沃达丰公司案例.pptVIP

London, 17/18 October 2007 5th Partner Markets Conference We are committed to building the world’s most valuable communications brand Our global brand building journey started only 7 years ago, and has had a number of distinct phases We have also built the brand by unifying what was a proliferation of sub brands under a single brand hierarchy As a result we have achieved tremendous growth in our brand awareness and preference Our brand is built on a foundation of a number of strategic components, with the Marketing Framework at their heart The Marketing Framework is the cornerstone of our Brand Strategy We have put the brand at the centre of the Customer Experience We want our customers to feel appreciated, confident and inspired …..and we have made a commitment to customersthrough our new Customer Promise Our Promise to you We value your time more than anyone else. That’s why, wherever you see Vodafone, you can expect: A network you can rely on when you need it Expert, friendly help and advice – you only have to ask once When you’re abroad, the services you need will be as easy to use as at home, and you’ll know what you are paying New and inspiring solutions to help you make the most of your time Brand Identity – A unique, contemporary and iconic identity which gives Vodafone the stature of a world-class brand Communications – all locally executed to our Brand Idea, a new Tone of Voice and refreshed Brand Guidelines Retail – a new design bringing the brand idea to the customer experience Sponsorship – driving brand awareness with activation of two new properties Engaging the employee – driving the brand idea internally Mobile Interaction Management- Bringing the brand idea to handset experience Relevant Reliable Easy to use Innovative So where are we on our brand journey? Differentiation Drives ProfitChanges in Operating Profit 1993 to 1995 Mono brands on NYSE We are currently ranked 11th most valuable brand in the world Where have we come from? We have