global, local, retail brands…. and …fdin.org.uk/wp-content/uploads/2015/09/global-local...why...
TRANSCRIPT
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GLOBAL, LOCAL, RETAIL BRANDS….
AND INNOVATION
6th March 2014
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GLOBAL, LOCAL, RETAIL BRANDS...AND INNOVATION
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GLOBAL, LOCAL, RETAIL BRANDS...AND INNOVATION
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FROM THIS …
REPEAT
LOYALTY
PURCHASE
CONSIDERATION
AWARENESS
GLOBAL, LOCAL, RETAIL BRANDS...AND INNOVATION
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GLOBAL, LOCAL, RETAIL BRANDS...AND INNOVATION
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GLOBAL, LOCAL, RETAIL BRANDS...AND INNOVATION
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GLOBAL, LOCAL, RETAIL BRANDS...AND INNOVATION
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“…to promote the development of
China’s brand commodities so as to
benefit the world’s people….
development of brand commodities
concerns China’s economic growth
and social progress”
GLOBAL, LOCAL, RETAIL BRANDS...AND INNOVATION
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GLOBAL, LOCAL, RETAIL BRANDS...AND INNOVATION
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GLOBAL, LOCAL, RETAIL BRANDS...AND INNOVATION
BEST GLOBAL BRANDS BY SECTOR
FINANCIAL SERVICES
ELECTRONICS
FMCG
AUTOMOTIVE ALCOHOL
LUXURY
BUSINESS SERVICES
BEVERAGES
DIVERSIFIED
INTERNET SERVICES RESTAURANTS
APPAREL MEDIA
COMPUTER SOFTWARE
SPORTING GOODS
ENERGY
TRANSPORTATION
HOME FURNISHINGS
Sector Breakdown
FINANCIAL SERVICES 14
ELECTRONICS 14
FMCG 11
AUTOMOTIVE 12
ALCOHOL 7
LUXURY 7
BUSINESS SERVICES 5
DIVERSIFIED 5
BEVERAGES 4
INTERNET SERVICES 4
RESTAURANTS 4
APPAREL 3
MEDIA 3
COMPUTER SOFTWARE 2
SPORTING GOODS 2
ENERGY 1
HOME FURNISHINGS 1
TRANSPORTATION 1
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USA
GERMANY
FRANCE
JAPAN
SWITZERLAND
UNITED KINGDOM
ITALY
THE NETHERLANDS
CANADA
SOUTH KOREA
SPAIN
SWEDEN
FINLAND MEXICO
TAIWAN
Region/Country Breakdown
USA 50
GERMANY 10
FRANCE 7
JAPAN 7
SWITZERLAND 5
UNITED KINGDOM 4
ITALY 3
THE NETHERLANDS 3
CANADA 2
SOUTH KOREA 2
SPAIN 2
SWEDEN 2
FINLAND 1
MEXICO 1
TAIWAN 1
BEST GLOBAL BRANDS BY REGION/COUNTRY
GLOBAL, LOCAL, RETAIL BRANDS...AND INNOVATION
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0% 10% 20% 30% 40% 50% 60%
IF YOUR BRAND DOES NOT INFLUENCE ALL THE DECISIONS MADE AT YOUR
ORGANISATION, WHICH OF THE FOLLOWING MIGHT BE THE CAUSE?
GLOBAL, LOCAL, RETAIL BRANDS...AND INNOVATION
CMOs/Senior Marketers
Brand Enthusiasts
25%
PERCENTAGE OF RESPONDENTS
Lack of CEO endorsement
Brand is not included in the “sphere of influence”
There is an inability to prove the financial benefit of brand
Budgets are focused on communications activities
Metrics do not support the importance of brand
29%
28% 35%
49% 46%
32% 38%
39% 33%
51% 30%
15%
39%
35%
40%
Branding expertise does not yet exist
Current branding expertise is not widely accepted
Incentives do not support the importance of brand
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METHOD FOR VALUING BRANDS
FINANCIAL PERFORMANCE ROLE OF BRAND BRAND STRENGTH
OPERATING PROFITS –
TAXES
NOPAT –
WACC =
ECONOMIC PROFIT x
ROLE OF BRAND =
BRANDED EARNINGS x
BRAND STRENGTH
DISCOUNT RATE =
ECONOMIC PROFIT BRANDED EARNINGS BRAND VALUE
BRAND VALUE RESULTS
The parts come together so that the
forecasted financial performance projects
economic profits that are multiplied by the
role of brand to reveal branded earnings.
These branded earnings, which are
based on the brand strength, are
discounted back to a present value and
totaled to arrive at a brand value.
