Brand Integrati on

Ronald van Haaften MBASource: MBA Thesiswww.van-haaften.nl

M a r k e ti n g , S t r a t e g y &

M a n a g e m e n t

Building and properly managing brand equity has become a priority for companies of all sizes, in all types of industries, in all types of markets. After all, from strong brand equity flow customer loyalty and profits. The rewards of having a strong corporate brand are clear.

To understand the magnitude of branding I have developed a brand integration model and a survey structure.

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

Corporate Brand Integration

A problem for young international organizations is the lack of cross border brand recognition, especially in case of multiple business units scattered across continents or countries.

Hence, development of integrated strategic marketing and communication structures are often lacking.

A shortfall of brand integration and brand awareness will be often recognized by corporate management and business unit managers.

Brand integration challenges to solve:o Where’s the problem ?o What ‘s the problem ?

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

Corporate Brand Integration

A problem for young international organizations is the lack of cross border brand recognition, especially in case of multiple business units scattered across continents or countries.

Hence, development of integrated strategic marketing and communication structures are often lacking.

A shortfall of brand integration and brand awareness will be often recognized by corporate management and business unit managers.

Brand integration challenges to solve:o Where’s the problem ?o What ‘s the problem ?

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

Corporate Brand IntegrationIdentify and Appraise

Measure:to appraise the extent of

corporate branding

Characteristics: to identify features or qualities of

corporate branding

Criteria: to compare and judge

corporate branding

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

Characteristics of Corporate Branding

General characteristics involve features or qualities related to corporate branding serving to identify this phenomenon among other brand propositions:

1. Corporate branding involves autonomous brands with an umbrella or source brand architecture and defines the organization behind the product and/or service.

2. Corporate branding is most often related to mature brands which characterise it by: a rich heritage and valuable roots, its assets and capabilities, the employees being brand ambassadors, its values and value discipline, a dedicated local or global orientation, and a visible citizenship practice.

3. Corporate branding characterises itself by brand transparency which encapsulates the brand vision, brand values, brand personality, brand positioning and brand image.

4. Corporate branding incorporates brand consistency across the organization, the products and services lead by dedicated brand groups or brand manager.

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

Criteria of Corporate Branding

1. Brand functions 2. Brand principles3. Brand leadership4. Brand elements5. Brand architecture6. Brand identity7. Brand personality8. Brand positioning9. Brand awareness/salience10. Brand loyalty/resonance11. Brand judgement

12. Brand feeling13. Brand performance14. Brand associations15. Business management team16. Brand champion17. Global brand manager18. Global brand team19. Corporate communication20. Marketing communication21. Dialogue communication

A criterion for this purpose is seen as a standard or test by which corporate branding may be compared and judged among other brand propositions. I have drawn the following 21 criteria from the theory as studied**;

** MBA Thesis Corporate Branding www.van-haaften.nl

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

Measure Brand Integration

Brand strategy Brand equity

Brand

Brand owner Brand communication

o Brand Leadershipo Brand elementso Brand architectureo Brand identityo Brand personalityo Brand positioning

o Brand awarenesso Brand loyaltyo Brand judgemento Brand feelingo Brand performanceo Brand associations

o Brand functiono Brand principles

o Corporate communicationo Marketing communicationo Dialoque communication

o Brand responsibility - Business MT - Brand champion - Global brand manager - Global brand team

xx%

xx%

xx%

xx%

xx%

Brand integration

o Brando Brand strategyo Brand equityo Brand ownero Brand communication

xx%

5-category

1. Brand

2. Brand Strategy

3. Brand Equity

4. Brand Owner

5. Brand Communication

Rovaha brand integration model: 5 Brand Categories & 21 Brand Criteria

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

Rovaha Model Operationalization

CORPORATE BRAND INTEGRATION

Definition Corporate Brand:

A corporate promise to the consumer at which the brand

has formed a set of perceptions about a product,

service or business

CORPORATE BRAND INTEGRATION

Recipients xxResponse xx%

UnweightedBandwidth 60-150Minimum score xxMaximum score xxMean xx

WeightedBandwidth 30-450Minimum score xxMaximum score xxMean xx

CONCEPT AS INTENT& DEFINITION

CONCEPT AS DETERMENT& VARIABLEOPERATIONALIZATION

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

Rovaha Model Operationalization

CORPORATE BRAND INTEGRATION

Definition Corporate Brand:

