Beruflich Dokumente
Kultur Dokumente
To-day
Goals
How we are going to work (syllabus)
Some rules
Me
Experience
20 years in FMCG Marketing, Colgate Palmolive & Quaker Oats 2 years MD of an IT Network Cy 15 years of Consulting and Teaching
Major interests . Teaching internationally Marketing Communications and Brand Management . Discovering new ways of marketing
hutinel@pdx.edu
PSU - 2006 - Global Brand Management - Alain Hutinel.
You
Your role : to build your own brand model so as to better anticipate what you think will happen
Class materials
Course Slides + on PSU/SBA - Faculty and Staff - Alain Hutinel website & course e-mail (to-morrow) CD-ROM Reference book : Lane Keller, Strategic Brand Management Also : Brand Portfolio Management by D.A. Aaker
(some) Brand Management Websites www.pwcglobal.com/fr/fra www.tns.com www.esomar.nl www.brandweek.com www.brandchannel.com www.brandfinance.com www.milwardbrown.com www.future.sri.com www.intelliquest.com www.accenture.com www.ipa.com www.prodimarques.com www.labelmark.com www.nomen.com www.mckinseyquarterly.com www.exmarketing.com www.bec-institute.com http://www.cobranding.com www.globalbrand.org
PriceWaterhouse Taylor Nelson Sofres, Etudes, Panels, Piges . ESOMAR Recherche MArketing US magazine Interbrand The site on Branding. Brand research and survey company Research International. Millward Brown.Adverising Accenture UK Institute of Professional Advertisers French Brand Association French consultant French consultant for Brand Names search McKinsey Consultants, Bern Schmitt (Columbia U.) HighCo brand Institute partly in English co-branding offers
Importance vs Completeness Capacity to judge and build own opinion (managerial aptitudes) Capacity to anticipate and innovate (d) Capacity to evaluate quality of marketing activities (d)
Readings as directed 3 individual essays from readings 3 individual cases (powerpoint format only) 1 group brand audit & project
The most important/new ideas/concepts retained by the writer(s) Critique/discussion on these ideas, on methodology, argumentation etc . Give your opinion Say what might happen 5 to 10 years from now Provoque class debate
How you will apply in your brand audit 10 minutes = no more than 6/7 light slides All work in powerpoint format
Brand strategic role The Brand system Valuating the Brand Brand Equity Brand Identity
Managing the Brand Communicative scope Managing Brand Architecture Brand portfolio Issues Cross-cultural Branding
TO-DAY
Investigating,
understanding the Brand Importance to the firm Defining the Brand The Brand System Defining the Brand roles Brand Power and Value
PSU - 2006 - Global Brand Management - Alain Hutinel.
Consumption, societal & cultural multifragmentation & globalisition Less loyal / more intelligent (?) buyer Self value-building consumption Search for emotions Multiplication of offers & chanels Interactive marketing technologies Markets saturation Multiplication of touchpoints/contacts Loss of credibility of traditional media PSU - 2006 - Global Brand contacts Management - Alain Hutinel.
USP = Unique Selling Proposition ESP = Emotional Selling Proposition OSP = Organizational Selling Proposition BSP = Brand Selling Proposition MSP= Me Selling Proposition HSP =Holistic Selling Proposition
(Martin Lindstrom)
PSU - 2006 - Global Brand Management - Alain Hutinel.
In this brand (!) new world, What IS a Brand and What DOES a Brand do?
16
1 - Think of how you became aware of them, why you bought them, why you prefer them, how you feel about them ... 2 - List them as they come to your mind 3 - Chose one brand you are very familiar with : . What does this Brand do for you? . What does it MEAN to you? . How do you relate to it ? 4 Main characteristics of a world without Brands ?
PSU - 2006 - Global Brand Management - Alain Hutinel.
Brand is an experience
A brand is essentially a container for a costumers complete experience with the offer and the company. (Sergio Zyman)
Culture Personality
Attributes Benefits
PSU - 2006 - Global Brand Management - Alain Hutinel.
