Brand Analysis - Branding-Institute

NICHT FÜR JEDEN:
Brand Analysis
Sabine Stalder, Silvia Tiedt, Alice Planta
Corporate Brand Management II, University of Berne
3 rd of May 2010

Introduction (1)
Does anyone of you
know @lbright?
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Introduction (2)
Does anyone of you
know Daniel Albrecht?
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Introduction (3)
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@lbright Daniel Albrecht
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known
48 participants (CH)
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Introduction (4)
Let us give you a feeling for the brand …
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Table of Content
1. About the presentation
– motivation, objectives
2. The Brand @lbright
– background information, @lbright Inc., Daniel Albrecht
3. Integrated Brand Management
4. SWOT-Analysis
5. Conclusion
– Corporate Mission, Brand Mission, Impression Management etc.
6. Recommendations by means of Best Practice Kjus
7. Discussion
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Our focus!
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Sources of Information
www.daniel-albrecht.ch
www.ochsnersport.ch
www.sf.tv
www.skionline.ch
www.gfc-chur.ch
www.kjus.com � a lot of promotion materials
www.wiwo.de/unternehmen-maerkte/nobelmarke-kjus-weltraumstoff-alsedel-outfit-384070/
Casanova, M.; Lecture Corporate Brand Management I (2009/2010)
� No information from @lbright‘s management, only internet research
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1. About the Presentation (1)
Our motivation
- a high interest in sports
- Bachelor of Science in Sport Science
- skiing as a passion
- preferences for good sport equipment
- to find out more about the branding at @lbright
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1. About the Presentation (2)
Our Objectives
- to get to know the brand @lbright
- to convey its potential
���� Give ideas for successful managing the brand @lbright
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2. The Brand @lbright
Snow sport Collection
of the World Champion
Daniel Albrecht.
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Photos: www.daniel-albrecht.ch; www.ochsnersport.ch
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Daniel Albrecht (1)
- born on May 25 th 1983 in Fiesch, Valais, Switzerland
- professional skier; Head Sponsor: Ochsner Sport
- Greatest athletic successes:
� Olympic Games 2006 4 th , Super Combination
� FIS World Champion 2007, Super Combination
- in 2008 presentation of his own Snow sport Clothing Line
called @lbright
© Swiss-Ski
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© getty 11

Daniel Albrecht (2)
- on January 22 nd 2009 he had a ski accident
� 3 weeks in artificial coma, brain trauma and strong
compression of the lungs
� it took him 5 weeks before he could recall his past
� objective to become a successful skier again
� time of come back uncertain
- on April 29th 2009 “Never give-up”-T-Shirt-campaign
� CHF 80’000 handed out to Fragile Suisse and Pro Integral
Source: www.sf.tv; 2www.skionline.ch
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Background Information
- in 2003 Daniel Albrecht sells self-designed products to his fans
on his website
- increasing demand due to his athletic successes
� after he became World Champion all products were sold out
- he had the idea for his own professional snowsport collection
� as second source of income
- "Albright" is the nickname of Daniel Albrecht
- @lbright inc. was founded in 2007 together with his long-term
sports manager
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@lbright inc.
- Snow sport collection producer
- founded on October 8th 2007
- one firm architecture
- Fry, Giusep: general partner and CEO
Albrecht, Daniel: general partner
- exclusive distribution partner: Ochsner Sport
- first collection in 2008/2009
� sales: 13’000 pieces
� turnover: CHF 2,5 million
� 29 models (second collection: 41 articles)
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3. Integrated Brand Management
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© Prof. Marco Casanova, Branding-Institute 15
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Corporate Mission
Identity
- a Swiss Company which makes high-tech and qualitative snow sport
clothes
Vision and Mission statement
- create each season a new and professional snow sport collection
having a trendy design
- expanding
- strengthen @lbright as a brand
Business Strategy
- to produce high quality, multi-functional, trendy snow sport clothes
- fair prices
- one exclusive distributor
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Brand Mission (1)
How is @lbright perceived?
- The brand depends on the person Daniel Albrecht (destiny,
athletic successes)
- @lbright is compared to Kjus (Lasse Kjus as a ski professional
& Kjus as a snowsport collection)
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Brand Mission (2)
How does @lbright want to be perceived?
