WELCOME 1 Selected U.S. findings from The 2002-2003 Global Brand Forecast An international...
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Transcript of WELCOME 1 Selected U.S. findings from The 2002-2003 Global Brand Forecast An international...
WELCOME
1
Selected U.S. findings from
The 2002-2003 Global Brand Forecast
An international comparison of Brand Management practices and trends
OBJECTIVE
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The Global Brand Forecast Study assesses the major trends related to branding on a biyearly basis. It provides a global perspective on the current state of branding, important tools and factors for success in brand management.
Columbia University, New York
Institut für MarketingLudwig-Maximilians-Universität München
Yonsei University, Seoul
The study is conducted by:
TOPICS
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The Global brand Forecast Study gives an overview on a range of different branding issues:
General brand management
Branding tools and objectives
Benchmarking
Country specific evaluation of brand management
This year‘s extra topic:Employees and Brands
METHODOLOGY - SAMPLE STATISTICS
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USA
183 subjects From Fortune 1000 and Fortune 1500 companies
Marketing Director, VP Marketing, Chief Communication Officer, Brand Manager, executive director, equivalent
Automobile, Cosmetics, Food/ Beverages, Financial Services, Telecommunications, Electronics, Clothes and Fashion, Airlines/ Tourism, E-commerce/ Internet, Mass Retailing, Entertainment
Form of collection: telephone survey
Size:
Titles:
Industries:
Methodology:
BRAND MANAGEMENT IS …
1. GENERAL BRAND MANAGEMENT
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USA
Image, perception, & reputation management
Entire process from development to naming to marketing, etc.
Sculpting a personality, identity, positioning
Awareness, making the customer think of you first
Managing, creating value
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USA•Customer focus, attention to customer concerns•Quality•Advertising / marketing / brand exposure•How well people know/remember the brand; Setting
themselves apart from the competition•Honesty
2. BENCHMARKING
SUCCESS FACTORS IN BRANDING
INNOVATIVE AMERICAN BRANDSOF 2002
2. BENCHMARKING
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Consistent quality, Patnerships (visa card, new prod), Bulls-eye logo identity3rd (tie)
Promotions (with music, entertainment, Tiger Woods)3rd (tie)
Advertising: “Hey Dude, you’re getting a Dell!”3rd (tie)
New Products (Vanilla Coke); more selective sponsorships3rd (tie)
New Products (new iMac, iPod); “Think Different” and “Switch” campaigns2nd
Advertising: “Do you hear me now?”1st
Question: „Which brand in your country has done something particularly innovative in branding this year?“
MOST ADMIRED BRANDS BY INDUSTRY
2. BENCHMARKING
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Financial Services
Delta (14.8%)Southwest (13.1%)
Sony (48%)
Citigroup (13.1%)Merill Lynch (6.6%)
Airlines/Tourism
Electronics
USA Highlights:
n = 183Question: „Which brands in your country do you
admire most in each of these industries?“
STRONGEST BRANDS IN THEUSA
3. COUNTRY-SPECIFIC BRANDING
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Coca Cola (21%)
McDonalds (10%)
Ford (7%)
Disney (6.6%)
Microsoft (4.2%)
American Perspective
Coca Cola (32.3%)
McDonalds (15.0%)
Microsoft (13.2%)
Marlboro (7.5%)
Nike (5.7%)
GermanPerspective
Coca Cola (25.5%)
Microsoft (13.4%)
GE (11.3%)
McDonald (9.8%)
IBM (7.7%)
KoreanPerspective
Question: „What do you think are the three best brands overall in the U.S.? “
STRONGEST BRANDS WORLDWIDE
3. COUNTRY-SPECIFIC BRANDING
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Coca Cola (21.3%)McDonalds (9.9%)
Ford (7%)
Disney (6.6%)
Microsoft (5.2%)
American Perspective
GermanPerspective
KoreanPerspective
Coca Cola (33.3%)
McDonalds (14.1%)
Microsoft (12.1%)
Marlboro (8.9%)
Nike (5.1%)
Mercedes (3.8%)
Coca Cola (30.0%)
Microsoft (12.8%)
Sony (10.1%)
McDonald (8.9%)
Nike (5.0%)
Mercedes (4.5%)
IBM (4.2%)
Question: „Please name the best three global brands.“