brand & image management chi durban october 2012
TRANSCRIPT
Brand & Image Management
CHI DurbanOctober 2012
2© [year] [legal member firm name], registered with the trade register in [country] under number [number], is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in [country]. The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
Brand ManagementBrand Management is marketing your Brand
Brand management is the application of marketing techniques to a specific brand
• Employees
• Relations
• Media
• Clients
• Financial sponsors
3© [year] [legal member firm name], registered with the trade register in [country] under number [number], is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in [country]. The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
Brand ManagementBrand Management is all about building a strong brand
Using marketing techniques to create brand value and in the long term a strong brand
Best Global Brands 2011 ($ M)
Coca-Cola 71,861 Microsoft 59,087 Google 55,317
McDonald's 35,593
Apple 33,492
Disney 29,018
Hewlett-Packard 28,479 (source: Interbrand 2012)
4© [year] [legal member firm name], registered with the trade register in [country] under number [number], is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in [country]. The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
Brand ManagementBrand Management is not that simple; some questions
• What are the characteristics of a successful brand?
• Why can Brand Management be important for CHI?
• What is the promis of your brand, what is de promis of CHI?
• What is needed to build a strong CHI brand?
5© [year] [legal member firm name], registered with the trade register in [country] under number [number], is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in [country]. The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
Brand ManagementBrand Management is not that simple; some suggestions...
• Standardization (company logo and house style)
• Connect to a strong brand? 1 + 1 + 3? Concentration of strenght!
• Find Ambassadors (give the organisation a face)
• Identify target audience and align with marketing techniques (Communication and promotionmix)
• Plan, Do, Act and Check!
6© [year] [legal member firm name], registered with the trade register in [country] under number [number], is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in [country]. The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
Promotion = Communication and Communication will achieve:
• Brandname recognition
• Building strong relationships with important stakeholders
• The “Selling” of CHI
• Create awarness for the need fot Child Helplines
Brand ManagementMarketing Techniques: Promotion: Promotion Mix is crucial
7© [year] [legal member firm name], registered with the trade register in [country] under number [number], is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in [country]. The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
• Parts of a Promotion Mix, some examples:
• Advertorials in regional or local media (Thought Leadership and Commercial adverts)
• Organising events or sponsor meetings with stakeholders (meet & greet with Ambassadors)
• Public Relations; one on one contacts with import stakholders/relationship management
• Publications on the topic
• Mailings, Cold Calling
Brand ManagementImplementing a Promotion Mix is not that difficult
8© [year] [legal member firm name], registered with the trade register in [country] under number [number], is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved. Printed in [country]. The KPMG name, logo and ‘cutting through complexity’ are registered trademarks of KPMG International.
Image Brand Management & Image are closely connected
• Protecting your brand: liability
• Risk analysis
• Reputation manager
• Monitor & act!
• Damage control plan
• Comes by foot and goes by horse
© 2012 KPMG Staffing & Facility Services, registered with the trade register in the Netherlands is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (‘KPMG International’), a Swiss entity. All rights reserved.
The KPMG name, logo and ‘cutting through complexity’ are registered trademarks or trademarks of KPMG International.