What makes a solid brand? Values.
1. People
2. Good Business
3. Values
From the oldest hotel and business in the world, Nishiyama Onsen Keuinkan, to Colgate, Kelloggs, John Deere, Nestle, Unilever, and most other brands that have lasted over a hundred years, which we have studied, they all have one thing in common – brand values.
The founder(s) gave careful thought to the lasting principles that will govern the existence of the business as a brand and each successor had a duty to preserve and transfer these values to their own successor(s).
Here is a quick preview of some of these reputable brands and how values have helped them become solid brands:
a) Nishiyama Onsen Keuikan: The core value of this ancient brand is captured right in its mission statement, “it is the pleasure and mission of Keiunkan to carefully protect the benefits from this rare earth.” Preservation is an enduring principle for this brand and for over 1300 years now, it has ensured that the hot springs are preserved which implies that the hotel which was built to house the springs has to be preserved generation after generation.
b) Colgate: On their official website, we found the statement “The small soap and candle business that William Colgate began in New York City early in the 19th century is now, more than 200 years later, a truly global company serving hundreds of millions of consumers worldwide. Throughout this history, Colgate people and Colgate values have been at the heart of our success.” At the very heart of their success as a brand that is over 20 decades old, lies two things we have mentioned in these series of what makes a solid brand, people and values.
c) Kelloggs: More than 100 years ago, Will Keith Kellogg founded this brand and ever since then, it has gone on to become a solid brand. In their own words, “through our values-based culture, we create a stronger future every day”.
d) Nestle: Founded 152 years ago, innovation has been at the heart of the brand since its beginning. In their words, “ever since Henri Nestlé invented Farine Lactée to alleviate infant mortality, we have been dedicated to enhancing people’s lives.” Their value of quality is based on the commitment to enhance the quality of lives.
e) John Deere: This brand goes straight to the point on their website, “We work every day to uphold our founder’s core values. Integrity, quality, commitment, and innovation are more than ideals we work toward. They are values we live and breathe – values found in every product, service, and opportunity we offer.”
The world has over 5000 business brands that are over 200 years old (over 3000 of them are in Japan), and Japan alone has over 21000 business brands that are over 100 years old. One thing all these brands seem to have in common is the values they have held on to through the decades.
The question for you is, what principles govern your business?
What core values are you weaving through the fabric of your business that could be passed on to successors?
If you desire to build a solid brand that will stand the test of time, articulate and communicate your brand values to all stakeholders.
Building profitable and reputable BRANDS is what we love doing.
More lessons coming on what makes a solid brand.
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BRAND REVIEW: MOUKA FOAM OF COMFORT
When the day winds down and the body gets weak, every human craves for one thing, to return home to the comfort of their mattresses. For decades, Mouka Foam has been satisfying this need for soft, homely comfort. This makes it one of the most reliable and recognisable foam brands in Nigeria.
For its brand consistency, we became interested in Mouka to discover its unique features and the market strategies it has employed over the years. From our findings, Mouka Foam is not an ordinary brand and it is one worthy of emulation. Here is a bit of its history.
BRAND HISTORY
Mouka’s journey dates back to 1959 when it was founded by the Faiz Moukarim family and was located in Kano State, Nigeria. The company first started out as a factory named Moukarim Metalwood with the focus to manufacture furniture and iron beds. As the company progressed, they ventured into other products like mattress (which it is mostly recognised for), rug, duvet, pillow, etc. To stand out in its industry, the company came with a special recipe, a mind-blowing attention to quality.
In no time the company expanded to Lagos in 1972 with a rebranded name, Mouka Limited and a mission to broaden its horizon. From then on, the company has established production facilities in Benin and Kaduna, from where it distributes to other states in Nigeria.
With little or no competition, Mouka Limited rose to the top in its industry and earned reputation as a leader in the manufacturing of polyurethane-based products in Nigeria. The company has gained more market shares in Nigeria and the ECOWAS sub-region. The brand reaches its customers through its thousands of distributors and sub-distributors all over the country.
Exhibiting its leadership position, in 1992, Mouka Limited spearheaded the end of carbon-flouro-carbon (CFC) materials during production. Also in 1999, it became the first foam company to receive ISO 9001 certification (Laboratory) in Nigeria, thereby setting the pace for other brands.
