Hp The Brand
This document was uploaded by user and they confirmed that they have the permission to share it. If you are author or own the copyright of this book, please report to us by using this DMCA report form. Report DMCA
Overview
Download & View Hp The Brand as PDF for free.
More details
- Words: 1,073
- Pages: 22
Branding The Brand David Greely HP Corporate Marketing Brand Strategy & Management © 2004 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice
A brand is not….. A logo
An identity
A product
10/23/08
Copyright © 2003 HP corporate presentation. All rights reserved.
2
A brand is…
10/23/08
Source: Marty Neumeier, “The GAP”
Copyright © 2003 HP corporate presentation. All rights reserved. Brand
3
The purpose of a brand •A
brand defines the relationship our customers have with us
•A
brand is a promise we make to our customers —and to ourselves
•A
brand is shaped by each experience customers have with us
10/23/08
Copyright © 2003 HP corporate presentation. All rights reserved.
4
Why brands matter • Strong
brands drive price premiums
• Companies
with strong brands can expect to have a higher employee commitment to their firm
•A
strong brand can out perform the market in strong economic times and protect you in weak times
• For
technology companies with strong brands 1/3 of the value can be attributed to the brand
10/23/08
Copyright © 2003 HP corporate presentation. All rights reserved.
5
Brand: Building the foundation
Brand strategy & promise • The
core benefits you offer customers
• Your
differentiators: what makes you unique
• Your
character: personality traits
• Your
brand promise
• What
10/23/08
you stand for
Copyright © 2003 HP corporate presentation. All rights reserved.
7
The HP brand
HP brand evolution A broad technology company
A printer company
A printer and a PC company
Yesterday: Product makers 10/23/08
A modern, relevant technology solutions company
A modern, relevant technology company
Today: Market makers
An iconic 21st century brand
Tomorrow: Experience makers
Copyright © 2003 HP corporate presentation. All rights reserved.
9
Brand strategy and brand promise • Customer
benefits…
− Reliability − Choice and flexibility − Reduced complexity and simplified use − Superior return on technology
10/23/08
Copyright © 2003 HP corporate presentation. All rights reserved.
10
Brand strategy and brand promise • Our
differentiators…
− Collaborative relationships − Our people − Our technology − Global reach − Global citizenship
10/23/08
Copyright © 2003 HP corporate presentation. All rights reserved.
11
Brand strategy and brand promise •
Our character… − − − − − −
Optimistic Dynamic Human Inventive Trustworthy Quality-driven
10/23/08
Copyright © 2003 HP corporate presentation. All rights reserved.
12
Brand strategy and brand promise
• Our
brand promise… “Vital technology for business and life”
10/23/08
Copyright © 2003 HP corporate presentation. All rights reserved.
13
Brand strategy and brand promise • What
for…
HP stands
Invent Technology applied to make a meaningful difference.
10/23/08
Copyright © 2003 HP corporate presentation. All rights reserved.
14
Brand strategy and brand promise What HP stands for
invent Technology applied to make a meaningful difference.
Our brand promise
Vital technology for business and life
Our character
optimistic
Our differentiators
• Because • Because • Because • Because
it makes a real contribution – and you can’t imagine working or living without it. it’s been invented by people with deep technical prowess, know-how, and track record. it’s fully woven into business and life – it empowers. it’s built on the belief that technology should be for everyone.
dynamic
Collaborative relationships
We build honest, collaborative relationships – with you and our partners – that you benefit from.
human
inventive
trustworthy
quality-driven
Our people
Our technology
Global reach
We’re technology experts you can trust to go the extra mile. We make technology work for you.
We create inventive technology solutions – built to meet real human needs, and integrated with the whole system in mind.
We operate everywhere our customers live and work.
Global citizenship We believe our purpose is not just about profit, it’s about contribution. We uphold the highest standards of corporate global citizenship in everything we do.
The benefits we offer to our customers as the leading technology company 10/23/08
Reliability
Choice and flexibility
We are reliable in everything we do – our We give customers products, our true choice – in how promises, our they work with us, how performance. they buy from us and what they buy from us.
