Vmac 030310 Hennebo

© British Telecommunications plc

Brand Management Middle East

Dubai, March 3rd, 2010

Session 3: The Fundamentals of Brand Strategies

by Benedicte Hennebo, BT Middle East and North Africa


Brand Strategy: Why should I care?Part 1: Business Strategy and Brand StrategyPart 2: Branding in the Digital Decade and beyondPart 3: Branding in crisesCase Study: BT’s Corporate BrandingTake Outs and Q&A

Agenda


Brands in the News: perception

The machine that ran too hot(The Economist)

Generating Buzz(The Economist)

Steve Jobs and the tablet of hope(The Economist)

Dubai’s debt dredging(The Economist)


• Financial Performance• Managing Shareholder Value• Improved Competitiveness• Recruiting & Hiring

Significance?

Corporate Reputation: Why should I care?


Corporate Reputation: Players

Local Communities

Professional bodiesPress/media

SocietyGovernment

Customers

Pressure groups

EXTERNAL STAKEHOLDERS

INTERNAL STAKEHOLDERS

CONNECTEDSTAKEHOLDERS

Retailers

Distributors

FinanciersEmployees

Managers

Shareholders Suppliers

Source: CIM


Criteria?

Corporate Reputation: How is my brand judged?

Trust for Employees

Ge

ne

rate

tru

st,

prid

e,

em

po

we

r

Credibility for Investors

Reliability for Customers

Responsibility for

The Community

Pro

mo

te q

ua

lity.

P

rovi

de

cu

sto

me

r se

rvic

e

Show Profit, growth prospects

Serve the community. Green the environment

Source: CIM


Corporate Reputation: Scope

Stakeholders

Company

InvestorsInvestor Relations

CustomersMarketing

Communications

EmployeesInternal

CommunicationsGovernmentPublic Affairs

PublicPublic Relations

Source: CIM

Business Strategy versus Brand Strategy


• Mission: Who/What?• Vision: Where?• Strategy: How? (external)• Values: How? (internal)• Organisational Structure• Organisational Culture• Communication Climate

Business Strategy

Business Strategy vs Brand Strategy


•What are brands: “a name, term, sign, symbol or design or combination of them, intended to identify the goods or services of one seller or group of sellers, and to differentiate them from those of competitors” (Kotler, 1999)

•Brand elements/assets: Differentiation, Transferability, Psychic value, Recall/recognition, Premium, Registration/Control

Brand Strategy

Business Strategy vs Brand Strategy


Branding Strategies

Symbolism: logo, signage, styling, design, etc

Monolithic Strategies

Endorsed Strategies

Branded Strategies

Source: CIM


Corporate Comm: Tasks

Informing Exploring

Influencing

Negotiating

Relating

customers

employees

shareholders

public

government

Source: CIM


Corporate Comm: Tools

Symbolism: logo, signage, styling, design, etc

Corporate advertising, PR, sponsorship

Media: on and offline

Behavior: employees, management performance, overall communication

Source: CIM

Brand Strategies in the “Digital Decade” and beyond


Branding in the “Digital Decade”

Moving Into the Digital Decade By Bill Gates

2001 2010


Embedded video

• Socialnomics on youtube

• http://www.youtube.com/watch?v=sIFYPQjYhv8&feature=fvst

http://www.youtube.com/watch?v=sIFYPQjYhv8&feature=fvst





The Competitive forces in the ICT industry

Bargaining Power of Suppliers

•ICT Partner Eco System•Open Innovation

•Integrating social networks data

Threat of New Entrants

Open systems: Linux, Firefox….•Improved & distributed by collaboration

of users community•Limited capital investment, size doesn’t

matter

ICTPlayers

Competing for Attention

Bargaining Power ofCustomers

•Broadband = Commodity•Lower switching costs: easy access to substitutes and new

entrants•Broader feedback scale

Threat of Substitutes

•VoIP•Social Networks’ mini-App (I.e.: email)Adoption driven by Users Community


ProductOr

Problem solving?

ProductOr

Problem solving?

PriceOr

Premium?

PriceOr

Premium?

PlaceOr

Post?

PlaceOr

Post?

PromotionOr

Personalisation?

PromotionOr

Personalisation?

PeopleOr

Partner?

PeopleOr

Partner?

ProcessesOr

Promptness?

ProcessesOr

Promptness?

Physical Evidence

OrPhasebook?

Physical Evidence

OrPhasebook?

In and outCollaboration

Revolving around The Customer

7 P’s revisited in a collaborative world…


Customer ServiceDeals with Customer

Complaints &Customer Satisfaction

Marketing/Product Management

Generates LeadsLaunch products

Sales CloseDeals & Upsell

CCOEnd2End

View

customers

customerscustomers

customers

The CCO function


The CEO as a branding factor

Best Perfoming CEO, Source HBR


Environmental Sustainability

The Triple bottom line

EconomicSustainability

Social Sustainability

Triple Bottom

Line

Source: CIM


No Schizophrenia allowed

Sources E. Qualman, Business-Ethics

Pfizer’s “Never Ending Dance” to Regain Its Reputation

U.S. Airlines Get Poor Grades on Recycling Programs

Brand Strategies in Crises


Brand during crises….


Circumstances requiring corporate communication

Periodic Reporting

Crisis Situation

Rebranding, brand repositioning

Strategic Change, repositioning

Organisation decline

M&A

Source: CIM


Reputational Risk Management

Risk IdentificationIdentify sources of risk

Risk AssessmentAssess probability & impact

of potential risks

Formulate Risk Management

Strategies and contingency plans

Allocate accountabilities & resources for managing

identified risks

Identify and manage Influences

On the risk outcome

Control, Monitor, report, adjust

Source: CIM


Risk Assessment

Significant Contingency Planning

Manage and monitor risks

Risk management priority

Moderate Risk may be accepted, monitor

Management effort worthwhile

Management effort required

Minor Risk may be accepted

Accept risk: monitor

Manage and monitor risks

Low Medium High

Impact

LikelihoodSource CIM


Crisis communication

1) Avoid the crisis

6) Profiting from the crisis

2) Prepare to manage the crisis

3) Recognise the crisis

4) Contain the crisis

5) Resolving the crisis

Source: CIM

Case Study


Embedded video

• British Telecom – “Ology”

http://www.youtube.com/watch?v=vEfKEzX9QLE&feature=PlayList&p=43D3793BA3BD1FF8&playnext=1&playnext_from=PL&index=5


BT Logos

Incumbent Market Liberalisation

Globalisation Strong identity





Viral marketing: Baci Perugina – From Giovanni to Don Giovanni

• http://www.youtube.com/watch?v=tn5eiiyoyKk

Q&A

Vmac 030310 Hennebo

Documents

digital decade

brand strategies

corporate

brand strategy

corporate

business strategy

amp

branding