- younger target group than Kjus
- less expensive (Kjus CHF 3’000, @lbright CHF 499 per jacket)
- multifunctional, high-quality and trendy clothes for a new groove
on the slopes
- dynamic and trendy label � clothes with actual hip colours
- for young urban snow sports people, who cherish high-quality
materials as well as trendy design
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Impression Management (1)
- Daniel Albrecht: “As a professional snow sportsman I know,
which criterias have to be conformed by optimal winter clothes.
This know how is a crucial advantage for the brand @lbright.”
“Als Profi-Schneesportler weiss ich, welche Kriterien eine optimale
Winterbekleidung erfüllen muss. Dieses Know-how ist ein entscheidender Vorteil
für die Marke @lbright.”
- Snow sport collection based on Albrecht’s ideas solely (design,
quality, functionality)
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Impression Management (2)
- People are more aware of Daniel Albrecht
than of the brand @lbright
� high awareness as a professional
sportsmen, fighter and
businessman
detailed view of the questionaring results
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Impression Management (3)
Brand Sophistication Ladder
� Brand-guided companies
� Emerging-brand companies
� Brand-agnostic companies
Branding follows Strategy ≠ Branding is Strategy!
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© Marco Casanova
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CI - Corporate Communication (1)
“Communication is no longer understood
as an operational carrying out (only),
but as a strategic management tool
and it is used accordingly.”
(lic.rer.pol. Marco Casanova 2009)
- communication through Albrecht‘s
Sport Management Agency
- collections are promoted via press
releases, exhibitions and press
conferences
- all information are decentral
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Source: own picture
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CI - Corporate Communication (2)
- no promotion during the summer season
- Daniel as model for his collection (new representative André
Reithebuch, Mr. Switzerland 2009)
- head sponsor of Urs Imboden
- claim: „Not for everybody“? (compared to target group definition)
� conflict?
- homepage: www.daniel-albrecht.ch (not www.albright.ch)
- communication doesn‘t rise any emotions
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CI - Corporate Communication (3)
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CI - Corporate Design (1)
- logo design: no link to sports (computer-mouse?)
- inconsistent use of the logo
Source: www.sf.tv; www.skionline.ch
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CI - Corporate Behavior (1)
- Albrecht stands for his ideas and @lbright‘s success
- Fry supports the athletic career of Daniel Albrecht � Sport
manager of Daniel and CEO of @lbright
� conflict?
- no information and assistance for our presentation
- very few information from Ochsner Sport
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CI - Corporate Behavior (2)
Gina Achermann (Albright GmbH/GFC Sportsmanagement AG)
„ … regrettably we cannot participate in such
analysis, because of competition reasons.
… good luck for your bachelor degree.“
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CI - Corporate Behavior (3)
Questions to Ochsner Sport and @lbright
The article search at Ochsner Sport Online-Shop doesn’t contain the brand
@lbright? Is this due to dependence on winter season?
Can you Barbara tell us anything Knapp, concerning PR Switzerland, vision or DOSENBACH-OCHSNER mission of @lbright? How AG is the
precise wording?
„Usually we don‘t answer such requests,
because of it‘s time-consuming.
But your questions are deliberated. Hence I sended
your request up to the @lbright coordinator at Ochsner Sport.
Are advertising campaigns managed by @lbright or Ochsner Sport?
Does @lbright wants to be linked with Daniel Albrecht and should this be
communicated? Or should the brand be managed independently of Daniel and
his success in sport?
… Maybe you‘ll get more information next week.“
What perception @lbright as brand envisages?
The „Never give up“-project wasn’t communicated directly with @lbright. Was this
decision consciously?
Who is the target group of @lbright?
What is the statement of the claim “Not for everbody!”?
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CI - Corporate Behavior (4)
Questions to Ochsner and @lbright
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- Ochsner Sport Online-shop
- Vision/mission
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- advertising campaigns
- link to Daniel Albrecht
- envisaged perception
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- „Never give up“-project
- target group
- statement of “Not for everbody!”?
