InterbrandApplying research to grow your brandMike RochaGlobal DirectorBrand Valuation

@mikerocha73@InterbrandUK

Interbrand pioneered the idea that brands have tangible value

Making brands a boardroom conversation

Most useful rankings to CEOs (PR Week):

1. Fortune 5002. Best Companies to Work For3. Interbrand’s Best Global Brands2

Strong brands generate growth and value

3

Drive choice

Command a premium

Build loyalty

Leading to increased revenue..

..increased profit

..and reduced risk

Strong brands drive superior financial returns for their businesses

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 20150

20406080

100120140160180200220240

BGB 100 S&P 500 MSCI World

Best Global Brands portfolio versus S&P 500 and Morgan Stanley Composite World Index

Source: Interbrand analysis with data sourced from Thomson Reuters and Best Global Brands

Inde

xes

to 2

000

valu

es e

qual

ing

100

4

Brand is a platform for communicating the business strategy to audiences

Business Strategy

Brand

5

It is the business strategy brought to life

The modern brand: How the world experiences your company

Business Strategy

Brand

Customer Experience

6

Reflected through the brand experience at every interaction and touch-point

7

The real challenge: Managing your brand seamlessly across the entire customer experience to deliver business growth

The Business The Brand Products & Services

People & Behaviors

Comms

Online & Offline Environments

The Experience

But there are thousands of things you could change to improve the brand experience

8

9

You need a clear roadmap to identify and prioritize actions that will have the most impact on growth

9

External factors

Clarity Commitment Governance Responsiveness

Authenticity Relevance Differentiation Consistency Presence Engagement

A framework for the organisation

Internal factors

10

AUTHENTICITY 0 - 10

CLARITY 0 - 10

COMMITMENT 0 - 10

CONSISTENCY 0 - 10

PRESENCE 0 - 10

GOVERNANCE 0 - 10

RELEVANCE 0 - 10

ENGAGEMENT 0 - 10

RESPONSIVENESS 0 - 10

DIFFERENTIATION 0 - 10

0-100

Brand Strength

ScoreCredibility

Brand vision

Leadership

Coherence

AwarenessSentiment

Vision Skills

Delivers on needs

DialogueUnderstand-ing

Co-creationCustomer Insight

R&D Pipeline

IdentityPromise

Employee clarity

Expression

Roles & Responsibilit

y

Experience 50 being the competitive

average

Illustrative:

11

Engagement Behaviours

IP Protection

Story Heritage

A brand for me

Conversation

Identification

Analysis based on research and data from across the business

The process creates focus and opportunities for quick wins and longer term initiatives to drive brand and business growth

Overall 42Clarity 0 1 2 3 4 5 6 7 8 9 10

Commitment 0 1 2 3 4 5 6 7 8 9 10

Governance 0 1 2 3 4 5 6 7 8 9 10

Responsiveness 0 1 2 3 4 5 6 7 8 9 10

Authenticity 0 1 2 3 4 5 6 7 8 9 10

Relevance 0 1 2 3 4 5 6 7 8 9 10

Differentiation 0 1 2 3 4 5 6 7 8 9 10

Consistency 0 1 2 3 4 5 6 7 8 9 10

Presence 0 1 2 3 4 5 6 7 8 9 10

Engagement 0 1 2 3 4 5 6 7 8 9 10

Inte

rnal

Exte

rnal

Competitive set best in class

Competitive set average

Biggest gap to competitive set

2.5

3.5

3.5

Illustrative:

A greater focus on content marketing may be one initiative that is generated via this process, with the potential to influence a number of external factors

13 | BSS Icons | Interbrand | 15 February 2016

AuthenticityThe brand is soundly based on an internal truth and capability. It has a defined story and a well grounded value set. It can deliver against the (high) expectations that customers have of it.

RelevanceThe fit with customer/consumer needs, desires, and decision criteria across all relevant demographics and geographies.

DifferentiationThe degree to which customers/consumers perceive the brand to have a differentiated proposition and brand experience.

ConsistencyThe degree to which a brand is experienced without fail across all touchpoints or formats.

PresenceThe degree to which a brand feels omnipresent and is talked about positively by consumers, customers and opinion formers in both traditional and social media.

EngagementThe degree to which customers/consumers show a deep understanding of, active participation in, and a strong sense of identification with, the brand.

Connecting your activities to research, analysis and business results will build a business case for more investment in marketing capabilities

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Nissan

16

Nissan’s improved brand opinion

KSA UAE CAN RUS MEX EUR BRA IND AUS THI JAP0

10

20

30

40

50

60

70

Bran

d O

pini

on S

core

Nissan’s total sales

17

Nissan Total Sales 2010

Nissan Total Sales 2014

+25%

Source: Nissan Annual Sales Report

Thank you!Mike RochaGlobal DirectorBrand Valuation

@mikerocha73@InterbrandUK