This document discusses the cooperation of corporate and product brands in communication. It begins by defining corporate brand domination, product brand domination, and cooperation of the two. It then examines different types of customer events for corporate brands, product brands, and cooperative events. Finally, it provides practical examples of each type of event hosted by Balkan Star, including a management change event, retail outlet opening, 15th anniversary celebration, and new product launch.

1. Cooperative Communication of
B dBrands
EACD Regional Debate - Sofia

2. AgendaAgenda
1. Cooperation of Brands Page 03
2. Integration of Corporate Communication into Customer Events 08
3. Practical examples 13
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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. 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. 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
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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)
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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. 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
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product brands communication

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.
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* The corporate brand could not be 100% separated
from the product brands

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.
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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
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* The product brands could not be 100% separated from
the corporate image/company corporate identity

12. AgendaAgenda
1. Cooperation of Brands 03
2. Integration of Corporate Communication into Customer Events 08
3. Practical examples Page 13
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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
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Wolesale Wholesale
Wholesale
Retail
Retail

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
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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)
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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
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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
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18. Cooperation of Brandsp
THANK YOU!
Contact:
Vanya Babaniny
vanya.babanin@gmail.com; +359 888 244 178
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