Reduced complexity and simplified use We offer solutions that take the hassle and complexity out of using, deploying and managing technology.
Copyright © 2003 HP corporate presentation. All rights reserved.
Superior return on technology
We aim to help people get more out of technology – to reduce the initial cost as well as the total cost of ownership. page 15
Aligning experiences: mirroring relationship Employee experience An experience that will enable them to deliver the best experience to customers
• It’s easy to get my work done • We have motivating leaders who truly empower us to act • It’s easy to collaborate and work across the organization • HP’s a special and unique culture that i love being part of
10/23/08
Customer experience Trustworthy Qualityconscious Inventive Human Optimistic Dynamic
An experience that reflects and delivers on the brands fundamental characteristics
• HP’s easy to do business with • HP consistently meets their commitments to me • HP employees always go the extra mile for me • HP’s a company committed to me and my success
= everything is possible
Copyright © 2003 HP corporate presentation. All rights reserved.
16
The HP brand evolution: The 360º brand experience 2. We have unified our look and feel
4. We use these standards to guide behavior at each touchpoint
1. We have clear brand objectives and brand and business strategies in place to achieve these objectives
10/23/08
3. We created standards to guide behavior
Copyright © 2003 HP corporate presentation. All rights reserved.
17
BusinessWeek rankings: ‘Most Valuable Brands’; reported 8/2/2004 Top 10 Brands
10/23/08
2004 Ranking
2004 Brand Value ($B)
% Change/’03
2003 Ranking
1
67.39
-4
1
2
61.37
-6
2
3
53.79
+4
3
4
44.11
+4
4
5
33.50
+8
5
6
27.11
-3
7
7
25.00
+1
8
8
24.04
-18
6
9
22.67
+9
11
10
22.13
0
9
11
21.33
0
10
12
20.98
+6
12
20
12.76
-3
20
25
11.50
+11
29
Copyright © 2003 HP corporate presentation. All rights reserved.
page 18
Closing thoughts
“The most successful brand cultures offer a single, coherent story where the components work together in a synergistic fashion so that the whole is greater than the sum of the parts.” Douglas B. Holt “Brands & Branding,” Harvard Business Review
A brand is not….. A logo
An identity
A product
10/23/08
Copyright © 2003 HP corporate presentation. All rights reserved.
2
A brand is…
10/23/08
Source: Marty Neumeier, “The GAP”
Copyright © 2003 HP corporate presentation. All rights reserved. Brand
3
The purpose of a brand •A
brand defines the relationship our customers have with us
•A
brand is a promise we make to our customers —and to ourselves
•A
brand is shaped by each experience customers have with us
10/23/08
Copyright © 2003 HP corporate presentation. All rights reserved.
4
Why brands matter • Strong
brands drive price premiums
• Companies
with strong brands can expect to have a higher employee commitment to their firm
•A
strong brand can out perform the market in strong economic times and protect you in weak times
• For
technology companies with strong brands 1/3 of the value can be attributed to the brand
10/23/08
Copyright © 2003 HP corporate presentation. All rights reserved.
5
Brand: Building the foundation
Brand strategy & promise • The
core benefits you offer customers
• Your
differentiators: what makes you unique
• Your
character: personality traits
• Your
brand promise
• What
10/23/08
you stand for
Copyright © 2003 HP corporate presentation. All rights reserved.
7
The HP brand
HP brand evolution A broad technology company
A printer company
A printer and a PC company
Yesterday: Product makers 10/23/08
A modern, relevant technology solutions company
A modern, relevant technology company
Today: Market makers
An iconic 21st century brand
Tomorrow: Experience makers
Copyright © 2003 HP corporate presentation. All rights reserved.
9
Brand strategy and brand promise • Customer
benefits…
− Reliability − Choice and flexibility − Reduced complexity and simplified use − Superior return on technology
10/23/08
Copyright © 2003 HP corporate presentation. All rights reserved.
10
Brand strategy and brand promise • Our
differentiators…
− Collaborative relationships − Our people − Our technology − Global reach − Global citizenship
10/23/08
Copyright © 2003 HP corporate presentation. All rights reserved.
