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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