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.