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Page 1 When a brand needs to move on Understanding Brand Transition Needs & Challenges By Nadia Munawar Siddiqui Director - Office of Corporate Affairs.

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Presentation on theme: "Page 1 When a brand needs to move on Understanding Brand Transition Needs & Challenges By Nadia Munawar Siddiqui Director - Office of Corporate Affairs."— Presentation transcript:

1 Page 1 When a brand needs to move on Understanding Brand Transition Needs & Challenges By Nadia Munawar Siddiqui Director - Office of Corporate Affairs JS Group Best Practices Day th October 2008

2 Page 2 Road Map About JS Brand reengineering - Compelling reasons New Brand Vision Brand Transition

3 Page 3 About JS Group JS Group is one of the largest financial services groups and a diversified investor in Pakistan. In addition to financial services, the Group has five core areas of operation Financial Services Transportation Resources Infocom Property Industrial

4 Page 4 4 Financial Services JS Group Financial Services Businesses Banking JS Bank Commercial Bank JS Bank Commercial Bank Bank Islami Islamic Bank JV with Dubai Bank and DCD Bank Islami Islamic Bank JV with Dubai Bank and DCD Network Microfinance Bank Microfinance JV with Network Leasing Network Microfinance Bank Microfinance JV with Network Leasing Insurance EFU General Insurance EFU Life Assurance Allianz EFU Health Insurance JV with Allianz Allianz EFU Health Insurance JV with Allianz Non Banking JS Global Capital Securities Brokerage and Corporate Finance JS Global Capital Securities Brokerage and Corporate Finance JS Investments Asset Management JS Investments Asset Management Financial Services Infrastructure Credit Chex Consumer Credit Bureau Licensee of Experian Credit Chex Consumer Credit Bureau Licensee of Experian Mobex Mobile Payments Solutions Mobex Mobile Payments Solutions WebDNA Independent ATM Network Provider WebDNA Independent ATM Network Provider

5 Page 5 Non-Financial Businesses JS Industrial Al Abbas (MDF, Ferro Alloy) Al Abbas Sugar Mills Azgard 9 (Denim/Textiles) Dadex (Piping & Services) PICT (Container Terminal) PAFL (Fertilizer) RAK Ghani Glass LLC (Glass) JS Infocom Eye TV Network (TV Channels) JS Transportation Airblue (Commercial airline) JS Air (Charter airline) JS Property MoU with Accor for IBIS hotels Investments in the US, UAE, and Pakistan Significant property development portfolio in Pakistan JS Resources Sprint Energy (CNG retail) Hascombe Oil (Oil Marketing Co.) Investments in E&P Oil and Gas Exploration in US, Pakistan, Oman & UAE

6 Page 6 Road Map About JS Brand reengineering - Compelling reasons New Brand Vision Brand Transition

7 Page 7 Jahangir Siddiqui & Co. in 2003 Companies Jahangir Siddiqui & Co Jahangir Siddiqui Capital Markets Jahangir Siddiqui Investment Bank ABAMCO DCD JS Factors Trustworthy reputation in finance sector Business vision of growth and diversification

8 Page 8 Brand re-engineering – Compelling Reasons

9 Page 9 Brand re-engineering – Compelling Reasons

10 Page 10 Brand Inconsistency – Impacts Looks unprofessional Shows a lack in group cohesion Gives an unclear message Creates the impression of poor attention to detail

11 Page 11 Brand Consistency - Impacts Give meaning to our name Set us apart from the competition Make us recognizable Create a feeling of trust Communicate the nature of the group

12 Page 12 Road Map About JS Brand reengineering - Compelling reasons New Brand Vision Brand Transition

13 Page 13 New Brand Vision Develop the brand as the driver of JS Group’s growth strategy.

14 Page 14 Brand Vision Grow and diversify BRAND RecognizedConsistent Adaptable

15 Page 15 Brand Vision - Milestones Develop a brand that could be recognized and understood in a global consumer market Brand that showed a consistent identity and represented all the brand values: Strong, trustworthy and dynamic A brand which was flexible to suit the needs of the groups diversified business portfolio sectors, from banking to funds management, from aviation to hospitality and beyond

