Embed Size (px)
DESCRIPTION
Citation preview
We fulfill dreams through the
experience of motorcycling,
by providing to motorcyclists and to
the general public an expanding line of
motorcycles and branded products and
services in selected market segments.
Which are the world’s
10 most loved brands?
Source: Richard Beevers, Customer
Source: rankingthebrands.com
What is a brand?
A brand…
Product Environment
CommunicationBehaviour
Central
Idea
Added value
Product core
Added values
e.g. service levels
80% impact /
20% cost
Basic features
20% impact /
80% cost
Product surround
Added value in practice…
Prefer Pepsi Prefer CokeEqual /
can’t say
Blind test 51% 44% 5%
Open test 23% 65% 12%
The pursuit of
ADDED VALUE
is central to
brand building
The library experiment
What do customers
really buy?
Before After
Brand inside
+
Brand outside
=
Your brand
Brand outside
Brand inside
Brand inside
+
Brand outside
=
Your brand
Product Environment
CommunicationBehaviour
Central
Idea
Living the brand…
Central idea
“We create happiness by providing the finest in entertainment for people of all ages, everywhere."
Product
Behaviour
How did he learn this ?
Environment
Communications
Dear Sir/Madam
My congratulations to B & Q on getting a
yacht to leave the UK on 28th November
2004, sail 27,354 miles around the world
and arrive back 72 days later.
Could you please let me know when the
kitchen I ordered 96 days ago will be arriving
from your warehouse 13 miles away?
Yours sincerely
John Roberts
The employer brand
Loving your people
Core proposition
Delivering the employer brand
Strategic branding errors
1. Confusing brands and logos
2. Lack of relevant, differentiated central idea
3. Poor customer experience
4. Relying on advertising
5. Overstretching the brand
6. Forgetting the brand inside
7. Incongruence – NOT LIVING THE BRAND
Do customers love you with ALL their heart?
