Mkt Brands 2013

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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 Mot & Chandon

    1759 Wedgewood

    1769 Gordons Gin

    1830 McVities

    1831 Cadburys

    1850 Levi Strauss & Co

    1866 Nestl

    1869 Heinz

    1875 Colgate

    1886 Coca-Cola

    1887 Johnson & Johnson

    Monday, July 29, 2013

  • Brands

    don't have

    to die.

    Monday, July 29, 2013

  • Companie Loc Top 100

    2012

    Valoare (mil $)

    2012

    Valoare (mil $)

    2007

    Mot & Chandon

    #98 3,824 3,739

    Levi Strauss & Co

    out

    Nestl # 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

    Monday, July 29, 2013

  • Care marca?

    Monday, July 29, 2013

  • Noua?Existenta?

    Monday, July 29, 2013

  • 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

    Monday, July 29, 2013