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Group 2.1
Sumit Mukherjee
Soumen Chatterjee
Trishita Kar
Rajarshi Gangopadhyay
Ankita
Rinka Saha
Richa Seth
Vision, 2001
Brand “How Are You?” Vodafone live! ‘Make the Most MTMON
Migration Launch launch of Now’ Launch Tone of
“Hello” Voice
MasterBrand
Products&Services
The proliferation of sub-brands was hindering
our ability to build Vodafone as the leading
brand in our category In a single brand hierarchy, there is only
one brand; everything else is information
to help customers navigate (this drove the
implementation of our current naming
strategy)
E vEvolution
o lu t io n o fofS Spontaneous Awareness
p o n t a n e o u s Aw a r e n e s s ofor
f V o d a fo n e B ra n d Evolution of Preference for Vodafone Brand
Vodafone
( G lo b a l LBrand
e v e l)
100 8 2 .0 %
90 8 0 .0 %
80
7 8 .0 %
70
(Weighted based on countries' mobile populations)
7 6 .0 %
60
Spontaneous Awareness Level
40 7 2 .0 %
30
7 0 .0 %
20 S p o n ta n e o u s Aw a r e n e s s
6 8 .0 %
10
0 6 6 .0 %
FY 0304 FY 0 405 FY 0 506 FY 0607
Q2
Q1 Q4
Q2
Q3
Q1 Q4
Q3
Q1 Q4
Q3
Q1 Q4
Q2
Q3
Q2
Q3
Q1 Q4
Q2
Q3
Q2
Q2
Q1 Q4
A n n u al P e r fo r m a n c e
0
4
1
6
200
200
200
200
200
200
200
Q1
C o m p e t itio n V o d a f o n e
J a n u a r y 2 0 0 0 - J u ly 2 0 0 6
BRANDED CUSTOMER
EXPERIENCE
MARKETING
FRAMEWORK
BRAND
COMMUNICATIONS BRAND
VALUES &
ENGAGEMENT
• Expert, friendly help and advice – you only have to ask once
We are here
DIFFEREN-
+128%+289%
TIATION
+18%
-x%
Death
+2% Declining
Low
Low
RELEVANCE High
Rank Brand
1 Coca-Cola
Progress, 2007
2 Microsoft
Most Valuable 250 Global Brands 2006
• Involve Leaders!