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Corporate Branding & Consumers
WELKOM
TWITTER MEE MET #SWOCCNL
Programma
15.00 Introductie Onno Maathuis
15.10 Theo Araujo, UvA
Corporate Branding and the consumer
15.35 Luceline Hesselink, Zilveren Kruis
De switch van Zilveren Kruis Achmea naar Zilveren Kruis
16.00 Hans Koeleman, KPN
Corporate branding strategie KPN
16.20 Afsluiting Onno Maathuis
16.30 NETWERKBORREL
TWITTER MEE MET #SWOCCNL
Corporate branding & consumersBook Presentation SWOCC 73
Theo Araujo
Corporate Branding & Consumers
What is the added value of corporate
branding towards consumers?
Literature
Review(2005-2016)
What does scientific
research tell us?
Consumer
Survey (N = 1269)
What is important for
Dutch consumers?
Literature review
This is how 10 years of research looks like…
In what ways can corporate
branding influence consumers?
Product
Attitudes
Purchase
intention
Brand
Attitudes
Equity
Trust
Relationship
Consumer-
Company
Identification
Loyalty
Satisfaction
Strategic considerations
Reputation &
Image CSR
associations
Corporate ability
associations
Corporate
branding
strategyCorporate brand
dominance
Other
stakeholders
Corporate Branding
and Dutch ConsumersResults of the consumer survey
Survey design
Representative sample of Dutch adult
population (age, gender, education)
What did we ask?
Brand
perceptions
Corporate
perceptions
Brands included in the survey
Survey covered 24 brands listed in the
top onmisbare merken ranking
Across 6 industry segments
Different branding strategies & levels of
corporate brand dominance
Corporate brand dominance
House of Brands
& Endorsed
Branded House
& Monolithic
Corporate Brand Awareness
What influences
Corporate Brand Relevance?
Demographics (age, gender,
income, education)
Price sensitivity
Support for
Sustainable Biz
Product
involvement
Perceived
purchase risk
Product brand
knowledge
CSR
association
CA association
C-C
identification
Corporate
Brand
Knowledge
Corporate Brand
Evaluation - Self
Corporate Brand
Evaluation (social media)
Customer segment Product-related Corporate-related perceptions
Results for endorsed/house of brands strategy.
What influences
Purchase preference?
Demographics (age, gender,
income, education)
Price
sensitivity
Support for
Sustainable Biz
Product
involvement
Perceived
purchase risk
Product brand
knowledge
CSR association
CA association
C-C
identification
Corporate Brand
Knowledge
Corporate Brand
Evaluation - Self
Corporate Brand
Evaluation (news)
Customer segment Product-related Corporate-related perceptions
When all brands are considered. Book discusses differences per strategy.
What influences
Willingness to Pay Price Premium?
Demographics (age, gender,
income, education)
Price
sensitivity
Support for
Sustainable Biz
Product
involvement
Perceived
purchase risk
Product brand
knowledge
CSR
association
CA association
C-C
identification
Corporate Brand
Knowledge
Corporate Brand
Evaluation - Self
Corporate Brand
Evaluation (friends & family)
Customer segment Product-related Corporate-related perceptions
When all brands are considered. Book discusses differences per strategy.
What influences
Product Brand Attitudes?
Demographics (age, gender,
income, education)
Price sensitivity
Support for
Sustainable Biz
Product
involvement
Perceived
purchase risk
Product brand
knowledge
CSR association
CA association
C-C
identification
Corporate
Brand
Knowledge
Corporate Brand
Evaluation - Self
Corporate Brand
Evaluation (news
& social media)
Customer segment Product-related Corporate-related perceptions
When all brands are considered. Book discusses differences per strategy.
What influences
C-C Identification?
Demographics (millennials)
Price
sensitivity
Support for
Sustainable Biz
Product
involvement
Perceived
purchase risk
Product brand
knowledge
CSR
association
CA association
Corporate Brand
Knowledge
Corporate Brand
Evaluation (news,
social media,
friends)
Customer segment Product-related Corporate-related perceptions
When all brands are considered. Book discusses differences per strategy.
The conclusionsLiterature review & consumer survey
On Corporate Branding
Moving to a monolithic corporate branding
strategy or high corporate brand dominance is
not an objective in itself, nor an imperative.
Corporate branding not just about consumers.
Extremely important for other stakeholders (e.g.,
employees, suppliers, authorities, NGO’s…)
What is relevant to consumers?
Relevance of corporate branding is relative, depending on strategical choices (e.g., branding strategy, corporate brand dominance)
Corporate branding and associations with the company can be relevant throughout customer journey (not just purchase)
C-C identification emerged as a very important factor and, although CSR is important, Corporate Ability must not be forgotten.
EEN
STERK
MER
K
Zilveren Kruis
Luceline Hesselink
16 mei 2017
25
26
OVERHEIDTOEZICHTHOUD
ERS
ZORGVERLENE
RSKLANTEN
28
• Rol
Achmea
• 2 Merken
30
31
32
33
34
35
Powerbrands Positiebrands
*
Partners van
AchmeaBuitenland
*
*
Part
of
Corporate brand
36
Financieel
Werkgevers
Maatschappelijk
• Merkpositioneri
ng
• Strategie
• Interne
verankering
• Middelen
• Communicatie
38
39
40
41
42
Wat brengt het ons?
Wat heeft het
opgeleverd?
