NICHT FÜR JEDEN: Brand Analysis. Sabine Stalder, Silvia Tiedt, Alice Planta. Corporate Brand Management II, University of Berne 3 rd of May 2010

Transcription

1 NICHT FÜR JEDEN: Brand Analysis Sabine Stalder, Silvia Tiedt, Alice Planta Corporate Brand Management II, University of Berne 3 rd of May 010

2 Introduction (1) Does anyone of you

3 Introduction () Does anyone of you know Daniel Albrecht? 3

4 Introduction (3) Daniel Albrecht known 48 participants (CH) 4

5 Introduction (4) Let us give you a feeling for the brand 5

6 Table of Content 1. About the presentation motivation, objectives. The background Inc., Daniel Albrecht 3. Integrated Brand Management 4. SWOT-Analysis 5. Conclusion Corporate Mission, Brand Mission, Impression Management etc. 6. Recommendations by means of Best Practice Kjus 7. Discussion Our focus! 6

7 Sources of Information a lot of promotion materials Casanova, M.; Lecture Corporate Brand Management I (009/010) No information s management, only internet research 7

8 1. About the Presentation (1) Our motivation - a high interest in sports - Bachelor of Science in Sport Science - skiing as a passion - preferences for good sport equipment - to find out more about the branding 8

9 1. About the Presentation () Our Objectives - to get to know the - to convey its potential Give ideas for successful managing the 9

10 . The Snow sport Collection of the World Champion Daniel Albrecht. Photos:

11 Daniel Albrecht (1) - born on May 5 th 1983 in Fiesch, Valais, Switzerland - professional skier; Head Sponsor: Ochsner Sport - Greatest athletic successes: Olympic Games th, Super Combination FIS World Champion 007, Super Combination Swiss-Ski - in 008 presentation of his own Snow sport Clothing Line getty 11

12 Daniel Albrecht () - on January nd 009 he had a ski accident 3 weeks in artificial coma, brain trauma and strong compression of the lungs it took him 5 weeks before he could recall his past objective to become a successful skier again time of come back uncertain - on April 9th 009 Never give-up -T-Shirt-campaign CHF handed out to Fragile Suisse and Pro Integral Source: 1

13 Background Information - in 003 Daniel Albrecht sells self-designed products to his fans on his website - increasing demand due to his athletic successes after he became World Champion all products were sold out - he had the idea for his own professional snowsport collection as second source of income - "Albright" is the nickname of Daniel Albrecht inc. was founded in 007 together with his long-term sports manager 13

14 @lbright inc. - Snow sport collection producer - founded on October 8th one firm architecture - Fry, Giusep: general partner and CEO Albrecht, Daniel: general partner - exclusive distribution partner: Ochsner Sport - first collection in 008/009 sales: pieces turnover: CHF,5 million 9 models (second collection: 41 articles) 14

15 3. Integrated Brand Management Prof. Marco Casanova, Branding-Institute 15 15

16 Corporate Mission Identity - a Swiss Company which makes high-tech and qualitative snow sport clothes Vision and Mission statement - create each season a new and professional snow sport collection having a trendy design - expanding - as a brand Business Strategy - to produce high quality, multi-functional, trendy snow sport clothes - fair prices - one exclusive distributor 16

17 Brand Mission (1) How perceived? - The brand depends on the person Daniel Albrecht (destiny, athletic successes) is compared to Kjus (Lasse Kjus as a ski professional & Kjus as a snowsport collection) 17

18 Brand Mission () How want to be perceived? - younger target group than Kjus - less expensive (Kjus CHF 3 CHF 499 per jacket) - multifunctional, high-quality and trendy clothes for a new groove on the slopes - dynamic and trendy label clothes with actual hip colours - for young urban snow sports people, who cherish high-quality materials as well as trendy design 18

19 Impression Management (1) - Daniel Albrecht: As a professional snow sportsman I know, which criterias have to be conformed by optimal winter clothes. This know how is a crucial advantage for the Als Profi-Schneesportler weiss ich, welche Kriterien eine optimale Winterbekleidung erfüllen muss. Dieses Know-how ist ein entscheidender Vorteil für die - Snow sport collection based on Albrecht s ideas solely (design, quality, functionality) 19

20 Impression Management () - People are more aware of Daniel Albrecht than of the high awareness as a professional sportsmen, fighter and businessman detailed view of the questionaring results 0

21 Impression Management (3) Brand Sophistication Ladder Marco Casanova Brand-guided companies Emerging-brand companies Brand-agnostic companies Branding follows Strategy Branding is Strategy! 1

22 CI - Corporate Communication (1) Communication is no longer understood as an operational carrying out (only), but as a strategic management tool and it is used accordingly. (lic.rer.pol. Marco Casanova 009) - communication through Albrecht s Sport Management Agency - collections are promoted via press releases, exhibitions and press conferences - all information are decentral Source: own picture

23 CI - Corporate Communication () - no promotion during the summer season - Daniel as model for his collection (new representative André Reithebuch, Mr. Switzerland 009) - head sponsor of Urs Imboden - claim: Not for everybody? (compared to target group definition) conflict? - homepage: (not - communication doesn t rise any emotions 3

