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1、Confidential The Vodafone BrandMake the most of nowWFA/ISA Global Conference Grace Molenaar Head of Brand Development The Vodafone Brand Creating a culture of brand engagement London, 17/18 October 200715th Partner Markets ConferenceConfidential The Vodafone BrandWe are committed to building the wor
2、lds most valuable communications brandVision, 2001To be the World Leader in Mobile Communications.London, 17/18 October 200725th Partner Markets ConferenceConfidential The Vodafone BrandOur global brand building journey started only 7 years ago, and has had a number of distinct phases Brand Migratio
3、n “Hello”“How Are You?” LaunchVodafone live! launchMake the Most of Now LaunchOpCo How are You? and Vodafone live! executionsOpCo How are You? ExecutionsPre 200120012002200320042005MTMON Tone of Voice20062007London, 17/18 October 200735th Partner Markets ConferenceConfidential The Vodafone BrandWe h
4、ave also built the brand by unifying what was a proliferation of sub brands under a single brand hierarchyProducts everything else is information to help customers navigate (this drove the implementation of our current naming strategy)Master BrandThe proliferation of sub-brands was hindering our abi
5、lity to build Vodafone as the leading brand in our categoryLondon, 17/18 October 200745th Partner Markets ConferenceConfidential The Vodafone BrandAs a result we have achieved tremendous growth in our brand awareness and preferenceEvolution of Preference for Vodafone BrandEvolution of Spontaneous Aw
6、areness for Vodafone BrandLondon, 17/18 October 200755th Partner Markets ConferenceConfidential The Vodafone BrandOur brand is built on a foundation of a number of strategic components, with the Marketing Framework at their heartMARKETING FRAMEWORKBRANDED CUSTOMER EXPERIENCEBRAND COMMUNICATIONSBRAND
7、 VALUES & ENGAGEMENTLondon, 17/18 October 200765th Partner Markets ConferenceConfidential The Vodafone BrandThe Marketing Framework is the cornerstone of our Brand StrategyWhy are we here?Helping our customers make the most of their timeWhere are we going?We will be the communications leader in an i
8、ncreasingly connected worldWhat do we do?Creating & delivering unbeatable experiences throughHow do we do it?Being Red, Rock Solid, RestlessBYBYBYLondon, 17/18 October 200775th Partner Markets ConferenceConfidential The Vodafone BrandWe have put the brand at the centre of the Customer ExperienceArun
9、 Sarin, CEO Vodafone“A brand is what a brand does.”“The most valuable brands in the world are those where the customer knows theyre going to get a good experience” Sir John Bond, Chairman, VodafoneLondon, 17/18 October 200785th Partner Markets ConferenceConfidential The Vodafone BrandWe want our cus
10、tomers to feel appreciated, confident and inspiredHelping our customers make the most of their timeRedRock SolidRestlessPassionateTrustworthyCreativeEmotionalDirectInspiringAppreciatedConfidentInspired.so our customers spend more time with usWe areby beingtherefore our voice isso our customers feelL
11、ondon, 17/18 October 200795th Partner Markets ConferenceConfidential The Vodafone Brandand we have made a commitment to customers through our new Customer PromiseOur Promise to youWe value your time more than anyone else. Thats why, wherever you see Vodafone, you can expect: A network you can rely o
12、n when you need it Expert, friendly help and advice you only have to ask once When youre abroad, the services you need will be as easy to use as at home, and youll know what you are paying New and inspiring solutions to help you make the most of your timeLondon, 17/18 October 2007105th Partner Marke
13、ts ConferenceConfidential The Vodafone BrandIn the last 18 months we have further refined the brand and customer experienceLondon, 17/18 October 2007115th Partner Markets ConferenceConfidential The Vodafone BrandBrand Identity A unique, contemporary and iconic identity which gives Vodafone the statu
14、re of a world-class brandLondon, 17/18 October 2007125th Partner Markets ConferenceConfidential The Vodafone BrandCommunications all locally executed to our Brand Idea, a new Tone of Voice and refreshed Brand GuidelinesLondon, 17/18 October 2007135th Partner Markets ConferenceConfidential The Vodafo
15、ne BrandRetail a new design bringing the brand idea to the customer experienceLondon, 17/18 October 2007145th Partner Markets ConferenceConfidential The Vodafone BrandSponsorship driving brand awareness with activation of two new propertiesLondon, 17/18 October 2007155th Partner Markets ConferenceCo
16、nfidential The Vodafone BrandEngaging the employee driving the brand idea internallyLondon, 17/18 October 2007165th Partner Markets ConferenceConfidential The Vodafone BrandRelevantReliableEasy to useInnovativeMobile Interaction Management- Bringing the brand idea to handset experienceDifferentiation strategy:To make the most of customers time!Positioning strategy:Cost Saving in EuropeRevenue Growth i
