1. Cooperative Communication of
B dBrands
EACD Regional Debate - Sofia

2. AgendaAgenda
1. Cooperation of Brands Page 03
2. Integration of Corporate Communication into Customer Events 08
3. Practical examples 13
May 28th, 2010 Cooperative Communication of Brands 2

3. Corporate and Product BrandsCo po ate a d oduct a ds
Product Brand
Corporate
Brand
Product Brand
Brand
Product Brand
Product Brand
May 28th, 2010 Cooperative Communication of Brands

4. Corporate Brand DominationCo po ate a d o at o
• the brand of the organization is in the
middle point of the communicationsp
• flexibility at the product palette groups
• more typical for the retailers
• middle and long-term orientation
• focus on the corporate culture,
strategic thinking and company’s values
May 28th, 2010 Cooperative Communication of Brands

5. Product Brands Dominationoduct a ds o at o
• the brands of the products/product
groups are in the focus of theg p
communications
• flexibility regarding the retailers, i.e.
more typical for the manufacturers
• short-, middle- and long-term
orientation
• focus on the sales performance and
profit orientation
• more direct customer approach
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6. Cooperation of Corporate and Product BrandsCoope at o o Co po ate a d oduct a ds
• combination of both corporate and
product brands dominationp
• suitable for image transfer processes
• sales and corporate thinking orientation
at the same timeat the same time
• best results if targeted communications
are applied
• more expensive because of the need of• more expensive because of the need of
detailed information and complex
communications (in order to avoid
confusion)
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7. AgendaAgenda
1. Cooperation of Brands 03
2. Integration of Corporate Communication into Customer Events Page 08
3. Practical examples 13
May 28th, 2010 Cooperative Communication of Brands 7

8. Types of Customer Eventsypes o Custo e e ts
C t
cation
Corporate
Customer Events
C t
communic
Corporate
Customer Events
with Product Brands
Communication
ratebrand
Product Brands
Events with
Corporate
Communication
Product Brands
corpor
Product Brands
Events
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product brands communication

9. Corporate Customer EventsCo po ate Custo e e ts
• organization oriented
t l d lt• pure corporate values and culture
messages
• the product brands do not present on
communication level*communication level
• usually used for big company
anniversaries, management changes,
financial presentations etc.
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* The corporate brand could not be 100% separated
from the product brands

10. Cooperative Customer EventsCoope at e Custo e e ts
• includes both corporate events with
product brand and product brand withp p
corporative communications because the
differentiation between the types is quite
vague/obscure
t ft d i ti• most often used communication
• integrates advantages of both types
• used for company anniversaries, trade
shows and exhibitions, openings, open-
door days etc.
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11. Product Customer Eventsoduct Custo e e ts
• pure product/product range
communication*
• usually short- and middle-term oriented
events
• market launch or market penetrationmarket launch or market penetration
specific
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* The product brands could not be 100% separated from
the corporate image/company corporate identity

12. AgendaAgenda
1. Cooperation of Brands 03
2. Integration of Corporate Communication into Customer Events 08
3. Practical examples Page 13
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13. Balkan StarBalkan Star
Balkan Star Passenger
Balkan Star
Automotive
Balkan Star
Motors
Balkan Star
Remarketing
Balkan Star
Retail
cars
Mercedes-
Benz,
Maybach,
Setra,
Mitsubishi Mitsubishi
Used
vehicles
Mercedes-
Benz,
Mitsubishi
Fuso,
Chrysler,
Vans &
Trucks
Mitsubishi
Fuso
Chrysler,
Jeep,
Dodge
Mitsubishi vehicles Chrysler,
Jeep,
Dodge,
Mitsubishi
Busses &
Coaches
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Wolesale Wholesale
Wholesale
Retail
Retail

14. Corporate Customer EventCo po ate Custo e e t
Management change
J 2007 S fi B lk St• June, 2007 – Sofia, Balkan Star
• customer event with ca. 300 guests
• thank-you and welcome speeches from
partner companies, branch organizations
and the Germany’s Ambassador to Bulgaria
• entertaining program with live music,
dances and catering guided tours throughdances and catering, guided tours through
the head quarter and the retail outlet
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15. Corporate Event with Product Brands CommunicationCo po ate e t t oduct a ds Co u cat o
New Retail outlet opening
J 2008 V• June, 2008 – Varna
• Message: Balkan Star has a vast portfolio
of brands and offers the best service and
venue for its customers (Universe of brands)venue for its customers (Universe of brands)
• media press-conference, customer event,
open doors day (+outdoor channel, print
ads, radio spots, flyers)
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16. Product Event with Corporate Communicationoduct e t t Co po ate Co u cat o
15 Years Balkan Star
M d B St E i 15 St• Mercedes-Benz Star Experience: 15 Stars
for the 15th anniversary
• December, 2008 – St. Sofia Golf Club &
SPA (Village of Ravno pole near Sofia)SPA (Village of Ravno pole near Sofia)
• closed customer and media event,
repeated in reduced scales in Plovdiv and
Varna
• drive-experience, management
participation
• sample way to thank customers for theirp y
loyalty throughout the years
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17. Product Brand Eventoduct a d e t
Mitsubishi Fuso Market Launch
A il 11th 2008 S fi B lk St• April 11th, 2008 – Sofia, Balkan Star
• Media and customer event for the
introduction of the new trade mark in Balkan
Star portfolioStar portfolio
• “Japan oriented” entertaining program with
music, catering and presentation of the
National Sumo Team of Bulgaria
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18. Cooperation of Brandsp
THANK YOU!
Contact:
Vanya Babaniny
vanya.babanin@gmail.com; +359 888 244 178
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