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THE VALUE OF CORPORATE BRANDING ‘The Unilever Story’
Amal Cabraal - August 2008
The Value of Corporate Reputation
A study of FTSE 250 companies shows that, on average, reputation accounts for 27% of a company’s market capitalisation
Bell Pottinger and Fortune
More than just a logo
A corporate brand is a product of an organisation's corporate strategy, mission, image, and activities that distinguishes an
organisation from its competitors, and creates a perception of what an organization stands for
Importance of the Corporate Brand
TRUST ( with all stakeholders)
RELATIONSHIPS- Rewarding brand experience for the consumer- Embraces consumer power- Authenticity
CAREDeep rooted engagement with the community
REWARDS- Premium pricing “stand out of the pile”- Creates shareholder value
The Unilever Story
UnileverThe Company
Formed in 1930 by the merger of Margarine Union & Lever Brothers, operating in 150 countries
Market capitalization of $ 90 bn and $ 55 bn in Revenues
Fortune 500 ranking -95th in Profits and 122nd in Revenues
UnileverThe Company
Leading global consumer goods company in Home & Personal Care and Foods
Global No. 1 position in 8 categories
Skin Care
Lever Bros Bangladesh Ltd
Lever Brothers - 1963
East Africa Industries Ltd
Lever Brothers Zimbabwe – 1943, 1947, 1964
Lever Brothers (Malaya) Ltd1947
Lever Brothers (Malaysia) Sdn Bhd1967
Hindustan Lever Ltd
Unilever Taiwan Ltd
Niger SPCN1967
Unilever South Africa
Unilever South Africa
Unilever Vietnam Joint Venture
Lever Vietnam
Unilever Philippines1994
Lever Bros (Thai) Co Ltd - 1954
Lever Ghana - 1787
Unilever Foods – 1998, Australasia
Lever Bros NZ-1899Unilever South East Africa – March 2003
Unilever Sri Lanka Ltd
Unilever (Malaysia) Holdings Sdn Bhd
1994
Lever Ghana -1787
Unilever Nigeria Plc
Unilever Arabia
Unilever Taiwan Ltd
Unilever Philippines1997
Unilever Thai Holdings Co Ltd
1997
Unilever Foods –Australasia, 1998
Building the Corporate BrandShaping the future
A New Mission
Unilever’s mission is to add vitality to life. We meet
everyday needs for nutrition, hygiene, and
personal care with brands that help people feel good, look good and get more out
of life.
Vitality Symbols
Building the Corporate BrandThe Big Idea
Integrating social, economic &
environmental impact of our
business into our Mission
Unilever The Brand Today
• Corporate brand firmly embedded in the Vitality Mission
• Social, economic & environmental impact integrated into the way we work
• Greater clarity of the corporate brand
• Logo/symbols more distinct and recognizable
• Deeper trust with customers and consumers
• Strategic approach to corporate branding
Unilever Sri LankaCorporate Brand Framework
Unilever Sri Lanka G
ood
Gov
erna
nce
Valu
ed
Empl
oyer
B
rand
Stro
ng B
usin
ess
Res
ults
Dee
p-ro
oted
C
omm
unity
link
s
Indu
stry
Th
ough
t Le
ader
ship
Adding Vitality to Life
“It takes years to build a reputation. But just 5 minutes to destroy it”
Warren Buffet
“I have always believed that the company name is the life of an enterprise”
Akio Morita, founder of Sony
Adding Vitality to Life