPlans, competition reactivitySupport (10 %)Consistency of messageand spendings,Above/below the line BrandfranchiseProtection (5%)Trademark registration/registrabilitycommon law,litigations/disputes
  • PSU - 2006 - Global Brand Management - AlainInterbrand Ranking and Ratio of Brand value to Firm Market ValueSM % BRank $ bns Rank $ bns Rank $ bns Rank $ bns $ bns /SM RANK $bns RANK $bns1 Coca-Cola 39 Coca-Cola84 Coca-Cola 69 Coca-Cola 70 138 51 Coca-Cola 71 Coca-Cola 672 Marlboro 39 Microsoft 57 Microsoft 65 Microsoft 64 276 23 Microsoft 65 Microsoft 613 IBM 17 IBM 44 IBM 53 IBM 51 138 37 IBM 52 IBM 544 Motorola 15 GE 34 GE 42 GE 41 309 13 GE 42 GE 445 HP 13 Ford 32 Nokia 35 Intel 31 185 17 Intel 31 Intel 336 Microsoft 12 Disney 32 Intel 35 Nokia 30 68 44 Nokia 29 Disney 277 Kodak 12 Intel 30 Disney 33 Disney 29 47 62 Disney 28 McDonalds 258 Budweiser 11 McDonalds26 Ford 30 McDonalds 26 38 68 McDonalds 25 Nokia 249 Kelloggs 11 AT&T 24 McDonalds 25 Marlboro 24 Marlboro 22 Toyota 2310 Nescafé 10 Marlboro 21 AT&T 23 Mercedes 21 Mercedes 21 Marlboro 2211 Intel 10 Nokia 21 Marlboro 22 Ford 20 32 63 Toyota 21 Mercedes 2112 Gillette 10 Mercedes 18 Mercedes 22 Toyota 20 100 20 HP 20 HP 2113 Pepsi 8 Nescafé 18 Citibank 19 Citibank 18 223 8 Citibank 19 Citibank 2014 GE 7 HP 17 Toyota 19 HP 17 58 29 Ford 17 Amex 1815 Levis 7 Gillette 16 HP 18 Amex 16 57 28 Amex 17 Gillette 1716 Frito-Lay 7 Kodak 15 Cisco 17 Cisco 16 116 14 Gillette 16 Cisco 1617 Compaq 7 Amex 17 AT&T 16 43 37 Cisco 16 BMW 1618 Bacardi 7 Gillette 15 Honda 15 42 36 Honda 16 Honda 1519 Campbells 7 Merryll Lynch 15 Gillette 15 38 39 BMW 15 Ford 1420 Pampers 6 BMW 11 Sony 15 BMW 14 29 48 Sony 13 Sony 1321 Honda 15 Sony 14 53 26 Nescafe 12 Samsung 1222 BMW 14 Nescafe 13 Budweiser 12 pepsi 1223 Nescafé 13 Oracle 12 44 27 Pepsi 12 Nescafe 1224 Compaq 12 Budweiser 11 45 24 Oracle 11 Budweiser 1225 Oracle 12 Merrill Lynch 11 35 31 Samsung 11 Dell 1226 Budweiser 11 Morgan St. 11 50 22 Morgan St. 11 Merrill Lynch 11.527 Kodak 11 Compaq 10 Merrill lynch 11 Morgan St. 11.528 Merck 10 pfizer 10 217 5 Pfizer 11 Oracle 1129 Nike 8 Nintendo 9 J.P. Morgan 10 72 14 Dell 10 Pfizer 10.630 Pfizer 9 Kodak 10 10 100 Merck 9 J.P. Morgan 1031 Gap 9 Dell 9 70 13 JPMorgan 9 Nike 9.332 Dell 8 Nintendo 9 20 45 nintendo 8 Merck 8.833 Golman S. 8 Mercx 9 130 7 Nike 8 HSBC 8.734 Nike 8 Samsung 8 Kodak 8 SAP 8.335 VW 7 Nike 8 SAP 8 Canon 8.136 Ericsson 7 Gap 7 13 54 Gap 8 kelloggs 837 Apple 4 Heinz 7 Heinz 7 HSBC 8 Goldman S. 838 Levis 7 VW 7 21 33 Kelloggs 7 Gap 7.939 Kellogs 7 Goldman S. 7 36 19 Canon 7 Siemens 7.540 MTV 7 Kellogs 7 15 47 Heinz 7 Ikea 7.241 Canon 7 Louis Vui. 7 26 27 Goldman S. 7 HD 7.142 Samsung 6 SAP 7 33 21 VW 7 Heinz 743 SAP 6 Canon 7 34 21 Ikea 7 Apple 6.944 Ikea 4 Pepsi 6 Ikea 7 HD 7 Louis Vui. 6.645 Xerox 6 Pepsi 6 92 7 Louis Vui. 7 UBS 6.546 Ikea 6 HD 6 16 38 MTV 6 Nintendo 6.547 Pizza Hut 6 MTV 6 LOreal 6 MTV 6.548 HD 6 Pizza Hut 6 Xerox 6 VW 6.449 Apple 5 KFC 5 KFC 6 LOreal 5.950 Gucci 5 Apple 5 Apple 6 Accenture 5.851 KFC 5 Xerox 5 34 #### Pizza Hut 5 Xerox 5.752 Ralph Lauren2 Gucci 5 24 #### Accenture 5 Wrigleys 5.453 Accenture 5 Gucci 5 Kodak 5.254 LOreal 5 48 10 Kleenex 5 KFC 5.155 Kleenex 5 Wrigleys 5 Pizza Hut 556 Sun 5 22 23 Colgate 5 Colgate 557 Wrigleys 5 Avon 5 Kleenex 4.92003 20042002Interbrand value1995 1999 2001MBInterb.
