Companies in an old economy

What companies need today?

Companies in new economy

Brand thinking

Brand value

What is corporate religion about?

The company’s personality

The role of top managers in today’s economy

Virgin Corp. example

Steps of succession

The Value Based Organization

Closing case: Harley Davidson

Summary

• Product centered approach

• Mass production was the main issue

Understand the importance of CR

Devoting much money from budget for CR

Transferring brand values from old to new

economy

Be on the front line

Having the same attitude in the company.

IN the new economy

• Value-based approach

• Mass customization

• Describe themselves both internally &

externally

Brand values

– all the expressions, attitudes and abstract

attributes that companies ascribe to their

products beyond their functional qualities – are

precisely the non-material and emotional

values which give a product its brand status.

Corporate religion (CR)

The aim is to unite everything in a Corporate

Religion.

A religion that brings together the internal

company and the external market in a

shared, connected flow of understanding.

It's about a shared vision

It's about leadership

It's about internal-external

integration

it's about how to implement

1.) What is the world’s perception of our

company?

2.) How do we see ourselves?

3.) How would we like the world to think of us?

Designing strategies and running the company

according to solid principles of good management. (X)

Managers must;

pay close attention to what goes on in and

around their markets.

continuously supplying correct interpretations

adaptive actions

Have communicating skills both

internally/externally

• Richard Brandson is Virgin –

and Virgin is Richard

Brandson

• One of the greatest brand

building success

• Richard Branson is one of

the world’s most successful

entrepreneurs.

Steps of succession

Mission statement

Define and phrase the brand

values

Communicate corporate

brand internally and

externally

•Harley-Davidson, often abbreviated H-D or Harley,

is an American motorcycle manufacturer

•Founded in Milwaukee, Wisconsin during the first

decade of the 20th century

•During 1960, the motorbike market in

the USA developed but;

Harley Davidson didn’t benefit from

this growth

A loyal brand community which keeps active

through clubs, events, and a museum.

Licensing of the Harley-Davidson logo

accounts for almost 5% of company's

net revenue.

What we covered during the case is;

o Companies both in old economy and new economy

o Brand value as a term

o The necessity of Corporate Religion

o Stages of reaching brand culture

o Company’s personality

o The role of top managers today

o Harley Davidson as a final case study