Académique Documents
Professionnel Documents
Culture Documents
To-day
Goals
How we are going to work (syllabus) Some rules
Me
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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
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You
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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) l CD-ROM l Reference book : Lane Keller, Strategic Brand Management Also : Brand Portfolio Management by D.A. Aaker
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PSU - 2006 - Global Brand Management - Alain Hutinel.
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(some) Brand Management Websites www.pwcglobal.com/fr/fra PriceWaterhouse www.tns.com Taylor Nelson Sofres, Etudes, Panels, Piges . www.esomar.nl ESOMAR Recherche MArketing www.brandweek.com US magazine www.brandchannel.com Interbrand The site on Branding. www.brandfinance.com www.milwardbrown.com Brand research and survey company www.future.sri.com Research International. www.intelliquest.com Millward Brown.Adverising www.accenture.com Accenture www.ipa.com UK Institute of Professional Advertisers www.prodimarques.com French Brand Association www.labelmark.com French consultant www.nomen.com French consultant for Brand Names search www.mckinseyquarterly.com McKinsey www.exmarketing.com Consultants, Bern Schmitt (Columbia U.) www.bec-institute.com HighCo brand Institute partly in English http://www.cobranding.com co-branding offers www.globalbrand.org
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 l Managing Brand Architecture l Brand portfolio Issues l Cross-cultural Branding
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TO-DAY
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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.
Cliquezreasonmodifier le style des some brands and ignore others is that behind the the pour consumers flock to sous-titres du masque brand stands an unspoken promise of value. That is why brands are becoming even more important drivers of growth. That is also why Unilever wants Knorr, Skippy, Hellmanns, SlimFast and Ben & Jerry on its plate. Mukul Pandya, WSJ.
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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
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(Martin Lindstrom)
In this brand (!) new world, What IS a Brand and What DOES a Brand do?
Cliquez pour modifier le style des sous-titres du masque
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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.
Who makes the best . Automobile ? Do you own one ? Have you ever owned one ? Have you ever driven one ? Do you know anybody who owns one ? How do you know .. It is the best ?
PSU - 2006 - Global Brand Management - Alain Hutinel.
Brand is an experience
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A brand is essentially a container for a costumers complete experience with the offer and the company. (Sergio Zyman)
Corporation Economy
Self-expressive benefits
PART OF EACH INDIVIDUALS AND SOCIETAL GROUPS SET OF REFERENCES A POWERFUL SOCIAL DRIVER A GLOBAL CIMENT A VALUE ADDING ECONOMIC AGENT
right to use)
MARKETING NON TANGIBLE ASSET precisely measurable and valuable (when brand is on sale) : STRENGTH , LEADERSHIP & EQUITY, ie capacity to justify price.
Source : K.L.Keller
BRAND EQUITY
as a Percent of Firm Tangible Assets Brand Equity Industry
Apparel Tobacco Food products Chemicals Electric machinery Transportation equip. Primary metals Stone, glass, and clay PSU - 2006 - Global Brand Management - Alain Hutinel. 61 46 37 34 22 20 1 0
DDB Pricing Studies Landor Power Index Interbrand Valuation model Y&R Brandasset Valuator Intangible Value Valuator Sometimes stock market value
PSU - 2006 - Global Brand Management - Alain Hutinel.
Trend (10 %) LT erformance, Projected performance, Sensibility of Plans, competition reactivity Support (10 %)
Protection (5%)
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Interb.
MB
$n bs 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 22 2 . 22 2 . 2 2 22 2 . 2 2 2 . 2 2 . 2 2 . 2 2 . 2 2 . 2 2 2 2 . 2 2 . 2 2 . 2 2 . 2 2 2 . 2 2 . 2 2 . 2 2 . 2 2 . 2 2 . 2 2 . 2 2 . 2 2 . 2 2 . 2 2 . 2 2 . 2 2 2 2 . 2
Emerging potential
Leadership
Brand Strength
R E
DR EK
Eroding Potential
New/ unfocused
DR
E K
D R
EK
B rand Stature
1 1
R A N D
E Q
IT Y
&
E T I N
R A T E LO O F Y A L T Y A P A C IT Y T O B U
I L D P E O
IT F
L E V E L A N D S C O A W A R E N E S S L E V E L & O FP E R C M E A S U R I M A G E N I Q
D I S T I N C T I V E N E S S E I V E D Q U A L I T Y E D A N S T R E N G T H D ID E N T I T Y O F
U E N O S SP E R C E I V E D E F P O S I T IO N N I N G E R B E N
P R E F E R E P OC W N E O F P E R C E I V E D
PSU - 2006 - Global Brand Management - Alain Hutinel.
E F I T S
PreferenceBrand
Value To Customer
Info Processing Confidence in Buying Use Satisfaction
The best Performances last longest. PSU - 2006 - Global Brand Management - Alain Hutinel.
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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 Management - Alain Hutinel.
A persona that overlays and includes the physical products/services the sum of fundamental values and attributes ascribed to it by people the entity that the consumers construct from the products meanings, symbols and images that they perceive as defining the brand.
PSU - 2006 - Global Brand Management - Alain Hutinel.
Evian, approved spring of youth for- your body. PSU - 2006 Global Brand Management - Alain Hutinel.
Contadina, Stouffers, Herta, Vittel KitKat, Polo, Baci, After Eight, Coffee-Mate
GLOBAL REGINAL
PSU - 2006 - Global Brand LOCAL BRANDS Management - Alain Hutinel.