罗兰贝格-品牌重要性(1)

IMPACTOFBRANDSTHROUGHOUTTHEVALUECHAIN-2-BCN-8010-97000-010-197EAgendaA.Brandsgainimportanceinanincreasinglycomplexworld!B.BrandmanagementisakeyissueforallplayersintheautomotivevaluechainC.Makingbrandsoperational-howtoimplementbrandmanagement-3-BCN-8010-97000-010-197EA.Brandsgainimportanceinanincreasinglycomplexworld!-4-BCN-8010-97000-010-197EAbrandisatrustworthy,distinctivepromisetothecustomerthat……differentiatessimilarproductsfromcompetition…addsvalueinthemindoftheconsumertotheobjectiveproductperformance…buildsstrongrelationshipswithcustomersbasedonemotionalvalues…providessecurityandfamiliaritytofacilitatethepurchasingdecisionSource:RolandBerger&Partners-5-BCN-8010-97000-010-197EProductProductBrandBrandLasmarcasañadenvalorparadiferenciarlosproductosDesigned,developedandmanufacturedObjectiveperformancebasedonmeasurablecharacteristicsLimitedlifecyclewithdecreasingvalueattheendCreatedinthemindsofthecustomersPerceivedqualitybasedonemotionalvaluesUnlimitedexistencewithincreasingvalueovertimeSource:RolandBerger&PartnersProductcharacteristcsAddedvalue-6-BCN-8010-97000-010-197ESuccessfulbrandshaveasharpprofile,arepre-pointedtoatargetworldbasedonauthenticvalueClearandsharpprofile...Clearandsharpprofile...…prepointedtoatargetworld…prepointedtoatargetworld…basedonauthentic,original,realvalues…basedonauthentic,original,realvaluesAutomotivejoyoflifeExpressivedesignLifeableanddesignexperienceFuntodriveAdventageousvalueformoneyratio2468010“Price”“Solidarity”“Fun”“Quality”“Hedonism”“Solidarity”“Value”“Price”SatisfactionofemotionalneedsSatisfactionoffunctionalneedsConsumptionlimitationConsumptionmaximizationVWAudiSkodaSeatEnvironment/ResponsibilityDesignClanningQualityServiceNew&CoolThrill&FunSmartShoppingCustomizedSafetyComfortPrice,Price,PriceReason/Sense-7-BCN-8010-97000-010-197EFilterEveryday,everyoneofusneedstohandleenormousamountsofinformation-brandsarethelighttowersoforientationSource:RolandBerger&PartnersIlustrative98%2468010“Price”“Solidarity”“Fun”“Quality”Sender:BrandProfileConsumer:MindSetEachconsumerreceives2.200messageseachday2%E+–R“Solidarity”“Fun”“Quality”“Price”FairNew&CoolThrill&FunCustomizedComfortSmartShoppingTotalCostBasicQualityServiceClanningNaturAktivBewährt-8-BCN-8010-97000-010-197EBrandmanagementincreasesprofitabilityandtherebycreatesvalueDriversofbrandequityDriversofbrandequityShiftofdemandcurveShiftofdemandcurveSource:RolandBerger&PartnersAwarenessImageConsiderationCustomersatisfactionPerceivedqualityConquestLoyaltyVolumePrice11Realizepricepremiumand/or22IncreasesalesvolumeIncreaseprofitabilityby:-9-BCN-8010-97000-010-197ECoca-Colaisthemostpreciousbrand-withabrandequityexceedingbyfarallotherstrongbrandsBrandvalueranking[$USm]11,28112,31017,78133,19743,78156,65483,845BMWToyotaMercedesFordIBMMicrosoftCoca-Cola…………1235122022Source:Interbrand-10-BCN-8010-97000-010-197EEgoAcrossallindustries,brandsstrivefortheir“shareofwallet”Source:RolandBerger&PartnersIllustrativeHomoHybridicusProfesiónFamiliaDeportes...OcioIntimidadBossHermesCocaColaPro7BurtonSwatchPorscheApollinarisPlayboyOakleyKelloggsDisneyMercedesMarlboroLevisadidasNikeCalvinKlein-11-BCN-8010-97000-010-197EBrandsneedtobedevelopedconstantly-ortheywilldie!BeneficiorecibidodelclienteStar-BrandNo-NameIn-Brand0%Conocimientodemarca100%Out-BrandOut-BrandRollerbladesTamagotchiAddidasBraunAfriColaAltoBajoSource:RolandBerger&PartnersIllustrative-12-BCN-8010-97000-010-197ETheCoca-ColacrisisinthissummerisaclearsignofitsbrandvalueDec.99Jun.99Jan.99SalesofCoca-ColainSpain1999:+9%(1%underthebudget)-13-BCN-8010-97000-010-197EThemarketawardssomebrandsNominalprecies(pesetas1999)Source:Press;RolandBerger&PartnersAnalysisToledoBoraOctaviaTTA3GolfLeón1.000.0002.000.0003.000.0004.000.0005.000.0006.000.0007.000.000-14-BCN-8010-97000-010-197ETheOEMsinvestalotofmoneytotransferusthegoodqualitiesoftheirbrandsPublicityinvestmentxcarselled(Spain1998*))*)Rateprice.Therealcostcanbealthough55%inferiorSource:MetricsinMarketing(GrupoMediaplaning);RolandBerger&PartnersAnalysis210.878208.765133.170129.404109.293100.34296.23189.07477.535Pesetasxcar-15-BCN-8010-97000-010-197EB.Brandmanagementisakeyissueforallplayersintheautomotivevaluechain-16-BCN-8010-97000-010-197EBrandmanagementiskeyforallplayertogainmarketpowerandcontrolcustomersPre-ventaPost-ventaVentaOEMsAfter-saleSuppliersDealersBrokersFinancialservices-17-BCN-8010-97000-010-197EExampleOEMs:VW¡smulti-brandstrategyaimsatmaximisingmarketshareMarketshareVWGroup(Europe)MarketshareVWGroup(Europe)Continuousextensionofbrandportfolio+50modelsderivedfrom5platformsCleardirectionofeachbrandtowardsstrategiccompetitorOverlappingtargetgroupsallowinginternalcompetition15,817,716,817,117,1949596979899-18-BCN-8010-97000-010-197EExamplecarbroker:AutobyTelhasbuiltthestrongestautomotiveE-CommercebrandAUTOBYTELAUTOBYTELRanked7inawarenessamongallE-CommercebrandsworldwideBest-knowncarbroker44%ofallAmericansusingcarbrokershavevisitedAutobytelDiversificationinafter-salesbusinessGeneratesdoubletheturnoveerthannextcompetitorAwarenes