psu - global brand management - alain hutinel
Post on 14-Dec-2014
239 Views
Preview:
DESCRIPTION
TRANSCRIPT
PSU - Global Brand Management - Alain Hutinel
1
Part VPart V
Managing Brand Offer ArchitectureManaging the Brand in the Global Context
PSU - Global Brand Management - Alain Hutinel
2
Managing Brand offer Managing Brand offer ArchitectureArchitecture
Or How to signify at the same time :Or How to signify at the same time :
. a common reference of brand . a common reference of brand offerings offerings
and and
. how they differ from each other. how they differ from each other
andand
. What the Brand stands for. . What the Brand stands for.
PSU - Global Brand Management - Alain Hutinel
3
Many different types of Many different types of brandsbrands
B2B B2C Web Trade Local Regional National International Worlwide (meta)
Corporate Commercial Non-business (?)
– Countries – Official bodies– Charity org.– Politics/Polticians– …
PSU - Global Brand Management - Alain Hutinel
4
Complex Brand Offer Complex Brand Offer ArchitecturesArchitectures
Jean-Noel KapfererJean-Noel Kapferer
Product Brand : Product Brand : Exclusive name to a single Exclusive name to a single product to assure individual positionning (Tide, Martini ……) product to assure individual positionning (Tide, Martini ……)
Line Brand : Line Brand : Extend a concept across different Extend a concept across different product in segmented market or across similar markets product in segmented market or across similar markets (Renault ….)(Renault ….)
Range Brand : Range Brand : Use same name and promise in Use same name and promise in product categories with same ability (Green Giant …..) product categories with same ability (Green Giant …..)
Umbrella Brand : Umbrella Brand : Support products in different Support products in different
markets with each its own promise, Danonmarkets with each its own promise, Danon Source Brand : Source Brand : Support sub-brand names as Support sub-brand names as
aboveabove
Endorsing Brand :Endorsing Brand : Approve/garanty wide Approve/garanty wide variety of product brands, line and range brands GEvariety of product brands, line and range brands GE
Marque : Endorsing (Corporate) Marque : Endorsing (Corporate) BrandBrand …..
PSU - Global Brand Management - Alain Hutinel
5
Brand extension/stretchingBrand extension/stretchingWhy extend ?Why extend ?What is Brand What is Brand
«stretching» ?«stretching» ?Where to extend ?Where to extend ?RisksRisksKeys to successKeys to successFittingFitting… … why NOT extend ? why NOT extend ?
PSU - Global Brand Management - Alain Hutinel
6
Why extend brands ?Why extend brands ?
increasing competition between less increasing competition between less & larger players with global & larger players with global aspirations and ability to aspirations and ability to communicate globallycommunicate globally
towards saturation of marketstowards saturation of marketssimilarity of brands’ offers attributessimilarity of brands’ offers attributesdecreasing brand loyaltydecreasing brand loyaltyreact to declining marketsreact to declining marketsnourish the brand perceived vitalitynourish the brand perceived vitality
PSU - Global Brand Management - Alain Hutinel
7
What is the brand stretching ?What is the brand stretching ?
It is the transfer of brand values on the new market
It shows that the brand is not related directly to one sector but has values that can transcend different products categories
PSU - Global Brand Management - Alain Hutinel
8
«Where” Stretching the «Where” Stretching the BrandBrand
same category : no distance extensionsame category : no distance extensionnew sub-category : short distance new sub-category : short distance
extensionextensionnew category : middle distance new category : middle distance
extensionextensionnew activity : long distance extensionnew activity : long distance extensionGeographic expansion
PSU - Global Brand Management - Alain Hutinel
9
Dim Brand stretchingDim Brand stretching
Comfort, liberty
PSU - Global Brand Management - Alain Hutinel
10
Low cost in launching Danone Activ Low cost in launching Danone Activ and Taliansand Talians
PSU - Global Brand Management - Alain Hutinel
11
Barilla move into biscuitsBarilla move into biscuits
taste, savor, Italian way of cooking
PSU - Global Brand Management - Alain Hutinel
12
Swatch move into jewelSwatch move into jewel
Modern, Quality/price, Variety, Innovative design
PSU - Global Brand Management - Alain Hutinel
13
Caterpillar moved into shoes and Caterpillar moved into shoes and clothingclothing
reliable, resistant, masculine
PSU - Global Brand Management - Alain Hutinel
14
Taillefine move into biscuits and Taillefine move into biscuits and waterwater
Non fat, healthy
PSU - Global Brand Management - Alain Hutinel
15
Mars move into ice creamMars move into ice cream
gourmandize, rich, sweet
PSU - Global Brand Management - Alain Hutinel
16
Brand stretching risksBrand stretching risks
Distort/Dilute the values of the Brand
Lose the original consumers
PSU - Global Brand Management - Alain Hutinel
17
Chevignon brand dilutionChevignon brand dilution
modern, adventurous, exquisite
PSU - Global Brand Management - Alain Hutinel
18
Pierre Cardin brand dilutionPierre Cardin brand dilution
PSU - Global Brand Management - Alain Hutinel
19
Keys to success in brand Keys to success in brand extensionextension
Brand identity
Brand extension Market’s values
RelevanceFit
Added value
PSU - Global Brand Management - Alain Hutinel
20
«Fitting»«Fitting»
Perceived brand «typicality», ie Perceived brand «typicality», ie product categories which «go well» product categories which «go well» with the mother brandwith the mother brand
Emotional agreement with the Emotional agreement with the potential extension product categoriespotential extension product categories
tested transferability of the brand’s tested transferability of the brand’s intangibles and of the brand’s intangibles and of the brand’s «vision», brand’s identity & brand «vision», brand’s identity & brand project. project.
