Istanbul – 26th November 2015
- Главная
- Разное
- Дизайн
- Бизнес и предпринимательство
- Аналитика
- Образование
- Развлечения
- Красота и здоровье
- Финансы
- Государство
- Путешествия
- Спорт
- Недвижимость
- Армия
- Графика
- Культурология
- Еда и кулинария
- Лингвистика
- Английский язык
- Астрономия
- Алгебра
- Биология
- География
- Детские презентации
- Информатика
- История
- Литература
- Маркетинг
- Математика
- Медицина
- Менеджмент
- Музыка
- МХК
- Немецкий язык
- ОБЖ
- Обществознание
- Окружающий мир
- Педагогика
- Русский язык
- Технология
- Физика
- Философия
- Химия
- Шаблоны, картинки для презентаций
- Экология
- Экономика
- Юриспруденция
Brand Power in the Digital Age презентация
Содержание
- 1. Brand Power in the Digital Age
- 2. Agenda BrandZ The rise of digital brands
- 3. BrandZ
- 4. BRANDZ is the largest brand database worldwide
- 5. BRANDZ is underpinned by the an extensive
- 6. BRANDZ is the most robust ranking GLOBAL
- 7. We believe that strong brands create optimal
- 8. The rise of Digital Brands in the Top 100
- 9. Digital Brands in the BRANDZ Top 100
- 10. Drivers of digital brand success Diversified portfolio
- 11. Value of Digital brands in the BRANDZ Top 100
- 12. The rise of Digital Brands in Turkey
- 13. Digital Brands in Turkey Turkey is among
- 14. Online mass merchants Amazon-style marketplace Attracted overseas
- 15. Online fashion Leading online fashion retailer in Turkey with 2,000+ brands and 10million + users
- 16. Private shopping club & celebrity From private
- 17. Online food delivery & grocery “Food Cart”
- 18. Adopting Digital
- 19. Burberry brought the brand vision to life
- 20. HSBC has moved into the digital space
- 21. Tesco is the largest online grocer in the world
- 22. Adoption of digital in fmcg is more
- 23. Adopting digital in Turkey
- 24. Adoption of digital to win nationally Leader
- 25. Adoption of digital to win internationally Voted
- 26. The digital challenge A CASE STUDY IN BANKING
- 27. Digital is just another cycle in the
- 28. But the size and speed of change
- 29. Banks have to keep adapting the way
- 30. Digital is an opportunity as well as
- 31. The future
- 32. Disruption of digital An imminent launch in
- 33. The Future? Most categories are not fundamentally
- 34. THANK YOU
Agenda BrandZ The rise of digital brands in the Top 100 The rise of digital brands in Turkey Adopting digital Adopting digital in Turkey The digital challenge – a case study
Слайд 1Brand Power in the Digital Age
10 Years of BrandZ - The
Rise of Digital Brands
Слайд 2Agenda
BrandZ
The rise of digital brands in the Top 100
The rise of
digital brands in Turkey
Adopting digital
Adopting digital in Turkey
The digital challenge – a case study in banking
The future
Adopting digital
Adopting digital in Turkey
The digital challenge – a case study in banking
The future
Слайд 5BRANDZ is underpinned by the an extensive consumer & customer research
programme
IS BIG DATA
100K BRANDS
400 CATEGORIES
3m
CONSUMERS
50
MARKETS
4.5bn
DATA POINTS
Слайд 6BRANDZ is the most robust ranking
GLOBAL STANDARD
PUBLIC DATA
VALIDATED
Globally 3million+ consumers, 100,000+
brands, 50+ markets.
