Branding

The Brand
David Greely
HP Corporate Marketing
Brand Strategy & Management
2004 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice

A brand is not..
A logo

An identity

A product

08/16/15

Copyright 2003 HP corporate presentation. All rights reserved.

A brand is

08/16/15

Source: Marty Neumeier, The

GAP

Copyright 2003 HP corporate presentation. All rights reserved.

Brand

The purpose of a brand

A

brand defines the

relationship our
customers have with us

brand is a promise we
make to our customers
and to ourselves

brand is shaped by
each experience
customers have with us

08/16/15

Copyright 2003 HP corporate presentation. All rights reserved.

Why brands matter

Strong

brands drive price premiums

Companies

with strong brands can expect to

have a higher employee commitment to
their firm

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

08/16/15

Copyright 2003 HP corporate presentation. All rights reserved.

Brand:
Building the
foundation

Brand strategy & promise

The

core benefits you offer customers

Your

differentiators: what makes you unique

Your

character: personality traits

Your

brand promise

What

08/16/15

you stand for

Copyright 2003 HP corporate presentation. All rights reserved.

The HP brand

HP brand evolution
A printer company

A printer and a PC
company

Yesterday:
Product makers
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A broad
technology
company

A modern, relevant
technology
solutions company

A modern, relevant
technology
company

Today:
Market makers

An iconic
21st century brand

Tomorrow:
Experience makers

Copyright 2003 HP corporate presentation. All rights reserved.

Brand strategy and brand

promise
Customer

benefits

Reliability
Choice and flexibility
Reduced complexity and simplified use
Superior return on technology

08/16/15

Copyright 2003 HP corporate presentation. All rights reserved.

10

Brand strategy and brand

promise
Our

differentiators

Collaborative relationships
Our people
Our technology
Global reach
Global citizenship

08/16/15

Copyright 2003 HP corporate presentation. All rights reserved.

11

Brand strategy and brand

promise

Our character

Optimistic
Dynamic
Human
Inventive
Trustworthy
Quality-driven

08/16/15

Copyright 2003 HP corporate presentation. All rights reserved.

12

Brand strategy and brand

promise

Our

brand
promise
Vital technology
for business and
life

08/16/15

Copyright 2003 HP corporate presentation. All rights reserved.

13

Brand strategy and brand

promise
What

for

HP stands

Invent
Technology applied
to make a
meaningful
difference.

08/16/15

Copyright 2003 HP corporate presentation. All rights reserved.

14

Brand strategy and brand promise

What HP
stands
for
Our brand
promise

invent

Our
character

optimistic

Our
differentiators

Technology applied to make a meaningful difference.

Vital technology for business and life

Because
Because
Because
Because

it makes a real contribution and you cant imagine working or living without it.
its been invented by people with deep technical prowess, know-how, and track record.
its fully woven into business and life it empowers.
its built on the belief that technology should be for everyone.

dynamic

Collaborative
relationships

We build honest,
collaborative
relationships with you
and our partners that
you benefit from.

human

inventive

trustworthy

quality-driven

Our people

Our technology

Global reach

Were technology
experts you can trust
to go the extra mile.
We make technology
work for you.

We create inventive
technology solutions
built to meet real
human needs, and
integrated with the
whole system in mind.

We operate
everywhere our
customers live and
work.

Global citizenship
We believe our purpose is not just about profit, its about contribution. We uphold the highest
standards of corporate global citizenship in everything we do.

The benefits
we offer to our
customers as
the leading
technology
company
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Reliability

Choice and
flexibility

We are reliable in
everything we do our We give customers
products, our
true choice in how
promises, our
they work with us, how
performance.
they buy from us and
what they buy from us.

Reduced complexity
and simplified use

Superior return
on technology

We offer solutions that

take the hassle and
complexity out of using,
deploying and managing
technology.

We aim to help people

get more out of
technology to reduce
the initial cost as well
as the total cost of
ownership.

Copyright 2003 HP corporate presentation. All rights reserved.

page
15

Aligning experiences: mirroring

relationship
Employee experience
An experience that will enable
them to deliver the best
experience to customers

Its easy to get my work

done
We have motivating leaders
who truly empower us to
act
Its easy to collaborate and
work across the
organization
HPs a special and unique
culture that i love being
part of

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Customer experience
Trustworthy
Qualityconscious
Inventive
Human
Optimistic
Dynamic

An experience that reflects and

delivers on the brands
fundamental characteristics

HPs easy to do business

with
HP consistently meets their
commitments to me
HP employees always go
the extra mile for me
HPs a company committed
to me and my success

= everything is possible

Copyright 2003 HP corporate presentation. All rights reserved.

16

The HP brand evolution:

The 360 brand experience
2. We have unified our
look and feel

4. We use these
standards to
guide behavior
at each
touchpoint

1. We have clear
brand objectives
and brand and
business
strategies in
place to achieve
these objectives

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3. We created standards to
guide behavior

Copyright 2003 HP corporate presentation. All rights reserved.

17

BusinessWeek rankings: Most Valuable

Brands;
reported 8/2/2004
Top 10 Brands

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2004
Ranking

2004 Brand
%
Value ($B) Change/03

2003
Ranking

67.39

-4

61.37

-6

53.79

+4

44.11

+4

33.50

+8

27.11

-3

25.00

+1

24.04

-18

22.67

+9

11

10

22.13

11

21.33

10

12

20.98

+6

12

20

12.76

-3

20

25

11.50

+11

29

Copyright 2003 HP corporate presentation. All rights reserved.

page
18

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