  • PSU - 2006 - Global Brand Management - AlainMonash University MBA - January2002 - Prof. A. Hutinel 26Brand StatureBrandStrengthDifferenciation Relevance Esteem KnowledgeD R E K D R E KD R E K D R E KY&R ’s « Brandasset Valuator »PowerGrid
  • PSU - 2006 - Global Brand Management - AlainHeinz Ketchup - 2000
  • PSU - 2006 - Global Brand Management - AlainTHE BRAND AS A KEY STRATEGICTHE BRAND AS A KEY STRATEGICMARKETING TOOLMARKETING TOOL* - BRAND LIFE CYCLE vs. PRODUCT LIFE CYCLEBRAND LIFE CYCLE vs. PRODUCT LIFE CYCLEAdaptable to changing environments andAdaptable to changing environments andtechnologiestechnologies* SUPPORT OF LONG-TERM TIES WITH PEOPLE* SUPPORT OF LONG-TERM TIES WITH PEOPLE* ALLOWS LOWER COST for NEW ENTRIES* ALLOWS LOWER COST for NEW ENTRIES* UNIQUE SPOKESMAN TO ALL PUBLICS* UNIQUE SPOKESMAN TO ALL PUBLICS** JUSTIFIES HIGHER PRICE & MARGINSJUSTIFIES HIGHER PRICE & MARGINS
  • PSU - 2006 - Global Brand Management - AlainThe Brand Value ChainThe Brand Value ChainValue Stages Marketing programs Customer Mindset Market Performance Shareholder ValueValue Multipliers Programs Quality Market Place &CompetitionConditions Investor Sentiment
  • PSU - 2006 - Global Brand Management - AlainThe Leading Brands: 1925 and 1985The Leading Brands: 1925 and 1985Product Leading Brand 1925 Current Position 1985Bacon Swift LeaderBatteries Eveready LeaderBiscuits Nabisco LeaderBreakfast cereal Kellogg LeaderCanned fruit Del Monte LeaderChewing gum Wrigley LeaderChocolates Hershey No. 2Flour Gold Medal LeaderMint candies Life Savers LeaderPaint Sherwin-Williams LeaderPipe tobacco Prince Albert LeaderRazors Gillette LeaderSewing machines Singer LeaderShirts Manhattan No. 5Shortening Crisco LeaderSoap Ivory LeaderSoft drinks Coca-Cola LeaderSoup Campbell LeaderTea Lipton LeaderTires Goodyear LeaderToothpaste Colgate No. 2
  • PSU - 2006 - Global Brand Management - AlainR A T E O F L O Y A L T YC A P A C IT Y T O B U I L D I TL E V E L A N D S C O P E O FA W A R E N E S SL E V E L & D I S T I N C T I V E N E S SO F P E R C E I V E D Q U A L I T YM E A S U R E D S T R E N G T H O FI M A G E A N D I D E N T I T YU N I Q U E N E S S O F P E R C E I V E DP O S I T I O N N I N GP R E F E R E N C E P O W E RO F P E R C E I V E D B E N E F I T SB R A N D E Q U IT Y & M A R K E T I N G A S S E T S
  • PSU - 2006 - Global Brand Management - AlainBuilding Brand EquityBuilding Brand EquityBrandBrandEquityEquity(Name &(Name &Symbol)Symbol)Value To CustomerValue To Customer• Info ProcessingInfo Processing•Confidence in BuyingConfidence in Buying•Use SatisfactionUse SatisfactionValue To FirmValue To Firm• Helps ProgramsHelps Programs• Brand LoyaltyBrand Loyalty•PricesPrices•Brand ExtensionsBrand Extensions•Trade LeverageTrade Leverage•CompetitiveCompetitiveAdvantageAdvantageNameNameAwarenessAwarenessPerceivedPerceivedQualityQualityBrandBrandAssociationsAssociationsOtherOtherBrandBrandAssetsAssetsBrandBrandLoyaltyLoyaltyPreference
  • PSU - 2006 - Global Brand Management - AlainP & G - Mr Propre Mr Clean
  • PSU - 2006 - Global Brand Management - AlainTHE BRAND AS ATHE BRAND AS ACOMMUNICATINGCOMMUNICATING& SELLING AGENT& SELLING AGENT* A RELATIONSHIP ACTOR/BUILDER* A RELATIONSHIP ACTOR/BUILDER* AN INFLUENCER* AN INFLUENCER* IT GIVES MEANINGS TO* IT GIVES MEANINGS TOPRODUCTS/SERVICES ...PRODUCTS/SERVICES ...* ... AND A CREATOR OF « NEW » WORLDS* ... AND A CREATOR OF « NEW » WORLDS
  • PSU - 2006 - Global Brand Management - AlainThe best Performances last longest.
