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Applying research to grow your brand

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Interbrand pioneered the idea that brands have tangible value, making brands a boardroom conversation. Strong brands generate growth and value. They drive superior financial returns for their businesses.

Brand is a platform for communicating the business strategy to audiences. It is the business strategy brought to life. The modern brand is equivalent to how the world experiences your company, reflected through the brand experience at every interaction and touch-point.

But managing your brand seamlessly across the entire customer experience to deliver business growth is a real challenge. There are thousands of things you could change to improve the brand experience. You need a clear roadmap to identify and prioritise actions that will have the most impact on growth.

Interbrand's proprietary Brand Strength framework is a framework for the organisation, an analysis based on research and data from across the business. The process creates focus and opportunities for quick wins and longer term initiatives to drive brand and business growth.

Connecting your activities to research, analysis and business results will build a business case for more investment in marketing capabilities.



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Applying research to grow your brand

  1. 1. Interbrand Applying research to grow your brand Mike Rocha Global Director Brand Valuation @mikerocha73 @InterbrandUK
  2. 2. Interbrand pioneered the idea that brands have tangible value Making brands a boardroom conversation Most useful rankings to CEOs (PR Week): 1. Fortune 500 2. Best Companies to Work For 3. Interbrand’s Best Global Brands 2
  3. 3. Strong brands generate growth and value 3 Drive choice Command a premium Build loyalty Leading to increased revenue.. ..increased profit ..and reduced risk
  4. 4. Strong brands drive superior financial returns for their businesses 0 20 40 60 80 100 120 140 160 180 200 220 240 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 BGB 100 S&P 500 MSCI World Best Global Brands portfolio versus S&P 500 and Morgan Stanley Composite World Index Source: Interbrand analysis with data sourced from Thomson Reuters and Best Global Brands Indexesto2000valuesequaling100 4
  5. 5. Brand is a platform for communicating the business strategy to audiences Business Strategy Brand 5 It is the business strategy brought to life
  6. 6. The modern brand: How the world experiences your company Business Strategy Brand Customer Experience 6 Reflected through the brand experience at every interaction and touch-point
  7. 7. 7 The real challenge: Managing your brand seamlessly across the entire customer experience to deliver business growth The Business The Brand Products & Services People & Behaviors Comms Online & Offline Environments The Experience
  8. 8. But there are thousands of things you could change to improve the brand experience 8
  9. 9. 9 You need a clear roadmap to identify and prioritize actions that will have the most impact on growth 9
  10. 10. External factors Clarity Commitment Governance Responsiveness Authenticity Relevance Differentiation Consistency Presence Engagement A framework for the organisation Internal factors 10
  11. 11. AUTHENTICITY 0 - 10 CLARITY 0 - 10 COMMITMENT 0 - 10 CONSISTENCY 0 - 10 PRESENCE 0 - 10 GOVERNANCE 0 - 10 RELEVANCE 0 - 10 ENGAGEMENT 0 - 10 RESPONSIVENESS 0 - 10 DIFFERENTIATION 0 - 10 0-100 Brand Strength Score Credibility Brand vision Leadership Coherence AwarenessSentiment Vision Skills Delivers on needs Dialogue Understand- ing Co-creation Customer Insight R&D Pipeline IdentityPromise Employee clarity Expression Roles & Responsibility Experience 50 being the competitive average Illustrative: 11 Engagement Behaviours IP Protection Story Heritage A brand for me Conversation Identification Analysis based on research and data from across the business
  12. 12. The process creates focus and opportunities for quick wins and longer term initiatives to drive brand and business growth Overall 42 Clarity 0 1 2 3 4 5 6 7 8 9 10 Commitment 0 1 2 3 4 5 6 7 8 9 10 Governance 0 1 2 3 4 5 6 7 8 9 10 Responsiveness 0 1 2 3 4 5 6 7 8 9 10 Authenticity 0 1 2 3 4 5 6 7 8 9 10 Relevance 0 1 2 3 4 5 6 7 8 9 10 Differentiation 0 1 2 3 4 5 6 7 8 9 10 Consistency 0 1 2 3 4 5 6 7 8 9 10 Presence 0 1 2 3 4 5 6 7 8 9 10 Engagement 0 1 2 3 4 5 6 7 8 9 10 InternalExternal Competitive set best in class Competitive set average Biggest gap to competitive set 2.5 3.5 3.5 Illustrative:
  13. 13. A greater focus on content marketing may be one initiative that is generated via this process, with the potential to influence a number of external factors 13 | BSS Icons | Interbrand | 15 February 2016 Authenticity The brand is soundly based on an internal truth and capability. It has a defined story and a well grounded value set. It can deliver against the (high) expectations that customers have of it. Relevance The fit with customer/consumer needs, desires, and decision criteria across all relevant demographics and geographies. Differentiation The degree to which customers/consumers perceive the brand to have a differentiated proposition and brand experience. Consistency The degree to which a brand is experienced without fail across all touchpoints or formats. Presence The degree to which a brand feels omnipresent and is talked about positively by consumers, customers and opinion formers in both traditional and social media. Engagement The degree to which customers/consumers show a deep understanding of, active participation in, and a strong sense of identification with, the brand.
  14. 14. Connecting your activities to research, analysis and business results will build a business case for more investment in marketing capabilities 14
  15. 15. Nissan
  16. 16. Nissan’s improved brand opinion 16 0 10 20 30 40 50 60 70 KSA UAE CAN RUS MEX EUR BRA IND AUS THI JAP BrandOpinionScore
  17. 17. Nissan’s total sales 17 Nissan Total Sales 2010 Nissan Total Sales 2014 +25% Source: Nissan Annual Sales Report
  18. 18. Thank you! Mike Rocha Global Director Brand Valuation @mikerocha73 @InterbrandUK

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