Mumbai,March5,2008WFA/ISA-GlobalAdvertiserConference1ConfidentialTheVodafoneBrandMakethemostofnowWFA/ISA–GlobalConferenceGraceMolenaarHeadofBrandDevelopmentTheVodafoneBrand–CreatingacultureofbrandengagementMumbai,March5,2008WFA/ISA-GlobalAdvertiserConference2ConfidentialTheVodafoneBrandWearecommittedtobuildingtheworld’smostvaluablecommunicationsbrandVision,2001‘TobetheWorldLeaderinMobileCommunications………….’Mumbai,March5,2008WFA/ISA-GlobalAdvertiserConference3ConfidentialTheVodafoneBrandOurglobalbrandbuildingjourneystartedonly7yearsago,andhashadanumberofdistinctphasesBrandMigration“Hello”“HowAreYou?”LaunchVodafonelive!launch‘MaketheMostofNow’LaunchOpCo‘HowareYou?’andVodafonelive!executionsOpCo‘HowareYou?’ExecutionsPre200120012002200320042005MTMONToneofVoice20062007Mumbai,March5,2008WFA/ISA-GlobalAdvertiserConference4ConfidentialTheVodafoneBrandWehavealsobuiltthebrandbyunifyingwhatwasaproliferationofsubbrandsunderasinglebrandhierarchyProducts&ServicesInasinglebrandhierarchy,thereisonlyonebrand;everythingelseisinformationtohelpcustomersnavigate(thisdrovetheimplementationofourcurrentnamingstrategy)MasterBrandTheproliferationofsub-brandswashinderingourabilitytobuildVodafoneastheleadingbrandinourcategoryMumbai,March5,2008WFA/ISA-GlobalAdvertiserConference5ConfidentialTheVodafoneBrandEvolutionofSpontaneousAwarenessofVodafoneBrand(GlobalLevel)0102030405060708090100January2000-July2006SpontaneousAwarenessLevel(Weightedbasedoncountries'mobilepopulations)SpontaneousAwarenessAsaresultwehaveachievedtremendousgrowthinourbrandawarenessandpreference66.0%68.0%70.0%72.0%74.0%76.0%78.0%80.0%82.0%FY0304FY0405FY0506FY0607AnnualPerformancePreferenceamongstUsersCompetitionVodafoneEvolutionofPreferenceforVodafoneBrandEvolutionofSpontaneousAwarenessforVodafoneBrandMumbai,March5,2008WFA/ISA-GlobalAdvertiserConference6ConfidentialTheVodafoneBrandOurbrandisbuiltonafoundationofanumberofstrategiccomponents,withtheMarketingFrameworkattheirheartMARKETINGFRAMEWORKBRANDEDCUSTOM...
