germany gbf 4 23 03

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WELCOME 1 Selected Germany findings from The 2002-2003 Global Brand Forecast An international comparison of Brand Management practices and trends

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OBJECTIVE 2 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 Marketing Ludwig-Maximilians-Universität München Yonsei University, Seoul The study is conducted by:

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TOPICS 3 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

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METHODOLOGY - SAMPLE STATISTICS 4 Germany 68 subjects 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: written survey in Germany Size: Titles: Industries: Methodology:

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BRAND MANAGEMENT IS … 1. GENERAL BRAND MANAGEMENT 5 Germany Direct a brand along customers’ needs in order to create added value Develop a consistent, unique brand positioning Plan brand activities such as communication or product development Control the output and effects on the brand

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6 Germany Brand communication: clear, simple, believable, integrating all communication channels Customer-orientation Consistent, consequent, focused, continuous and “brave” brand management “Innovation-power” Know-How of brand management / marketing tools 2. BENCHMARKING SUCCESS FACTORS IN BRANDING

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INNOVATIVE GERMAN BRANDS OF 2002 2. BENCHMARKING 7 Innovative relaunch, successful repositioning of Mini Integrated communication creative campaign Integrated and clear communication campaign Clear differentiation from competitors New products and positioning Brand alliance with fashion designers (Jil Sander) Making the brand modern and up-to date by sponsoring e.g. the Cameroon football team Extraordinary communication 3rd 2nd 1st Question: „Which brand in your country has done something particularly innovative in branding this year?“

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MOST ADMIRED BRANDS BY INDUSTRY 2. BENCHMARKING 8 Automobile Nivea (54.3%) L´Oreal (22.8%) TUI (72.5%) Audi (29.8%) BMW (25.5%) Mercedes (21.3%) Cosmetics Airlines/Tourism Germany Highlights: n = 68 Question: „Which brands in your country do you admire most in each of these industries?“

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STRONGEST BRANDS IN GERMANY 3. COUNTRY-SPECIFIC BRANDING 9 Mercedes (22.4%) BMW (19%) Siemens (8.6%) Volkswagen (7.4%) Beck´s Bier (5%) Deutsche Bank (4.8%) American Perspective Mercedes (21.8%) BMW (11.4%) Nivea (8.1%) Telekom (4.9%) Siemens (4.9%) Audi (4.3%) German Perspective Korean Perspective BMW (30.1%) Mercedes (26.3%) Siemens (9.8%) Audi (7.6%) Volkswagen (4.1%) Addidas (3.5%) Question: „What do you think are the three best brands overall in Germany? “

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STRONGEST BRANDS WORLDWIDE 3. COUNTRY-SPECIFIC BRANDING 10 Coca Cola (21.3%) McDonalds (9.9%) Ford (7%) Disney (6.6%) Microsoft (5.2%) American Perspective German Perspective Korean Perspective 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.“