2. BOI-hjulet
Brand Orientation – an
identity approach to
organisational development
3. Johan Gromark
Label
Johan Gromark
Brand consultant
Analysis
Strategy
Implementation
Follow up
A part of BBDO Worldwide
4. 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
!
11. 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
12. 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
19. BOI Stair – The relationship between brand orientation and profitability
20. 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
21. BOI Stair – The relationship between brand orientation and profitability
29. "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!
76. 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?