11
Brand strategy and brand promise •
Our character… − − − − − −
Optimistic Dynamic Human Inventive Trustworthy Quality-driven
10/23/08
Copyright © 2003 HP corporate presentation. All rights reserved.
12
Brand strategy and brand promise
• Our
brand promise… “Vital technology for business and life”
10/23/08
Copyright © 2003 HP corporate presentation. All rights reserved.
13
Brand strategy and brand promise • What
for…
HP stands
Invent Technology applied to make a meaningful difference.
10/23/08
Copyright © 2003 HP corporate presentation. All rights reserved.
14
Brand strategy and brand promise What HP stands for
invent Technology applied to make a meaningful difference.
Our brand promise
Vital technology for business and life
Our character
optimistic
Our differentiators
• Because • Because • Because • Because
it makes a real contribution – and you can’t imagine working or living without it. it’s been invented by people with deep technical prowess, know-how, and track record. it’s fully woven into business and life – it empowers. it’s built on the belief that technology should be for everyone.
dynamic
Collaborative relationships
We build honest, collaborative relationships – with you and our partners – that you benefit from.
human
inventive
trustworthy
quality-driven
Our people
Our technology
Global reach
We’re technology experts you can trust to go the extra mile. We make technology work for you.
We create inventive technology solutions – built to meet real human needs, and integrated with the whole system in mind.
We operate everywhere our customers live and work.
Global citizenship We believe our purpose is not just about profit, it’s about contribution. We uphold the highest standards of corporate global citizenship in everything we do.
The benefits we offer to our customers as the leading technology company 10/23/08
Reliability
Choice and flexibility
We are reliable in everything we do – our We give customers products, our true choice – in how promises, our they work with us, how performance. they buy from us and what they buy from us.
Reduced complexity and simplified use We offer solutions that take the hassle and complexity out of using, deploying and managing technology.
Copyright © 2003 HP corporate presentation. All rights reserved.
Superior return on technology
We aim to help people get more out of technology – to reduce the initial cost as well as the total cost of ownership. page 15
Aligning experiences: mirroring relationship Employee experience An experience that will enable them to deliver the best experience to customers
• It’s easy to get my work done • We have motivating leaders who truly empower us to act • It’s easy to collaborate and work across the organization • HP’s a special and unique culture that i love being part of
10/23/08
Customer experience Trustworthy Qualityconscious Inventive Human Optimistic Dynamic
An experience that reflects and delivers on the brands fundamental characteristics
• HP’s easy to do business with • HP consistently meets their commitments to me • HP employees always go the extra mile for me • HP’s a company committed to me and my success
= everything is possible
Copyright © 2003 HP corporate presentation. All rights reserved.
16
The HP brand evolution: The 360º brand experience 2. We have unified our look and feel
4. We use these standards to guide behavior at each touchpoint
1. We have clear brand objectives and brand and business strategies in place to achieve these objectives
10/23/08
3. We created standards to guide behavior
Copyright © 2003 HP corporate presentation. All rights reserved.
17
BusinessWeek rankings: ‘Most Valuable Brands’; reported 8/2/2004 Top 10 Brands
10/23/08
2004 Ranking
2004 Brand Value ($B)
% Change/’03
2003 Ranking
1
67.39
-4
1
2
61.37
-6
2
3
53.79
+4
3
4
44.11
+4
4
5
33.50
+8
5
6
27.11
-3
7
7
25.00
+1
8
8
24.04
-18
6
9
22.67
+9
11
10
22.13
0
9
11
21.33
0
10
12
20.98
+6
12
20
12.76
-3
20
25
11.50
+11
29
Copyright © 2003 HP corporate presentation. All rights reserved.
page 18
Closing thoughts
“The most successful brand cultures offer a single, coherent story where the components work together in a synergistic fashion so that the whole is greater than the sum of the parts.” Douglas B. Holt “Brands & Branding,” Harvard Business Review
Related Documents
Hp The Brand
November 2019 5
Hp Brand Standards V103b
November 2019 7
Hp
October 2019 55
Hp
November 2019 47
Brand
May 2020 82