%
$
B
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ALLOCATION OF BOARD AGENDA TIME
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GLOBAL, LOCAL, RETAIL BRANDS...AND INNOVATION
NAME VISUAL
IDENTITY
PRODUCTS & SERVICES
EXTERNAL COMMUNICATIONS
VISION VALUES
MANAGEMENT SYSTEMS
BUSINESS PROCESSES
TRAINING & RECRUITMENT
BELIEFS & PERSONALITY
EMPLOYEE COMMUNICATION
CLEAR BRAND STRATEGY
METHODS OF REWARDS
SENSE OF PURPOSE
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BRAND AS CENTRAL ORGANISING PRINCIPLE
SALES
MARKETING
MANUFACTURING/ RETAIL OPERATIONS
DISTRIBUTION
R&D
FINANCE
TO THIS:
BRAND
STRATEGY TRADITIONAL
COMMUNICATION
HR
SALES
MARKETING
MANUFACTURING/ RETAIL OPERATIONS
DISTRIBUTION
R&D
FINANCE
HR
BRAND
STRATEGY
BUSINESS
STRATEGY
FROM THIS:
GLOBAL, LOCAL, RETAIL BRANDS...AND INNOVATION
BUSINESS
STRATEGY
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PRODUCTS
AND SERVICES
PEOPLE AND
BEHAVIOURS
ENVIRONMENTS
AND CHANNELS
COMMUNICATIONS
BRAND
GLOBAL, LOCAL, RETAIL BRANDS...AND INNOVATION
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GLOBAL, LOCAL, RETAIL BRANDS...AND INNOVATION
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GLOBAL, LOCAL, RETAIL BRANDS...AND INNOVATION
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Clarity
Coherence
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Clarity
Coherence
Leadership
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GLOBAL, LOCAL, RETAIL BRANDS...AND INNOVATION
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VISION
Man is the creator of change in this world and
should not be subordinate to machines or
systems.
MISSION
Providing human tools. Dedicated to the
empowerment of man, helping change the way we
work, learn and communicate.
VALUES
Individualistic, thinking differently, clarity, clever.
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HUMANISING TECHNOLOGY COMMUNICATIONS
PRODUCTS AND SERVICES
ENVIRONMENTS AND CHANNELS
PEOPLE AND BEHAVIOURS
DELIVERING THE BRAND
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MICROSOFT ACQUIRES NOKIA
GLOBAL, LOCAL, RETAIL BRANDS...AND INNOVATION
MICROSOFT BUYS NOKIA
FOR $7.2BILLION IN LATEST
ATTEMPT TO EDGE OUT
APPLE IN PHONE AND
TABLET MARKET
MICROSOFT GOES ALL
IN AND BUYS NOKIA'S
DEVICE BUSINESS IN
$7.17 BILLION DEAL
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‘Our mission is to be the earth’s most customer-centric company… it’s the job of every person in this company to reinforce the culture, including me.’
JEFF BEZOS, AMAZON
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LBO blah LBO blah
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GLOBAL, LOCAL, RETAIL BRANDS...AND INNOVATION
“Competing successfully in the 21st century will require
more than just outstanding product quality and functions.
Intangibles such as corporate image and brand image
will be crucial factors for achieving a competitive edge.”
Jong-Yong Yun, President and CEO, Samsung Electronics
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GLOBAL, LOCAL, RETAIL BRANDS...AND INNOVATION
“This is our first attempt to be at the leading edge
rather than being a follower”
Eric B Kim, Samsung
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GLOBAL, LOCAL, RETAIL BRANDS...AND INNOVATION
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• Rising costs
• Pressurised budgets
• Hyper competition
• Leverage brand loyalty and scale
• Critical mass for investment and innovation
WHY POWERBRANDING?
GLOBAL, LOCAL, RETAIL BRANDS...AND INNOVATION
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• Rising costs
• Pressurised budgets
• Hyper competition
• Leverage brand loyalty and scale
• Critical mass for investment and innovation
• CLARITY AND FOCUS
WHY POWERBRANDING?
GLOBAL, LOCAL, RETAIL BRANDS...AND INNOVATION
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GLOBAL, LOCAL, RETAIL BRANDS...AND INNOVATION
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GLOBAL, LOCAL, RETAIL BRANDS...AND INNOVATION
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GLOBAL, LOCAL, RETAIL BRANDS...AND INNOVATION
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GLOBAL, LOCAL, RETAIL BRANDS...AND INNOVATION
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GLOBAL, LOCAL, RETAIL BRANDS...AND INNOVATION
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GLOBAL, LOCAL, RETAIL BRANDS...AND INNOVATION
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P&G
GLOBAL, LOCAL, RETAIL BRANDS...AND INNOVATION
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GLOBAL, LOCAL, RETAIL BRANDS...AND INNOVATION
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GLOBAL, LOCAL, RETAIL BRANDS...AND INNOVATION
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“New products are a lazy
man’s marketing” Former president of Coca Cola
GLOBAL, LOCAL, RETAIL BRANDS...AND INNOVATION
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PRODUCTS
AND SERVICES
PEOPLE AND
BEHAVIOURS
ENVIRONMENTS
AND CHANNELS
COMMUNICATIONS
BRAND
GLOBAL, LOCAL, RETAIL BRANDS...AND INNOVATION
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SEARCH
WATCH
VIDEO ON
PHONE
DOWNLOAD
IPHONE APP
COMPARE
SHOP
ONLINE
LIKE US
ON
BUY
ITEM
SHOP ON
WEBSITE
WATCH
YOUTUBE
COMMERCIAL
VIEW
PRINT AD
READ
BLOG
VIEW
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AD
READ
REVIEWS
WATCH
TUTORIAL
DEMO
PRODUCT
IN STORE
GLOBAL, LOCAL, RETAIL BRANDS...AND INNOVATION
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Clarity
Coherence
Leadership
GLOBAL, LOCAL, RETAIL BRANDS...AND INNOVATION
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GLOBAL, LOCAL, RETAIL BRANDS...AND INNOVATION
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