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Integrated Communication (1)
Target group
- young urban snow sports people, who cherish high-quality materials
as well as trendy design
Centralization
- distribution: only in Switzerland
- exclusive distribution partner: Ochsner Sport
Communication & marketing
- strong relationship with fans, media and business partners
- no own marketing campaigns
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Integrated Communication (2)
Using of tools
- media (e.g., the accident and Albrecht’s hard way back
� documented by SF TV)
- campaigns by Ochsner Sport
- Facebook
- Online shop by Ochsner Sport
- different channels (information are not centralized)
- no merchandising articles (compared to Kjus)
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Integrated Communication (4)
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4. SWOT-Analysis
INTERNAL
EXTERNAL
STRENGTHS WEAKNESSES
- strong relationship
-Sdfs
(Ochsner
d
Sport, Fry)
-
-Adfs
exclusivity
- experience, high-quality
- own ideas
- cheaper than Kjus
- trust in Albrecht/brand
- new lines (casual wear)
- directly link to Albrecht
(destiny, “Never give up!”)
� brand benefits from his
popularity in Switzerland
- communication
- broader distribution
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- Sport manager as business
partner � different objectives
- Weak corporate
vision/mission
- communication
- no obvious goals
- brand depends on success of
Daniel Albrecht?
- season depending sales
- one distributor
- high competition area
OPPORTUNITIES THREATS
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5. Conclusion
Brand Sophistication Ladder
� Brand-guided companies
� Emerging-brand companies
� Brand-agnostic companies
Branding is Strategy!
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© Marco Casanova
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6. Recommendations (1)
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Kjus Lasse Kjus
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48 participants (CH)
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Source: www.kjus.com
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6. Recommendations (2)
Facts & Figures
- founder: Lasse Kjus, Norwegian skier and Olympic Champion
- established in 2000
- stock corporation
- president of the supervisory board and CEO: Didi Serena
- in 2008 $ 40 Mio turnover
- sales in 30 countries
“Sporty skier need ski gear that goes beyond the limits of its possibilities.
With uncompromision material, innovative designs and especially a high
level of wearing comfort as well as freedom of movement. These experience
lay out the foundation for Lasse to get involved in the development of KJUS
Systems for all aktive and ambitious skiers.”
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6. Recommendations (3)
Industry-Specific Stakeholder
– direct contact with end-users
– sport-shops
� new distribution channel
� a few distributors in Switzerland
� E-buy possibilities (opportunity for international promoting)
Public market
– sponsoring of a charity ski race (Pesko Kjus Ski Classic –
www.lenzerheide.com)
� ambassador and patron of the Aletsch-Area
� annual Charity-Race for brain-damaged patients
(i.e., annually on the day of his accident)
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6. Recommendations (4)
Corporate Mission: Business Strategy
– mainly snow sport clothes but also casual wear
� summer sport collection (i.e., bike ware, outdoor sports)
� production of sustainable clothes (connection with
the Aletsch-Area)
� first, establish @lbright in Switzerland
Impression Management
� passion for skiing, best quality
� create a feeling for the brand
���� directly link to Daniel Albrecht to benefit from his image
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6. Recommendations (5)
Corporate Identity
– Corporate design: Logo, Homepage
– Corporate communication: skiing as a passion/spirit of skiing,
uncompromising ski wear
� new logo
� define strategy, mission and vision and fulfill it with a stringent
communication strategy
� continue the “Never-Give-Up”-campaign and link it to
@lbright
� Swissness
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� Possible logo, only
if @lbright distributes wintercollection.
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Source: www.kjus.com
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6. Recommendations (6)
Communication, Marketing & Using of Tools
– Kjus World
� picture gallery, film, news, Kjus World Magazine, wallpaper,
your ideas
– Kjus Club, newsletter, promotion material
– sponsoring of Bode Miller, famous test-persons
– website
� own website
���� connection of Daniel Albrecht with @lbright
� marketing in the ski-resort Aletsch
� sponsoring of young skier talents
� a marketing specialist
� events, PR, point of sale promotions
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Source: www.kjus.com
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Goals of the Presentation
Our Objectives
�
�
- knowing the brand @lbright
- to convey its potential
���� to propose ideas for successful managing the brand
@lbright
Main recommendations:
Corporate Strategy
� e.g., establish the brand in Switzerland, then
expand internationally
Corporate Identity
� e.g., @lbright directly linked to Daniel Albrecht,
but not to the Sport Management Agency GFC
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7. Discussion
Thank you for your attention!
Source: www.kjus.com