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Brands and branding
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Monday, July 29, 2013
A brand is an assetIt is a property
with a measurable value that should be maximized
Monday, July 29, 2013
Marca = Valoare pentru consumator
Interpretarea/procesarea informatiilor
Incredere in cumparatura facuta
Atasament emotional
Monday, July 29, 2013
MARCA= valoarecompanie
M&AAliante strategiceExtensii de brandLicentiere
Price premiumRetentia consumatorilor
Vulnerabilitate mai mica in crizaBariere in fata competitiei
Monday, July 29, 2013
Marca = Valoare pentru companie
• Eficienta si eficacitate a programelor de marketing
• Consumatori loiali• Profitabilitate (price premium)• Extensii de marca• Avantaj competitiv• Putere in fata retailer-ului
Monday, July 29, 2013
Evaluare de brand
• Masuratori de brand (brand equity) – fara valoare financiara
• Evaluare financiara– Cost based– Premium price– Economic use
Monday, July 29, 2013
Invisible BusinessCountry Value of intangibles % of enterprise value:
India $251 bn 76%
Switzerland $643 bn 74%
France $1,213 bn 73%
Australia $461 bn 72%
USA $9,201 bn 71%
Canada $795 bn 68%
UK $2,010 bn 66%
Spain $506 bn 60%
Italy $507 bn 59%
South Africa $217 bn 60%
Brazil $158 bn 47%
Singapore $92 bn 45%
Global $19,500 bn 62%
Sursa: Brand Finance plc
Monday, July 29, 2013
• 1743 Moët & Chandon
• 1759 Wedgewood
• 1769 Gordon’s Gin
• 1830 McVitie’s
• 1831 Cadbury’s
• 1850 Levi Strauss & Co
• 1866 Nestlé
• 1869 Heinz
• 1875 Colgate
• 1886 Coca-Cola
• 1887 Johnson & Johnson
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Brands
don't have
to die.
Monday, July 29, 2013
Companie Loc Top 100
2012
Valoare (mil $)
2012
Valoare (mil $)
2007
Moët & Chandon
#98 3,824 3,739
Levi Strauss & Co
out
Nestlé # 57 6,916 5,314
Heinz # 46 7,722 6,544
Colgate # 47 7,643 6,025
Coca-Cola #1 77,839 65,324
Johnson & Johnson
#78 4,378 3,445
Sursa: Interbrand Top 100
Monday, July 29, 2013
Marci FMCG pe raft Mesaje publicitare/zi Marci Inregistrate
Sursa: Lippincott &Mercer - SUA
1991 2001 1960 1990 2000 1960 1985 2002
15,000 45,000 1,500 3,000 5,000 18,434 65,800 203,000
Monday, July 29, 2013
Market opportunities
Monday, July 29, 2013
Intrebarea nu e
To brand or not to brand
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Care marca?
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Noua?Existenta?
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Modelul standard
Market opportunities
Capabilitatile companiei
Monday, July 29, 2013
Compania
• Marci mai putine• Investitie mai focusata – ROI mai mare• Efort organizational mai concentrat• Sinergii• Capabilitati de productie
Monday, July 29, 2013
Compania
• Marci mai puternice• Mai mult profit (price premium)• Pozitie competitiva• Avantaj in fata partenerilor• Asset financiar
Monday, July 29, 2013
Market opportunities
Capabilitatile companiei
Modelul Traditional
Market opportunities
Capabilitatile companiei
Relevanta pentru marca
Modelul contemporan
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