Keeping the Brand Promise

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• Keeping the Brand Promise
• In Global Markets
• A Practitioner's Perspective

Ken G Kabira February 16, 2005 The International
Trade Association of Greater Chicago
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What is a brand?

• A brand is a promise made to a set of audiences
  as understood by those audiences.
• A brand is a distillation of associations or
  experiences the consumer has with the brand - it
  is the outcome of positioning.
• Images
• Emotions
• Experiences
• It exists in the minds of customer, employees,
  venders, shareholders, competitors, media, etc.

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Basis of a global brand

• Based on enduring human truths that transcends
  the culture of origin
• Aspire to have a simple, uniform brand
  positioning around the world

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Positioning statement
To (The Target), Brand (X) is the (Frame of
Reference) which provides a (Point of Difference)

• Functional Benefit
• The convincing and visible reasons to believe
  that the brand is superior on its stated
  point-of-difference
• The key drivers behind this point-of-difference
• Emotional Benefit
• Personality of the brand
• The characteristics of the brand that help
  drive an emotional connection with the target

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Positioning statementExample
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Positioning statementExample
Cross Pens

• TARGET
• BRAND
• FRAME
• DIFFERENCE

To business gift buyers Cross writing
instruments Are the business gifts That
recipients will remember you for everyday
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Positioning statementExample
Merrill Lynch

• TARGET
• BRAND
• FRAME
• DIFFERENCE

To broad range of individuals and
businesses Merrill Lynch The financial
service That delivers superior financial
performance through its thinking (intelligence,
advice, and guidance) and action (services).
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Positioning statementExample
Hallmark Cards

• TARGET
• BRAND
• FRAME
• DIFFERENCE

To all people with emotions to express Hallmark Is
the way to communicate special feelings That
always says the best about the sender
Hallmark is in the sending love business, and
it competes with telephone companies, Yahoo!
Greeting Cards, and FTD.
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Positioning statementExample
Motel 6

• TARGET
• BRAND
• FRAME
• DIFFERENCE

To frugal travelers Motel 6 Is the comfortable
nights stay At the lowest price of any national
chain
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Brand equity
Total value of all qualities and attributes that
affect a buyers choice

• Product features
• Imagery
• Pricing
• All customer contact points
• Relationships and dealings with third parties
• Corporate culture and values

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Global brand management
Why does it go wrong?

• Cultural differences
• Failure to communicate
• Myopia and calcified mindset at both headquarters
  and local management
• Confusing execution with strategy
• Never ending debate regarding centralization vs.
  decentralization

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Global brand management

• Based on enduring human truths that transcends
  the culture of origin
• Aspire to have a simple, uniform brand
  positioning around the world

• Develop a clear system-wide understanding of the
  positioning
• A simple and coherent planning and communication
  platform for the global system
• Foster vigorous and constructive debate on
  strategic direction of the business with in the
  platform

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Global management
General Management
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7Ps Customer Brand Experience Management
Promise
Performance
People
Product
Place
Price
Promotion
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It comes down to this
Passion!
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• Keeping the Brand Promise
• In Global Markets
• A Practitioner's Perspective

QA
Ken G Kabira 1-630-302-0201 KGKabira_at_aol.com