THE BRAND HANDBALL. DI Dr. Gerhard Hrebicek, MBA Executive Director European Brand Institute. Vienna, 19 th of April 2008

Transcription

1 THE BRAND HANDBALL DI Dr. Gerhard Hrebicek, MBA Executive Director European Brand Institute Vienna, 19 th of April 2008

2 European Brand Institute the independent, European BRAND valuation experts raise awareness for the value of BRANDS support the European way of BRAND management research European BRAND value developments implement value-based BRAND management & reporting evaluate the intangible asset BRAND

3 Welcome DI. Dr. Gerhard Hrebicek, MBA Executive Director European Brand Institute - Initiator & chairman of the world s first brand valuation standard - Austria s delegate to the ISO project commitee brand valuation - Officially appointed and sworn brand valuation expert - Publisher of Europe s first brand value study - eurobrand Active Handball player from

4 Agenda The power of brands The value of brands in Europe eurobrand2007 Sports brands Branding & Sports Handball - Branding

5 The power of brands Blind Test - Preference Branded Test - Preference Brand A Brand B equal Brand A Brand B equal

6 The power of brands Blind Test - Preference Branded Test - Preference Brand A Brand B equal Brand A Brand B equal Source: Chernatony/McDonald 1992

7 The power of brands Behavioural perspective: Economic perspective: Brands are in the mind of stakeholders Brands are influencing attitudes and behaviour Brands give guidance and create confidence and loyality Brands increase profitability Brands support economic growth Brands reduce risks Brands link markets and companies People buy brands not products

8 The power of brands The focus of management is changing Strategie Strategy und and Unternehmensführung Management B Brand Managementtopics Assets P Current A. Personnel CA Value Fixed Assets FA Quelle: BCG

9 The power of brands The brand system Customers Cash Allocation Cash Backflow Multipliers Company Brand Value Brand Value Added - Cashflow Market Strong brands are able to enhance incoming cash flows and to reduce capital expenditure.

10 The power of brands New era of brand management Cash allocation Stakeholders Buying decision Advertising PR Employees Distribution Etc Reach Awareness Satisfaction Loyalty Confidence Repurchase rates Price premium Revenue BRAND VALUE VALUE ANALYSIS Cash Flow Return on Brand Investment

11 Agenda The power of brands The value of brands in Europe eurobrand2007 Sports brands Branding & Sports Handball - Branding

12 eurobrand2007 Europe s first brand value study eurobrand countries, 16 industries & 3000 brand corporations Europe's 50 most valuable brand corporations 25 most valuable single brands Country & Industry Analyses Detailed Country Reports

13 eurobrand2007 Brand corporations ranking

14 eurobrand2007 Brands as wealth creators Correlation 82% Czech Republic Slovakia Croat ia Russia Bulgaria Romania It aly Slovenia Norway U.K. NL Belgium France Ger many Average Austria Luxemburg Denmark Sweden Switzerland Finland 0% 5% 10% 15% 20% 25% 30% 35% Sum Top10 Brand values / GDP(PPP) Finland Switzerland Luxemburg Denmark Sweden Austria NL Norway Belgium U.K. France Spain Italy Slovenia Portugal Croatia Slovakia Russia Hungary Czech Republic Poland Bulgaria Romania Average Germany

15 Sports brands Soccer brands Brand Brand Value in m Brand Brand Value in m Real Madrid Ronaldinho 47,0 FC Barcelona 948 David Beckham 44,9 Manchester United 922 Wayne Rooney 43,9 FC Chelsea 828 Samuel Eto'o 30,7 AC Milan 824 Lionel Messi 30,4

16 Agenda The power of brands The value of brands in Europe eurobrand2007 Sports brands Branding & Sports Handball - Branding

17 Branding & Sports " Manchester United is a global brand: The relationship to its customers lasts a lifetime " Peter Kenyon CEO Manchester United

18 Branding & Sports Changing paradigms also in sports Global competition - information overload Need for identification & differentiation Brands are created by and for people Branding - key success factor Merchandising as a major income source

19 Branding & Sports Turnover structure in % per sport in Germany's Top Leagues Others (Events, transfers, etc.) Merchandising Entrance fees & Catering Media rights Sponsoring 28 Soccer Ø Turnover 35,2 m Icehockey Ø Turnover 4,9 m Handball Ø Turnover 2,1 m Basketball Ø Turnover 1,9 m

20 Agenda The power of brands The value of brands in Europe Brand corporations Sports brands Branding & Sports Handball - Branding

21 The brand handball Umbrella brand Sub brands National Competitions Leagues Cups Clubs European Cups Players International Competitions Continental Competitions National Teams Global Competitions

22 The brand handball The umbrella brand concept Every sub brand contributes to the umbrella brand Positive interactions between the brands Mutual benefit Advantages: Master brand positioning Coordinated communication strategy Consistent appearance Synergetic effects Disadvantages: Complexity Need for professional structures

23 The brand handball Brand Positioning How to address potential " customers " How to approach sponsors Differentiate or die Brand Essence Target Groups

24 The brand handball Market research in a Top handball nation Prospective customer profile: Male Ø Age: 41,5 Married Sportive Well educated Brand perception: Dynamic, fierce, exciting, technically challenging Interested in the following goods or services: Travel, sporting goods, foodstuffs, fashion, technical products

25 The brand handball Brands tell stories and entertain Brands create emotions People make and break brands Brand Management Bundlling of Competence Communication Strategy

26 The brand handball Brand Positioning Brand Management Brand Essence Bundlling of Competence Target Groups Communication Strategy

27 The brand handball Brand Brand Positioning Drive Brand Management Brand Essence Target Groups Monitoring Guidelines Training Bundlling of Competence Communication Strategy

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29 European Brand Institute SETTING NEW STANDARDS CONTACT: DI Dr. Gerhard Hrebicek, MBA T: