1. Power Brands
Overview

2. Definition of a Power Brand
A power brand identifies a company, product
or service and has high awareness and recall
with customers and is associated with a very
successful global company’s.

3. Advantages of Power Brands
• Improved perceptions of • Larger margins
product performance • More inelastic consumer
• Greater loyalty response
• Less vulnerability to • Greater trade cooperation
competitive marketing • Increased marketing
actions communications
• Less vulnerability to crises effectiveness
• Possible licensing
opportunities

4. Power Brands

5. Power Brands

6. Power Brands
• Assessing BRAND POWER
BRAND DEPTH
BRAND LENGTH POWER BRAND BREADTH
BRAND WEIGHT
Source: Interbrand

7. Power Brands
• Assessing BRAND POWER
The influence or dominance
that a brand has over its
category or market (more than
just market share)
BRAND WEIGHT
Source: Interbrand

8. Power Brands
• Assessing BRAND POWER
The stretch or extension that
the brand has achieved in the
past or is likely to achieve in
BRAND LENGTH the future (especially outside its
original category)
Source: Interbrand

9. Power Brands
• Assessing BRAND POWER
The breadth of franchise that
the brand has achieved both in
terms of age spread, consumer
types and international appeal BRAND BREADTH
Source: Interbrand

10. Power Brands
• Assessing BRAND POWER
BRAND DEPTH
The degree of commitment that the
brand has achieved among its
customer base and beyond. The
proximity, the intimacy and the
loyalty felt for the brand.
Source: Interbrand

11. Power Brands
• Assessing BRAND POWER
BRAND DEPTH
BRAND LENGTH POWER BRAND BREADTH
BRAND WEIGHT
Source: Interbrand

12. Brand Vision
To build successful brands while
your competitors turn their
brands into commodities start
with a five-step process
Kevin Clancy, Copernicus, Counter Intuitive

13. Brand Building
• Kevin Clancy Copernicus’s 5 Step Process
Transform- Model-Based Obsessive
Inspirational Diagnostic
ational Marketing Implement-
Vision Metrics
Strategy Planning ation
Source: Kevin Clancy, Copernicus, Counter Intuitive

14. Brand Vision
MUST BE:
So big, so bold and so audacious that
expressing it – never mind executing it – has
a transformational effect. You start to
become what you want to be. The dream
and the reality fuse.
Source: Kevin Clancy, Copernicus, Counter Intuitive
i.e. YOU NEED A BIG HAIRY VISION

15. Brand Vision Checklist
ü Inspirational & uplifting; it moves people
ü Exciting; it gets the blood pumping
ü Aspirational; it is barely attainable
ü Readable; it is clearly communicated
ü Unique/special/different
ü Very specific, not general
ü Connotes superiority or domination
ü Bold and brash; it oozes with confidence
ü Causes people to want to invest in/work for the
company or buy the company’s products
ü Transformational, revolutionary, not evolutionary

16. Brand Vision
• Let’s review some published vision
statements
• Assign them a college grade from 0
to 100.
Kevin Clancy, Copernicus, Counter Intuitive

17. Brand Vision
A beverage company
“We exist to create value for our shareholders
on a long-term basis by building a business
that enhances the company’s trademarks.”
Grade = 63
Kevin Clancy, Copernicus, Counter Intuitive

18. POWER BRANDS
• Allow Consumers to clearly identify and
specify products which genuinely offer
added value.
• Deep respect for the way products fit into
consumer’s lives = “core” of success
• Consumer Relationship = Loyalty
• Social Changes in their favor

19. Brand Vision
A beverage experience company
“To have bigger brand awareness then
Coca-Cola.”
Big Hairy
Audacious Goal
Source: David Sutton, Zyman Marketing

20. Brand Vision
A technology company
“To eclipse IBM as the #1 technology
company in the world.”
Grade = 91
Kevin Clancy, Copernicus, Counter Intuitive

21. Brand Vision
A gasoline company
“We will become the dominant brand in the
service station industry and beyond – with
the friendliest, fastest, cleanest stations
everywhere – one of the most admired
brands on the planet.”
Grade = 96
Kevin Clancy, Copernicus, Counter Intuitive

22. Top Brands 2010

23. Nine ways to manage your brand as
an asset
1. Formally link business and brand strategy
2. Create a unique and relevant Brand Identity
3. Create a clear and distinct Positioning
4. Extend your brand strategically
5. Build a strategic Brand Architecture
6. Evaluate and align touch points
7. Consistently deliver on your Brand Contract
8. Practice effective global brand management
9. Set the organization up for success

24. You are welcome to contact Nigel Bairstow at B2B
Whiteboard your source of B2B Asia / Pacific
marketing advice
http://www.linkedin.com/pub/nigel-bairstow/6/41b/726
http://twitter.com/#!/b2bwhiteboard
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