This document discusses brand innovation and the innovation process. It provides examples from Philips and Samsung. The Philips example shows how the company unified its brand portfolio under the promise of "Sense and Simplicity". This created a more focused image. The innovation process discussion outlines the key stages from defining the business vision and problem statement, to assessing needs, ideating solutions, testing feasibility, and launching. The Samsung Galaxy Note example walks through applying this process, from identifying the opportunity in the market for a large screen phone, to concept testing showing consumer interest, finalizing the product, and launching it successfully.

1. ASSIGNMENT 6.1
LÊ HOÀNG THẠCH – LÊ VŨ PHÚC

2. QUESTION 1 – THE BRAND INNOVATION
Brand Innovation is the process of using the creative ideas
focused and practical to meet business objectives.
CREATIVITY
Exploring
possibilities
Focusing
practically
INNOVATION

3. QUESTION 1 – THE BRAND INNOVATION
Example: Philips
In 2003, In 2003, Philips’ product range is from the personal care, entertainment
and self-expression categories. Each brand seemed to have own “voice”,
making the overall company image unfocused and inefficient.
To create a more unified family of brands, Philips decided to create an
innovation to unify the company porfolio by the brand promise “Sense and
Simplicity” with three benefits: designed around you, easy to experience and
advanced. All the brand communications now worked towards creating a
common “sense and simplicity” image.

4. QUESTION 1 – THE BRAND INNOVATION MIX
Brand Innovation Mix
Product Innovation
Communication Innovation
Channel Innovation
Process Innovation
Packaging Innovation
Pricing Innovation
Designed to capture dust instead of spreading them
away, it’s based on the idea that when traditional tools
spread dust away, it can cause allergy to users.
First, this brand is for babies. After that, the company
change the message: the product can be used by
both babies and moms to extend the customer

5. QUESTION 2 – THE INNOVATION PROCESS
Business
vision
Problem
Statement
Need
Assessment
Start with business
vision. You must
know where you
are and what you
want
Narrow problem
definition and
existing proposed
solution
Market research,
customer interviews
to isolate user needs
and pain points
The complete
Innovation funnel

6. QUESTION 2 – THE INNOVATION FUNNEL
Ideas
+ Initial
consumer
Evidence
+ Brainstorming
ideas
Launch
Feasibility
Capability
+ Internal
concept test
+ Finalize product
and pack specs.
+ Launch Preparation
+ Qualitative
Concept Test
+ Build command
forecast with
commercial
assess.
Operating-Procedure
+ Quantitative
In-use & Pack
Test
+ Risk assessment
+ Production Trial
& Production
Prototype
Issue Standard
Implement Supporting
Plan
Design
Advertising preparation
(TVC, banners, media...)
Launch
+ Post- Launch Evaluation
Quali. and quanti.
research
Find out key learning to
do it better
Roll-out
Contender
Recommend
others to do the
same

7. QUESTION 2 – EXAMPLE
SAMSUNG GALAXY NOTE
Business
vision
Problem
Statement
Samsung sets
target to be the
leading & most
innovation mobile
category
Consumers nowadays
desire a smart device
with big screen &
powerful (ipad has
just been introduced)
Need
Assessment
Consumers need a
bigger screen for
better experience but
still convenient (in
pocket, you just need
to bring 1 device)
The complete
Innovation funnel

8. QUESTION 2 – EXAMPLE
Ideas
A powerful
mobile phone
with bigger
screen (1080 x
1920 pixels)
Launch
Feasibility
Capability
+ Internal
concept test
+ Finalize product
and pack specs.
+ Launch Preparation
+ Qualitative &
Quantitative
concept, In-use
& Pack Test
+ Build command
forecast with
commercial
assess.
Operating-Procedure
+ Risk assessment
+ Production Trial
& Production
Prototype
 Samsung can
create a mobile
phone with big
screen &
consumer love its
concept
 Consumers love
its design and
feasibility
Issue Standard
Implement Supporting
Plan
Design
Advertising preparation
(TVC, banners, media,..)
* Launch
+ Post- Launch Evaluation
Qualitative and
quantitative research
Find out key learning to
do it better
Roll-out
Contender
Recommend
others to do the
same