Values
Corporation Economy
Personality .Scope .Attributes Codes/Tone .Uses Skills (Core) Offer .Quality/ (Tangible Products & Symbols Services) Value Origin .Functional User Imagery Self-expressive Benefits benefits Name Tribes Emotional benefits Cultures PSU - 2006 - Global Brand Groups Management - Alain Hutinel.
Organizations associations
precisely measurable and valuable (when brand is on sale) : STRENGTH , LEADERSHIP & EQUITY, ie capacity to justify price.
PSU - 2006 - Global Brand Management - Alain Hutinel.
Source : K.L.Keller
BRAND EQUITY
as a Percent of Firm Tangible Assets
Industry
Apparel Tobacco
Brand Equity
61 46
37 34
22
Transportation equip.
Primary metals Stone, glass, and clay
20
1 0
Stability (15 %)
Support (10 %)
Market (10 %)
Protection (5%)
Internationality (25%)
Interb.
MB
Interbrand Ranking and Ratio of Brand value to Firm Market Value 2002 1995 1999 2001 Interbrand value SM % B Rank $ bns Rank $ bns Rank $ bns Rank $ bns $ bns /SM 1 Coca-Cola 39 Coca-Cola84 Coca-Cola 69 Coca-Cola 70 138 51 2 Marlboro 39 Microsoft 57 Microsoft 65 Microsoft 64 276 23 3 IBM 17 IBM 44 IBM 53 IBM 51 138 37 4 Motorola 15 GE 34 GE 42 GE 41 309 13 5 HP 13 Ford 32 Nokia 35 Intel 31 185 17 6 Microsoft 12 Disney 32 Intel 35 Nokia 30 68 44 7 Kodak 12 Intel 30 Disney 33 Disney 29 47 62 8 Budweiser 11 McDonald's Ford 26 30 McDonald's 26 38 68 9 Kellogg's 11 AT&T 24 McDonald's 25 Marlboro 24 10 Nescaf 10 Marlboro 21 AT&T 23 Mercedes 21 11 Intel 10 Nokia 21 Marlboro 22 Ford 20 32 63 12 Gillette 10 Mercedes 18 Mercedes 22 Toyota 20 100 20 13 Pepsi 8 Nescaf 18 Citibank 19 Citibank 18 223 8 14 GE 7 HP 17 Toyota 19 HP 17 58 29 15 Levi's 7 Gillette 16 HP 18 Amex 16 57 28 16 Frito-Lay 7 Kodak 15 Cisco 17 Cisco 16 116 14 17 Compaq 7 Amex 17 AT&T 16 43 37 18 Bacardi 7 Gillette 15 Honda 15 42 36 19 Campbells 7 Merryll Lynch 15 Gillette 15 38 39 20 Pampers 6 BMW 11 Sony 15 BMW 14 29 48 21 Honda 15 Sony 14 53 26 22 BMW 14 Nescafe 13 23 Nescaf 13 Oracle 12 44 27 24 Compaq 12 Budweiser 11 45 24 25 Oracle 12 Merrill Lynch 11 35 31 26 Budweiser 11 Morgan St. 11 50 22 27 Kodak 11 Compaq 10 28 Merck 10 pfizer 10 217 5 29 Nike 8 Nintendo 9 J.P. Morgan 10 72 14 30 Pfizer 9 Kodak 10 10 100 31 Gap 9 Dell 9 70 13 32 Dell 8 Nintendo 9 20 45 33 Golman S. 8 Mercx 9 130 7 34 Nike 8 Samsung 8 35 VW 7 Nike 8 36 Ericsson 7 Gap 7 13 54 37 Apple 4 Heinz 7 Heinz 7 38 Levi's 7 VW 7 21 33 39 Kellog's 7 Goldman S. 7 36 19 40 MTV 7 Kellog's 7 15 47 41 Canon 7 Louis Vui. 7 26 27 42 Samsung 6 SAP 7 33 21 43 SAP 6 Canon 7 34 21 44 Ikea 4 Pepsi 6 Ikea 7 45 Xerox 6 Pepsi 6 92 7 46 Ikea 6 HD 6 16 38 47 Pizza Hut 6 MTV 6 48 HD 6 Pizza Hut 6 49 Apple 5 KFC 5 50 Gucci 5 Apple 5 51 KFC 5 Xerox 5 34 #### 52 Ralph Lauren 2 Gucci 5 24 #### 53 Accenture 5 54 L'Oreal 5 48 10 55 Kleenex 5 56 Sun 5 22 23 57 Wrigley's 5
