© 2004 Hewlett-Packard Development Company, L.P.The information contained herein is subject to change without notice
Branding The Brand
David GreelyHP Corporate MarketingBrand Strategy & Management
04/13/23 Copyright © 2003 HP corporate presentation. All rights reserved. 2
A brand is not…..
A logo
An identity
A product
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A brand is…
Source: Marty Neumeier, “The Brand GAP”
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The purpose of a brand• A brand defines the
relationship our customers have with us
• A brand is a promise we make to our customers—and to ourselves
• A brand is shaped by each experience customers have with us
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Why brands matter• Strong brands drive price premiums• Companies with strong brands can expect to
have a higher employee commitment to their firm
• A strong brand can out perform the market in strong economic times and protect you in weak times
• For technology companies with strong brands 1/3 of the value can be attributed to the brand
Brand:Building the foundation
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Brand strategy & promise• The core benefits you offer customers• Your differentiators: what makes you unique• Your character: personality traits• Your brand promise• What you stand for
The HP brand
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HP brand evolution
A printer company
A printer and a PC company
A modern, relevant technology company
A modern, relevant technology
solutions company
A broadtechnology company
An iconic21st century brand
Yesterday:Product makers
Today:Market makers
Tomorrow:Experience makers
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Brand strategy and brand promise• Customer benefits…−Reliability−Choice and flexibility−Reduced complexity and simplified use−Superior return on technology
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Brand strategy and brand promise
•Our differentiators… −Collaborative relationships−Our people−Our technology−Global reach−Global citizenship
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Brand strategy and brand promise• Our character…− Optimistic− Dynamic− Human− Inventive− Trustworthy− Quality-driven
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Brand strategy and brand promise
• Our brand promise…
“Vital technology for business and life”
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Brand strategy and brand promise• What HP stands
for…
Invent
Technology applied to make a meaningful difference.
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04/13/23 Copyright © 2003 HP corporate presentation. All rights reserved.
We are reliable in everything we do – our products, our promises, our performance.
Reliability Superior return on technologyWe aim to help people get more out of technology – to reduce the initial cost as well as the total cost of ownership.
Reduced complexity and simplified useWe offer solutions that take the hassle and complexity out of using, deploying and managing technology.
Choice and flexibilityWe give customers true choice – in how they work with us, how they buy from us and what they buy from us.
Brand strategy and brand promise
What HP stands
for
Our brand promise
The benefits we offer to our
customers as the leading technology
company
Our character
Our differentiators
inventTechnology applied to make a meaningful difference.
Vital technology for business and life• Because it makes a real contribution – and you can’t imagine working or living without it.• Because it’s been invented by people with deep technical prowess, know-how, and track record.• Because it’s fully woven into business and life – it empowers.• Because it’s built on the belief that technology should be for everyone.
optimistic dynamic human inventive trustworthy quality-driven
Global reachOur technologyOur peopleCollaborative relationships We operate
everywhere our customers live and work.
We create inventive technology solutions – built to meet real human needs, and integrated with the whole system in mind.
We’re technology experts you can trust to go the extra mile. We make technology work for you.
Global citizenshipWe believe our purpose is not just about profit, it’s about contribution. We uphold the highest standards of corporate global citizenship in everything we do.
We build honest, collaborative relationships – with you and our partners – that you benefit from.
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Aligning experiences: mirroring relationship
Customer experienceAn experience that reflects and delivers on the brands fundamental characteristics
Employee experienceAn experience that will enable them to deliver the best experience to customers
• It’s easy to get my work done
• We have motivating leaders who truly empower us to act
• It’s easy to collaborate and work across the organization
• HP’s a special and unique culture that i love being part of
• HP’s easy to do business with
• HP consistently meets their commitments to me
• HP employees always go the extra mile for me
• HP’s a company committed to me and my success
TrustworthyQuality-
consciousInventiveHuman
OptimisticDynamic
= everything is possible
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The HP brand evolution:The 360º brand experience
1. We have clear brand objectives and brand and business strategies in place to achieve these objectives
2. We have unified our look and feel
3. We created standards to guide behavior
4. We use these standards to guide behavior at each touchpoint
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04/13/23 Copyright © 2003 HP corporate presentation. All rights reserved.
BusinessWeek rankings: ‘Most Valuable Brands’;reported 8/2/2004
Top 10 Brands 2004 Ranking
2004 Brand Value ($B)
% Change/’03
2003 Ranking
1 67.39 -4 1
2 61.37 -6 2
3 53.79 +4 3
4 44.11 +4 4
5 33.50 +8 5
6 27.11 -3 7
7 25.00 +1 8
8 24.04 -18 6
9 22.67 +9 11
10 22.13 0 9
11 21.33 0 10
12 20.98 +6 12
20 12.76 -3 20
25 11.50 +11 29
Closing thoughts
“The most successful brand cultures offer a single, coherent
story where the components work together in a synergistic fashion so that the whole is greater than the sum of the
parts.”Douglas B. Holt
“Brands & Branding,” Harvard Business Review