02 branding david greely

© 2004 Hewlett-Packard Development Company, L.P.The information contained herein is subject to change without notice

Branding The Brand

David GreelyHP Corporate MarketingBrand Strategy & Management

04/13/23 Copyright © 2003 HP corporate presentation. All rights reserved. 2

A brand is not…..

A logo

An identity

A product


A brand is…

Source: Marty Neumeier, “The Brand GAP”


The purpose of a brand• A brand defines the

relationship our customers have with us

• A brand is a promise we make to our customers—and to ourselves

• A brand is shaped by each experience customers have with us


Why brands matter• Strong brands drive price premiums• Companies with strong brands can expect to

have a higher employee commitment to their firm

• A strong brand can out perform the market in strong economic times and protect you in weak times

• For technology companies with strong brands 1/3 of the value can be attributed to the brand

Brand:Building the foundation


Brand strategy & promise• The core benefits you offer customers• Your differentiators: what makes you unique• Your character: personality traits• Your brand promise• What you stand for

The HP brand


HP brand evolution

A printer company

A printer and a PC company

A modern, relevant technology company

A modern, relevant technology

solutions company

A broadtechnology company

An iconic21st century brand

Yesterday:Product makers

Today:Market makers

Tomorrow:Experience makers


Brand strategy and brand promise• Customer benefits…−Reliability−Choice and flexibility−Reduced complexity and simplified use−Superior return on technology


Brand strategy and brand promise

•Our differentiators… −Collaborative relationships−Our people−Our technology−Global reach−Global citizenship


Brand strategy and brand promise• Our character…− Optimistic− Dynamic− Human− Inventive− Trustworthy− Quality-driven



• Our brand promise…

“Vital technology for business and life”


Brand strategy and brand promise• What HP stands

for…

Invent

Technology applied to make a meaningful difference.

04/13/23 Copyright © 2003 HP corporate presentation. All rights reserved.

We are reliable in everything we do – our products, our promises, our performance.

Reliability Superior return on technologyWe aim to help people get more out of technology – to reduce the initial cost as well as the total cost of ownership.

Reduced complexity and simplified useWe offer solutions that take the hassle and complexity out of using, deploying and managing technology.

Choice and flexibilityWe give customers true choice – in how they work with us, how they buy from us and what they buy from us.


What HP stands

for

Our brand promise

The benefits we offer to our

customers as the leading technology

company

Our character

Our differentiators

inventTechnology applied to make a meaningful difference.

Vital technology for business and life• Because it makes a real contribution – and you can’t imagine working or living without it.• Because it’s been invented by people with deep technical prowess, know-how, and track record.• Because it’s fully woven into business and life – it empowers.• Because it’s built on the belief that technology should be for everyone.

optimistic dynamic human inventive trustworthy quality-driven

Global reachOur technologyOur peopleCollaborative relationships We operate

everywhere our customers live and work.

We create inventive technology solutions – built to meet real human needs, and integrated with the whole system in mind.

We’re technology experts you can trust to go the extra mile. We make technology work for you.

Global citizenshipWe believe our purpose is not just about profit, it’s about contribution. We uphold the highest standards of corporate global citizenship in everything we do.

We build honest, collaborative relationships – with you and our partners – that you benefit from.


Aligning experiences: mirroring relationship

Customer experienceAn experience that reflects and delivers on the brands fundamental characteristics

Employee experienceAn experience that will enable them to deliver the best experience to customers

• It’s easy to get my work done

• We have motivating leaders who truly empower us to act

• It’s easy to collaborate and work across the organization

• HP’s a special and unique culture that i love being part of

• HP’s easy to do business with

• HP consistently meets their commitments to me

• HP employees always go the extra mile for me

• HP’s a company committed to me and my success

TrustworthyQuality-

consciousInventiveHuman

OptimisticDynamic

= everything is possible


The HP brand evolution:The 360º brand experience

1. We have clear brand objectives and brand and business strategies in place to achieve these objectives

2. We have unified our look and feel

3. We created standards to guide behavior

4. We use these standards to guide behavior at each touchpoint

04/13/23 Copyright © 2003 HP corporate presentation. All rights reserved.

BusinessWeek rankings: ‘Most Valuable Brands’;reported 8/2/2004

Top 10 Brands 2004 Ranking

2004 Brand Value ($B)

% Change/’03

2003 Ranking

1 67.39 -4 1

2 61.37 -6 2

3 53.79 +4 3

4 44.11 +4 4

5 33.50 +8 5

6 27.11 -3 7

7 25.00 +1 8

8 24.04 -18 6

9 22.67 +9 11

10 22.13 0 9

11 21.33 0 10

12 20.98 +6 12

20 12.76 -3 20

25 11.50 +11 29

Closing thoughts

“The most successful brand cultures offer a single, coherent

story where the components work together in a synergistic fashion so that the whole is greater than the sum of the

parts.”Douglas B. Holt

“Brands & Branding,” Harvard Business Review

02 branding david greely

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