Monday, July 29, 2013

A brand is an assetIt is a property

with a measurable value that should be maximized

Monday, July 29, 2013

Marca = Valoare pentru consumator

Interpretarea/procesarea informatiilor

Incredere in cumparatura facuta

Atasament emotional

Monday, July 29, 2013

MARCA= valoarecompanie

M&AAliante strategiceExtensii de brandLicentiere

Price premiumRetentia consumatorilor

Vulnerabilitate mai mica in crizaBariere in fata competitiei

Monday, July 29, 2013

Marca = Valoare pentru companie

• Eficienta si eficacitate a programelor de marketing

• Consumatori loiali• Profitabilitate (price premium)• Extensii de marca• Avantaj competitiv• Putere in fata retailer-ului

Monday, July 29, 2013

Evaluare de brand

• Masuratori de brand (brand equity) – fara valoare financiara

• Evaluare financiara– Cost based– Premium price– Economic use

Monday, July 29, 2013

Invisible BusinessCountry Value of intangibles % of enterprise value:

India $251 bn 76%

Switzerland $643 bn 74%

France $1,213 bn 73%

Australia $461 bn 72%

USA $9,201 bn 71%

Canada $795 bn 68%

UK $2,010 bn 66%

Spain $506 bn 60%

Italy $507 bn 59%

South Africa $217 bn 60%

Brazil $158 bn 47%

Singapore $92 bn 45%

Global $19,500 bn 62%

Sursa: Brand Finance plc

Monday, July 29, 2013

• 1743 Moët & Chandon

• 1759 Wedgewood

• 1769 Gordon’s Gin

• 1830 McVitie’s

• 1831 Cadbury’s

• 1850 Levi Strauss & Co

• 1866 Nestlé

• 1869 Heinz

• 1875 Colgate

• 1886 Coca-Cola

• 1887 Johnson & Johnson

Monday, July 29, 2013

Brands

don't have

to die.

Monday, July 29, 2013

Companie Loc Top 100

2012

Valoare (mil $)

2012

Valoare (mil $)

2007

Moët & Chandon

#98 3,824 3,739

Levi Strauss & Co

out

Nestlé # 57 6,916 5,314

Heinz # 46 7,722 6,544

Colgate # 47 7,643 6,025

Coca-Cola #1 77,839 65,324

Johnson & Johnson

#78 4,378 3,445

Sursa: Interbrand Top 100

Monday, July 29, 2013

Marci FMCG pe raft Mesaje publicitare/zi Marci Inregistrate

Sursa: Lippincott &Mercer - SUA

1991 2001 1960 1990 2000 1960 1985 2002

15,000 45,000 1,500 3,000 5,000 18,434 65,800 203,000

Monday, July 29, 2013

Market opportunities

Monday, July 29, 2013

Intrebarea nu e

To brand or not to brand

Monday, July 29, 2013

Care marca?

Monday, July 29, 2013

Noua?Existenta?

Monday, July 29, 2013

Modelul standard

Market opportunities

Capabilitatile companiei

Monday, July 29, 2013

Compania

• Marci mai putine• Investitie mai focusata – ROI mai mare• Efort organizational mai concentrat• Sinergii• Capabilitati de productie

Monday, July 29, 2013

Compania

• Marci mai puternice• Mai mult profit (price premium)• Pozitie competitiva• Avantaj in fata partenerilor• Asset financiar

Monday, July 29, 2013

Market opportunities

Capabilitatile companiei

Modelul Traditional

Market opportunities

Capabilitatile companiei

Relevanta pentru marca

Modelul contemporan

Monday, July 29, 2013