Managing Brands in Challenging Times

1
Managing Brands in Challenging Times

• Dr. Royce Yuen
• Visiting Associate Professor, HKU
• Chairman, Ogilvy Hong Kong
• Chairman, HK4As

2
Value of Brand is widely recognized
3

• In mid-2002, the stock market value of Coca-Cola
  was US 136 billion
• Yet the book value was only US 10.5 billion
• Estimated value of Coca-Cola brand name was US
  70 billion, well over half of its intangible value

4

• Yet building brand
• has never been more challenging !

5
Two Major Factors
6
Two Major Factors
7

• "Ordinary people can spread good and bad
  information about brands faster than marketers."
• Ray Johnson

8

• This is particularly true in the Internet Age

9

• Words of mouth becomes words of mouse

10
Kryptonite

• The unbreakable bonds

11
(No Transcript)
12
The hit that affects the world
13
(No Transcript)
14

• A brand is more than a logo. A brand is
• a promise. - Mike Holland

15
The trust is gone !
16
As a result

• Consumers are becoming more skeptical

17

• How can brands win back the heart of consumers ?

18
Hint Number One

• Under promise, over deliver

19
(No Transcript)
20
Hint Number Two

• Do what matters to consumers, not you
• Focus on consumer insight

21
Case - Acuvue
22
(No Transcript)
23
(No Transcript)
24
(No Transcript)
25
(No Transcript)
26
(No Transcript)
27
(No Transcript)
28
(No Transcript)
29
(No Transcript)
30
(No Transcript)
31
Hint Number Three

• Manage all the stakeholders

32
The Stakeholder Universe
Authorizers
Business partners
Government Regulators Board of Directors Professio
nal societies Shareholders
Employees Unions Suppliers Distributors Service
providers
Demographics Market segments Geography High
value Mass
Activist groups Journalists Experts Analysts Commu
nity groups
External influencers
Customers
33
(No Transcript)
34
(No Transcript)
35
(No Transcript)
36
Hint Number Four

• Take prompt and decisive action

37
(No Transcript)
38
(No Transcript)
39
(No Transcript)
40
(No Transcript)
41
Hint Number Five

• Respect the local culture

42

• And be sensitive about how you say it

43

• And be sensitive about how you say it

44
Hint Number Six

• Be sensitive to political implications

45
(No Transcript)
46

• The Marco Polo Bridge (luguoqiao) Incident marked
  the beginning of the Sino-Japanese War (1937
  1945)

47

• What is acceptable in one country may not be
  acceptable in another country
• What may be humourous can be seen as an offense

48
(No Transcript)
49
(No Transcript)
50
(No Transcript)
51
Hint Number Seven

• Its not only what you do, its also what you
  dont do

52
(No Transcript)
53
Hint Number Eight

• Dont try to please everybody
• You will end up pleasing nobody

54
The World Car that drops out from the world
55
Hint Number Nine

• Be relevant

Cowboy is COOL !
56

• Be relevant

Well may be !
57

• Be relevant

58
Hint Number Ten

• Social value of brand
• Are brands good for business, bad for society ?

59

• Being socially responsible is different from
  being a passive donor

60

• Being socially responsible is different from
  being a passive donor
• CSR has to tie in with the role that the brand
  plays in society

61
(No Transcript)
62
(No Transcript)
63
First coverage - out 8th Jan - Closer Magazine
(wkly)
64
(No Transcript)
65
(No Transcript)
66

• Thank You