Mouka Limited has not only built a brand but has carefully selected a team of dedicated individuals to manage the company. Its staff are committed to the brand’s values and vision.
BRAND VISION
“To be the clear leader in the polyurethane business in Nigeria.”
BRAND MISSION
“To add comfort to life.”
BRAND VALUES
The way an apple never falls far from its tree, is the same way the brand’s services never falls below its values. These values continue to drive it smoothly on the success path.
- Passion
- Integrity
- Innovation
- Performance
- Excellence
BRAND STRATEGY
From the onset, Mouka had established itself as a brand that produces high quality products. History has it that it was the first foam manufacturing company to offer quality warranty on its products. It has also been tested and proven by most of its customers. Through its standard of production, the company continues to gain more trust and recognition in the market.
Mouka Limited has chosen the innovative approach in executing its business. It utilises both recent technology and the will power of its team to ensure the brand’s mission is achieved and customers get the comfort they deserve.
The brand boasts of a rich network of distributors, sub-distributors and Sleep Galleries positioned in different parts of the country. Due to its efficient production facilities in strategic cities, the brand remains a solution provider and supplier in the foam industry.
Written by Jennifer Chioma Amadi
Do you aspire to build a sustainable brand? We are just an email away at wecare@mapemond.com
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BRAND REVIEW: UNILEVER, DOING IT UNIVERSAL
Unilever is unarguably one of the prominent brands that has added value and impacted the world through its numerous products. If you take stock of the products you use ranging from tea to detergent, bath soaps, seasoning cubes, and so on, you are very likely to discover that Unilever is very much present in your home.
Particularly in Nigeria, most of Unilever’s products are recognised leaders in their various market segments since they have become preferred and trusted brand in the heart of a great number of consumers. With over 400 brands under its umbrella in more than 190 countries, Unilever has strategically stamped its name in the sands of time and has become a legend as a consumer goods company. Follow through as we explore the different aspects of this universal brand.
BRAND HISTORY
Unilever’s purposeful journey started as far back as 1800 as a merger of many small family businesses. The company leveraged different commodities starting from butter the Jurgens started in 1860 in the Netherlands. In 1927, the company merged with another thriving butter company owned by a Dutch family, Van den Bergh. Together they worked to develop and trade a new product, which we know as margarine, a more affordable substitute for butter. Their business was called Margarine Unie.
In 1884, William Lever who started his business under the name, Lever Brothers, had produced a new soap he named Sunlight. This distinctive soap, made up of copra or palm kernel oil had the ability to lather easily unlike the soap brands before it. To add to its uniqueness, Sunlight was packaged differently and eventually became one of the first brands to gain visibility through advertisement. These adverts were done using creative mediums such as small cards inserted into soap packaging, featuring the Sunlight brand in cartoon drawings or calendars.
The Lever Brothers and Margarine Unie merged in September 1929 to form Unilever. In a bid to increase their market options, in 1943, Unilever acquired T. J. Lipton, Batchelors Peas, and then Pepsodent in 1944.
Moving forward, the company launched new products and acquired more companies like the British-based Lipton Ltd, Brooke Bond, the maker of PG Tips tea, Chesebrough-Ponds the maker of one of their popular brands, Vaseline. It also acquired the enterprise Ben and Jerry, Slim Fast, Knorr, Hellmann’s and a whole lot of others. These acquisitions have all combined to make Unilever the empire it is today.
While Unilever was deepening its root overseas, it also launched its brands in Africa in 1923. In that year, Robert Hesketh Leverhulme started his trading business under the name, Lever Brothers (West Africa) Ltd in Nigeria. The business focused mainly on soap trade and subsequently in 1925 opened a factory in Apapa. The company’s name was changed to Lever Brothers Nigeria Limited in 1955 and while it expanded to food products, another factory was launched in Aba in 1958.
After the introduction of Omo detergent in 1960, Lever Brothers got more attention as it met the need of many consumers. This achievement led to the commissioning of a manufacturing factory, in 1964, for the Omo brand. Unilever became a publicly listed company in 1973, due to the indigenisation decree made in 1972. This saw the company selling 60% of its shares to the Nigerian public making it a Nigerian owned company.
