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Brand strategy executive summary slideshare


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Corporate Brand Strategy development including Brand Architecture based on a modified David Aaker model. Includes value proposition and brand position development.

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Brand strategy executive summary slideshare

  1. 1. Remy Inc. Brand StrategyIdentifying and Delivering the Brand Promise<br />External Version 1.O<br />8-4-17<br />
  2. 2. It is not necessary to change.  Survival is not mandatory.  ~W. Edwards Deming <br />
  3. 3. Agenda<br />Part One: Identifying the Remy Inc. Brand and Promise<br />Vision <br />Mission <br />Strategic Intent<br />Brand Architecture<br />Value Proposition<br />Brand position/promise <br />Decision<br />Part Two: Process to Drive Message Consistency<br />
  4. 4. Problem Statement:<br />Confusion Erodes Brand Equity and Value.<br />Fortune contends a 1 point change in a company’s reputation rating scale = $107MM in total market value (average – worlds “Most Admired Companies”)<br />The Economist Intelligence Unit contends that brand/corporate reputation is the single most important risk category<br />The current Remy Inc. brand position/message is fragmented and non-differentiated, creating confusion with internal and external audiences.<br />Problem Statement <br />
  5. 5. Vision – To be a leading global manufacturer of customer preferred rotating electric systems by leveraging a culture of innovation and customer intimacy.<br />Remy Inc. Vision Statement <br />Current Vision Statement:<br />Remy International Inc. will provide superior value as a global supplier of transportation rotation electronic products featuring innovative eco-friendly technologies. We will build strong partnerships with our customers and other stakeholders, and we will deliver on our commitments with flawless execution, and will be recognized for our industry leadership. <br />
  6. 6. Current: No Mission Statement Communicated <br />Remy International is in the rotating electrics business.<br />Remy Inc. Mission Statement<br />Mission: to start, charge and power<br />
  7. 7. Remy Inc. Strategic Intent<br />Current: No Strategic Intent Communicated <br />Capture LD applications with key global OEMs<br />Grow Hyundai share globally<br />Regain GMNA position, maintain ROW share<br />Build technical relationship at VW – secure global platforms<br />Expand commercial vehicle reach globally<br />Maintain strong share with new products <br />Grow share in China<br />Earn fair share of aftermarket globally<br />Build Substantial Hybrid Business<br />Become Global Leader for Commercial Vehicle Applications<br />Secure high volume LD program in each region<br />Capture emerging specialty vehicle market share in N. America<br />The Strategic Intent is the roadmap that connects the Mission to the Vision and answers the question “how do we win?” <br />Remy Inc. Strategic Intent<br />
  8. 8. Remy Inc. Brand Architecture… <br />A Set of Core Values/Strengths That Unites All Remy Inc. Brands<br />New<br />Old<br />Delco Remy<br />REM<br />Delco Remy<br />Brand<br />Architecture<br />REM<br />REMY<br />REMY<br />The current Remy Inc. brand position/message is fragmented and non-differentiated, creating confusion with internal and external audiences.<br />
  9. 9. Remy Inc. Brand Architecture (Aaker-Monda Model)<br />Brand Architecture is the Compass for All Remy Initiatives <br />Brand as<br />Symbol<br />Brand as Product<br />Instills confidence<br />Quality<br />Leader<br />(market and innovation)<br />Durability<br />Simplicity<br />CoreStrengths<br />Endurance<br />Bold<br />Reliable<br />Believable <br />brand equity<br />Efficiency focused <br />engineering<br />Rugged<br />Efficient<br />Continually <br />delivering on<br /> 100 yr heritage<br />Power density<br />Powerful<br />DNA<br />Powerful Relationships<br />Practical<br />Logical<br />Right product, time and value<br />Strategic<br />Process driven<br />No frills<br />Knowledgeable<br />Disciplined<br />Do what we say, say what we do<br />Transparent<br />Trustworthy<br />Strict cost containment<br />Driven<br />DNA and Core Strengths are Immutable!<br />Win-win relationships<br />Execution<br />Intelligent service<br />Integrity<br />Solutions provider<br />Brand as Organization<br />Brand as <br />Person<br />
  10. 10. Value Proposition (Remy Inc.) <br />Focus: singular - rotating electrics.<br />Offering:  Innovative, powerful, efficient rotating electrics from a disciplined, knowledgeable and trusted partner.<br />Design:  A laser focus on technology, efficiency and total cost of ownership delivering leading, practical, intelligently designed products.<br />Relationships:  Customer intimate relationships valued as powerful and strategic, recognized a point of superiority. <br />Support:  Anticipating customer needs with superior, differentiated, proactive support throughout all distribution channels. A trusted advisor. Recognized as a point of superiority. <br />Message Development<br />A value proposition should connect on functional and emotional levels.<br />
  11. 11. Brand Position <br /><ul><li>DNA
  12. 12. Points of leverage
  13. 13. Key benefits
  14. 14. Points of superiority
  15. 15. Points of parity</li></li></ul><li>Remy Inc. Brand Position / Promise <br />A brand Position: <br />-is a subset of the architecture/value proposition<br />-Answers the question, “why should I buy from Remy?”<br />- Is actively communicated <br />Remy Brand Position: Customer Intimacy <br />What separates Remy from the competition is not just our leading innovation and quality, it is the power of OUR relationships. We excel in customer service and support, striving to exceed customers’ expectations at every touch point.<br />
  16. 16. Brand Strategy<br />Part Two: Process Options for Message Consistency<br />
  17. 17. Brand Strategy Roadmap (status)<br />Key: In process<br />
  18. 18. Brand Strategy Execution (status) <br />Key: Not started<br />
  19. 19. Process options… <br />Establish a “Brand Steering Committee”<br />Mission: to provide global organizational guidance and synchronicity of message, image and standards for all Remy Inc. brands<br />Develop brand message consistency check to existing sign-off process<br />All external communications (T- how to manage global..?)<br />Add brand strategy component to annual marketing plan process<br />Standardize plan format for consistency<br />Strategic <br />Tactical<br />Each BU still responsible for plan development and execution<br />As we expand our reach globally, marketing consistency and process become more important <br />
  20. 20. end<br />
  21. 21. Brand Architecture Vetting…<br />Once developed the Brand Architecture was vetted internally and externally <br />External<br />Internal<br />The architecture is “positioning” (where we want to be) it must be close to the market’s perception of position to be credible.<br />Other include: K Cruse of the Prescient Group and Monda’s colleagues<br />Other include: Griffin, Morrison, Pittas, Stewart<br />
  22. 22. Structuring Options for Consistent MARCOM<br />