Cooperative communication of brands

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Cooperative communication of brands

  1. 1. Cooperative Communication of B dBrands EACD Regional Debate - Sofia
  2. 2. AgendaAgenda 1. Cooperation of Brands Page 03 2. Integration of Corporate Communication into Customer Events 08 3. Practical examples 13 May 28th, 2010 Cooperative Communication of Brands 2
  3. 3. Corporate and Product BrandsCo po ate a d oduct a ds Product Brand Corporate Brand Product Brand Brand Product Brand Product Brand May 28th, 2010 Cooperative Communication of Brands
  4. 4. Corporate Brand DominationCo po ate a d o at o • the brand of the organization is in the middle point of the communicationsp • flexibility at the product palette groups • more typical for the retailers • middle and long-term orientation • focus on the corporate culture, strategic thinking and company’s values May 28th, 2010 Cooperative Communication of Brands
  5. 5. Product Brands Dominationoduct a ds o at o • the brands of the products/product groups are in the focus of theg p communications • flexibility regarding the retailers, i.e. more typical for the manufacturers • short-, middle- and long-term orientation • focus on the sales performance and profit orientation • more direct customer approach May 28th, 2010 Cooperative Communication of Brands 5
  6. 6. Cooperation of Corporate and Product BrandsCoope at o o Co po ate a d oduct a ds • combination of both corporate and product brands dominationp • suitable for image transfer processes • sales and corporate thinking orientation at the same timeat the same time • best results if targeted communications are applied • more expensive because of the need of• more expensive because of the need of detailed information and complex communications (in order to avoid confusion) May 28th, 2010 Cooperative Communication of Brands 6
  7. 7. AgendaAgenda 1. Cooperation of Brands 03 2. Integration of Corporate Communication into Customer Events Page 08 3. Practical examples 13 May 28th, 2010 Cooperative Communication of Brands 7
  8. 8. Types of Customer Eventsypes o Custo e e ts C t cation Corporate Customer Events C t communic Corporate Customer Events with Product Brands Communication ratebrand Product Brands Events with Corporate Communication Product Brands corpor Product Brands Events May 28th, 2010 Cooperative Communication of Brands 8 product brands communication
  9. 9. Corporate Customer EventsCo po ate Custo e e ts • organization oriented t l d lt• pure corporate values and culture messages • the product brands do not present on communication level*communication level • usually used for big company anniversaries, management changes, financial presentations etc. May 28th, 2010 Cooperative Communication of Brands 9 * The corporate brand could not be 100% separated from the product brands
  10. 10. Cooperative Customer EventsCoope at e Custo e e ts • includes both corporate events with product brand and product brand withp p corporative communications because the differentiation between the types is quite vague/obscure t ft d i ti• most often used communication • integrates advantages of both types • used for company anniversaries, trade shows and exhibitions, openings, open- door days etc. May 28th, 2010 Cooperative Communication of Brands 10
  11. 11. Product Customer Eventsoduct Custo e e ts • pure product/product range communication* • usually short- and middle-term oriented events • market launch or market penetrationmarket launch or market penetration specific May 28th, 2010 Cooperative Communication of Brands 11 * The product brands could not be 100% separated from the corporate image/company corporate identity
  12. 12. AgendaAgenda 1. Cooperation of Brands 03 2. Integration of Corporate Communication into Customer Events 08 3. Practical examples Page 13 May 28th, 2010 Cooperative Communication of Brands 12
  13. 13. Balkan StarBalkan Star Balkan Star Passenger Balkan Star Automotive Balkan Star Motors Balkan Star Remarketing Balkan Star Retail cars Mercedes- Benz, Maybach, Setra, Mitsubishi Mitsubishi Used vehicles Mercedes- Benz, Mitsubishi Fuso, Chrysler, Vans & Trucks Mitsubishi Fuso Chrysler, Jeep, Dodge Mitsubishi vehicles Chrysler, Jeep, Dodge, Mitsubishi Busses & Coaches May 28th, 2010 Cooperative Communication of Brands 13 Wolesale Wholesale Wholesale Retail Retail
  14. 14. Corporate Customer EventCo po ate Custo e e t Management change J 2007 S fi B lk St• June, 2007 – Sofia, Balkan Star • customer event with ca. 300 guests • thank-you and welcome speeches from partner companies, branch organizations and the Germany’s Ambassador to Bulgaria • entertaining program with live music, dances and catering guided tours throughdances and catering, guided tours through the head quarter and the retail outlet May 28th, 2010 Cooperative Communication of Brands 14
  15. 15. Corporate Event with Product Brands CommunicationCo po ate e t t oduct a ds Co u cat o New Retail outlet opening J 2008 V• June, 2008 – Varna • Message: Balkan Star has a vast portfolio of brands and offers the best service and venue for its customers (Universe of brands)venue for its customers (Universe of brands) • media press-conference, customer event, open doors day (+outdoor channel, print ads, radio spots, flyers) May 28th, 2010 Cooperative Communication of Brands 15
  16. 16. Product Event with Corporate Communicationoduct e t t Co po ate Co u cat o 15 Years Balkan Star M d B St E i 15 St• Mercedes-Benz Star Experience: 15 Stars for the 15th anniversary • December, 2008 – St. Sofia Golf Club & SPA (Village of Ravno pole near Sofia)SPA (Village of Ravno pole near Sofia) • closed customer and media event, repeated in reduced scales in Plovdiv and Varna • drive-experience, management participation • sample way to thank customers for theirp y loyalty throughout the years May 28th, 2010 Cooperative Communication of Brands 16
  17. 17. Product Brand Eventoduct a d e t Mitsubishi Fuso Market Launch A il 11th 2008 S fi B lk St• April 11th, 2008 – Sofia, Balkan Star • Media and customer event for the introduction of the new trade mark in Balkan Star portfolioStar portfolio • “Japan oriented” entertaining program with music, catering and presentation of the National Sumo Team of Bulgaria May 28th, 2010 Cooperative Communication of Brands 17
  18. 18. Cooperation of Brandsp THANK YOU! Contact: Vanya Babaniny vanya.babanin@gmail.com; +359 888 244 178 May 28th, 2010 Cooperative Communication of Brands 18

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