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Brand Architecture Toolbox

Brand Architecture Toolbox. Why Brand Architecture in COWI?.

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Brand Architecture Toolbox

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  1. Brand Architecture Toolbox Communication & Design

  2. Why Brand Architecture in COWI? Our brand is the window through which the market sees COWI. It is the way we present our services to our customers. This means that our brand is not just something we say, it is something we do. The Brand Architecture supports COWI’s Strategy 2010, which is to integrate all COWI even more into the One Company Network. • Our goals are to • Strengthen the cooperation • within our organisational network • Make our customers perceive us asOne Company Network Communication & Design

  3. Brand Architecture Advantages Our brand is a result of all our stakeholders views on COWI. It stems from our solutions, people and communication – and it could very well be our most important asset. A solid Brand Architecture clarifies the nature of our organisation and its offer to the market. It shows a logical and coherent connection between the different companies in COWI, and thereby the Brand Architecture maximises COWI's impact on the market. A consistent and logical Brand Architecture is good communication, because neither employees nor customers are left to wonder why the brands are handled the way they are. • Key advantages • Focus and maintenance on one brand reduces expenses in the long run • A coherent Brand Architecture makes it easier for large, international customers to find and recognize us • It ensures a stronger common identity in the whole COWI network Communication & Design

  4. Overview Dogma Rules Decision Tree Brand Architecture Maps To make a swift decision when the case is clear When further clarification is needed To ensure the right positioning within the brand family Communication & Design

  5. Dogma Rules 1. IfCOWI is the majority owner of a company the company must adopt our brand identity over a suitable period of time depending on the result of the Brand Architecture assessment process 2. For all acquired companies placed in an interim phase a specific tagline is used: “A COWI Company” 3. All acquired Regional Market Leader (RML) companies must adopt the COWI brand name over time 4. Only companies in which COWI owns less than 50% of the shares can keep their original name 5. If the COWI brand name is to become part of the name of the acquired company, COWI’s visual identity guidelines must be followed Communication & Design

  6. Decision TreeIntroduction The Brand Architecture Decision Tree is only used for acquisitions of Regional Market Leader (RML) companies. If the Dogma Rules have not already defined the transition time, and further clarification is needed, COWI and the acquired company go through the following steps: 1. The strategic rationale for the acquisition is revisited and described in brief 2. COWI and the acquired company answer a number of balanced, scorecard-related questions: Financial Profit leadership,top line growth etc. Market Market share development, Brand equity etc Culture and Competencies Fits and gaps Processes Financial, IT, HR procedures and Project Execution Process 3. The clarification leads to a suggested solution for brand name and speed of transition Communication & Design

  7. Decision Tree Briefly describe the strategic rationale for the acquisition: Communication & Design

  8. Explanation of parametersFinancial What:When a company is profit leaderit proves better at gaining profit than its competitors Where to find:Annual reports, Local industry benchmarks, Industry associations, the company’s own analyses etc. What:When a company is gaining brand equityit improves its awareness and recognition amongst clients and key stakeholders relative to its competitors Where to find:Industry benchmarks, local/regional industry associations, the company’s own analyses etc. What:When the primary marketof a company is growingthere are simply more customers buying or the same clients buying more. The volume of the market increases. This can be identified by higher turnovers or more competitors appearing up. Where to find:Annual reports, Local industry benchmarks, industry associations, the company’s own analyses etc. Communication & Design

  9. Explanation of parametersMarket What:When a company fits with the COWI Masterbrand positioning and promise the company’s vision and mission conforms with that of COWI. Its customers use the same values and keywords to describe the company as COWI’s clients use to describe COWI. Where to find:Mission, vision and value statements from both COWI and the acquired company, client survey form both COWI and the acquired company, analysis of the company’s communication and marketing material vis-à-vis COWI. What:When a company is gaining market shareit improves its competitiveness and acquire clients or projects that would otherwise be handled by competing companies. It takes a greater share of the total volume in the market. Where to find:Annual reports, local industry benchmarks, industry associations, the company’s own analyses etc. Communication & Design

  10. Explanation of parametersCulture and Competencies What:When a company fits with COWI’s cultureits managers and employees use keywords and values to describe the company similar to the way COWI’s managers and employees describe COWI. Where to find:Employee and manager surveys from both COWI and the acquired company. Interviews and dialogue with top management. What:When a company has been acquired to fill a competence gapit has not only been acquired because of its presence in the regional/local market but also because COWI wants to use the company’s expertise in other regional markets. If that is the case, this may call for a more moderate transition period into COWI. Where to find:Revise the strategic rationale for the acquisition. Communication & Design

  11. Explanation of parametersProcesses What: Sharing the same systems and proceduresmakes the integration of two companies easier. It is an often overlooked dimension with company and brand integration. It is, for example, easier for employees to ‘live a shared brand’ if they know that they have access to the same HR tools and competencies and use the same client folders on shared fileservers etc. It also makes it easier to use the same marketing and communication templates. Where to find:Consult the due diligence report and the first version of the integration plan. Communication & Design

  12. Brand Architecture MapRegional Market Leader (RML) – fast track Communication & Design

  13. Brand Architecture MapRegional Market Leader (RML) – moderate track Communication & Design

  14. Brand Architecture MapInternational Specialist Leader (ISL) Communication & Design

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