When a brand needs to move on Understanding Brand Transition Needs & Challenges - PowerPoint PPT Presentation

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When a brand needs to move on Understanding Brand Transition Needs & Challenges

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  1. Best Practices Day 2008 6th October 2008 When a brand needs to move onUnderstanding Brand Transition Needs & Challenges By Nadia Munawar Siddiqui Director - Office of Corporate Affairs JS Group

  2. Road Map • About JS • Brand reengineering - Compelling reasons • New Brand Vision • Brand Transition

  3. About JS Group • JS Group is one of the largest financial services groups and a diversified investor in Pakistan. In addition to financial services, the Group has five core areas of operation Industrial Transportation Financial Services Resources Infocom Property

  4. Financial Services Insurance Banking Non Banking JS Global Capital Securities Brokerage and Corporate Finance JS Bank Commercial Bank EFU General Insurance Bank Islami Islamic Bank JV with Dubai Bank and DCD EFU Life Assurance JS Investments Asset Management Network Microfinance Bank Microfinance JV with Network Leasing Allianz EFU Health Insurance JV with Allianz Financial Services Infrastructure Credit Chex Consumer Credit Bureau Licensee of Experian WebDNA Independent ATM Network Provider Mobex Mobile Payments Solutions JS Group Financial Services Businesses

  5. Non-Financial Businesses JS Industrial Al Abbas (MDF, Ferro Alloy) Al Abbas Sugar Mills Azgard 9 (Denim/Textiles) Dadex (Piping & Services) PICT (Container Terminal) PAFL (Fertilizer) RAK Ghani Glass LLC (Glass) JS Infocom Eye TV Network (TV Channels) JS Transportation Airblue (Commercial airline) JS Air (Charter airline) JS Property MoU with Accor for IBIS hotels Investments in the US, UAE, and Pakistan Significant property development portfolio in Pakistan JS Resources Sprint Energy (CNG retail) Hascombe Oil (Oil Marketing Co.) Investments in E&P Oil and Gas Exploration in US, Pakistan, Oman & UAE

  6. Road Map • About JS • Brand reengineering - Compelling reasons • New Brand Vision • Brand Transition

  7. Jahangir Siddiqui & Co. in 2003 • Companies • Jahangir Siddiqui & Co • Jahangir Siddiqui Capital Markets • Jahangir Siddiqui Investment Bank • ABAMCO • DCD JS Factors • Trustworthy reputation in finance sector • Business vision of growth and diversification

  8. Brand re-engineering – Compelling Reasons

  9. Brand re-engineering – Compelling Reasons

  10. Brand Inconsistency – Impacts • Looks unprofessional • Shows a lack in group cohesion • Gives an unclear message • Creates the impression of poor attention to detail

  11. Brand Consistency - Impacts • Give meaning to our name • Set us apart from the competition • Make us recognizable • Create a feeling of trust • Communicate the nature of the group

  12. Road Map • About JS • Brand reengineering - Compelling reasons • New Brand Vision • Brand Transition

  13. New Brand Vision Develop the brand as the driver of JS Group’s growth strategy.

  14. Brand Vision Grow and diversify BRAND Adaptable Recognized Consistent

  15. Brand Vision - Milestones • Develop a brand that could be recognized and understood in a global consumer market • Brand that showed a consistent identity and represented all the brand values: Strong, trustworthy and dynamic • A brand which was flexible to suit the needs of the groups diversified business portfolio sectors, from banking to funds management, from aviation to hospitality and beyond

  16. Road Map • About JS • Brand reengineering - Compelling reasons • New Brand Vision • Brand Transition

  17. Transition Framework 1) Establish 2) Implement 3) Sustain Change the mindsets Strong Consistent Brand Brand Image & Identity Infrastructural Changes Perform & sustain Governance framework

  18. Transition Framework 1) Establish 2) Implement 3) Sustain Change the mindsets Strong Consistent Brand Brand Image & Identity Infrastructural Changes Perform & sustain Governance framework

  19. Transition – How? What the JS brand needed to represent Group values History and heritage Vision Services / Business areas Experience / Perceptions Unique Identity

  20. Addressing Perceptions • Indirect interaction – logo, advertising, printed publications, press releases, news, sponsorship, etc • Direct interaction – The service a customer receives, the appearance of localities, the experience a customer has of services

  21. Moving Forward • Create a Brief • Work with experts • Get Feedback • Invest time, money and resource

  22. The Transition The Transition

  23. The JS brand • 7 Attributes of the JS brand Dynamic Progressive Innovative Established track record of success Diversity Direction Strength & adherence to traditional business values

  24. Transition Framework 1) Establish 2) Implement 3) Sustain Change the mindsets Strong Consistent Brand Brand Image & Identity Infrastructural Changes Perform & sustain Governance framework

  25. Brand Experience Employee Interactions Advertising PR / Media Word of Mouth Product Experience Partnerships

  26. Infrastructure New brand image rollout across the company • Website • Marketing Approach • Advertising – External Communications • Annual Reports and Publications • Stationery • Signages

  27. Annual Reports

  28. Mindset Management

  29. Mindset Management - Internal Ownership and pride in communicating the new brand image • Training on brand identity • Connect identity with services offered • Rethink recruitment, induction and performance appraisal

  30. Governance Framework Ensure consistency in your image and brand messaging • Identify Brand Custodians • Create brand usage guidelines • Work with trustworthy printers • Standards of Practice - PR and marketing

  31. Coordinating Implementation Office of Corporate Affairs • Responsible for consistent implementation of the brand across the Group • Development of efficient printing and marketing processes • Hold each division accountable to brand implementation standards • Working with people to find solutions to problems with implementation as they arise

  32. Bringing Change Together Brand Logo - Values - Behaviors External Communications Brand Guidelines Brand Architecture Internal Engagement Awareness Understanding Engagement Culture Recruitment Management Performance Dev. Marketing Marketing and Comms. Human Resources Client and Employee Brand Experience

  33. Brand Relationship • Master brand is the main driver • Single brand architecture • Common look & feel • Sub-brands • Master-brand followed by descriptors • Master brand remains the frame of reference, but is stretched by sub-brands that add associations

  34. Transition Framework 1) Establish 2) Implement 3) Sustain Change the mindsets Strong Consistent Brand Brand Image & Identity Infrastructural Changes Perform & sustain Governance framework

  35. Sustaining and Monitoring the Brand • Create and introduce success benchmarks & control measures • Consistently audit the implemented measures • Don't be afraid to change • Monitor branding and marketing strategies implemented by group companies • Conduct brand audits – to keep a check on brand failures • Ensure in all activities, that the brand is always the driver of JS Group’s growth strategy

  36. Measuring Performance

  37. Conclusion • Your brand is the backbone of your business strategy • Constantly ask yourself if your image and customer experience is consistent with your desired brand positioning • Don't be afraid to change things

  38. Conclusion • Clarity – within a brand’s image is what makes it successful • Customers must recognize that your master brand stands for something