Facebook Brand Analysis - Strategic Brand Management
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The document analyzes Facebook's brand value, revenue, profitability, advertising expenditures, and share price from 2007-2013. It finds that while Facebook has high brand awareness and a strong social media presence, its revenue model and ability to build brand equity for customers is weaker. Specifically, it argues that Facebook's revenue model does not fit with having users and customers as different parties, and that it lacks a clear brand mantra or strong points of differentiation for customers. The conclusion is that Facebook has succeeded as a social media brand but not as effectively in online advertising, and its revenue model and brand building expenditures require more justification beyond user growth and engagement.
Facebook Brand Analysis - Strategic Brand Management
- 1. 1 Company Proprietary and Confidential Copyright Info Goes Here Just Like This Brand Analysis on Facebook, Inc. Presented By 2010/MBA/WE/MKT/15 - R Shyamali Dias 2010/MBA/WE/MKT/14 - Nuwan Ireshinie De Silva
- 2. 2 Company Proprietary and Confidential Copyright Info Goes Here Just Like This Presentation Outline Introduction to the Organization Objective of the Study Literature Review Findings Analysis of the Findings Conclusion
- 3. 3 Company Proprietary and Confidential Copyright Info Goes Here Just Like This Introduction to Facebook Social utility that connects people with friends and others who work, study and live around them The Business of the Organization Business/Revenue Model of Facebook
- 4. 4 Company Proprietary and Confidential Copyright Info Goes Here Just Like This Business - Revenue Model
- 5. 5 Company Proprietary and Confidential Copyright Info Goes Here Just Like This Management
- 6. 6 Company Proprietary and Confidential Copyright Info Goes Here Just Like This Objective of the study To analyze the brand value, revenue, profitability, advertising expenditure and share price(s) of the organization and to understand the link and relationship between these dimensions from a strategic brand management perspective.
- 7. 7 Company Proprietary and Confidential Copyright Info Goes Here Just Like This Literature Review Four Main Steps in Strategic Brand Management Process Identify & Establish Brand Positioning & Value Plan & Implement Brand Marketing Programs Measure & Interpret Brand Performance Grow & Sustain Brand Equity
- 8. 8 Company Proprietary and Confidential Copyright Info Goes Here Just Like This Literature Review Brand Building Blocks
- 9. 9 Company Proprietary and Confidential Copyright Info Goes Here Just Like This Findings.. . Year Brand Rating Brand Value (USD) Enterprise Value (USD) Pre-tax Income (USD) Sales Revenue (USD) Advertis ing Spent (USD) Share Price USD 2013 - 59.67 Billion (Jan) - - - 31.04per share 2012 AAA 8.7 B 44.46 B (Sept 30th) 64.78 B (Jun 30th) Avg. 56.30 B 775M 4.64 B - 38 per share 2011 A 3.6 B - 1.7 B 3.71 B 427M - 2010 - - 1.01 B 1.97 B 187M - 2009 - - 254 M 777 M 115M - 2008 - - (56) M 272 M - - 2007 - - (135) M 153 M - -
- 10. 10 Company Proprietary and Confidential Copyright Info Goes Here Just Like This Analysis Comparing brand value, enterprise value, revenue and profit Share prices 2007 2008 2009 2010 2011 2012 Sales Growth _ 77.78% 185.66% 154.05% 87.99% 25% Pretax Income Growth _ 58.52% 296.85% 68.15% 555.57% -54%
- 11. 11 Company Proprietary and Confidential Copyright Info Goes Here Just Like This Analysis Awareness Level and Usage of Facebook on Internet
- 12. 12 Company Proprietary and Confidential Copyright Info Goes Here Just Like This Analysis | Main Argument “Brand” does not become valuable just because it has so many users but that it becomes valuable because it can derive Revenue. Facebook revenue model and business model does not fit. Customers and Users are different parties. Employees and investors have less trust. Facebook is banned in some countries and in many organizations around the world
- 13. 13 Company Proprietary and Confidential Copyright Info Goes Here Just Like This Analysis | Main Argument Privacy fails in many situations. Mission - “make the world more open and connected”.
- 14. 14 Company Proprietary and Confidential Copyright Info Goes Here Just Like This Analysis Strategic Brand Management Process at Facebook Key Concept For Facebook Users For Facebook Customers Mental Maps Social media platform Advertising platform Competitive Frame of Reference Social Media website Online Advertising channel Points of Parity & points of difference Points of Parity – allow users to connect each other Point of Difference – Simplicity, Innovations, viral networking Points of Parity – Allow customers to do advertising, Point of Difference - ? Core Brand Association Connecting people Drive visitors to advertisers and generate revenue. Brand Mantra Social utility No Brand Mantra for customers
- 15. 15 Company Proprietary and Confidential Copyright Info Goes Here Just Like This Analysis Facebook Brand Analysis with Customer -Based Brand Equity Model For users - Yes For customers - No
- 16. 16 Company Proprietary and Confidential Copyright Info Goes Here Just Like This Analysis Facebook Brand Analysis with Customer -Based Brand Equity Model
- 17. 17 Company Proprietary and Confidential Copyright Info Goes Here Just Like This Conclusion Success as a Social Media Brand But not as an online advertising channel Revenue model is not strong enough to have higher brand value No information to justify the brand building expenditure other than R&D Brand Rating is AAA with high awareness level among users Rapid growth of mobile phone usage is a threat
- 18. 18 Company Proprietary and Confidential Copyright Info Goes Here Just Like This Thank You……… Future of Facebook?