The document discusses enterprise branding through examples of Novo Nordisk and Johnson & Johnson. It describes the three waves of corporate branding development and how Novo Nordisk established a permanent corporate branding function to integrate internal and external branding under pillars supporting its vision. Johnson & Johnson centralized its corporate branding unit to revive the emotional appeal of its historical care and baby imagery. Both companies faced dilemmas around centralization vs decentralization and balancing old and new approaches that their corporate branding strategies aimed to manage.
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Getting Into Enterprise Branding
1. GETTING INTO
ENTERPRISE BRANDING
Catching the Third Wave
Chapter 9 in Hatch, M.J. and Schultz, M. (2008), Taking Brand Initiative
Presented by Delphine Dubuis, Morteza Javadinia, Alesia Kabutkina, Sebastian Knebel, Bettina Maatz & Minnie
Silfverberg
2. What will you learn during the next minutes?
• What is Enterprise Branding?
• How does Novo Nordisk deal with this topic?
• How does Johnson & Johnson integrate Corporate
Branding?
• Discussion
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3. The basic concept: the three waves
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Source: Hatch, M.J. and Schultz, M. (2008), Taking Brand Initiative, page 207
4. The overriding question
How can an organization create a
permanent place for corporate branding in
its structure?
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5. NOVO NORDISK
An example of a successfull Enterprise Branding
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6. Set the stage
Corporate BrandingCorporate Branding
Showing 1 face to the world
Create a permanent function
to oversee the brand
Danish company being market leader in China and
Europe
Danish company being market leader in China and
Europe
Core business = diabetes
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7. Catching the 3rd wave
Source: Hatch, M.J. and Schultz, M. (2008), Taking Brand Initiative, page 205
8. Changing the mind-set
• The task of the new
Corporate Branding unit:
Internal branding
External branding
Brand design
Brand tracking
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People with values
Sciences for
people
Care for people
Healthy
communities
Changing Diabetes
4 pillars supporting the
brand, open-ended
principles
10. Dilemmas 1. Centralization & Decentralization
Having a global cross-functional Corporate Brand
But each corporate unit is primarily doing its core
business
2. Old and new
Using already established pillars (people, science,
care and community) and putting Corporate
Brand(Changing diabetes) as roof on top
3. Global and local
Respond to a variety of stakeholders images by
general basic but open-ended principles
4. Stability and change
Some things remain the same but change in
organizational structure and an all integrating vision
How to face and
manage them?
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11. VCI Alignment
Alignment Question Novo Nordisk
Dynamic Corporate
Branding?
Establishing Changing Diabetes as roof of
branding efforts, and organizational structure
allows constant adjustments
Anticipation of future by
celebrating the past?
Yes, taking existing principles and synthesize
them under one roof, continue the fight against
diabetes
Listening & speaking
volumes?
Yes, cross functional teams and two way
communication
Serving customers by
delighting employees?
Yes, integrating all functions into the corporate
branding process
Thinking like an enterprise? Yes, creating one face for all
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12. JOHNSON & JOHNSON
An example of an emotional Corporate Branding
strategy
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13. Set the stage
Corporate EquityCorporate Equity
Centralized Corporate
Branding Function
Umbrella for related
projects and programs
World‘s most diversified health care companyWorld‘s most diversified health care company
Core Identity build on care and baby imagery
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14. Catching the 3rd wave
Source: Hatch, M.J. and Schultz, M. (2008), Taking Brand Initiative, page 205
15. Dilemmas
1. Centralization & Decentralization
Establishing a formal business unit to oversee all
efforts for corporate branding
Create dialogue between different units
CBU* recognizes potential of commercial done by
product branding unit
2. Old and new
Care, Baby imagery efforts help to reviving
emotional appeal
* Corporate Branding Unit
How to face and
manage them?
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16. VCI Alignment
Alignment Question Johnson & Johnson
Dynamic Corporate
Branding?
Corporate Equity = roof for corporate branding,
but is culture affected?
Anticipation of future by
celebrating the past?
Yes
Listening & speaking
volumes?
Not necessarily
Serving customers by
delighting employees?
Doubtful
Thinking like an enterprise? Certain openness in perspective if using product
ad for corporate branding
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17. Finally, we can say…
• Johnson & Johnson is doing quite well in building
up a high reputation through emotional appeals …
• Because these emotional appeals touch every soul
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19. Let‘s discuss...
• What will happen in the long run?
• Which approach will give you a sustainable competitive
advantage?
• Which problems might occur?
• What gives you Corporate Branding?
• How revenues and profits influence the development of
Corporate Branding?
• How does Corporate Branding benefit your company?
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20. Wrap Up: What is CB for?
• Saving costs
• To exploit Economies of Scale in advertising and marketing
• Creates a sense of community
• Willingness to pay might be higher for many customers for some
“badge of identification”, like a logo, etc.
• Provides a “seal of approval”
• Strong CB provides an idea of what the customer can expect
• Strong CB may also help company do defend itself against assaults
from the outside
• Creates a common ground
• Successful CB is universal and can be used in many different cultures
• Can also be dangerous for your company
Source: Hatch, M.J. and Schultz, M. (2001), Are the Strategic Stars Aligned for Your Corporate Brand?
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21. THANK YOU FOR YOUR
ATTENTION!
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