2003 RANK Coca-Cola Microsoft IBM GE Intel Nokia Disney McDonalds Marlboro Mercedes Toyota HP Citibank Ford Amex Gillette Cisco Honda BMW Sony Nescafe Budweiser Pepsi Oracle Samsung Morgan St. Merrill lynch Pfizer Dell Merck JPMorgan nintendo Nike Kodak SAP Gap HSBC Kellogg's Canon Heinz Goldman S. VW Ikea HD Louis Vui. MTV L'Oreal Xerox KFC Apple Pizza Hut Accenture Gucci Kleenex Wrigleys Colgate Avon $bns 71 65 52 42 31 29 28 25 22 21 21 20 19 17 17 16 16 16 15 13 12 12 12 11 11 11 11 11 10 9 9 8 8 8 8 8 8 7 7 7 7 7 7 7 7 6 6 6 6 6 5 5 5 5 5 5 5
2004 RANK Coca-Cola Microsoft IBM GE Intel Disney McDonald's Nokia Toyota Marlboro Mercedes HP Citibank Amex Gillette Cisco BMW Honda Ford Sony Samsung pepsi Nescafe Budweiser Dell Merrill Lynch Morgan St. Oracle Pfizer J.P. Morgan Nike Merck HSBC SAP Canon kellogg's Goldman S. Gap Siemens Ikea HD Heinz Apple Louis Vui. UBS Nintendo MTV VW L'Oreal Accenture Xerox Wrigley's Kodak KFC Pizza Hut Colgate Kleenex $bns 67 61 54 44 33 27 25 24 23 22 21 21 20 18 17 16 16 15 14 13 12 12 12 12 12 11.5 11.5 11 10.6 10 9.3 8.8 8.7 8.3 8.1 8 8 7.9 7.5 7.2 7.1 7 6.9 6.6 6.5 6.5 6.5 6.4 5.9 5.8 5.7 5.4 5.2 5.1 5 5 4.9
Emerging potential
Leadership
Brand Strength
DREK
DR
DREK
Eroding Potential
New/unfocused
EK
D R
EK
Brand Stature
* SUPPORT OF LONG-TERM TIES WITH PEOPLE * ALLOWS LOWER COST for NEW ENTRIES * UNIQUE SPOKESMAN TO ALL PUBLICS
Swift Eveready Nabisco Kellogg Del Monte Wrigley Hershey Gold Medal Life Savers Sherwin-Williams Prince Albert Gillette Singer Manhattan Crisco Ivory Coca-Cola Campbell Lipton PSU - 2006 - Global Brand Goodyear Management - Alain Hutinel. Colgate
Value To Customer
Info Processing Confidence in Buying Use Satisfaction
PSU - 2006 - Global Brand Management - Alain Hutinel.
.
gives meanings and identity to what we use & buy helps us build our self-identity provides a symbolic language through which we can express ourselves in society and be recognized and understood by others creates a longlasting relationship with consumers , at least with customers
PSU 2006 - Global Brand Evian, approved spring -of youth for your body. Management - Alain Hutinel.
Countries
Official bodies Charity org.
Politics/Polticians
25,000 brands registered worldwide, 80% in use. Sara Lee is eliminating R&D & Production to focus on brand development
GLOBAL REGINAL
PSU - 2006 - Global Brand Management - Alain Hutinel.
LOCAL BRANDS