In the 21st century, branding will ultimately be the only unique differentiator between companies.

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In the 21st century, branding will ultimately
be the only unique differentiator between
companies. Brand equity is now a key asset.
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• Creating Brand Value is Good!
• Better financial performance
• Higher profit margins
• Better return on assets
• Stronger growth
• Stability

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• Whichever way you look at it, todays most
  valuable brands are the most
  demonstrably powerful and sustainable wealth
  creators in the world

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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
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• So What Does It Take to Build Brand Value?

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Brands Are Like People!
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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)

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Not Anymore!

• Today, many brand building experts leverage
  quantitative tools to assess brand equity and
  value

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We Use
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Global Mobile AverageVery close to the Global
Brand Average
StrongBrandAffinity
WannaBelievers (20)
Believers (19)
StrongBrandBehavior
WeakBrandBehavior
Hostages (8)
Non-Believers (53)
WeakBrandAffinity
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Telefonica (Brazil)Enviable Number of Believers
within the Market
StrongBrandAffinity
Believers (47)
WannaBelievers (18)
StrongBrandBehavior
WeakBrandBehavior
Hostages (14)
Non-Believers (21)
WeakBrandAffinity
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Why Believers?
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Model of Brand Value
Price the brand commands
Average Category Growth
Believer Premium
Brand Added Value
Generic
Branded
Base Cost
Business Model Value-Added
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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

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We Know How Many Believers

• But How Do We Assess Belief?

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Two Axes Measure Belief
Both
High Charisma
High Integrity
Neither
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• Not related to product news
• Not related to tactical campaigns
• Related to opening the heart
• Buying share of heart

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Hence, The Value of Corporate Communication

• The Added Value Is How the Brand Contributes to
  Our Value System
• (As Human Beings)

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• Related to consistency in behavior
• Related to consistency in delivery
• Builds the brands credibility
• Buys market share

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Hence, The Importance of Continuous Market
Activity

• And All the Related Communication

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Rolex
Sony
Coke
Nike
Adidas
Phillips
Reebok
Swatch
Pepsi
Timex
Apple
Samsung
Volvo
Toyota
Dell
Red Bull
Budweiser
IBM
Visa
Heineken
Master Card
American Express
Fiat
U.K. Map
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Thank You!