WFA/ISA -Global Conference vodafone The Vodafone Brand-Creating a culture of brand engagement Grace Molenaar Head of Brand Development Make the most of now
Confidential Mumbai, March 5, 2008 The Vodafone Brand 1 WFA/ISA - Global Advertiser Conference Make the most of now WFA/ISA – Global Conference Grace Molenaar Head of Brand Development The Vodafone Brand – Creating a culture of brand engagement
We are committed to building the world' s most valuable communications brand To be the world leader in mobile communications FINANCIAL TIMES The World's Most valuable brands Interbrand Interbrand's Annual Survey Pos. Brand Pos. Brand O vodafone 6 inte Comment& Analysis 7 NOKIA Co "Brand is a big issue. When peop think mobile products and services, 3 Microsoft 8iN ' Br we want them to go to Vodafone 4匡 9 s Genea Ehere comar 10 Marhe Vision 2001 o量 aton WFAISA -Global Advertiser Conference Confidential Mumbai. March 5. 2008 The Vodafone Brand
Confidential Mumbai, March 5, 2008 The Vodafone Brand 2 WFA/ISA - Global Advertiser Conference We are committed to building the world’s most valuable communications brand Vision, 2001 ‘To be the World Leader in Mobile Communications………….’
Our global brand building journey started only 7 years ago, and has had a number of distinct phases OpCo How are OpCo How are You? and Vodafone Executions executions Pre 2001 2001 2002 2003 2004 2005 2006 2007 Brand" How Are You?” Vodafone live! Make the most MTMON Migration Launch launch of now launch Tone of Hello Hello Estoy aaaahhhh ntw world's largest mooRe community wherever you are WFAISA -Global Advertiser Conference Confidential Mumbai. March 5. 2008 The Vodafone Brand
Confidential Mumbai, March 5, 2008 The Vodafone Brand 3 WFA/ISA - Global Advertiser Conference Our global brand building journey started only 7 years ago, and has had a number of distinct phases Brand Migration “Hello” “How Are You?” Launch Vodafone live! launch ‘Make the Most of Now’ Launch OpCo ‘How are You?’ and Vodafone live! executions OpCo ‘How are You?’ Executions Pre 2001 2001 2002 2003 2004 2005 MTMON Tone of Voice 2006 2007
We have also built the brand by unifying what was a proliferation of sub brands under a single brand hierarchy O vodafone point mat vodafone Mail TCA YR巴 Master Brand SYBASE vodafone CallAo 00m debitel Products Services The proliferation of sub-brands was hindering our ability to build vodafone as the leading brand in our category In a single brand hierarchy, there is only one brand; everything else is information to help customers navigate( this drove the implementation of our current naming strategy) WFAISA -Global Advertiser Conference Confidential Mumbai. March 5. 2008 The Vodafone Brand
Confidential Mumbai, March 5, 2008 The Vodafone Brand 4 WFA/ISA - Global Advertiser Conference We have also built the brand by unifying what was a proliferation of sub brands under a single brand hierarchy Products & Services In a single brand hierarchy, there is only one brand; everything else is information to help customers navigate (this drove the implementation of our current naming strategy) Master Brand The proliferation of sub-brands was hindering our ability to build Vodafone as the leading brand in our category
As a result we have achieved tremendous growth in our brand awareness and preference Evolution of Spontaneous Awareness for Evolution of preference for vodafone brand Vodafone brand 90 70 0000 20 -Spontaneous Awareness FY045 FY056 FYOE07 00心 Annual Performance Competion"Vodafone WFAISA -Global Advertiser Conference Confidential Mumbai. March 5. 2008 The Vodafone Brand
Confidential Mumbai, March 5, 2008 The Vodafone Brand 5 WFA/ISA - Global Advertiser Conference Evolution of Spontaneous Awareness of Vodafone Brand (Global Level) 0 10 20 30 40 50 60 70 80 90 100 Q1 2000 Q2 Q3 Q4 Q1 2001 Q2 Q3 Q4 Q1 2002 Q2 Q3 Q4 Q1 2003 Q2 Q3 Q4 Q1 2004 Q2 Q3 Q4 Q1 2005 Q2 Q3 Q4 Q1 2006 Q2 January 2000 - July 2006 Spontaneous Awareness Level (Weighted based on countries' mobile populations) Spontaneous Awareness As a result we have achieved tremendous growth in our brand awareness and preference 66.0% 68.0% 70.0% 72.0% 74.0% 76.0% 78.0% 80.0% 82.0% FY0304 FY0405 FY0506 FY0607 Annual Performance Preference amongst Users Competition Vodafone Evolution of Spontaneous Awareness for Evolution of Preference for Vodafone Brand Vodafone Brand