PSU - Global Brand Management - Alain Hutinel
21
PSU - Global Brand Management - Alain Hutinel
22
PSU - Global Brand Management - Alain Hutinel
23
The success of pen, lighter, The success of pen, lighter, and razors Bicand razors Bic
Accessible, practical, deposable
PSU - Global Brand Management - Alain Hutinel
24
The failure of Bic perfumeThe failure of Bic perfume
The Bic values are not relevant to perfume
PSU - Global Brand Management - Alain Hutinel
25
This failure did not dilute the This failure did not dilute the brand essence of Bic. Why ?brand essence of Bic. Why ?
Brand identity
Brand extension
Because the Bic perfume was coherent with Bic Brand identity
PSU - Global Brand Management - Alain Hutinel
26
Economic evidences of brand Economic evidences of brand extensionsextensions
Higher survival rate of productsHigher survival rate of productsHigher chances of success, due to :Higher chances of success, due to :
. trial rate. trial rate
. conversion rate. conversion rate
. loyalty rate (repurchase). loyalty rate (repurchase)Lower launch costLower launch cost
PSU - Global Brand Management - Alain Hutinel
27
Why NOT extend brands ?Why NOT extend brands ?
Unclear/no Brand IdentityUnclear/no Brand IdentityHigh brand switching patternHigh brand switching patternUnwatched Overheads Cost Unwatched Overheads Cost
increaseincreaseNo sufficient resources for success No sufficient resources for success No sufficient “Fit” and RelevanceNo sufficient “Fit” and Relevance……..
PSU - Global Brand Management - Alain Hutinel
28
Managing the Brand in the Managing the Brand in the Global Context Global Context
= Cross-Cultural Branding within the Global Business Strategy Game
PSU - Global Brand Management - Alain Hutinel
29
Mega Brands 1Mega Brands 1
PSU - Global Brand Management - Alain Hutinel
30
Mega Brands ?Mega Brands ?
PSU - Global Brand Management - Alain Hutinel
31
Mega Brands ?Mega Brands ?
PSU - Global Brand Management - Alain Hutinel
32
Mega Brands ?Mega Brands ?
PSU - Global Brand Management - Alain Hutinel
33
Mega Brands ?Mega Brands ?
PSU - Global Brand Management - Alain Hutinel
34
International BrandingInternational Branding
What has to be adapted ?Chinese Brands case
How much Brand origin is important ?
American Dream, …. And next ?
PSU - Global Brand Management - Alain Hutinel
35
The View from The View from HondaHonda
“We are the most international of the Japanese companies. At the moment we are the most diversified, and we will be more diversified in the future. Still, I think it would be very hard to build a one-type world car. In the end, I don’t think it would be very efficient.”
---Nobuhiko KawamotoPresident and CEO, Honda Motor Company
PSU - Global Brand Management - Alain Hutinel
36
The View from The View from ToyotaToyota Our global strategy used to center on “world
cars,” which we would modify slightly to accommodate demand in different markets. Today our focus is shifting to models that we develop and manufacture especially for selected regional markets.
Examples North America: Avalon and Camry coupe and
station wagon. 1997 Sienna minivan. NUMMI Joint Venture: Tacoma light pickup. Europe: Carina E Southeast Asia: Toyota Utility Vehicle (Kijang in
Indonesia, Tamaraw in Philippines)
PSU - Global Brand Management - Alain Hutinel
37
- - John F. Welch, JrJohn F. Welch, Jr..Chairman and CEO, General
Electric
"Our vision has been described to you for a decade. We believed that only businesses that were number-one or number-two in their markets could win in the increasingly competitive global arena. Those that could not were to be fixed, closed or sold."
PSU - Global Brand Management - Alain Hutinel
38
The Brands the Heroes ?The Brands the Heroes ?
PSU - Global Brand Management - Alain Hutinel
39
ValuesExpressions of cultures
Heroes
Rituals
Signs : icons, indexes & Symbols
A value is a broadTendency to prefera certain state of affairs over others
Lifestyles are expressionsof sub-cultures
BRANDS ?
PSU - Global Brand Management - Alain Hutinel
40
PSU - Global Brand Management - Alain Hutinel
41
PSU - Global Brand Management - Alain Hutinel
42
PSU - Global Brand Management - Alain Hutinel
43
First Starbucks Location in LondonFirst Starbucks Location in London 9/17/989/17/98
PSU - Global Brand Management - Alain Hutinel
44
PSU - Global Brand Management - Alain Hutinel
45
PSU - Global Brand Management - Alain Hutinel
46
PSU - Global Brand Management - Alain Hutinel
47
Some Branding IssuesSome Branding Issues
PSU - Global Brand Management - Alain Hutinel
48
Labels and « appellations » ?Retail/trade Brands ?WebBrands potential ?Corporate Brands ?Anti Globalisation ?Non Western Brand cultures ?AntiBrand laws ? Valuation/accounting ?Citizen Brand ?
top related