A corporate promise to the consumer at which the brand

has formed a set of perceptions about a product,

service or business

CORPORATE BRAND INTEGRATION

Recipients xxResponse xx%

UnweightedBandwidth 60-150Minimum score xxMaximum score xxMean xx

WeightedBandwidth 30-450Minimum score xxMaximum score xxMean xx

CONCEPT AS INTENT& DEFINITION

CONCEPT AS DETERMENT& VARIABLE

OPERATIONALIZATION

DIMENSIONS INDICATORS ITEMS

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

Rovaha Model Operationalization

CORPORATE BRAND INTEGRATION

Definition Corporate Brand:

A corporate promise to the consumer at which the brand

has formed a set of perceptions about a product,

service or business

CORPORATE BRAND INTEGRATION

Recipients xxResponse xx%

UnweightedBandwidth 60-150Minimum score xxMaximum score xxMean xx

WeightedBandwidth 30-450Minimum score xxMaximum score xxMean xx

CONCEPT AS INTENT& DEFINITION

CONCEPT AS DETERMENT& VARIABLE

OPERATIONALIZATION

DIMENSIONS INDICATORS ITEMS

BRANDCategory 1

BRAND COMMUNICATION

Category 5

BRAND EQUITYCategory 3

BRAND STRATEGYCategory 2

BRAND OWNERSCategory 4

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

Rovaha Model Operationalization

CORPORATE BRAND INTEGRATION

Definition Corporate Brand:

A corporate promise to the consumer at which the brand

has formed a set of perceptions about a product,

service or business

CORPORATE BRAND INTEGRATION

Recipients xxResponse xx%

UnweightedBandwidth 60-150Minimum score xxMaximum score xxMean xx

WeightedBandwidth 30-450Minimum score xxMaximum score xxMean xx

CONCEPT AS INTENT& DEFINITION

CONCEPT AS DETERMENT& VARIABLE

OPERATIONALIZATION

DIMENSIONS INDICATORS ITEMS

BRANDCategory 1

BRAND COMMUNICATION

Category 5

BRAND EQUITYCategory 3

BRAND STRATEGYCategory 2

BRAND OWNERSCategory 4

Brand functionBrand principles

Brand leadershipBrand elementsBrand architectureBrand identityBrand personalityBrand positioning

Brand awarenessBrand loyaltyBrand judgementBrand feelingBrand performanceBrand associations

Brand responsibility Man/Team/Champ

Corporate com.Marketing com.Dialogue com.

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

Rovaha Model Operationalization

CORPORATE BRAND INTEGRATION

Definition Corporate Brand:

A corporate promise to the consumer at which the brand

has formed a set of perceptions about a product,

service or business

CORPORATE BRAND INTEGRATION

Recipients xxResponse xx%

UnweightedBandwidth 30-210Minimum score xxMaximum score xxMean xx

CONCEPT AS INTENT& DEFINITION

CONCEPT AS DETERMENT& VARIABLE

OPERATIONALIZATION

DIMENSIONS INDICATORS ITEMS

BRANDCategory 1

BRAND COMMUNICATION

Category 5

BRAND EQUITYCategory 3

BRAND STRATEGYCategory 2

BRAND OWNERSCategory 4

Brand functionBrand principles

Brand leadershipBrand elementsBrand architectureBrand identityBrand personalityBrand positioning

Brand awarenessBrand loyaltyBrand judgementBrand feelingBrand performanceBrand associations

Brand responsibility Man/Team/Champ

Corporate com.Marketing com.Dialogue com.

Question 1-6

Question 7-19

Question 20-24

Question 25-27

Question 28-30

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

Category 1 – BrandQuestionnaire

1. You and your BU management team have access to corporate guidelines that explains the function

corporate branding encompasses.

2. Brand history and its origin are documented and accessible for your employees.

3. Your employees have a clear and objective understanding about strategic brand performance

guarantees to customers.

4. You have a clear and objective understanding about strategic corporate brand preferences and brand

image.

5. The corporate brand is clearly visible and recognizable for all employees.

6. Your employees have a clear and objective understanding about the brand name, legal name and

trade name(s).

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

Category 2 – Brand StrategyQuestionnaire 2/1

7. Brand architecture is strategically determined by the organization.

8. Logos are used on all your external information carriers (like brochures, quotations, email and so on)

and comply with corporate marketing and communication rules.

9. Logos are used on all internal information carriers (like reports, memo’s, email and so on) and

comply with corporate marketing and communication rules.

10. Signage of equipment, vehicles and buildings are proper, coherent and comply with corporate

marketing and communication rules.

11. Work wear, clothing and merchandize are recognizable and consistent branded and comply with

corporate marketing and communication rules.

12. Your business strategy is congruent with corporate value drivers.

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

Category 2 – Brand StrategyQuestionnaire 2/2

13. You and your BU management team have a clear and objective understanding what corporate brand

identity encompasses.

