Bernard Szlachta at 13:20, 16 September 2014

2014-09-16T13:20:25Z

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[[Category:Brand Management|06]]
[[Category:Private]]

<slideshow style="nobleprog" headingmark="。" incmark="…" scaled="true" font="Trebuchet MS" >
;title: B2B Branding - Case Studies
;author: Bernard Szlachta (NobleProg Ltd)
</slideshow>

== B2B Success Stories 。==
#Samsung
#IBM
#Siemens
#Lenovo

== Samsung 。==
# Transition from B2C to B2B
# Between 2005 and 2014 increased revenues 10 times

=== History 。===
# Established 1938 as fish, vegetable and rice export
# Started manufacturing in 1950
# 1978 - Samsung Semiconductor started (mostly memory chips)
# 1997 - nearly went bankrupt during Asian Crisis

=== Restructuring 。===
Goals of the changes between 1993 and 1997:
* Create global brand
* Expand semiconductor market via innovation
* Unify brand strategy between subsidiary and any company within Samsung group
* Change the perception of cheaper and lesser quality (to Toshiba, Sony, etc..) to leading-edge, cool products

=== Actions 。===
* Changing behaviours of Samsung employees to match new desired perception
* Redefining Logo
[[File:Samsung-old.gif|200px]]
[[File:Samsung_Logo.svg|200px]]
* $400 million ad campaign
* Sponsor of the Olympic Games (1998, 2000,2002, 2008,2013)
* established "hero products"
* change of the distribution channel to high-end

=== Results 。===
* Surpassing most of the western brands (Phones, TV) in terms of sales revenue and brand value

== IBM 。==
Changing the brand image from a dinosaur to nimble company

=== History 。===
* Incorporated in 1911 as CTR
* In 1924 renamed to International Business Machines
* Consensus based decision making in 1980 made company not adjusting fast enough
* 1993 - $8 billion loss - brand association - ancient company

=== Turnaround 。===
* 1993 - Luis V. Gerstner, Jr. (former Nabisco CEO, president of Amex) took over
* hardware manufacturing moved towards customer-focused service business
* increased spending on the IBM brand
* firing 70 global agency partners, consolidated adversing with O&M (Oglivy & Mather)
* uniform branding
* new positions:
** "a company that understands the needs of it's business customers"
** "a company that can provide a total portfolio of products, services and consulting advice"
* employee empowerment
* Front-line employees could spend $5k to solve a costumer problem on the spot
* introduced Global Brand Manager (Brand Steward)

=== Turnaround 。===
* 1996 - introduction of eBusiness
* new value proposition "On Demand"
* shift business toward service oriented
* 2002 - PWC Consulting acquisition for £3.5 billion
* 2005 - selling personal computer production to Lenovo

=== IBM Campaigns 。===
Taglines:
* "magic you can trust"
* Solutions for a small planet"
* "e-business"
* "It's a different kind of world. You need a different kind of software"

=== Entering Small Business Market 。===
* launched "Express" line of hardware, software, services and financing

== Siemens 。==
=== History 。===
* Established - 1857 in Berlin by Werner von Siemens
* Mainly dealt with telegraphs

=== Siemens One 。===
* 2001 - started own US legal entity
* provides customized comprehensive solution
* if project could involve multiple Siemens operating companies
:[[File:ClipCapIt-140915-140901.PNG]]

== Lenovo 。==
=== History 。===
* Founded in 1984 as Legend Group Ltd.
* all 11 founding members where members of Chinese Academy of Science
* since 1997 is the leading PC brand in China
* Lenovo brand was launched in 2003

=== Lenovo Marketshare 。===
:[[File:ClipCapIt-140915-144238.PNG]]

=== Lenovo and IBM 。===
* 2005 - acquired IBM PC brands like ThinkPad
** $12 billion in cash
** $600 million in shares to IBM
** 5 years of using IBM brand in connection with the computers
* more than 10000 employees from IBM joined Lenovo

=== Lenovo Brand Development 。===
:1990s
* 1992 - 联想（LianXiang） Legend name promoted
* Legent 1+1 Household Computer and Economic Computer
* 1990s slogan "What is the world going to be if we stop dreaming?"
** 1991 - 12.9% customer learned about the Legend from the slogan
** 7.6% bough the Lenovo PC because of it
:2000s
* due to slow growth on demand and increased competition:
** diversified customer requirements
** commoditized products and markets
** divided individual clients into three segments:
*** starters
*** mainstreamers
*** senior players
Three new brands:
* TianJiao
* FengXing
* JiaYue

=== Internationalization 。===
* 2003 - name change from Legend to Lenovo
* "Lenovo" is a portmanteau of "Le-" (from Legend) and "novo", Latin ablative for "new"
* "New" for innovation and "Legendary" at the same time
* Incorporation of emotional values: honest, innovative, passionate and easy-going
* Selection of "brand personalities" consistent with the emotional values of the brand and the target consumers' lifestyle
=== Corporate Brand vs Subbrands 。===
* less than 12% of people knew that Vaio was by Sony
* Lenovo required a reason to a subbrand to exist
* Lenovo brand provides trust and credibility
* ThinkPad brands have justification for a loyal customer base

B2B Branding - Case Studies - Revision history

Bernard Szlachta at 13:20, 16 September 2014