The Ericsson Brand Strategy

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The ericsson Brand Strategy
January 15, 2010

agenda
Introduction › Background › Objective › Our starting point Brand Strategy › Brand idea › Brand objectives

2009-10-21

BACKGROUND

We live in truly exciting yet tough times
› Leadership position in the industry › Led in the introduction of voice connectivity to the world › We are now doing the same with broadband › Taken some ground breaking deals...Sprint, Verizon... › Contributing to big world agendas

2009-10-21

Technological revolution propagates in two different periods INSTALLATION DEPLOYMENT
Source: Professor Carlota Perez Universities of Cambridge, Tallinn and Sussex

Turning point

More efficiently solving old problems - winners among old players

Applying paradigm to innovate across society – new winners

Time 20-30 years 20-30 years

BROADBAND IS AT THE TURNING POINT
2009-10-21

Our reality is presenting major challenges and opportunities From To
IP
Changes our ways of working and doing business

Traditional telecom

Software

Hardware

Changes our pricing and business models

Network evolution

New roll outs

Changes our engagement model

OUR ABILITY TO DEVELOP COMPETENCE, BEHAVIOR AND POSITION IS KEY 2009-10-21

Repositioning our brand for new opportunities
› Our brand stands for
– Our capabilities – Our strategic direction – Our differentiation to competition

› The world around us changes - we need to change › Our brand needs to change accordingly ahead of time – To show direction to the market and our employees – To build confidence and help facilitate change

2009-10-21

OBJECTIVE

Objective
› The over-arching objective of our brand strategy is to add value to the core business and at the same time guide our business in its transformation for long term growth.

A BRAND THAT NOT ONLY SPEAKS OF OUR AMBITIONS BUT ALSO DRIVES OUR AMBITIONS

2009-10-21

Adding value to the business
› A new perspective on the business we do – to generate higher value › Sustainable for at least 10 years › Allow for future strategic decisions › Build strength from the inside

2009-10-21

How the brand supports
Long term 0-20 year Opportunity to develop awareness and legitimacy in transformation to new business focus

ALL-COMMUNICATING WORLD

Brand TRANSFORMATION opportunity

Medium term 0-5 year

Intelligent society Opportunity to develop legitimacy for extended offering and ways of engagement

IP-BASED Broadband & multimedia

Brand EXTENSION opportunity

Short term 0-2 year

TRADITIONAL TELECOM

Opportunity to distinguish Ericsson from new competition

Brand EXECUTION opportunity

2009-10-21

Who will be our competitors tomorrow?
Traditional Telecom IP based Broadband and Multimedia 50 billion connections…

Current customer perception

Source: Imtrack 2008 These logotypes may not be used externally since logotypes are copyright protected

COMPETITIVE ENVIRONMENT GROWING RAPIDLY AND THE NEED FOR POSITIONING 2009-10-21

DOWNLOAD AND INSERT/EMBEDD BRAND HISTORY FILM ON THIS SLIDE THE FILM CAN BE VIEWED AND DOWNLOADED ON THE FOLLOING SITE http://brandportal.internal.ericsson.com

2009-10-21

Our starting point

What makes us unique How we are perceived today
By operators, media and analysts › Technology leader in mobile infrastructure › Global presence › Good reputation › Trustworthy and Reliable › Stands for quality › Vendor › Product oriented company › Strong services capability 2009-10-21

By our employees › Technology leader › Innovation power › What we do for the world › Perseverant › Professional › Respectful › Hard working › Strong customer relations › Excellent people

Challenges we must overcome
Ericsson’s brand is good if we’re talking about network equipment and service supplier only... Everytime we try to expand our business into other areas that we see we have the capabilities and the right solutions for, it is always difficult to position...
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