WELCOME

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Selected Germany findings from

The 2002-2003 Global Brand Forecast

An international comparison of Brand Management practices and trends

OBJECTIVE

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The Global Brand Forecast Study assesses the major trends related to branding on a biyearly basis. It provides a global perspective on the current state of branding, important tools and factors for success in brand management.

Columbia University, New York

Institut für MarketingLudwig-Maximilians-Universität München

Yonsei University, Seoul

The study is conducted by:

TOPICS

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The Global brand Forecast Study gives an overview on a range of different branding issues:

General brand management

Branding tools and objectives

Benchmarking

Country specific evaluation of brand management

This year‘s extra topic:Employees and Brands

METHODOLOGY - SAMPLE STATISTICS

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Germany

68 subjects

Marketing Director, VP Marketing, Chief Communication Officer, Brand Manager, executive director, equivalent

Automobile, Cosmetics, Food/ Beverages, Financial Services, Telecommunications, Electronics, Clothes and Fashion, Airlines/ Tourism, E-commerce/ Internet, Mass Retailing, Entertainment

Form of collection: written survey in Germany

Size:

Titles:

Industries:

Methodology:

BRAND MANAGEMENT IS …

1. GENERAL BRAND MANAGEMENT

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Germany

Direct a brand along customers’ needs in order to create added value

Develop a consistent, unique brand positioning

Plan brand activities such as communication or product development

Control the output and effects on the brand

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Germany•Brand communication: clear, simple, believable,

integrating all communication channels•Customer-orientation•Consistent, consequent, focused, continuous and

“brave” brand management•“Innovation-power”•Know-How of brand management / marketing tools

2. BENCHMARKING

SUCCESS FACTORS IN BRANDING

INNOVATIVE GERMAN BRANDSOF 2002

2. BENCHMARKING

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• Innovative relaunch, successful repositioning of Mini

• Integrated communication• creative campaign

• Integrated and clear communication campaign

• Clear differentiation from competitors

• New products and positioning• Brand alliance with fashion designers

(Jil Sander)• Making the brand modern and up-to date

by sponsoring e.g. the Cameroon football team• Extraordinary communication

3rd

2nd

1st

Question: „Which brand in your country has done something particularly innovative in branding this year?“

MOST ADMIRED BRANDS BY INDUSTRY

2. BENCHMARKING

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Automobile

Nivea (54.3%)L´Oreal (22.8%)

TUI (72.5%)

Audi (29.8%)BMW (25.5%)Mercedes (21.3%)

Cosmetics

Airlines/Tourism

Germany Highlights:

n = 68Question: „Which brands in your country do you

admire most in each of these industries?“

STRONGEST BRANDS INGERMANY

3. COUNTRY-SPECIFIC BRANDING

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Mercedes (22.4%)

BMW (19%)

Siemens (8.6%)

Volkswagen (7.4%)

Beck´s Bier (5%)

Deutsche Bank (4.8%)

American Perspective

Mercedes (21.8%)

BMW (11.4%)

Nivea (8.1%)

Telekom (4.9%)

Siemens (4.9%)

Audi (4.3%)

GermanPerspective

KoreanPerspective

BMW (30.1%)

Mercedes (26.3%)

Siemens (9.8%)

Audi (7.6%)

Volkswagen (4.1%)

Addidas (3.5%)

Question: „What do you think are the three best brands overall in Germany? “

STRONGEST BRANDS WORLDWIDE

3. COUNTRY-SPECIFIC BRANDING

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Coca Cola (21.3%)McDonalds (9.9%)

Ford (7%)

Disney (6.6%)

Microsoft (5.2%)

American Perspective

GermanPerspective

KoreanPerspective

Coca Cola (33.3%)

McDonalds (14.1%)

Microsoft (12.1%)

Marlboro (8.9%)

Nike (5.1%)

Mercedes (3.8%)

Coca Cola (30.0%)

Microsoft (12.8%)

Sony (10.1%)

McDonald (8.9%)

Nike (5.0%)

Mercedes (4.5%)

IBM (4.2%)

Question: „Please name the best three global brands.“