WFA/ISA -Global Conference vodafone The Vodafone Brand-Creating a culture of brand engagement Grace Molenaar Head of Brand Development Make the most of now
Confidential Mumbai, March 5, 2008 The Vodafone Brand 1 WFA/ISA - Global Advertiser Conference Make the most of now WFA/ISA – Global Conference Grace Molenaar Head of Brand Development The Vodafone Brand – Creating a culture of brand engagement
We are committed to building the world' s most valuable communications brand To be the world leader in mobile communications FINANCIAL TIMES The World's Most valuable brands Interbrand Interbrand's Annual Survey Pos. Brand Pos. Brand O vodafone 6 inte Comment& Analysis 7 NOKIA Co "Brand is a big issue. When peop think mobile products and services, 3 Microsoft 8iN ' Br we want them to go to Vodafone 4匡 9 s Genea Ehere comar 10 Marhe Vision 2001 o量 aton WFAISA -Global Advertiser Conference Confidential Mumbai. March 5. 2008 The Vodafone Brand
Confidential Mumbai, March 5, 2008 The Vodafone Brand 2 WFA/ISA - Global Advertiser Conference We are committed to building the world’s most valuable communications brand Vision, 2001 ‘To be the World Leader in Mobile Communications………….’
Our global brand building journey started only 7 years ago, and has had a number of distinct phases OpCo How are OpCo How are You? and Vodafone Executions executions Pre 2001 2001 2002 2003 2004 2005 2006 2007 Brand" How Are You?” Vodafone live! Make the most MTMON Migration Launch launch of now launch Tone of Hello Hello Estoy aaaahhhh ntw world's largest mooRe community wherever you are WFAISA -Global Advertiser Conference Confidential Mumbai. March 5. 2008 The Vodafone Brand
Confidential Mumbai, March 5, 2008 The Vodafone Brand 3 WFA/ISA - Global Advertiser Conference Our global brand building journey started only 7 years ago, and has had a number of distinct phases Brand Migration “Hello” “How Are You?” Launch Vodafone live! launch ‘Make the Most of Now’ Launch OpCo ‘How are You?’ and Vodafone live! executions OpCo ‘How are You?’ Executions Pre 2001 2001 2002 2003 2004 2005 MTMON Tone of Voice 2006 2007
We have also built the brand by unifying what was a proliferation of sub brands under a single brand hierarchy O vodafone point mat vodafone Mail TCA YR巴 Master Brand SYBASE vodafone CallAo 00m debitel 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) WFAISA -Global Advertiser Conference Confidential Mumbai. March 5. 2008 The Vodafone Brand
Confidential Mumbai, March 5, 2008 The Vodafone Brand 4 WFA/ISA - Global Advertiser Conference We have also built the brand by unifying what was a proliferation of sub brands under a single brand hierarchy Products & Services 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) Master Brand The proliferation of sub-brands was hindering our ability to build Vodafone as the leading brand in our category
As a result we have achieved tremendous growth in our brand awareness and preference Evolution of Spontaneous Awareness for Evolution of preference for vodafone brand Vodafone brand 90 70 0000 20 -Spontaneous Awareness FY045 FY056 FYOE07 00心 Annual Performance Competion"Vodafone WFAISA -Global Advertiser Conference Confidential Mumbai. March 5. 2008 The Vodafone Brand
Confidential Mumbai, March 5, 2008 The Vodafone Brand 5 WFA/ISA - Global Advertiser Conference Evolution of Spontaneous Awareness of Vodafone Brand (Global Level) 0 10 20 30 40 50 60 70 80 90 100 Q1 2000 Q2 Q3 Q4 Q1 2001 Q2 Q3 Q4 Q1 2002 Q2 Q3 Q4 Q1 2003 Q2 Q3 Q4 Q1 2004 Q2 Q3 Q4 Q1 2005 Q2 Q3 Q4 Q1 2006 Q2 January 2000 - July 2006 Spontaneous Awareness Level (Weighted based on countries' mobile populations) Spontaneous Awareness As a result we have achieved tremendous growth in our brand awareness and preference 66.0% 68.0% 70.0% 72.0% 74.0% 76.0% 78.0% 80.0% 82.0% FY0304 FY0405 FY0506 FY0607 Annual Performance Preference amongst Users Competition Vodafone Evolution of Spontaneous Awareness for Evolution of Preference for Vodafone Brand Vodafone Brand
Our brand is built on a foundation of a number of strategic components, with the Marketing Framework at their heart BRANDED CUSTOMER EXPERIENCE MARKETING FRAMEWORK BRAND COMMUNICATIONS BRAND VALUes ENGAGEMENT WFAISA -Global Advertiser Conference Confidential Mumbai. March 5. 2008 The Vodafone Brand
Confidential Mumbai, March 5, 2008 The Vodafone Brand 6 WFA/ISA - Global Advertiser Conference Our brand is built on a foundation of a number of strategic components, with the Marketing Framework at their heart MARKETING FRAMEWORK BRANDED CUSTOMER EXPERIENCE BRAND COMMUNICATIONS BRAND VALUES & ENGAGEMENT
The Marketing framework is the cornerstone of our Brand Strategy Where are We will be the communications leader we going? in an increasingly connected world BY Why are we here? Helping our customers make the most of their time BY What do we do? Creating delivering unbeatable experiences through. BY How do we do it? Being Red, Rock Solid, Restless WFAISA -Global Advertiser Confere Confidential Mumbai. March 5. 2008 The Vodafone Brand
Confidential Mumbai, March 5, 2008 The Vodafone Brand 7 WFA/ISA - Global Advertiser Conference The Marketing Framework is the cornerstone of our Brand Strategy Why are we here? Helping our customers make the most of their time Where are we going? We will be the communications leader in an increasingly connected world What do we do? Creating & delivering unbeatable experiences through…… How do we do it? Being Red, Rock Solid, Restless BY BY BY
We have put the brand at the centre of the Customer Experience "A brand is what a brand does Arun Sarin. CEO Vodafone The most valuable brands in the world are those where the customer knows they're going to get a good experience Sir John bond chairman Vodafone WFAISA -Global Advertiser Conference Confidential Mumbai. March 5. 2008 The Vodafone Brand
Confidential Mumbai, March 5, 2008 The Vodafone Brand 8 WFA/ISA - Global Advertiser Conference We have put the brand at the centre of the Customer Experience Arun Sarin, CEO Vodafone “A brand is what a brand does.” “The most valuable brands in the world are those where the customer knows they’re going to get a good experience” Sir John Bond, Chairman, Vodafone
We want our customers to feel appreciated, confident and inspired Helping our customers make the most of their time are Red Rock Solid Restless by being Passionate Trustworthy Creative therefore Emotional Direct our voice is Inspiring so our Appreciated Confident Inspired customers feel i so our customers spend more time with us WFAISA -Global Advertiser Conference Confidential Mumbai. March 5. 2008 The Vodafone Brand
Confidential Mumbai, March 5, 2008 The Vodafone Brand 9 WFA/ISA - Global Advertiser Conference We want our customers to feel appreciated, confident and inspired Helping our customers make the most of their time Red Rock Solid Restless Passionate Trustworthy Creative Emotional Direct Inspiring Appreciated Confident Inspired ...so our customers spend more time with us We are by being therefore our voice is so our customers feel
and we have made a commitment to customers through 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 vodafone
Confidential Mumbai, March 5, 2008 The Vodafone Brand 10 WFA/ISA - Global Advertiser Conference …..and we have made a commitment to customers through 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