16 Page 16 Road Map About JS Brand reengineering - Compelling reasons New Brand Vision Brand Transition

17 Page 17 Transition Framework Brand Image & Identity Change the mindsets Infrastructural Changes Governance framework Perform & sustain 1) Establish2) Implement3) Sustain Strong Consistent Brand

18 Page 18 Transition Framework Brand Image & Identity Change the mindsets Infrastructural Changes Governance framework Perform & sustain 1) Establish2) Implement3) Sustain Strong Consistent Brand

19 Page 19 Transition – How? What the JS brand needed to represent Group values History and heritage Vision Services / Business areas Experience / Perceptions Unique Identity

20 Page 20 Addressing Perceptions Indirect interaction – logo, advertising, printed publications, press releases, news, sponsorship, etc Direct interaction – The service a customer receives, the appearance of localities, the experience a customer has of services

21 Page 21 Moving Forward Create a Brief Work with experts Get Feedback Invest time, money and resource

22 Page 22 The Transition

23 Page 23 The JS brand 7 Attributes of the JS brand Strength & adherence to traditional business values Progressive Innovative Dynamic Direction Diversity Established track record of success

24 Page 24 Transition Framework Brand Image & Identity Change the mindsets Infrastructural Changes Governance framework Perform & sustain 1) Establish2) Implement3) Sustain Strong Consistent Brand

25 Page 25 Brand Experience Advertising PR / Media Product Experience Word of Mouth Employee Interactions Partnerships

26 Page 26 Infrastructure New brand image rollout across the company Website Marketing Approach Advertising – External Communications Annual Reports and Publications Stationery Signages

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28 Page 28 Annual Reports

29 Page 29 Mindset Management

30 Page 30 Mindset Management - Internal Ownership and pride in communicating the new brand image 1.Training on brand identity 2.Connect identity with services offered 3.Rethink recruitment, induction and performance appraisal

31 Page 31 Governance Framework Ensure consistency in your image and brand messaging Identify Brand Custodians Create brand usage guidelines Work with trustworthy printers Standards of Practice - PR and marketing

32 Page 32 Coordinating Implementation Office of Corporate Affairs Responsible for consistent implementation of the brand across the Group Development of efficient printing and marketing processes Hold each division accountable to brand implementation standards Working with people to find solutions to problems with implementation as they arise

33 Page 33 Bringing Change Together Brand Logo - Values - Behaviors External Communications Brand Guidelines Brand Architecture Culture Recruitment Management Performance Dev. Internal Engagement Awareness Understanding Engagement MarketingHuman ResourcesMarketing and Comms. Client and Employee Brand Experience

34 Page 34 Brand Relationship Master brand is the main driver Single brand architecture Common look & feel Sub-brands Master-brand followed by descriptors Master brand remains the frame of reference, but is stretched by sub-brands that add associations

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42 Page 42 Transition Framework Brand Image & Identity Change the mindsets Infrastructural Changes Governance framework Perform & sustain 1) Establish2) Implement3) Sustain Strong Consistent Brand

43 Page 43 Sustaining and Monitoring the Brand Create and introduce success benchmarks & control measures Consistently audit the implemented measures Don't be afraid to change Monitor branding and marketing strategies implemented by group companies Conduct brand audits – to keep a check on brand failures Ensure in all activities, that the brand is always the driver of JS Group’s growth strategy

44 Page 44 Measuring Performance Business Impact Accuracy of implementation Employee commitment to brand Financial Impact Measurable return on investment Efficiency of new processes Customer Impact Customer loyalty Consumer perception

45 Page 45 Conclusion Your brand is the backbone of your business strategy Constantly ask yourself if your image and customer experience is consistent with your desired brand positioning Don't be afraid to change things

46 Page 46 Conclusion Clarity – within a brand’s image is what makes it successful Customers must recognize that your master brand stands for something


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