Workshop Johan Gromark congres Identiteit 23 april 2012

1. BOI-hjulet

2. BOI-hjulet
Brand Orientation – an
identity approach to
organisational development

3. Johan Gromark
Label
Johan Gromark
Brand consultant
Analysis
Strategy
Implementation
Follow up
A part of BBDO Worldwide

4. Agenda
LABEL, vilka är vi?
What is brand orientation?
Is it profitable to be brand oriented?
Four different approaches to branding
What factors distinguish those companies that succeed?
Mini-group discussion about brand orientation
Summing up
!

5. BOI-hjulet
The worlds most valuable
brand?

7. Best Global Brands 2011

8. Brand Equity and different stakeholders
Increased brand equity Consequence Financial benefit
Increased demand, increased
Customers perceived value, decreased price Income
sensitivity
Increased bargain power,
Suppliers Direct cost
better terms & conditions
Reduced staff turnover
Employees Expenses
Increased efficiency
Increased interest from venture
Shareholders capital Cost of capital
Better negotiating position

9. The brand management chain
Persson (2007)!

10. BOI-hjulet
HOW do you
develop a strong brand?

11. LABEL, vilka är vi?
The context of brand orientation
”Any customer can have a car painted any colour that he wants so long as it is black”
Henry Ford

12. The context of brand orientation
Production orientation
= Know your factory
Customer orientation
= Know your customer
Market orientation
= Know your customer and competitor
Brand orientation
= Know your customer, your competitor and your own brand

13. Market orientation, Resource Based View (RBV) & Brand Orientation
Market Brand Resource
Orientation Orientation Based
View
External focus Internal focus

15. BOI-hjulet!

16. Brand Orientation Index - from attitude to behavior

17. Brand Orientation Index

18. BOI Stair - Index value

19. BOI Stair – The relationship between brand orientation and profitability

20. Other brand orientation studies
Researcher Country Target group Sign. positive performance
Hankinson (2001)
UK Charity organisations Yes
Bridson & Ewans (2004)
Australia Fashion retailers Yes
Napoli (2006)
Australia Non profit organisations Yes
Wong & Merrilees (2007)
Australia Mostly SME Yes
Wong & Merrilees (2008)
Australia Mostly SME Yes
Voskuyl (2009)*
Netherlands 500 largest companies Yes
Baumgarth (2009)
Germany SME-museums Yes
Baumgarth (2010)
Germany B2B Yes
Kooiman (2010)*
Netherlands Charity organisations Yes
* Using the BOI-model in the study

21. BOI Stair – The relationship between brand orientation and profitability

22. The BOI Matrix - Four attitudes to brands

23. The BOI Matrix - Four attitudes to brands

24. The BOI Matrix - Four attitudes to brands

25. The BOI Matrix - Four attitudes to brands

26. The BOI Wheel - Key factors in Brand oriented companies

27. Factor 1 - Approach

29. "Their technology level is
still low. Their image is
not comparable with ours.
They have no major
competitive premium
brand"!
Samsung CEO Jong-Yong Yun about the threat from chinese
companies!
GP, 070415!

30. Factor 2 - Implementation

32. Factor 3 - Goals & follow-up

33. “Become the company most known for changing the worldwide
poor-quality image of Japanese products” "
(earlys 50s)!

34. Factor 4 - Relationships

37. Harely-Davidson

39. Workshop - Styrsystem för varumärkesarbetet

40. Workshop - Styrsystem för varumärkesarbetet

41. Workshop - Styrsystem för varumärkesarbetet

42. Workshop - Styrsystem för varumärkesarbetet

43. Workshop - Styrsystem för varumärkesarbetet

44. Workshop - Styrsystem för varumärkesarbetet

45. Workshop - Styrsystem för varumärkesarbetet

46. Workshop - Styrsystem för varumärkesarbetet

47. Workshop - Styrsystem för varumärkesarbetet

48. Workshop - Styrsystem för varumärkesarbetet

49. Workshop - Styrsystem för varumärkesarbetet

50. Workshop - Styrsystem för varumärkesarbetet

51. Workshop - Styrsystem för varumärkesarbetet

52. Workshop - Styrsystem för varumärkesarbetet

53. Workshop - Styrsystem för varumärkesarbetet

54. Workshop - Styrsystem för varumärkesarbetet

55. Workshop - Styrsystem för varumärkesarbetet

56. Universum Ideal Employer
Rankings: Business students
Sweden 2009

57. Factor 5 - Identity development & protection

62. Factor 6 - Operational development

64. !

71. Factor 7 - Responsibility & roles

73. Factor 8 - The top managements participation

74. LABEL, vilka är vi?
Vision | exempel
Ingvar Kamprad, IKEA

75. The 8 factors

76. Mini-workshop
Instructions
1. Reflect individually on the four different
approaches, which are similar to your own
organization? Why?
2. Reflect individually on your organizations
strenghts and weaknesses when it comes to
the eight factors?
3. Discuss and share your reflections in your
group. Do you have experiences in
increasing the level of brand orientation
that you can share with your group?

77. Contact info
Johan Gromark
johan.gromark@label.se
+46 708 137175
Order the report
www.brandorientationindex.com

78. BOI-hjulet