  • PSU - 2006 - Global Brand Management - AlainFrom Traditional MarketingFrom Traditional MarketingFunctions of the Brand NameFunctions of the Brand Name…… IdentificationIdentificationExpresses the offer and is easily seenExpresses the offer and is easily seen PracticalityPracticalitySaves times/energy thru repeatSaves times/energy thru repeatpurchase & renewed satisfactionpurchase & renewed satisfaction Guarantee of qualityGuarantee of quality Has reputationHas reputation
  • PSU - 2006 - Global Brand Management - Alain…… to a powerful societalto a powerful societalsystem that … sellssystem that … sells…… ie :ie : exerts influences in the market placeexerts influences in the market place changes consumers’ wants and needschanges consumers’ wants and needs sets ideals and standardssets ideals and standards helps/facilitates choicehelps/facilitates choice provides purchase reassuranceprovides purchase reassurance reduces after-choice dissonancereduces after-choice dissonance…………
  • PSU - 2006 - Global Brand Management - Alain…….. gives meanings and identity to whatgives meanings and identity to whatwe use & buywe use & buy helps us build our self-identityhelps us build our self-identity provides a symbolic language throughprovides a symbolic language throughwhich we can express ourselves inwhich we can express ourselves insociety and be recognized andsociety and be recognized andunderstood by othersunderstood by others creates a longlasting relationship withcreates a longlasting relationship with« consumers », at least with« consumers », at least withcustomerscustomers
  • PSU - 2006 - Global Brand Management - AlainSo, a modern brand isSo, a modern brand is A « persona » that overlays andA « persona » that overlays andincludes the physicalincludes the physicalproducts/servicesproducts/services the sum of fundamental values andthe sum of fundamental values andattributes ascribed to it by peopleattributes ascribed to it by people the entity that the consumersthe entity that the consumersconstruct from the products’ meanings,construct from the products’ meanings,symbols and images that they perceivesymbols and images that they perceiveas defining the brand.as defining the brand.
  • PSU - 2006 - Global Brand Management - AlainEvian, approved spring of youth for your body.Evian Water brings health to all growing bodies
  • PSU - 2006 - Global Brand Management - Alain
  • PSU - 2006 - Global Brand Management - Alain
  • PSU - 2006 - Global Brand Management - AlainUS - Evian. l’Original. Approved by your bodyas a source of youth.
  • PSU - 2006 - Global Brand Management - Alain
  • PSU - 2006 - Global Brand Management - AlainMany different types ofMany different types ofbrands ?brands ? B2B B2C Web Trade Local Regional National International Worlwide (meta) Corporate Commercial Non-business (?)– Countries– Official bodies– Charity org.– Politics/Polticians– …
  • PSU - 2006 - Global Brand Management - AlainNestle Branding TreeNestle Branding Tree7500 Local Brands– Solis, Texicana, Rocky140 Regional Brands– Contadina, Stouffers, Herta, Vittel45 Worldwide strategic Brands– KitKat, Polo, Baci, After Eight, Coffee-Mate10 worldwide Corporate Brands– Nestle, Carnation, Maggi, Buitoni, Perrier
  • PSU - 2006 - Global Brand Management - AlainNestlé Branding Tree
  • PSU - 2006 - Global Brand Management - AlainSARA LEE BRANDSSARA LEE BRANDS25,000 brands registered worldwide, 80% inuse.Sara Lee is eliminating R&D & Production tofocus on brand developmentGLOBALREGINALLOCAL BRANDSSara LeeBrandHierarchy
  • PSU - 2006 - Global Brand Management - AlainFrom Traditional to ExperientialFrom Traditional to ExperientialBrandingBrandingFrom Brands as identifiers Names, logos, slogansbuild awareness andimageTO Brands as experienceproviders Names, logos, slogans,events, customercontacts which buildsensory, affective,creative relations andways of being (lifestyles)with the brands