Millward Brown Saudi Arabia - The Meaningful Brand

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Information about Millward Brown Saudi Arabia - The Meaningful Brand

Published on December 20, 2013

Author: MillwardBrown

Source: slideshare.net

TAKE YOUR BRAND FROM GOOD TO GREAT Discover how to create a brand that makes more money

Meaningfully different brands, properly amplified, create sustainable financial value growth.

3 Empower and enthuse

Three basic types of mental association KNOWLEDGE EXPERIENCE BRAND 4 EMOTION EMOTION

People need to find a difference in order to make a decision 5

Lead and differentiate 6

What brands come to mind when you think of Ramadan? 7

8 Needs-based

ALBAIK: a meaningful, different and salient brand here in Jeddah i am 17 years old and i work in al-baik as a summer job, i know that some of you might not believe me, but i'm really damn proud to work in a place like this oh, i miss albaik, it was one of the best fried chicken i ever had and their sauce is magic. hhmmm i am crying that why i am not in jeddah... I wanna see the crowd n eat al baik chicken, fries etc... :( soooo nice !!!! :) it should be open in all over saudi arabia not only in jeddah!!! 9 Source: YouTube comments

Measuring meaning, difference and salience

People are more predisposed to buy brands they find meaningful, different and salient Meaningful Brand Associations £ Different Brand Predisposition In-market Facilitators Salient Predisposed customers are also more likely to pay a price premium 11 ¥ $ €

Meaningful, different and salient brands… … Have the POWER to capture significantly MORE VOLUME POWER … Can command a price PREMIUM PREMIUM … Have much greater POTENTIAL to gain value share in the future POTENTIAL Each of these topline metrics is created from measures of how meaningful, different and salient brands are. 12

Financially valuable brands are more meaningful, different and salient BrandZ Top 100 Most Valuable Brands Average Brand Meaningful 100 Power 6 Salient 100 Meaningful 116 Power 11 Salient 127 Different 124 Different 100 The Most Valuable brands have a Power Score +71% versus the average

Meaningfully different brands produce better returns Average operating profit reported as a percent of revenues 16% 15% 14% 13% 12% 11% High Potential 10% Low Power 14 Source: BrandZ and annual company reports for 49 companies Low Potential High Power

15 The four factors that define a meaningfully different brand

Purpose: the difference the brand intends to make in people’s lives Empowering individual self-expression Enabling selfexpression with easy to use technology Inspiring happiness Refreshing the world with a celebration of positive emotion Helping people find the information they need Help humanity by making information universally accessible and useful Enabling everyone to have a healthy life Sells and rents a wide range of goods from water filters to mattresses Brands that have a clear sense of purpose empower staff and inspire consumers

How can a new brand transform an established product category like yogurt? Deliver on taste. click here to listen to Chobani Founder’s Story 17

Delivery: Chobani’s taste and texture transformed the entire U.S. yogurt category and created a US$1.5 billion brand Between 2007 and 2012 the yogurt category grew by 30% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% 2007 2008 2009 2010 2011 2012 Greek yogurt now accounts for 60% of the U.S. yogurt market up from a few percent in 2005. 18

Until 2011 Chobani did not invest in traditional advertising but relied on the power of WOM to promote the brand Average feedback on category posts per 100,000 fans 3521 LIKES PER POST 258 COMMENTS PER POST 2471 103 845 52 CHOBANI YOPLAIT ACTIVIA DANNON 33 27 CHOBANI YOPLAIT ACTIVIA DANNON Over an 8 week period Chobani attracts more likes and comments per post than competitors 19

Resonance: UK mobile services provider O2 put consumer needs first in order to grow market share MARKET SHARE O2 Vodafone Orange World revolves around you 2002 2008 1. Whole business uniting behind shared brand KPIs ahead of short-term sales KPIs. 2. Leveraging every consumer touch point 3. Continual evolution of the offer and communications 20

Difference: Blue Moon detergent engages people instore to engage consumers with a different experience Meaningful 90 2009 “The girl does not only tell it has good fragrance, but also teaches me how to smell it properly – should not directly smell from the bottle, but wave the hands back & forth to air the fragrance out, as to smell the perfume” Power 6 80 Salient 125 Different Meaningful 156 Power 17 132 2013 156 Different Salient

The four factors combine to create a meaningfully different experience DEFINE 22 22

The five facets of effective brand amplification 23

Findability: Tropicana’s new packaging was not recognized and revenues declined by $30 million Make your brand is where and when people need it and easily recognized

Credibility: Häagen-Dazs in China builds credibility through product, site location and wedding cakes Build credibility through innovation and association with people, places and events 25

Vitality: Coca-Cola’s “Open Happiness” campaign resonates with people all over the world Click TV to view ad Keep your brand resonant, salient and part of contemporary culture

Vitality: break the mould and create something engaging & new within your product category Ads that are perceived as different make your media money work 25% harder BUT what makes the ad different must fit with the brand Ads that are perceived as different and fit with perceptions of the brand work 75% harder Ad effectiveness increases with difference 6 5 4 3 Awareness Index 2 1 0 Low Medium High Make sure your advertising originates from what makes your brand meaningfully different 27

Affordability: Levi’s made their brand accessible to thousands of new consumers with a payment plan 70 Meaningful 60 50 40 30 20 Bought Last 10 0 2007 2008 2009 2010 Improve affordability – real or perceived – do not lower margins 28

Extendability: since 1955 Dove has grown successfully across categories and countries Dove grew from global sales of about €300M in 1990 to becoming Unilever’s first €3B brand in 2011. 1955 1965 Bar soap 1 1991 1995 1997 1998 Global expansion: launched to 55 countries between 19911994. 1999 2002 2010 Anti-aging range Facial cleansers Deodorant 2007 Dish soap Body wash Body lotion Hair care Men’s care products Leverage a strong brand by launching into new categories and countries 29

To grow a brand’s meaningful difference must be amplified effectively and efficiently DEFINE AMPLIFY GROW

Meaningfully different brands, properly amplified, create sustainable financial value growth.

Any questions? Please get in touch with Nigel Hollis nigel.hollis@millwardbrown.com

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