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COPYRIGHT 2015 UCLA ANDERSON SCHOOL OF MANAGEMENT. COPYING OR POSTING IS AN INFRINGEMENT OF COPYRIGHT.
Global Branding Strategy: Process and Payoff, Part 1
Brand Ideals
COPYRIGHT 2015 UCLA ANDERSON SCHOOL OF MANAGEMENT. COPYING OR POSTING IS AN INFRINGEMENT OF COPYRIGHT.
Brand Ideal
The “higher purpose” that represents the brand’s reason for being…
COPYRIGHT 2015 UCLA ANDERSON SCHOOL OF MANAGEMENT. COPYING OR POSTING IS AN INFRINGEMENT OF COPYRIGHT.
Five Ideals: Fields of Fundamental Human Values
Delight people with experiences of
Joy, wonder, and
limitless possibility.
Coke, Lindt, Zappos Explore
new horizons and new experiences.
Discovery, Pampers
Evoke Pride by
enriching people with confidence and vitality.
Mercedes-Benz, Snow
Connectwith the world and with one another.
Natura, Starbucks
Impactbroadly, challenge status quo, redefine categories.
IBM, Innocent, Method
COPYRIGHT 2015 UCLA ANDERSON SCHOOL OF MANAGEMENT. COPYING OR POSTING IS AN INFRINGEMENT OF COPYRIGHT.
“Stengel Top 50” Outperformed Market by Nearly 400%
Stengel Top 50 S&P 500
+382.3%
-7.9%
COPYRIGHT 2015 UCLA ANDERSON SCHOOL OF MANAGEMENT. COPYING OR POSTING IS AN INFRINGEMENT OF COPYRIGHT.
Defining Brand Ideal
Defining brand ideal: Why does your brand exist?
Louis Vuitton exists to luxuriously accentuate the journey of life.
Explore
COPYRIGHT 2015 UCLA ANDERSON SCHOOL OF MANAGEMENT. COPYING OR POSTING IS AN INFRINGEMENT OF COPYRIGHT.
Defining Brand Ideal
Defining brand ideal: Why does your brand exist?
Mercedes-Benzexists to epitomize a life of achievement.
Pride
COPYRIGHT 2015 UCLA ANDERSON SCHOOL OF MANAGEMENT. COPYING OR POSTING IS AN INFRINGEMENT OF COPYRIGHT.
Defining Brand Ideal
Defining brand ideal: Why does your brand exist?
Starbucks exists to create connections for self-discovery and inspiration.
Connect
COPYRIGHT 2015 UCLA ANDERSON SCHOOL OF MANAGEMENT. COPYING OR POSTING IS AN INFRINGEMENT OF COPYRIGHT.
Defining Brand Ideal
Defining brand ideal: Why does your brand exist?
Chipotle exists to empower people to positively impact food culture
Impact
COPYRIGHT 2015 UCLA ANDERSON SCHOOL OF MANAGEMENT. COPYING OR POSTING IS AN INFRINGEMENT OF COPYRIGHT.
Defining Brand Ideal
Defining brand ideal: Why does your brand exist?
Joy
Coca-Cola exists to inspire moments of happiness
COPYRIGHT 2015 UCLA ANDERSON SCHOOL OF MANAGEMENT. COPYING OR POSTING IS AN INFRINGEMENT OF COPYRIGHT.
The Coca-Cola Happiness Machine
A promise.
From: https://www.youtube.com/watch?v=lqT_dPApj9U
COPYRIGHT 2015 UCLA ANDERSON SCHOOL OF MANAGEMENT. COPYING OR POSTING IS AN INFRINGEMENT OF COPYRIGHT.
Summary
• Brand ideal: Why does it exist?
• Five fundamental human values:
• Explore
• Pride
• Connect
• Impact
• Joy
COPYRIGHT 2015 UCLA ANDERSON SCHOOL OF MANAGEMENT. COPYING OR POSTING IS AN INFRINGEMENT OF COPYRIGHT.
Core concepts:
• Definition of Entrepreneurship
• Key Characteristics of Entrepreneurs
• 5 Questions to Ask
• Ideation
Next Step:
Opportunity Recognition
Summary
