workshop johan gromark brand orientation utrecht 2012
DESCRIPTION
Workshop Johan Gromark congres Identiteit 23 april 2012TRANSCRIPT
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BOI-hjulet
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BOI-hjulet
Brand Orientation – an identity approach to
organisational development
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Label Johan Gromark Brand consultant Analysis Strategy Implementation Follow up A part of BBDO Worldwide
Johan Gromark
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What is brand orientation? Is it profitable to be brand oriented?
Four different approaches to branding What factors distinguish those companies that succeed? Mini-group discussion about brand orientation Summing up
!
LABEL, vilka är vi? Agenda
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BOI-hjulet
The worlds most valuable brand?
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Best Global Brands 2011
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Increased brand equity Consequence Financial benefit
Customers Increased demand, increased perceived value, decreased price sensitivity
Income
Suppliers Increased bargain power, better terms & conditions Direct cost
Employees Reduced staff turnover Increased efficiency Expenses
Shareholders Increased interest from venture capital Better negotiating position
Cost of capital
Brand Equity and different stakeholders
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The brand management chain
Persson (2007)!
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BOI-hjulet
HOW do you develop a strong brand?
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LABEL, vilka är vi? The context of brand orientation
”Any customer can have a car painted any colour that he wants so long as it is black” Henry Ford
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The context of brand orientation
Production orientation
= Know your factory
Customer orientation
= Know your customer
Market orientation
= Know your customer and competitor
Brand orientation
= Know your customer, your competitor and your own brand
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Market orientation, Resource Based View (RBV) & Brand Orientation
Brand Orientation
Market Orientation
Resource Based View
External focus Internal focus
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BOI-hjulet!
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Brand Orientation Index - from attitude to behavior
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Brand Orientation Index
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BOI Stair - Index value
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BOI Stair – The relationship between brand orientation and profitability
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Researcher Country Target group Sign. positive performance
Hankinson (2001) UK Charity organisations Yes
Bridson & Ewans (2004) Australia Fashion retailers Yes
Napoli (2006) Australia Non profit organisations Yes
Wong & Merrilees (2007) Australia Mostly SME Yes
Wong & Merrilees (2008) Australia Mostly SME Yes
Voskuyl (2009)* Netherlands 500 largest companies Yes
Baumgarth (2009) Germany SME-museums Yes
Baumgarth (2010) Germany B2B Yes
Kooiman (2010)* Netherlands Charity organisations Yes
Other brand orientation studies
* Using the BOI-model in the study
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BOI Stair – The relationship between brand orientation and profitability
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The BOI Matrix - Four attitudes to brands
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The BOI Matrix - Four attitudes to brands
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The BOI Matrix - Four attitudes to brands
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The BOI Matrix - Four attitudes to brands
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The BOI Wheel - Key factors in Brand oriented companies
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Factor 1 - Approach
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"Their technology level is still low. Their image is not comparable with ours. They have no major competitive premium brand"!
Samsung CEO Jong-Yong Yun about the threat from chinese companies!GP, 070415!
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Factor 2 - Implementation
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Factor 3 - Goals & follow-up
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“Become the company most known for changing the worldwide poor-quality image of Japanese products” "(earlys 50s)!
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Factor 4 - Relationships
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Harely-Davidson
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Workshop - Styrsystem för varumärkesarbetet
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Workshop - Styrsystem för varumärkesarbetet
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Workshop - Styrsystem för varumärkesarbetet
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Workshop - Styrsystem för varumärkesarbetet
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Workshop - Styrsystem för varumärkesarbetet
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Workshop - Styrsystem för varumärkesarbetet
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Workshop - Styrsystem för varumärkesarbetet
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Workshop - Styrsystem för varumärkesarbetet
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Workshop - Styrsystem för varumärkesarbetet
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Workshop - Styrsystem för varumärkesarbetet
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Workshop - Styrsystem för varumärkesarbetet
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Workshop - Styrsystem för varumärkesarbetet
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Workshop - Styrsystem för varumärkesarbetet
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Workshop - Styrsystem för varumärkesarbetet
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Workshop - Styrsystem för varumärkesarbetet
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Workshop - Styrsystem för varumärkesarbetet
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Workshop - Styrsystem för varumärkesarbetet
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Universum Ideal Employer Rankings: Business students Sweden 2009
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Factor 5 - Identity development & protection
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Factor 6 - Operational development
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!
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Factor 7 - Responsibility & roles
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Factor 8 - The top managements participation
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LABEL, vilka är vi? Vision | exempel
Ingvar Kamprad, IKEA
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The 8 factors
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Mini-workshop
Instructions
1. Reflect individually on the four different
approaches, which are similar to your own
organization? Why?
2. Reflect individually on your organizations
strenghts and weaknesses when it comes to
the eight factors?
3. Discuss and share your reflections in your
group. Do you have experiences in
increasing the level of brand orientation
that you can share with your group?
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Contact info
Johan Gromark
+46 708 137175
Order the report
www.brandorientationindex.com
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BOI-hjulet