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International Marketing #10
Branding
Mark Robnett
Yunnan Normal University Business School
Spring 2019
The Top Brand in the World – 2018
Brand Value: 302,063,000,000 USD
• Received $89 billion revenue from advertising in its
core search business
• Growing new businesses, including healthcare, life
sciences and augmented reality.
• Core products include Android, Chrome, Gmail,
Maps and Search.
• Google continues development of self-driving
vehicles, AI, etc.
Brand value +23%
2017 to 2018
Words for Today
1. Leverage
Using a small amount of force to accomplish large goals
2. Loyal
A long-term commitment to something
3. Firm
Another name for a company
4. Endorse
To align with and recommend something
5. Differentiate
To make something different (and hopefully, better)
Words for Today
6. Subgroup
Part of a group, usually set apart for a reason
7. Apparel
Clothes
8. Financial Institutions
Banks or investment companies
9. Retail
Businesses that sell directly to end users
10. Wholesale
Businesses that sell to other businesses
What is a Brand?
• It might be harder to describe than you think.
• “I know it when I see it.”
Three key components of a Brand A social group of people and
organizations that communicate directly
or indirectly about a brand
Brand Interest Group
What is branded (the
product, service,
organization, etc)
Brand Objects
What do we expect
from the brand?
Brand Meaning
Communication
Process
What do Brands do?
“Strong brands have the power to create business value. They impact much more than revenues and profit margins. Strong brands create competitive advantages by commanding a price premium and decrease the cost of entry into new markets and categories. They reduce business risk and help attract and retain talented staff.”
Millward Brown Optimor, Global Branding Consultants
Brand Value
Branded Item Price
__- Same Item Price, no brand___
= Brand Value (of item)
_____ * Sales Volume_________
= Brand Value (of business)
The extra value due to trust, quality expectation, pride of ownership, etc.
Brand Value (example)
4 RMB (Coca Cola Price)
__- 2.5 RMB (Bubba Cola Price)_
= 1.5 RMB Brand Value (of 1 Can Coke)
_ * 100,000,000 Cans Coke___
= 150,000,000 RMB Brand Value (of business)
Brand Contribution –Answers this question: How much total value
comes from the brand name?
Examples:
5 : Gucci
4 : Nike
3 : China Mobile
2 : Wal-Mart
1 : Sinopec
3300 Stores in China 6000 by 2023
The Best Brands in the World
• “Brandz” Report by Kantar Millward Brown
• Look at the following lists of the strongest brands and ask these questions:
–Who are the people that care about this brand?
–What does the brand mean have to them?
–What offering is actually branded?
–How does this brand create value?
Top Global Brands of 2018 Brand Category Value $Mil. Contrib. 2017 vs. 2016
Top Global Brands of 2018 Brand Category Value $Mil. Contrib. 2017 vs. 2016
Top Global Brands of 2018 Brand Category Value $Mil. Contrib. 2017 vs. 2016
Top Global Brands of 2018 Brand Category Value $Mil. Contrib. 2017 vs. 2016
Main Types of Branding:
• Corporate Branding: All activities and products from the firm carry the same brand (e.g. Nike, Samsung)
– Increases the attractiveness of the whole company
– Efficient leverage of marketing resources
– Increases corporate value to shareholders and employees
• Product Branding: Each product is branded separately, developing different customer segments and stakeholder groups (e.g. Crest)
2019 Top Chinese Brands – 1 to 12
2019 Top Chinese Brands – 13 to 25
2019 Top Chinese Brands – 26 to 38
2019 Top Chinese Brands – 39 to 50
China’s Strongest New Brands
This Week’s Key Principles:
• Strong brands create value by building trust and loyalty among their brand interest group.
• Companies seek to define and strengthen the brand meaning in each market communication.
• Corporate brands can increase the value of every offering from a corporation.