14. You and your BU management team have a clear and objective understanding of key corporate

brand drivers and “raison d’être”.

15. You and your BU management team have a clear and objective understanding what the corporate

brand positioning encompasses (markets, competition, identification, points of difference/parity).

16. Your positioning is congruent with corporate brand positioning.

17. You and your BU management team have a clear and objective understanding of the core brand

value discipline; product leadership or, customer intimacy or operational excellence.

18. You and your BU management team have a clear and objective understanding of your brand

responsibilities and corporate brand responsibilities.

19. You and your BU management team have a clear and objective understanding what the brand

personality encompasses as it would have human demographic characteristics.

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

Category 3 – Brand EquityQuestionnaire

20. You and your BU management team have a clear and objective understanding what corporate

brand performance encompasses. (product reliability, performance, primary characteristics and

secondary features, product reliability, durability, and service ability, service effectiveness,

efficiency, empathy, style, design, and price)

21. You and your BU management team have a clear and objective understanding what corporate

brand Imagery encompasses. (user profiles, purchase and usage, situations, personality and

values, history, heritage and experience)

22. You and your BU management team have a clear and objective understanding what corporate

brand Judgement encompasses. (quality, credibility, consideration and superiority)

23. You and your BU management team have a clear and objective understanding what corporate

brand feeling encompasses. (warmth, fun, excitement, security/risk, social approach, self-respect)

24. You and your BU management team have a clear and objective understanding what corporate

brand resonance encompasses. (loyalty, attachment, community and engagement)

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

Category 4 – Brand OwnerQuestionnaire

25. A company wide communication system is in place to share brand knowledge, insight and best

practices across the company.

26. Integrity, culture and free communication are stimulated across the company by the organization.

27. You and your BU management team have a clear and objective understanding whom responsible

is/are for global brand management.

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

Category 5 – Brand CommunicationQuestionnaire

28. Global marketing communication is part of your BU marketing strategy.

29. Your communication strategy is based on global marketing and communication guidelines.

30. Global marketing guidelines are adopted by local marketers and communicated among your

employees.

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

Questionnaire Setup & Evaluation7 – Point Scale

Rating Label7 Fully Agree6 Agree5 Partially agree4 Average3 Partially disagree2 Disagree1 Fully disagree

Category 1 - Brand Score Score Max score

Result

1 You and your BU management team have access to corporate guidelines that explains the function corporate branding encompasses.

Fully Agree   7 7 100%

2 Brand history and its origin are documented and accessible for your employees.

Partially agree 

5 7 71%

3 Your employees have a clear and objective understanding about strategic brand performance guarantees to customers.

Average

 

4 7 57%

4 You have a clear and objective understanding about strategic corporate brand preferences and brand image.

Agree

 

6 7 86%

5 The corporate brand is clearly visible and recognizable for all employees.

Fully Agree 

7 7 100%

6 Your employees have a clear and objective understanding about the brand name, legal name and trade name(s).

Agree

 

6 7 86%

        35 42 83%

x 100% = ResultScore

Max Score

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

Questionnaire Setup & Evaluation

x 100% = ResultScore

Max Score

Brand dimensions – Demo Business Unit Rovaha

Score Max score Result

Category 1 - Brand 30 42 71% Category 2 - Brand strategy 68 91 75% Category 3 - Brand equity 17 35 49% Category 4 - Brand owner 14 21 67% Category 5 - Brand communication 9 21 43% Brand integration 138 210 66%

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

EvaluationWhere & What’s the problem?

Brand strategy Brand equity

Brand

Brand owner Brand communication

o Brand Leadershipo Brand elementso Brand architectureo Brand identityo Brand personalityo Brand positioning

o Brand awarenesso Brand loyaltyo Brand judgemento Brand feelingo Brand performanceo Brand associations

o Brand functiono Brand principles

o Corporate communicationo Marketing communicationo Dialoque communication

o Brand responsibility - Business MT - Brand champion - Global brand manager - Global brand team

xx%

xx%

xx%

xx%

xx%

Brand integration

o Brando Brand strategyo Brand equityo Brand ownero Brand communication

xx%

75% 49%

67%

71%

43%

66%

Weakest link and bottlenecks

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

More about corporate branding

Read my MBA thesis

Corporate Branding…and more

….Download a copy of my

brand integration Excel

including:

• full questionnaire

• interactive chart

• interactive model

www.van-haaften.nl

M a r k e ti n g , S t r a t e g y & M a n a g e m e n t

Feedback? > Twitter : @rovaha

Thank‘s for joining me on this journey

Slides available on:

www.slideshare.net

www.van-haaften.nl