3. In the 21st century, branding will ultimately be the only unique differentiator between companies.
Brand equity is now a key asset.

5. Creating Brand Value is Good!
Better financial performance
Higher profit margins
Better return on assets
Stronger growth
Stability

6. Whichever way you look at it, today’s most valuable brands are the most demonstrably powerful and sustainable wealth creators in the world

7. As a result of these high prospects many operators from around the world are engaging in a continuous effort to create brand value by building their own brand

11. So What Does It Take to Build Brand Value?

12. Brands Are Like People!

13. In The Past…
Unlike the approach of consultancy and financial analysis which leveraged hard data,
brand building was considered as something intuitive (and quite elusive)

14. Not Anymore!
Today, many brand building experts leverage quantitative tools to assess brand equity and value

15. We Use

16. Global Mobile Average Very close to the Global Brand Average
Strong Brand Affinity
Wanna Believers (20%)
Believers (19%)
Weak Brand Behavior
Strong Brand Behavior
Hostages (8%)
Non-Believers (53%)
Weak Brand Affinity

17. Telefonica (Brazil) Enviable Number of Believers within the Market
Strong Brand Affinity
Believers (47%)
Wanna Believers (18%)
Weak Brand Behavior
Strong Brand Behavior
Hostages (14%)
Non-Believers (21%)
Weak Brand Affinity

18. Why Believers?

19. Price the brand commands
Model of Brand Value
Price the brand commands
Average
Category
Growth
Believer Premium
Brand
Added
Value
Generic
Branded
Base Cost
Business Model
Value-Added

20. Believer Premium Higher Life-time Volume Per Household
10 Times Higher Volume than Average Category User
Higher Willingness to Pay Full Price
15% Higher Price Paid than Average Purchaser
Longer Retention
2/3 Less Year-on-Year Brand Slippage Among Frequent Purchasers
Greater Brand Momentum
Believers Beget Believers

21. We Know How Many Believers
But How Do We Assess Belief?

22. Two Axes Measure Belief
Both
High Charisma
High Integrity
Charisma
Integrity
Neither

23. Not related to product news Not related to tactical campaigns
Related to opening the heart
Buying share of heart
Charisma 23

24. “Charismatic Marketing” “Aspiration and Inspiration”
A good fit with who I am
Seems to be made “just for me”
I really identify with this brand
The brand has a warm, friendly feeling
Does things in A/M that get your attention
Does things in A/M that are unique, fresh
and different
Does things in A/M that other brands would
Never think of
Does things in A/M that are fun & clever
If this brand was a person, he’d be charismatic
If this brand had a temperature, it would be “hot”
There’s something hip and cool about this brand
The enthusiasm of the brand is catching
Makes me feel more inspired about
the category
Helps me be the kind of person I want to be
I aspire to be like people who use this brand
Using this brand is a more emotionally
rewarding experience
“Dynamism”
“Charismatic Marketing”
“Identification”
“Aspiration and Inspiration”
Charisma

25. Hence, The Value of Corporate Communication
The Added Value Is How the Brand Contributes to Our Value System
(As Human Beings)

26. Related to consistency in behavior Related to consistency in delivery
Builds the brand’s credibility
Buys market share
Integrity 26

27. “Authority and Stature”
Uses latest technology to continually improve
Never allows itself to become outdated or to
fall behind
Constantly updating and improving
Wherever come in contact, delivers a
clear, consistent message
Never loses sight of what should be
What this brand says and does – you can
count on it
This brand’s A/M has clear, consistent message
High Quality
Always delivers consistent product experience
Reliable and dependable
A brand you can trust
Does what it says it will
Sets the bar high for other brands of ____
When it comes to ____, this brand is the
knowledgeable authority
A brand with a bit of stature
The real thing
“Enduring Trust”
“Consistent Idea”
“Innovation”
“Authority and Stature”
Integrity

28. Hence, The Importance of Continuous Market Activity
And All the Related Communication

29. Both High Charisma High Integrity Neither Charisma Integrity U.K. Map
Rolex
Sony
High Charisma
High Integrity
Both
Neither
Coke
Nike
Adidas
Phillips
Reebok
Swatch
Pepsi
Timex
Apple
Samsung
Volvo
Charisma
Integrity
Toyota
Dell
Red Bull
Budweiser
IBM
Visa
Heineken
Master Card
Fiat
American Express
U.K. Map

30. Thank You!