1. Remy Inc. Brand StrategyIdentifying and Delivering the Brand Promise
External Version 1.O
8-4-17

2. It is not necessary to change. Survival is not mandatory. ~W. Edwards Deming

3. Agenda
Part One: Identifying the Remy Inc. Brand and Promise
Vision
Mission
Strategic Intent
Brand Architecture
Value Proposition
Brand position/promise
Decision
Part Two: Process to Drive Message Consistency

4. Problem Statement:
Confusion Erodes Brand Equity and Value.
Fortune contends a 1 point change in a companys reputation rating scale = $107MM in total market value (average worlds Most Admired Companies)
The Economist Intelligence Unit contends that brand/corporate reputation is the single most important risk category
The current Remy Inc. brand position/message is fragmented and non-differentiated, creating confusion with internal and external audiences.
Problem Statement

5. Vision To be a leading global manufacturer of customer preferred rotating electric systems by leveraging a culture of innovation and customer intimacy.
Remy Inc. Vision Statement
Current Vision Statement:
Remy International Inc. will provide superior value as a global supplier of transportation rotation electronic products featuring innovative eco-friendly technologies. We will build strong partnerships with our customers and other stakeholders, and we will deliver on our commitments with flawless execution, and will be recognized for our industry leadership.

6. Current: No Mission Statement Communicated
Remy International is in the rotating electrics business.
Remy Inc. Mission Statement
Mission: to start, charge and power

7. Remy Inc. Strategic Intent
Current: No Strategic Intent Communicated
Capture LD applications with key global OEMs
Grow Hyundai share globally
Regain GMNA position, maintain ROW share
Build technical relationship at VW secure global platforms
Expand commercial vehicle reach globally
Maintain strong share with new products
Grow share in China
Earn fair share of aftermarket globally
Build Substantial Hybrid Business
Become Global Leader for Commercial Vehicle Applications
Secure high volume LD program in each region
Capture emerging specialty vehicle market share in N. America
The Strategic Intent is the roadmap that connects the Mission to the Vision and answers the question how do we win?
Remy Inc. Strategic Intent

8. Remy Inc. Brand Architecture
A Set of Core Values/Strengths That Unites All Remy Inc. Brands
New
Old
Delco Remy
REM
Delco Remy
Brand
Architecture
REM
REMY
REMY
The current Remy Inc. brand position/message is fragmented and non-differentiated, creating confusion with internal and external audiences.

9. Remy Inc. Brand Architecture (Aaker-Monda Model)
Brand Architecture is the Compass for All Remy Initiatives
Brand as
Symbol
Brand as Product
Instills confidence
Quality
Leader
(market and innovation)
Durability
Simplicity
CoreStrengths
Endurance
Bold
Reliable
Believable
brand equity
Efficiency focused
engineering
Rugged
Efficient
Continually
delivering on
100 yr heritage
Power density
Powerful
DNA
Powerful Relationships
Practical
Logical
Right product, time and value
Strategic
Process driven
No frills
Knowledgeable
Disciplined
Do what we say, say what we do
Transparent
Trustworthy
Strict cost containment
Driven
DNA and Core Strengths are Immutable!
Win-win relationships
Execution
Intelligent service
Integrity
Solutions provider
Brand as Organization
Brand as
Person

10. Value Proposition (Remy Inc.)
Focus: singular - rotating electrics.
Offering: Innovative, powerful, efficient rotating electrics from a disciplined, knowledgeable and trusted partner.
Design: A laser focus on technology, efficiency and total cost of ownership delivering leading, practical, intelligently designed products.
Relationships: Customer intimate relationships valued as powerful and strategic, recognized a point of superiority.
Support: Anticipating customer needs with superior, differentiated, proactive support throughout all distribution channels. A trusted advisor. Recognized as a point of superiority.
Message Development
A value proposition should connect on functional and emotional levels.

11. Brand Position

• DNA
• 12. Points of leverage
• 13. Key benefits
• 14. Points of superiority
• 15. Points of parity