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WFA/ISA – Global Conference
The Vodafone Brand – Creating a culture of brand engagement
Grace Molenaar
Head of Brand Development
Make the most of now
www.sundech.com/www.sundech.cn/www.zgtanjing.com
BRANDED CUSTOMER EXPERIENCE
BRAND COMMUNICATIONS
MARKETING FRAMEWORK
BRAND VALUES & ENGAGEMENT
6
WFA/ISA - Global Advertiser Conference
Mumbai, March 5, 2008
Preference amongst Users
ห้องสมุดไป่ตู้
As a result we have achieved tremendous growth in our brand awareness and preference
EvoEluvtionluotfioSpnoontfanSepouosnAtwaanreenoeusssoAf VwoadarfeoneeBsrsanfod r V(oGdloabfaol nLeeveBl)rand
‘To be the World Leader in Mobile Communications………….’
Vision, 2001
2
WFA/ISA - Global Advertiser Conference
Mumbai, March 5, 2008
Confidential The Vodafone Brand
1
WFA/ISA - Global Advertiser Conference
Mumbai, March 5, 2008
Confidential The Vodafone Brand
We are committed to building the world’s most valuable communications brand
5
WFA/ISA - Global Advertiser Conference
Mumbai, March 5, 2008
Confidential The Vodafone Brand
Our brand is built on a foundation of a number of strategic components, with the Marketing Framework at their heart
Master Brand
The proliferation of sub-brands was hindering our ability to build Vodafone as
the leading brand in our category
Products & Services
In a single brand hierarchy, there is only one brand; everything else is information to help customers navigate (this drove the
100
Evolution of Preference for Vodafone Brand
82.0%
90
80.0%
80
78.0%
70
76.0%
60
50
74.0%
40
72.0%
30
70.0%
20
Spontaneous Awareness
68.0%
10
Q1 2000
Q2
Q3
Q1
Q4 2001
Q2
Q3
Q1
Pre 2001
2001
Brand “How Are You?” Migration Launch
“Hello”
2002
2003
Vodafone live! launch
2004
2005
2006
‘Make the Most of Now’ Launch
2007
MTMON Tone of Voice
3
WFA/ISA - Global Advertiser Conference
Mumbai, March 5, 2008
Confidential The Vodafone Brand
We have also built the brand by unifying what was a proliferation of sub brands under a single brand hierarchy
implementation of our current naming strategy)
4
WFA/ISA - Global Advertiser Conference
Mumbai, March 5, 2008
Confidential The Vodafone Brand
Spontaneous Awareness Level (Weighted based on countries' mobile populations)
Confidential The Vodafone Brand
The Marketing Framework is the cornerstone of our Brand Strategy
Our global brand building journey started only 7 years ago, and has had a number of distinct phases
OpCo ‘How are You?’
Executions
OpCo ‘How are You?’ and Vodafone live! executions
Q4 2002
0 January 2000 - July 2006
Q2
Q3
Q1
Q4 2003
Q2
Q3
Q1
Q4 2004
Q2
Q3
Q1
Q4 2005
Q2
Q3
Q1
Q4 2006
Q2
66.0% FY0304
FY0405
FY0506
Annual Performance
Competition Vodafone
FY0607
The Vodafone Brand – Creating a culture of brand engagement
Grace Molenaar
Head of Brand Development
Make the most of now
www.sundech.com/www.sundech.cn/www.zgtanjing.com
BRANDED CUSTOMER EXPERIENCE
BRAND COMMUNICATIONS
MARKETING FRAMEWORK
BRAND VALUES & ENGAGEMENT
6
WFA/ISA - Global Advertiser Conference
Mumbai, March 5, 2008
Preference amongst Users
ห้องสมุดไป่ตู้
As a result we have achieved tremendous growth in our brand awareness and preference
EvoEluvtionluotfioSpnoontfanSepouosnAtwaanreenoeusssoAf VwoadarfeoneeBsrsanfod r V(oGdloabfaol nLeeveBl)rand
‘To be the World Leader in Mobile Communications………….’
Vision, 2001
2
WFA/ISA - Global Advertiser Conference
Mumbai, March 5, 2008
Confidential The Vodafone Brand
1
WFA/ISA - Global Advertiser Conference
Mumbai, March 5, 2008
Confidential The Vodafone Brand
We are committed to building the world’s most valuable communications brand
5
WFA/ISA - Global Advertiser Conference
Mumbai, March 5, 2008
Confidential The Vodafone Brand
Our brand is built on a foundation of a number of strategic components, with the Marketing Framework at their heart
Master Brand
The proliferation of sub-brands was hindering our ability to build Vodafone as
the leading brand in our category
Products & Services
In a single brand hierarchy, there is only one brand; everything else is information to help customers navigate (this drove the
100
Evolution of Preference for Vodafone Brand
82.0%
90
80.0%
80
78.0%
70
76.0%
60
50
74.0%
40
72.0%
30
70.0%
20
Spontaneous Awareness
68.0%
10
Q1 2000
Q2
Q3
Q1
Q4 2001
Q2
Q3
Q1
Pre 2001
2001
Brand “How Are You?” Migration Launch
“Hello”
2002
2003
Vodafone live! launch
2004
2005
2006
‘Make the Most of Now’ Launch
2007
MTMON Tone of Voice
3
WFA/ISA - Global Advertiser Conference
Mumbai, March 5, 2008
Confidential The Vodafone Brand
We have also built the brand by unifying what was a proliferation of sub brands under a single brand hierarchy
implementation of our current naming strategy)
4
WFA/ISA - Global Advertiser Conference
Mumbai, March 5, 2008
Confidential The Vodafone Brand
Spontaneous Awareness Level (Weighted based on countries' mobile populations)
Confidential The Vodafone Brand
The Marketing Framework is the cornerstone of our Brand Strategy
Our global brand building journey started only 7 years ago, and has had a number of distinct phases
OpCo ‘How are You?’
Executions
OpCo ‘How are You?’ and Vodafone live! executions
Q4 2002
0 January 2000 - July 2006
Q2
Q3
Q1
Q4 2003
Q2
Q3
Q1
Q4 2004
Q2
Q3
Q1
Q4 2005
Q2
Q3
Q1
Q4 2006
Q2
66.0% FY0304
FY0405
FY0506
Annual Performance
Competition Vodafone
FY0607