24 CI - Corporate Communication (3) 4

25 CI - Corporate Design (1) - logo design: no link to sports (computer-mouse?) - inconsistent use of the logo Source: 5

26 CI - Corporate Behavior (1) - Albrecht stands for his ideas s success - Fry supports the athletic career of Daniel Albrecht Sport manager of Daniel and CEO conflict? - no information and assistance for our presentation - very few information from Ochsner Sport 6

27 CI - Corporate Behavior () Gina Achermann (Albright GmbH/GFC Sportsmanagement AG) regrettably we cannot participate in such analysis, because of competition reasons. good luck for your bachelor degree. 7

28 CI - Corporate Behavior (3) Questions to Ochsner Sport The article search at Ochsner Sport Online-Shop doesn t contain the Is this due to dependence on winter season? Can you Barbara tell us anything Knapp, concerning PR Switzerland, vision or DOSENBACH-OCHSNER mission How AG is the precise wording? Usually we don t answer such requests, because of it s time-consuming. But your questions are deliberated. Hence I sended your request up to coordinator at Ochsner Sport. Are advertising campaigns managed or Ochsner Sport? wants to be linked with Daniel Albrecht and should this be communicated? Or should the brand be managed independently of Daniel and his success in sport? Maybe you ll get more information next week. What as brand envisages? The Never give up -project wasn t communicated directly Was this decision consciously? Who is the target group What is the statement of the claim Not for everbody!? 8

29 CI - Corporate Behavior (4) Questions to Ochsner - Ochsner Sport Online-shop - Vision/mission - advertising campaigns - link to Daniel Albrecht - envisaged perception - Never give up -project - target group - statement of Not for everbody!? 9

30 Integrated Communication (1) Target group - young urban snow sports people, who cherish high-quality materials as well as trendy design Centralization - distribution: only in Switzerland - exclusive distribution partner: Ochsner Sport Communication & marketing - strong relationship with fans, media and business partners - no own marketing campaigns 30

31 Integrated Communication () Using of tools - media (e.g., the accident and Albrecht s hard way back documented by SF TV) - campaigns by Ochsner Sport - Facebook - Online shop by Ochsner Sport - different channels (information are not centralized) - no merchandising articles (compared to Kjus) 31

32 Integrated Communication (4) 3

33 4. SWOT-Analysis STRENGTHS WEAKNESSES INTERNAL - strong relationship -Sdfs (Ochsner d Sport, Fry) - -Adfs exclusivity - experience, high-quality - own ideas - cheaper than Kjus - trust in Albrecht/brand - Sport manager as business partner different objectives - Weak corporate vision/mission - communication - no obvious goals EXTERNAL - new lines (casual wear) - directly link to Albrecht (destiny, Never give up! ) brand benefits from his popularity in Switzerland - communication - broader distribution OPPORTUNITIES - brand depends on success of Daniel Albrecht? - season depending sales - one distributor - high competition area THREATS 33

34 5. Conclusion Brand Sophistication Ladder Marco Casanova Brand-guided companies Emerging-brand companies Brand-agnostic companies Branding is Strategy! 34

35 6. Recommendations (1) Kjus Lasse Kjus known 48 participants (CH) 35

36 Source: 36

37 6. Recommendations () Facts & Figures - founder: Lasse Kjus, Norwegian skier and Olympic Champion - established in stock corporation - president of the supervisory board and CEO: Didi Serena - in 008 $ 40 Mio turnover - sales in 30 countries Sporty skier need ski gear that goes beyond the limits of its possibilities. With uncompromision material, innovative designs and especially a high level of wearing comfort as well as freedom of movement. These experience lay out the foundation for Lasse to get involved in the development of KJUS Systems for all aktive and ambitious skiers. 37

38 6. Recommendations (3) Industry-Specific Stakeholder direct contact with end-users sport-shops new distribution channel a few distributors in Switzerland E-buy possibilities (opportunity for international promoting) Public market sponsoring of a charity ski race (Pesko Kjus Ski Classic ambassador and patron of the Aletsch-Area annual Charity-Race for brain-damaged patients (i.e., annually on the day of his accident) 38

39 6. Recommendations (4) Corporate Mission: Business Strategy mainly snow sport clothes but also casual wear summer sport collection (i.e., bike ware, outdoor sports) production of sustainable clothes (connection with the Aletsch-Area) first, in Switzerland Impression Management passion for skiing, best quality create a feeling for the brand directly link to Daniel Albrecht to benefit from his image 39

40 6. Recommendations (5) Corporate Identity Corporate design: Logo, Homepage Corporate communication: skiing as a passion/spirit of skiing, uncompromising ski wear new logo define strategy, mission and vision and fulfill it with a stringent communication strategy continue the Never-Give-Up -campaign and link it Swissness Possiblelogo, only 40

41 Source: 41

42 6. Recommendations (6) Communication, Marketing & Using of Tools Kjus World picture gallery, film, news, Kjus World Magazine, wallpaper, your ideas Kjus Club, newsletter, promotion material sponsoring of Bode Miller, famous test-persons website own website connection of Daniel Albrecht marketing in the ski-resort Aletsch sponsoring of young skier talents a marketing specialist events, PR, point of sale promotions 4

43 Source: 43

44 Goals of the Presentation Our Objectives - knowing the - to convey its potential to propose ideas for successful managing the Main recommendations: Corporate Strategy e.g., establish the brand in Switzerland, then expand internationally Corporate Identity directly linked to Daniel Albrecht, but not to the Sport Management Agency GFC 44

45 7. Discussion Thank you for your attention! Source: