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1、ConfidentialThe Vodafone BrandMumbai, March 5, 2008WFA/ISA - Global Advertiser Conference1Make the most of nowWFA/ISA Global Conference Grace Molenaar Head of Brand Development The Vodafone Brand Creating a culture of brand engagement ConfidentialThe Vodafone BrandMumbai, March 5, 2008WFA/ISA - Glob

2、al Advertiser Conference2We are committed to building the worlds most valuable communications brandVision, 2001To be the World Leader in Mobile Communications.ConfidentialThe Vodafone BrandMumbai, March 5, 2008WFA/ISA - Global Advertiser Conference3Our global brand building journey started only 7 ye

3、ars ago, and has had a number of distinct phases Brand Migration“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 Voice20062007ConfidentialThe Vodafone Brand

4、Mumbai, March 5, 2008WFA/ISA - Global Advertiser Conference4We have also built the brand by unifying what was a proliferation of sub brands under a single brand hierarchyProducts & Services In a single brand hierarchy, there is only one brand; everything else is information to help customers navigat

5、e (this drove the implementation of our current naming strategy)Master BrandThe proliferation of sub-brands was hindering our ability to build Vodafone as the leading brand in our categoryConfidentialThe Vodafone BrandMumbai, March 5, 2008WFA/ISA - Global Advertiser Conference5As a result we have ac

6、hieved tremendous growth in our brand awareness and preferenceEvolution of Preference for Vodafone BrandEvolution of Spontaneous Awareness for Vodafone BrandConfidentialThe Vodafone BrandMumbai, March 5, 2008WFA/ISA - Global Advertiser Conference6Our brand is built on a foundation of a number of str

7、ategic components, with the Marketing Framework at their heartMARKETING FRAMEWORKBRANDED CUSTOMEREXPERIENCEBRANDCOMMUNICATIONSBRANDVALUES & ENGAGEMENTConfidentialThe Vodafone BrandMumbai, March 5, 2008WFA/ISA - Global Advertiser Conference7The Marketing Framework is the cornerstone of our Brand Stra

8、tegyWhy are we here?Helping our customers make the most of their timeWhere arewe going?We will be the communications leader in an increasingly connected worldWhat do we do?Creating & delivering unbeatable experiences throughHow do we do it?Being Red, Rock Solid, RestlessBYBYBYConfidentialThe Vodafon

9、e BrandMumbai, March 5, 2008WFA/ISA - Global Advertiser Conference8We have put the brand at the centre of the Customer ExperienceArun 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

10、 John Bond, Chairman, VodafoneConfidentialThe Vodafone BrandMumbai, March 5, 2008WFA/ISA - Global Advertiser Conference9We want our customers to feel appreciated, confident and inspiredHelping our customers make the most of their timeRedRock SolidRestlessPassionateTrustworthyCreativeEmotionalDirectI

11、nspiringAppreciatedConfidentInspired.so our customers spend more time with usWe areby beingthereforeour voice isso ourcustomers feelConfidentialThe Vodafone BrandMumbai, March 5, 2008WFA/ISA - Global Advertiser Conference10.and we have made a commitment to customersthrough our new Customer PromiseOu

12、r Promise to youWe value your time more than anyone else. Thats 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 youre abroad, the services you need will be as easy to use as at home, and youll k

13、now what you are paying New and inspiring solutions to help you make the most of your timeConfidentialThe Vodafone BrandMumbai, March 5, 2008WFA/ISA - Global Advertiser Conference11In the last 18 months we have further refined the brand and customer experienceConfidentialThe Vodafone BrandMumbai, Ma

14、rch 5, 2008WFA/ISA - Global Advertiser Conference12Brand Identity A unique, contemporary and iconic identity which gives Vodafone the stature of a world-class brand ConfidentialThe Vodafone BrandMumbai, March 5, 2008WFA/ISA - Global Advertiser Conference13Communications all locally executed to our B

15、rand Idea, a new Tone of Voice and refreshed Brand GuidelinesConfidentialThe Vodafone BrandMumbai, March 5, 2008WFA/ISA - Global Advertiser Conference14Retail a new design bringing the brand idea to the customer experienceConfidentialThe Vodafone BrandMumbai, March 5, 2008WFA/ISA - Global Advertiser

16、 Conference15Sponsorship driving brand awareness with activation of two new propertiesConfidentialThe Vodafone BrandMumbai, March 5, 2008WFA/ISA - Global Advertiser Conference16Engaging the employee driving the brand idea internallyConfidentialThe Vodafone BrandMumbai, March 5, 2008WFA/ISA - Global

17、Advertiser Conference17RelevantReliableEasy to useInnovativeMobile Interaction Management- Bringing the brand idea to handset experience Differentiationstrategy:To make the most of customers time!Positioningstrategy:Cost Saving in EuropeRevenue Growth in Emerging MarketsGlobalstrategy:Fitting into o

18、ur StrategyAn innovative Handset based Self Care application, that will allow our customers to access real time self care services directly from their phones. A capability that enables tailored on device self service and CRM transactionsIt will radically improve the quality of users Interactions wit

19、h their products and services, making things simpler and more easily accessibleConfidentialThe Vodafone BrandMumbai, March 5, 2008WFA/ISA - Global Advertiser Conference18So where are we on our brand journey?Our key challenge is to build an emotional brand with a clear role in peoples lives to turn c

20、ustomers into fans (and advocates)Drive awarenessandrelevanceDrive preferenceanddifferentiationBuild regardandmomentumWe are here200120052010ConfidentialThe Vodafone BrandMumbai, March 5, 2008WFA/ISA - Global Advertiser Conference19Differentiation Drives ProfitChanges in Operating Profit 1993 to 199

21、5 Mono brands on NYSEHighLowLowHighDIFFEREN-TIATIONRELEVANCEMission & GrowthDeathDecliningDominanceCOMMERCIAL BRAND POSITIONSource: Y&R/SternSteward 2000+18%+289%+128%+2%-x%ConfidentialThe Vodafone BrandMumbai, March 5, 2008WFA/ISA - Global Advertiser Conference20We are currently ranked 11th most va

22、luable brand in the worldProgress, 2007Most Valuable 250 Global Brands 2006ConfidentialThe Vodafone BrandMumbai, March 5, 2008WFA/ISA - Global Advertiser Conference21Employee Engagement Video ConfidentialThe Vodafone BrandMumbai, March 5, 2008WFA/ISA - Global Advertiser Conference22Vodafone Brand St

23、oryConfidentialThe Vodafone BrandMumbai, March 5, 2008WFA/ISA - Global Advertiser Conference23Where have we come from? We have made significant progress in delivering a world class brand of both global stature and local relevance.on our journey from a brand that is known, to one that is loved We kno

24、w who we want to attract to be part of our community We have a distinctive identity We are getting a global understanding of the cultural nuances of Time and how we can uniquely tap into customers desire to master it to live life more fully We have a clear understanding of our past, and vision of ou

25、r future that has helped us define our unique personality We are all individually and collectively moving towards delivering this uniquely and consistently every dayConfidentialThe Vodafone BrandMumbai, March 5, 2008WFA/ISA - Global Advertiser Conference24Where are we going? This continuing brand st

26、ory will become a touchstone for all of us It will help us understand to the next level of depth Who we are Where we play What we do Our Rallying cry So that we can continue to deepen our understanding of our Vodafone brand And continue to deliver it as one company.ConfidentialThe Vodafone BrandMumb

27、ai, March 5, 2008WFA/ISA - Global Advertiser Conference25Where we playMarket DefinitionPositioning TargetCustomer InsightWhat we doDifferentiationFunctional BenefitsEmotional BenefitsWho we arePersonalityValuesPhysiqueOur rallying cryAmbitionPurposePromiseConfidentialThe Vodafone BrandMumbai, March 5, 2008WFA/ISA - Global Advertiser Conference26What we doDifferentiation: A Great Customer ExperienceFunctional Benefits: Useful, Seamless, StimulatingEmotional Benefit: Inspired (to use my time)Where we playMarket Definition: Int