Corporate Branding

I am a great believer and practitioner of the concept of No Money Marketing. N R Narayana Murthy

ACTIVITY

We will be a globally respected corporation that provides best-of-breed software solutions delivered by best in-class people.

Develop No Money Marketing ideas for Infosys whereby the brand leverages from other activities of the company.

Thinking out of the box !

Branding Thought Leadership

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Wipros Council for Industry Research Experts/White papers/Research/ Podcasts/ Seminars/ Webinars/ Books

BRANDING THROUGH MEDIA RELATIONS

Information Flow in Old World Company Information Flow in New World

Consultants, Analysts, Company, Consumers, Industry Associations

Journalist

Journalist

Public

Public

BRANDING THROUGH AWARDS MARKETING

Wharton Infosys Business Transformation Award: for companies that transform business Wipros Global Innovation Awards Avaya Customer Responsiveness Awards

BRANDING THROUGH ONLINE PRESENCE

Social Networking sites Content aggregators eg You Tube, My Space Virtual Reality creating 3 D graphical interfaces Mobile applications eg iPhone or BlackBerry widgetsw

Social Conduct

Charities Contributions

Employee Conduct

Business Conduct

Corporate image

Product

Sales Force

Communications

Distn Channels

Service

Support

Price

Symbols

Corporate Identity & Personality

Image Communic ation

Quality of management Quality of products/services Innovativeness Behavior Long- term investment values Financial soundness Ability to attract, develop and keep talented people Responsibility to community and environment Wise use of corporate assets.

Reputation

CORPORATE BRANDING

Sony Akio Morita was quoted as saying, "...I have always believed that the company name is the life of an enterprise. It carries responsibility and guarantees the quality of the product...".

CORPORATE BRAND CAMPAIGN

Different

objectives are possible:

Build awareness of the company and the nature of its business Create favorable attitudes and perceptions of company credibility Link beliefs that can be leveraged by productspecific marketing Make a favorable impression on the financial community Motivate present employees and attract better recruits Influence public opinion 11.11 issues on

CORPORATE BRANDING
corporate branding is a composite of all the experiences, encounters and perceptions a customer has with a company. It implies that all internal and external communications are aimed a presenting a single, unified message.

The

underlying motivator: to build trust in the company not in a particular product or service.

CORPORATE BRANDS
Sony DVDs to Play station Marriott, with its Marriott Conference Centers, Marriott Vacation Club, Courtyard byMarriott and numerous other properties linked to the Marriott name.

CORPORATE BRANDING STRATEGY

Corporate branding ensures: - a consistent brand experience across the organization -competitive edge in the marketplace.

CORPORATE BRANDING

Corporate branding is where the corporate name is the brand, and here the products tend to be described more in alpha numeric or letter terms, and not have distinctive brand names. Corporate branding is very appropriate to those companies engaged in service industries, as their products are more intangible in nature. When consumers cannot see the product, the company brand name helps give them an assurance of quality, heritage, and authenticity

3 METHODS OF CORPORATE BRANDING

Corporate name is brand House branding . Eg Ford Fiesta Product branding

CORPORATE BRAND EQUITY

Occurs when relevant constituents hold strong, favorable, and unique associations about the corporate brand in memory Encompasses a much wider range of associations than a product brand

11.17

 Corporate

CORPORATE IMAGE DIMENSIONS

Quality Innovativeness

product attributes, benefits or attitudes

People
Values

and relationships
and programs

Customer orientation Concern with the environment Social responsibility

Corporate

credibility

Expertise Trustworthiness Likability

11.18

CORPORATE REPUTATION

Determined by behavior of the organization.

USING CAUSE MARKETING TO BUILD BRAND EQUITY

The process of formulating and implementing marketing activities that are characterized by an offer from the firm to contribute a specified amount to a designated cause when customers engage in revenue-providing exchanges that satisfy organizational and individual objectives

11.20

ADVANTAGES OF CAUSE MARKETING

Building brand awareness Enhancing brand image Establishing brand credibility Evoking brand feelings Creating a sense of brand community Eliciting brand engagement

11.21

GREEN MARKETING
A special case of cause marketing that is particularly concerned with the environment Explosion of environmentally friendly products and marketing programs

11.22

Top-Rated B2B Companies for Social Responsibility Hewlett-Packard Microsoft IBM 3M UPS FedEx General Electric

COMPANIES ARE EXPRESSING CORPORATE SOCIAL RESPONSIBILITY IN AT

LEAST SIX WAYS

Cause promotions support a cause by increasing community awareness and contributions to the cause. Cause-related marketing ties donations to a cause to the corporations performance, most typically to product sales volume. Corporate social marketing focuses on campaigns to influence positive behavior change. Community volunteering involves employee and retail/franchise partner donation of their time in support of a cause. Corporate philanthropy entails writing a check, giving a grant or in-kind contribution of corporate services and resources. Corporate socially responsible business practices relate to the adoption of discretionary business practices and investments that contribute to improved environmental and community well-being.

B2B VERSUS B2C

B2B B2C

Image benefit 14% Information efficiency 41% Risk reduction 45%

Image benefit 40% Information efficiency 37% Risk reduction 23%

IBM High

Mature
Accenture

Champions

Relative Market Share

CSC

Upstarts
Low

Stragglers
Caps Gemini

TCS Infosys Wipro

Low

Relative Growth Rate

High

Brand Infosys lags way behind global IT giants such as IBM, EDS and Accenture in total brand recall. IBM leads with 94% recall, followed by HP and EDS at 89% and 82% respectively. With a score of 41%, Infosys joins other Indian IT services brands at the bottom of the brand salience table.

2010 annual report, Infosys brand value stood at Rs 31,863 crore compared to Rs 31,617 crore in the preceding year, showing a paltry 0.77% jump. This is in stark contrast with the 37.97% vault in FY07 and a whopping 61% rise in FY06. Infosys brand value was pegged at Rs 14,153 crore in FY05, reflecting the robust growth it reported running into FY08.

TRANSFORMATIONAL FORCES

There were four forces flattening every business environment The rise of emerging economies Changing global demographics/redistribution of the global talent pool The ubiquity of technology Increased regulations

CUSTOMER FACING CAMPAIGN

Infosys Website Think Flat microsite and blog Thought leadership white papers Digital ads in top-tier publications Partner programs Annual report Executive events Industry events Analyst outreach Marketing and sales collateral

INTELLECTUAL BUSINESS
value systems, fair practices, believes in legal behaviour, keeping its commitment to all stakeholders, believes in being fair and courteous aspiring youngsters in India, it is an aspirational brand, the company they would be like to be part of. For customers, it is a trustworthy brand, which offers predictable results and therefore gives them comfort. Similarly, for investors, it is a company with high ethical standards, transparent ones which disclose both the good as well as the bad news to the market immediately

Indian IT companies need to breakaway from their addiction to labour arbitrage and take a leap towards creating brand valuation through innovation and intellectual property

Lets apply the hedgehog concept of Jim Collins for brand positioning

Is your product seen as a Hedgehog or a Fox?

Foxes pursue many divergent ends and, generally, possess a sense of reality that prevents them from formulating a definite grand system of "everything.

Hedgehogs' lives are embodiment of a single, central vision of reality according to which they "feel", breathe, experience and think

Friends family Sourcing Advisors

Government Other Customers

Industry Associates

Analysts

Journalists

High

Consulting firms Employees Expert Users Consumer Reports

Influence

Academics

Internet Pundits Low Salespersons

Low

High

Reach

The Branding House Activity Make points for each Bottom up

Why not buy Someone else? Why Buy Me?
Value Adders

Differentiator

Table Stakes

Who am I ?
Infrastructure People Satisficers ( Criteria / Needs ): Process

The Branding House: Infosys

Differentiator Why not buy Someone else? Why Buy Me?
Business Optimization thro business analytics and domain knowledge

Value Adders Reliability Cost Savings Increased efficiency / speed Ability to identify new bus oppys
Infrastructure Telecom Facilities Table Stakes People Domain experts Process Experts Process Process optimization Process Mngt Process quality

Who am I ?

Satisficers: Physical & Data Security, Infrastructure

BEST BRANDS HAVE 2 MOMENTS OF TRUTH:

When customers choose, select or sign the contract to buy after having evaluated all other offerings of the competition. The second moment occurs at the customers homes, offices or production sites when they use the brand, when they experience it and are satisfied or not satisfied.

Brands that consistently win these moments of truth earn a special place in the customers minds and hearts.

BENEFITS OF BRANDING

The most important brand functions in B2B are increased information efficiency, risk reduction and value added/image benefit creation.

When branding works, the sales people enter the offices of customers already well-known and respected who stand ready to give them a hearing.

B2B BRANDING BENEFITS

Too many suppliers for everything from specialty steel to software - to know them all, let alone to check them out thoroughly. Overload of information vis the internet Brands do not just reach only customers but all stakeholders investors, employees, partners, suppliers, competitors, regulators, or members of the local community... need for a holistic approach.

CORPORATE BRANDING DECISIONS

How do you manage corporate branding? Is your brand aging in terms of visual identity, product keeping pace with market, age of your customer base, relevance of positioning and touch points of consumer What paradigm shifts can you create? How do you maintain your competitive advantage?