Category specific, with cross category findings
Entirely objective, direct-from-consumer
Category specific, with cross category findings
Entirely objective, direct-from-consumer
COMPREHENSIVE
& OBJECTIVE
BRANDZ™ TOP 100 GLOBAL BRANDS
BRANDZ™ TOP 100 CHINESE BRANDS
BRANDZ™ TOP 50 LATAM BRANDS
BRANDZ™ TOP 50 INDIAN BRANDS
BRANDZ™ TOP 50 INDONESIAN BRANDS
Слайд 7We believe that strong brands create optimal business success
Source: Proprietary BrandZ™
brand strength data; Bloomberg; Millward Brown analysis
Millward Brown's analysis shows that companies with strong brands are able to grow their share prices more than companies with weak brands:
BrandZ™ Strong Brands Portfolio Performance vs. S&P 500 vs. MSCI World Index
Слайд 10Drivers of digital brand success
Diversified portfolio of projects and areas of
interest
Focused on driving penetration
Premiumisation of users is a relatively recent phenomenon
Two types of players:
Brands that moved real life operations into the digital world
Brands that invented services that did not exist before and created new markets
Focused on driving penetration
Premiumisation of users is a relatively recent phenomenon
Two types of players:
Brands that moved real life operations into the digital world
Brands that invented services that did not exist before and created new markets
2006
Source: BrandZ, 2105, MBV Analysis
Financial performance 2014
Слайд 13Digital Brands in Turkey
Turkey is among the world leaders in B2C
E-Commerce growth
Online audience is one of the most engaged in Europe – behind only the UK
Turkey's Internet users are the youngest in Europe
A quarter of all Internet users shop online
The B2C E-Commerce market share of pure Internet players in Turkey is the highest in Europe
Online audience is one of the most engaged in Europe – behind only the UK
Turkey's Internet users are the youngest in Europe
A quarter of all Internet users shop online
The B2C E-Commerce market share of pure Internet players in Turkey is the highest in Europe
Слайд 14Online mass merchants
Amazon-style marketplace
Attracted overseas investment
Valued at over $400M
Turkish subsidiary of
eBay
“Going, going, gone”
Established in 2001
“Going, going, gone”
Established in 2001
Слайд 15Online fashion
Leading online fashion retailer in Turkey with 2,000+ brands and
10million + users
Слайд 16Private shopping club & celebrity
From private shopping club to e-commerce vehicle
Largest
online fashion retailer in MENA
Operates across Turkey, Australia, Ukraine, Korea, Greece, Poland
Operates across Turkey, Australia, Ukraine, Korea, Greece, Poland
Слайд 17Online food delivery & grocery
“Food Cart”
3 million customers and 9,000 member
restaurants in Turkey and Cyprus
CEO shared his windfall with 114 employees –gave them $237k each
Bought by Delivery Hero of Germany for $589M
CEO shared his windfall with 114 employees –gave them $237k each
Bought by Delivery Hero of Germany for $589M
Слайд 19Burberry brought the brand vision to life through a connected on-
& offline experience
Cohesive customer experience
Upgraded all stores to become live versions of the website
Digitalized to engage with Millennials
Allocated 60% of the marketing budget to Digital media
Created 3 new departments: Insights & Analytics, Social Media and Mobile
Brought the creation of social media content in-house
New products would be first launched online and only after that via traditional media, such as billboards
Retained its heritage
Слайд 20HSBC has moved into the digital space more aggressively than almost
any other bank
“How do our consumers want to engage with their bank?”
“We’ll judge that in the advocacy of the brand and recommendation.”
Слайд 22Adoption of digital in fmcg is more difficult
Product range
Cocktails & recipes
“Good
times”
Product range
Grooming tips & Online videos
New products
Слайд 24Adoption of digital to win nationally
Leader in Turkish market
Diversified and international
portfolio
Embraced implications of digital across its businesses
Embraced implications of digital across its businesses
Слайд 25Adoption of digital to win internationally
Voted Europe’s best airline 4 years
in a row
More destinations than any other airline with 270+ destinations
More destinations than any other airline with 270+ destinations
Слайд 27Digital is just another cycle in the innovation of banking
Digital innovations
in banking industry created new markets that carry opportunities as well as threats for well established players…
… but this is nothing new
However, banks are pressing ahead with digital plans not only to win customers from their immediate rivals…
… but also with an eye to the potential threat from Apple, Google and other tech giants.
… but this is nothing new
However, banks are pressing ahead with digital plans not only to win customers from their immediate rivals…
… but also with an eye to the potential threat from Apple, Google and other tech giants.
Source: FT, BBA report
Слайд 28But the size and speed of change is striking
Source: FT, BBA
report
Visits to bank branches
DOWN -30%
Telephone banking
DOWN -5%
Online Loans
50% SHARE
Слайд 29Banks have to keep adapting the way in which they adopt
digital
LIFE STAGES OF DIGITAL CHALLENGE
Technology-led cost reduction plays
Digital as a tool for service and sales
Digital as a way of offering tailored, relevant experiences
Findings the right balance
Source: BBA report, Bain & Co report
Customers who interact with their banks through both digital and physical channels are:
more engaged
more loyal
more likely to hold more products
Слайд 30Digital is an opportunity as well as a challenge
Source: ThisisMoney, 2014
Consumer
trust is driven by category norms
And is still far more likely to reside in established businesses
And is still far more likely to reside in established businesses
Слайд 32Disruption of digital
An imminent launch in the UK b2c market:
Fair and
transparent, that acts in the best interest of its customers
Technology that makes life easier and puts you in control
A bank that is run for the benefit of its customers rather than for itself
Technology that makes life easier and puts you in control
A bank that is run for the benefit of its customers rather than for itself
SME-focused challenger bank :
Traditional banks failing to increase lending to SMEs
There is growth - but it’s all going to internet banks
Similar mindset
Слайд 33The Future?
Most categories are not fundamentally disrupted
Most categories that are disrupted
continue to deliver the same products and services
Digital companies are there for the benefit of the consumer
Digital results in a far more customer-centric business model
Digital companies are there for the benefit of the consumer
Digital results in a far more customer-centric business model
But they may be disintermediated
But they are accessed in a new way
Not the benefit of the provider
This is an existential challenge for businesses that do not want to change
