GETTING INTO ENTERPRISE BRANDING : Catching the Third Wave

GETTING INTO ENTERPRISE BRANDINGCatching the Third WaveChapter 9 in Hatch, M.J. and Schultz, M. (2008), Taking Brand Initiative

Presented by Delphine Dubuis, Morteza Javadinia, Alesia Kabutkina, Sebastian Knebel, Bettina Maatz & Minnie Silfverberg

What will you learn during the next minutes?

• What is Enterprise Branding?

• How does Novo Nordisk deal with this topic?

• How does Johnson & Johnson integrate Corporate Branding?

• Discussion

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The basic concept: the three waves

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Source: Hatch, M.J. and Schultz, M. (2008), Taking Brand Initiative, page 207

The overriding question

How can an organization create a permanent place for corporate branding in

its structure?

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NOVO NORDISK An example of a successfull Enterprise Branding

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Set the stage

Corporate Branding Corporate Branding

Showing 1 face to the world Create a permanent function to oversee the brand

Danish company being market leader in China and Europe

Danish company being market leader in China and Europe

Core business = diabetes

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Catching the 3rd wave

Source: Hatch, M.J. and Schultz, M. (2008), Taking Brand Initiative, page 205

Changing the mind-set• The task of the new

Corporate Branding unit:Internal brandingExternal brandingBrand designBrand tracking

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People with values Sciences for people Care for people Healthy

communities

Changing Diabetes

4 pillars supporting the brand, open-ended principles

Steering Commitee

Product Supply

Corporate People &

Organization

Sciences Communicat

ion

Corp. responsibilit

y Managemen

t

International Marketing

Corporate Health

Corporate Brand Vision

Culture

ImageThe third wave

Dilemmas 1. Centralization & Decentralization Having a global cross-functional Corporate BrandBut each corporate unit is primarily doing its core

business

2. Old and newUsing already established pillars (people, science,

care and community) and putting Corporate Brand(Changing diabetes) as roof on top

3. Global and local Respond to a variety of stakeholders images by

general basic but open-ended principles

4. Stability and change Some things remain the same but change in

organizational structure and an all integrating vision

How to face and manage them?

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VCI Alignment Alignment Question Novo Nordisk

Dynamic Corporate Branding?

Establishing Changing Diabetes as roof of branding efforts, and organizational structure allows constant adjustments

Anticipation of future by celebrating the past?

Yes, taking existing principles and synthesize them under one roof, continue the fight against diabetes

Listening & speaking volumes?

Yes, cross functional teams and two way communication

Serving customers by delighting employees?

Yes, integrating all functions into the corporate branding process

Thinking like an enterprise? Yes, creating one face for all

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JOHNSON & JOHNSONAn example of an emotional Corporate Branding strategy

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Set the stage

Corporate Equity Corporate Equity

Centralized Corporate Branding Function

Umbrella for related projects and programs

World‘s most diversified health care companyWorld‘s most diversified health care company

Core Identity build on care and baby imagery

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Catching the 3rd wave

Source: Hatch, M.J. and Schultz, M. (2008), Taking Brand Initiative, page 205

Dilemmas 1. Centralization & Decentralization

Establishing a formal business unit to oversee all efforts for corporate branding

Create dialogue between different unitsCBU* recognizes potential of commercial done by

product branding unit

2. Old and newCare, Baby imagery efforts help to reviving

emotional appeal

* Corporate Branding Unit

How to face and manage them?

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VCI Alignment Alignment Question Johnson & Johnson

Dynamic Corporate Branding?

Corporate Equity = roof for corporate branding, but is culture affected?

Anticipation of future by celebrating the past?

Yes

Listening & speaking volumes?

Not necessarily

Serving customers by delighting employees?

Doubtful

Thinking like an enterprise? Certain openness in perspective if using product ad for corporate branding

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Finally, we can say…

• Johnson & Johnson is doing quite well in building up a high reputation through emotional appeals …• Because these emotional appeals touch every soul

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DISCUSSION

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Let‘s discuss...

• What will happen in the long run?• Which approach will give you a sustainable competitive

advantage?• Which problems might occur?

• What gives you Corporate Branding? • How revenues and profits influence the development of

Corporate Branding? • How does Corporate Branding benefit your company?

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Wrap Up: What is CB for? • Saving costs

• To exploit Economies of Scale in advertising and marketing• Creates a sense of community

• Willingness to pay might be higher for many customers for some “badge of identification”, like a logo, etc.

• Provides a “seal of approval”• Strong CB provides an idea of what the customer can expect• Strong CB may also help company do defend itself against assaults

from the outside• Creates a common ground

• Successful CB is universal and can be used in many different cultures• Can also be dangerous for your company

Source: Hatch, M.J. and Schultz, M. (2001), Are the Strategic Stars Aligned for Your Corporate Brand?

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THANK YOU FOR YOUR ATTENTION!

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