Branding Food From Ireland

Transcription

1 John A. Quelch, 2011 Branding Food From Ireland Presentation to Pathways for Growth Food & Drink Summit May 27, 2011 Professor John Quelch Dean, CEIBS John A. Quelch,

2 Agenda Why Do Brands Exist? What Makes Brands Great? Can Food Be Branded? Can Places Be Branded? Food From Ireland? The Way Forward? 2

3 Part I Why Do Brands Exist? What Makes Brands Great? Can Food Be Branded? Can Places Be Branded? Food From Ireland? The Way Forward? 3

4 What Is A Brand? A Brand Is Not Just A Name Just A Visual Identity Just A Tag Line A Brand Is A Promise (Delivered) A Club 4

5 A Brand Is A Promise Consumer Insights Brand Promise Delivery, Experience 5

6 A Brand Is A Club Owned By Its Members Who Co-Create The Brand Meaning 6

7 Building Brands: From Function To Emotion Stage 3 Stage 2 Values and Emotional Bonds User and Usage Imagery Stage 1 Functional Product Quality Roots and Heritage 7

8 So Why Do Brands Exist? Convenience Assurance Differentiation Satisfaction Affiliation 8

9 Part II Why Do Brands Exist? What Makes Brands Great? Can Food Be Branded? Can Places Be Branded? Food From Ireland? The Way Forward? 9

10 Most Valuable Global Brands 1. Coca-Cola 2. IBM 3. Microsoft 4. Google 5. GE 6. McDonald s 7. Intel 8. Nokia 9. Disney 10. HP Source: Interbrand,

11 Great Global Brands Strength In Home Market Consistent Positioning Appeal to Universal Values Solve Important Problems Set High Standards Own A Product Category Corporate Name = The Brand Name 11

12 Command Premium Prices: Why? Superior Quality And Innovativeness Connection To Global Village Corporate Social Responsibility 12

13 Ingredient Brands No Sales To End Consumers Brand Building To Pull Demand Through Channel Accelerate New Product Adoption And Capture More Channel Margin 13

14 Not All Succeed We don t make the products you use. We make the products you use better. 14

15 Ingredient Brands: Keys To Success Consumers Perceived Risk Importance Of The Ingredient Differentiation Of The Ingredient Brand 15

16 Part III Why Do Brands Exist? What Makes Brands Great? Can Food Be Branded? Can Places Be Branded? Food From Ireland? The Way Forward? 16

17 Can Food Be Branded? Global Brand Evidence Higher Perceived Risk Favorable Consumer Trends 17

18 Global Brand Evidence 10 Food Brands In Top 100 Including 3 Restaurant Chains 9 Beverage Brands In Top 100 Source: Interbrand

19 Higher Perceived Risk What Am I Putting In My Body? Where Is It Sourced In A Globally Integrated Economy? What is The Risk / Return Tradeoff? 19

20 Favorable Consumer Trends Healthy Safe Organic Local 20

21 Part IV Why Do Brands Exist? What Makes Brands Great? Can Food Be Branded? Can Places Be Branded? Food From Ireland? The Way Forward? 21

22 All Great Global Brands Are Local Adapt Local Product Lines Work With Local Partners Develop Local Executives Source Local Raw Materials Acquire Local Brands Sign Local Endorsers Be Good Local Citizens 22

23 Third Place First: Family and Friends Second: Workplace and Colleagues Third: Ireland, not Starbucks 23

24 Can Geographical Places Be Branded? Few Prominent Place Brands Restrictive In Global Economy Psychological Place Virtual Place Geographical Place 24

25 Geographical Place Source Credibility Industry Cluster Appellation Controlée Generic Description 25

26 Country-Of-Origin Even In The Global Economy, Consumers Still Associate Countries With Category Expertise Fragrances, Men s Suits, Quality Cars Pasta, Foie Gras, Sauerkraut, Caviar Traditional Products Limiting Broader Quality Halo May Be Preferabel 26

27 What Determines National Brand Image? Great Nations Write Their Autobiography in Three Manuscripts The Book of Their Deeds, The Book of Their Words, and the Book of Their Art. John Ruskin 27

28 What Determines National Brand Image? History/Language Ceremony/Events Artistic/Sports Achievements Visual Icons: Flag/Currency/Sights National Brand Image Recent Performance People: Famous/Ordinary Past/Present Clubs Companies/Products/ Brands Traits/Values Airlines/ Embassies PLUS: MARKETING EFFORTS? 28

29 Why Nations Need Branding Clutter (Decolonization and Breakups) Competition (Mobile Capital and People) Change (Stereotypes Lag Reality) Conviction (Be Larger Than Life) Containment (Against Negative Publicity) 29

30 The Branding Challenge Develop a Clear Position Be Known for Something Easier in a Tightly Managed Small Country Attract (and Retain) Satisfied Customers 30

31 Persuasive Positioning Essential For (Target Market), (Country) Gives The Best (Superiority Claim) Because (Reason Why) The License Plate Test New Hampshire: Live Free or Die 31

32 The National Brand Ecosystem Tourists Retirees Consumers Of Exports Foreign Students Investors Migrant workers 32

33 Part V Why Do Brands Exist? What Makes Brands Great? Can Food Be Branded? Can Places Be Branded? Food From Ireland? The Way Forward? 33

34 Food From Ireland Four Challenges How Ireland Can Compete 34

35 Food From Ireland: Four Challenges Drinks, Not Food Image of Irish Food Existing Irish Food Brands Competing Nations 35

36 Drinks, Not Food 36

37 Image Of Irish Food Then hurrah for an Irish Stew / That will stick to your belly like glue Common Recipes: Irish Stew, Soda Bread, Corned Beef with Cabbage, Champ Are Local Consumers Really Demanding? 37

38 Existing Irish Food Brands Umbrella Branding Confuses Or Reinforces? Complicates Package Design Aids Smaller Artisan Brands 38

39 Competing Nations 39

40 How Ireland Can Compete The Land, Not Ireland The Irish, Not Ireland Ambassadors, Not Labels 40

41 The Land, Not Ireland The history of Ireland must be based on a study of the relationship between the land and the people Bishop of Meath,

42 The Irish, Not Ireland Food From Ireland Food Handcrafted by Irish Farmers 42

43 Ambassadors, Not Labels People Talking To People Call to Action, Try Irish Beef, Ask for Irish Cheese Ireland Ambassadors, Authentic, Look The Part, Look Like Me 43

44 Nothing Beats A Credible Endorsement Every Man Has Two Countries: His Own and France. Thomas Jefferson 44

45 Part VI Why Do Brands Exist? What Makes Brands Great? Can Food Be Branded? Can Places Be Branded? Food From Ireland? The Way Forward? 45

46 Food Harvest 2020 Brand Building Converts High Quality Into Premium Prices Requires Supply Chain Alignment And 360º Marketing Emotion Plus Facts, Irish Plus Ireland 46

47 The Way Forward? Promise The Power of One Deliver Measure Persist 47