The company continued to broaden its range of products and began to source for its raw materials locally. In order to achieve their new venture, the company invested in crop production, oil palm milling and tea plantation. In 1995, Unilever merged with Unilever Nigeria Limited, a subsidiary of the Unilever U.K. This merger gave Unilever a certain level of control in the Nigerian market. However, in 2001, the company was changed to Unilever Nigeria Plc. Since then, the company has continued to evolve and expand.
BRAND VISION
Unilever is a purpose driven brand that has operated with a clear vision which is basically to make sustainable living commonplace. This vision has transcended in all aspects of their operations
BRAND STRATEGY
In every region, Unilever combines its multinational expertise with local cultures in order to blend with consumers. This way it continues to penetrate deep into its target market. Its long-term strategic choices range from an active portfolio management, a focused approach to innovation, investment in digital marketing. Adding to this, they have employed consistency, competitiveness in innovations, profitable improvement, and social responsibility as their major market strategies.
BRAND VALUES
Unilever operates with simple core values such as;
- Honesty,
- Integrity and
- Openness
BRAND PRIORITIES
Unilever has some sets of clear priorities, which guides its campaigns and operations;
- A better future for children
- A healthier future
- A more confident future
- A better future for the planet
- A better future for farming and farmers
BRAND IMPACT
Unilever has proven to be a people centred brand from its approach of executing its operations from manufacturing, down to distribution. It seeks for the healthiest alternatives when producing its products.
One visible way they have made impact over the years is by initiating transformational change in the society through ending of deforestation, improving the quality of water people use, heading agricultural enhancement programs, increasing sanitation and hygiene, training small holders to farm sustainably, and women empowerment etc. They have accomplished most of these projects through partnership with government and NGOs
BRAND RECOGNITIONS
For its quality and consistency in pursuing its purpose, the brand has received several recognition, which include:
No.1Top spot in the Personal Products sector of the 2017 Dow Jones Sustainability Index
No.1 Global Corporate Sustainability Leaders in the 2017 Globe Scan/Sustain Ability annual survey
‘A’ Grade for Climate Change, Water, Forests and Supplier Engagement in CDP’s 2018 Global Supply Chain report.
With its wealth of experience, in depth market strategy and clear vision, Unilever will continue to be an acceptable and remarkable brand.
Written by Jennifer Chioma Amadi
Do you desire to build a brand that will stand the test of time? We can help! Send us an email at wecare@mapemond.com.
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BRAND REVIEW: NOKIA IN RETROSPECT
A phone brand with variety of ringtones almost half of Nigerians cannot forget is Nokia. With its different models that came in different shapes and sizes with different abilities, Nokia sure did leave a mark on the walls of the telecommunication market in Nigeria. It had a grand entrance into the market and enjoyed a good season of dominance.
Interestingly, with time and as new brands emerged with different technologies and innovations, Nokia began to lose its stand and at some point was wiped out of the Nigerian market. Determined to spring back to its feet, Nokia through its partnership with Microsoft produced new products to satisfy the ever craving Nigerian market.
Regardless of what must have gone wrong, it is undeniable that Nokia is a remarkable brand and there are many lessons to learn from its brand story. So brace yourself as we dissect one of the historical brands ever – Nokia.
BRAND HISTORY
Nokia, what we now know as one of the most popular multinational telecommunications brands in the world went from one industry to another before venturing and becoming known for production of mobile phones. Here is how it transited.
In the early period of 1865, May 12th precisely, Fedrik Idestam, a mining engineer, founded Nokia in Finland. In that year, the brand did not start as a telecommunication brand rather it commenced as a single paper mill operation. The company went public with the name Nokia Ab in 1871 when Leo Mechelin, Idestam’s friend joined hands with him.
Like most partnership, Idestam and Mechelin did not agree on everything. At some point, Mechelin wanted to expand the company into the electricity business but Idestam declined the idea. In 1896, Idestam retired and Mechelin became the company’s chairperson. Nevertheless, after Idestam had retired in 1896, Mechelin pushed his idea to the company’s shareholders and eventually Nokia became an electricity company in 1902.