43
44
NPS
Klant
Bekendheid
Imago
46
● Draagvlak vanuit
directie
● Lange adem nodig
● Weerstand
● Achmea
48
Bedankt voor uw aandachtBedankt voor je
aandacht
luceline.hesselink@zilveren
kruis.nl
‘Corporate Branding’ @KPN
Multibrand strategy
Positioning KPN brands
Certainty FairnessAutonomyStatus
First Class Internet Voel je vrij
Relatedness
Doe er je voordeel mee
How people choose Brands
We make life more free, fun and easy
by connecting.
Long term bonus reputation targets KPN (example)
100% bonus 150% bonus 200% bonus
Baseline
(Mov. Avg. 2011)
Minimum target for
vesting in 2014
Minimum
in 2014
Minimum
in 2014
Good value for money 59.3 60.7 61.1 61.4
Is a profitable company 71.1 70.0 70.9 71.7
100% bonus 150% bonus 200% bonus
Baseline
(Mov. Avg. 2011)
Minimum target for
vesting in 2014
Minimum
in 2014
Minimum
in 2014
Fair in the way it does business 58.7 60.8 61.0 61.2
RESPONSIBILITY
ABILITY
100% bonus 150% bonus 200% bonus
Baseline
(Mov. Avg. 2011)
Minimum target for
vesting in 2014
Minimum
in 2014
Minimum
in 2014
Good value for money 59.3 60.7 61.1 61.4
Is a profitable company 71.1 70.0 70.9 71.7
100% bonus 150% bonus 200% bonus
Baseline
(Mov. Avg. 2011)
Minimum target for
vesting in 2014
Minimum
in 2014
Minimum
in 2014
Fair in the way it does business 58.7 60.8 61.0 61.2
RESPONSIBILITY
ABILITY
Meets customer needs
Open and transparent
Behaving ethically
Improve the price of the products 202
Improve the speed of the Internet connection 80
The speed with which a problem is solved by KPN 78
More channels with digital television 66
Less interference with digital television 63
The expertise of employees on the phone 52
The customer friendliness of employees on the phone 42
KPN should become less distant 40
Better image quality with digital television 36
More adoption of technological developments 29
Improve the quality of the mobile network 26
The expertise of employees in the KPN stores 19
The customer friendliness of employees in the KPN stores 18
Other: don't know; more accesible/ free customer service by phone; give warning
when bills go up; be honest towards customers; less negative publicity (about
employee redundancies, more profit)
32
Suggestions for improving KPN's price/quality ratio
Top 5
Actions needed to improve meets customer needs
Simplify offerings and exceed expectation
The KPN Experience
Why?
Who?
What?
How?
We make life more free, fun & easy by connecting
We are green connectors
We connect everything & everyone in a way that is
innovative, simple, reliable and sustainable
With the best people, the best service, the best services
and the best network
Digital technology improving life
Working together to preserve our beautiful earth
First Tier IV data center in The Netherlands Our approach to become circular company
Network energy consumption
Constantly connecting with our stakeholders
Building an emotional connection
Heart forThe
Netherlands
Culture
KPN main sponsor Dutch skating
KPN main sponsor Rijksmuseum
Impact sponsoring on reputation
43.3% of the respondents is familiar with KPN being the mainsponsor of ice skating.
People appreciate KPN sponsoring ice skating; awareness of KPN’s sponsor role
in ice skating has a positive influence on KPN’s reputation
Q4 2016 Q1 2017 Gap
Het sponsorschap van KPN is goed voor de Nederlandse schaatssport. 82.8 86.1 3.3
Ik waardeer het dat KPN de Nederlandse schaatssport sponsort. 82.3 86.2 3.9
Yes No
RepTrak® Pulse 73.8 69.1
Products & Services 71.2 67.9
Innovation 69.1 66.5
Workplace 66.9 64.4
Governance 65.1 65.1
Citizenship 67.5 65.8
Leadership 68.4 64.5
Performance 72.1 68.2
Aware of sponsorship
The sponsorship of KPN is good for Dutch skating
I appreciate that KPN supports Dutch skating
43,3%
56,7%Yes
No
App for 9000 children with heart disease
Silver line
Papageno
Impact social initiatives on reputation
More than 1/3 of the public is familiar with KPN’s initiative to bring chronically ill
children back in contact with their class
Q4 2016 Q1 2017 Gap
KPN draagt met haar Mooiste Contact Fonds bij aan het verminderen van
het sociale isolement van mensen.82.9 80.0 n.a.Helps to reduce social isolation of people
34,8%
65,2%
Yes
No
Positive effects commercial KPN KlasseContact
Reliable and high quality
Is current and contemporary
Do you have everything at your fingertips?
Join and talk in the world of now
Gives sense of freedom
Always and everywhere in contact
Adds value to society, people and the environment
Sets up technology for vulnerable groups
Campaign recognizers KPN KlasseContact KPN KPI
Brand associations KPN
KlasseContact-campaign doubles
'KPN adds value to society, human
and environment'
Progress: Moving average of KPI
12-month moving average
Customer satisfaction
Net Promotor Score in The Netherlands
2014-3
20153
20166
Q1 20177
Reputation KPN Moves up from #5 to #2 in the ranking of the European Telecom Industry
Thanks for your attention
Discussie
TWITTER MEE MET #SWOCCNL
NETWERKBORREL
TWITTER MEE MET #SWOCCNL
