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BOI-hjulet
BOI-hjulet




  Brand Orientation – an
   identity approach to
organisational development
Johan Gromark

                Label
                Johan Gromark

                Brand consultant
                Analysis
                Strategy
                Implementation
                Follow up

                A part of BBDO Worldwide
Agenda
LABEL, vilka är vi?

What is brand orientation?

Is it profitable to be brand oriented?

Four different approaches to branding

What factors distinguish those companies that succeed?

Mini-group discussion about brand orientation

Summing up




!
BOI-hjulet




The worlds most valuable
         brand?
Workshop Johan Gromark Brand Orientation utrecht 2012
Best Global Brands 2011
Brand Equity and different stakeholders




Increased brand equity        Consequence                        Financial benefit


                              Increased demand, increased
Customers                     perceived value, decreased price   Income
                              sensitivity

                              Increased bargain power,
Suppliers                                                        Direct cost
                              better terms & conditions


                              Reduced staff turnover
Employees                                                        Expenses
                              Increased efficiency

                              Increased interest from venture
Shareholders                  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 orientation



Production orientation
= Know your factory


Customer orientation
= Know your customer


Market orientation
= Know your customer and competitor


Brand 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
Workshop Johan Gromark Brand Orientation utrecht 2012
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 studies

Researcher                Country        Target group                Sign. positive performance

Hankinson (2001)
                                UK        Charity organisations                  Yes

Bridson & Ewans (2004)
                             Australia      Fashion retailers                    Yes

Napoli (2006)
                             Australia   Non profit organisations                Yes

Wong & Merrilees (2007)
                             Australia         Mostly SME                        Yes

Wong & Merrilees (2008)
                             Australia         Mostly SME                        Yes

Voskuyl (2009)*
                           Netherlands   500 largest companies                   Yes

Baumgarth (2009)
                            Germany          SME-museums                         Yes

Baumgarth (2010)
                            Germany                B2B                           Yes

Kooiman (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
Workshop Johan Gromark Brand Orientation utrecht 2012
"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 chinese
companies!
GP, 070415!
Factor 2 - Implementation
Workshop Johan Gromark Brand Orientation utrecht 2012
Factor 3 - Goals & follow-up
“Become the company most known for changing the worldwide
poor-quality image of Japanese products” "
(earlys 50s)!
Factor 4 - Relationships
Workshop Johan Gromark Brand Orientation utrecht 2012
Workshop Johan Gromark Brand Orientation utrecht 2012
Harely-Davidson
Workshop Johan Gromark Brand Orientation utrecht 2012
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 Employer
Rankings: Business students
Sweden 2009
Factor 5 - Identity development & protection
Workshop Johan Gromark Brand Orientation utrecht 2012
Workshop Johan Gromark Brand Orientation utrecht 2012
Workshop Johan Gromark Brand Orientation utrecht 2012
Workshop Johan Gromark Brand Orientation utrecht 2012
Factor 6 - Operational development
Workshop Johan Gromark Brand Orientation utrecht 2012
!
Workshop Johan Gromark Brand Orientation utrecht 2012
Workshop Johan Gromark Brand Orientation utrecht 2012
Workshop Johan Gromark Brand Orientation utrecht 2012
Workshop Johan Gromark Brand Orientation utrecht 2012
Workshop Johan Gromark Brand Orientation utrecht 2012
Workshop Johan Gromark Brand Orientation utrecht 2012
Factor 7 - Responsibility & roles
Workshop Johan Gromark Brand Orientation utrecht 2012
Factor 8 - The top managements participation
LABEL, vilka är vi?
 Vision | exempel




Ingvar 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 info




Johan Gromark
johan.gromark@label.se

+46 708 137175



Order the report
www.brandorientationindex.com
BOI-hjulet

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