Due to its near bankruptcy after World War I, Suomen Gummitehdas Oy, popularly known as Finnish Rubber Works, acquired Nokia. It was a company founded in 1898 by Eduard Polon, a business leader. The Finnish Rubber Works subsequently acquired Suomen Kaapelitehdas Oy (Finnish Cable Work). This new company was into the production of telephone, telegraph and electrical cables.
While Nokia Ab, Suomen Gummitehdas, and Suomen Kaapelitehdas were under the same roof, they did not merge legally but became a viable group.
However, in 1967, the three companies merged to form Nokia Corporation. This new establishment manufactured products like paper items, car and bicycle tyres, rubber boots, communications cables, televisions and other consumer electronics, personal computers, generators, robotics, capacitors, military technology and equipment (such as the SANLA M/90 device and the M61 gas mask for the Finnish Army), plastics, aluminium and chemicals.
The company ran for close to fifteen years within which it experienced loss at some points, giving birth to a new focus on mobile phone technologies. From the merger between Nokia and Salora, in 1979, the Nordic Mobile Telephone (NMT) network called 1G, which became the first fully automatic cellular phone system, was developed.
In order to create better phone models, Nokia purchased Salora in 1984. Following the success of this, in 1987, Nokia launched its first mobile phone “Mobira Cityman 900” for NMT– 900 networks that was able to accommodate data.
After gaining its ground in the mobile phone industry, Nokia commenced operations in over 130 countries connecting millions of people all over the world.
BRAND VISION
Nokia explains its vision simply, “we create the technology to connect the world.”
BRAND VALUES
The brand has operated with solid values over the years. Here they are;
- Respect
- Challenge
- Achievement
- Renewal
BRAND DOWNTIME
As more competitions arose among the mobile phone brands, in 2008, Nokia’s market share fell to 40.8 percent. Even though Nokia tried to get back its position in the market by releasing new models like N97 touchscreen device, it still experienced some loss in 2009.
Even with the losses, Nokia refused to give into the pressure to switch to producing Android based smartphones and continued to focus on producing more Symbian based smartphones which were no longer selling in the market. This again saw their market shares drop further in 2010.
In search of a remedy, Nokia went into partnership with Microsoft. Because of this partnership, Nokia adopted Windows Phone as the operating system for the smartphones it produced from 2011. Nokia took a more courageous step on the 25 April 2014 to sell its mobile phone business to Microsoft for £3.79bn.
BRAND STRENGTH
Despite all the pitfalls, Nokia continues to bounce back, proving itself as a hard nut to crack. In recent times, it has embraced new technologies, thereby enhancing the quality of its products. It has made its return into market with more vibrancy, and has gained back its visibility.
DID YOU KNOW
- The name Nokia was coined from a town called Nokia and the Nokianvirta River.
- By the end of 2013, 10,000 employees had been dismissed
- In the 1980s, Nokia’s computer division “Nokia Data”, produced a series of personal computers called the “MikroMikko” in the 1980s
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BRAND REVIEW: KELLOGG’S LONGEVITY
Most children born from the eighties can attest to the fact that they have tasted the popular Kellogg’s cornflakes. For some, it even became the quickest breakfast their mothers could fix before they dashed off to school while for others it became their favourite go-to cereal whenever they were hungry.
Whichever the case, it is an undeniable fact that the impact of the Kellogg’s brand has been felt by many people and also in many homes. The brand’s consistency for more 100years now has strengthened its relevance, establishing it as a leading brand globally.
For the last century, the Kellogg Company has done business under the trademark, Kellogg’s. This American multinational food-manufacturing company has its headquarters in Battle Creek, Michigan, United States. Kellogg’s is known for producing cereal and convenience foods, including cookies, crackers, and toaster pastries. Some of their most popular products that have become well-known brands include Corn Flakes, Keebler, and Cheez-It.
Follow through as we take a detailed ride through the rich qualities of this outstanding brand.
BRAND HISTORY
While trying to make granola, a breakfast food and snack food consisting of rolled oats, nuts, honey or other sweeteners, in 1898, W.K. Kellogg, and his brother, Dr. John Harvey Kellogg, mistakenly altered the process and flaked wheat berry. Not relenting, W.K. continued to experiment until he flaked corn, which gave birth to what we now know as Kellogg’s Corn Flakes.
Following his successful breakthrough, in 1906, W.K. Kellogg began his company, “Battle Creek Toasted Corn Flake Company” and went ahead to hire 44 pioneering employees. Working closely with the founder, they created the first batch of Kellogg’s Corn Flakes and fostered W.K.’s vision for great-tasting, better-for-you breakfast foods.
Kellogg’s, in 1914, took its first step towards expansion by introducing the flagship brand, Corn Flakes, to Canada. As time went by, the Kellogg Company spread its nourishing grains abroad, by commencing operations in countries like Australia, England, Mexico, Japan, India and etc.
In 1923, the Kellogg Company took another bold step and became the first in the food industry to hire a dietician, Mary Barber. Mary pioneered the Kellogg’s Home Economics Department and defined the roles different foods played in proper diets, thereby educating their consumers.
During the time the United States sunk into Depression, in 1930, W.K. Kellogg saw it as an opportunity to add value to more people with the campaign, “I’ll invest in people.” To achieve this, he created more shifts and hired new employees. He went on to start the W.K. Kellogg Foundation, whose mission — to help children realize their potential — is also in line with that of the Kellogg Company till date.
To increase its visibility, the company used the slogan “Kellogg’s puts more into your morning” on television shows on Saturday morning from 1968 to 1970.
As a result of spreading its grains, one of the soils it fell on is the Nigeria’s soil. Though it is yet to make huge harvest, the brand has gained tremendous recognition. On the 1st of December 2017, the joint venture of the reputable cereal maker, Kellogg’s and Singapore’s Tolaram Group, Kellogg’s-Tolaram Nigeria Limited, commissioned a 6 billion naira factory, with a capacity to produce 10,000 metric tonnes of cereals per year. This move has definitely put the Kellogg’s brand on another level since it can now produce its product here in Nigeria rather than importing it.
BRAND BELIEF
Having realised that breakfast is the most essential meal of the day, Kellogg’s has built its walls around this. “At Kellogg, we LOVE breakfast. To us it’s so much more than just a meal. We passionately believe in the power and promise that comes from eating the right breakfast. It’s the first fuel for our bodies—nourishing us for today, tomorrow and for life.”
BRAND VISION
From the simple and concise words, the company used to describe its vision, it is without a doubt the brand has established itself as an enriching brand, “To enrich and delight the world through foods and brands that matter.”
BRAND PURPOSE
Its purpose is simple but well defined, “Nourishing families so they can flourish and thrive.”
BRAND VALUES
The company sees its values as its DNA which could be interpreted to mean what runs through the entire organisation. Their values serve as a guide for every business transaction, their interaction amongst themselves and with the communities where they work. Here is a quick rundown of their values;
- Integrity
- Accountability
- Passion
- Humility
- Simplicity
- Result
MARKET STRATEGY
In Nigeria the Kellogg’s brand leverages;
- Partnership with the local production company, Tolaram and its distribution subsidiary.
- Assets provided by its partnership to produce high quality, low cost products in the region
- Brand recognition in order to gain market share in the mid-range and value channels.
THE BRAND’S SWOT ANALYSIS
Strength
- It has an existing supply chain
- It has well-known and experienced partners, locally and globally
- It has experience in handling new markets
Weakness
- It has experienced low profit in recent years
- There has been a loss of market share to general mill
- New products must be developed to suit the Nigeria market.
Opportunities
- The Nigerian market is still an emerging one open to businesses of all kinds
- Landing new products would require low price
Threats
- As a foreign brand, a new product must be developed for the Nigeria market
- It has strong competitors like Nestle and Unilever.
- Its operation is capital intensive.
The company continues to uphold the values its founder, W.K. Kellogg, which was instilled over 100 years ago. Today their flaked corn is enjoyed in 180 countries around the world putting it ahead of its pairs in the snack food industry.
Written by Jennifer Chioma Amadi
Do you desire to build a lasting brand? We are very resourceful and can be of great help. Shoot us an email at wecare@mapemond.com.
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