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8 AMAR Deck 811 ©Copyright 2005 - 2009
9 AMAR Deck 811 ©Copyright 2005 - 2009
Steve Harper, Senior Director of Marketing, Partners Rx
BRAND-ing
10 AMAR Deck 811 ©Copyright 2005 - 2009
#2 $87B
#5 $54B
#7 $37B
#91 $4B
#28 $12B
Top 40 Most Powerful Brands
#22 $16B
vs
You’re Better At Branding Than You Think You Are!
2011 Super Bowl Campaign
• Restored Motor City Pride in a Bankrupt Chrysler With Campaigns That Resonated Across America
• Chrysler comeback – Unit-sales growth rose to 37% from -4% in
December 2009 – Market share: From 8.9% to 11.5%. – Chrysler's brand-loyalty rate (the number of
Chrysler owners who purchased another Chrysler vehicle) doubled from 15% in the third quarter of 2009 to 30% in the second quarter of 2012
– Chrysler's "Born of Fire" ad boosted the brand's consideration 87% in the week after it aired
Building Your Brand
1 Culture
1 Culture
1 Culture
2 Differentiation
vs
2 Differentiation
3 Communication
What’s Next For The PRx Brand?
Come Along For The Ride And Find Out