Airbus Competition Analysis

Evaluating a Future Brand Portfolio Strategy in Russia!

Core Brand Appearance Logo(variations) Russian name

Аэробус [ah-eh-’ro-boos] – Russian colloquial spelling/pronunciation* Эйрбас [air-’bus] – pronunciation in the English manner* *both are not used in branding

Brand colors Imagery

Touch Points, Digital Third-party website (promotes Airbus)*

The website uses the global 3D logo (in grey scale) that says “an EADS company� on the bottom *there is no official regional Airbus website

Twitter Account

The only social media account (Twitter) uses the global 3D logo

Domain Strategy

•

No official local Airbus domain

•

Latin third-party domain www.a380atmaks.ru

Events

A350 XWB presentation at Sheremetyevo International Airport (Moscow) in August 2014 (global 3D logo used)

Corporate event dedicated to A380 in October 2013 (global 3D logo is used)

Communication

Airbus Corporate Jets ad (white 2D logo)

Airbus’ congratulations on Aeroflot’s 90th anniversary (white 2D logo)

Airbus Helicopters ad (global 3D logo)

Corporate Visibility

Airbus engineering center in Russia has a different logo

Airbus employees

Product and Service Architecture (Russia)

Product

Commercial airplanes

Corporate aircrafts

Service

Helicopters

Airbus Academy (educational program)

Brand Adaptation

•

Only one online ad has a translation of the English tagline “Own the sky”

•

All other touchpoints, events, and communication platforms use the global logo without any Russian adaptation/translation Russian translation of the English tagline to the left of the global 2D logo

Direct Competitors!

Core Brand Appearance Logo Russian name

Боинг [‘bo-ing] – Russian spelling & pronunciation* *not used in conjunction with the logo

Brand colors Imagery

Touch Points, Digital Boeing website

The website uses the global logo

Domain Strategy

• One local Latin domain www.boeing.ru

Events

Boeing and Junior Achievement Russia held a STEM tournament among Russian students in April 2014 (global Boeing logo is used here)

In December 2013 Boeing and the Skolkovo Innovation Center signed a contract about the creation of an aviation education center (global Boeing logo is used)

Communication

Boeing’s congratulations on Aeroflot’s 90th anniversary. The text of the ad uses the Russian spelling for Boeing

Boeing 787 Dreamliner ads

Corporate Visibility

Ural Boeing Manufacturing plant uses a different logo

Boeing Design Center in Moscow doesn’t have any logo on the exterior

Inside Boeing Design Center

Product and Service Architecture

Product

Commercial airplanes

Defense & Space division (the ISS)

Service

Business jets

Boeing Capital Corporation

Science & Technology center

Brand Adaptation •

Some online news sources and ads use the Russian spelling for Boeing (“Боинг”) in the text, but never in conjunction with the logo:

•

All other touchpoints, events, and communication platforms use the global logo unaltered

and

are absent in Russia

Indirect Competitors!

Core Brand Appearance Logo Russian name

Сименс [‘si-mens] – Russian spelling & pronunciation* *not used in conjunction with the logo

Brand colors Imagery

Twitter

Touch Points, Digital Regional website

Facebook

All three use the global logo for branding and the Russian spelling of “Siemens” (Сименс) in text

Domain Strategy

•  Two local Latin domains www.siemens.com/answers/ru/ru/ and w3.siemens.ru

Events

2014 student award ceremony

Russia Power 2012 event

Siemens PLM Connection 2013 in Moscow

Communication

Siemens ad for “intellectual� building equipment

Siemens Energy ad

Siemens partnership programs promotion

Corporate Visibility

Moscow office

Siemens employees at the Voronezh plant

Product and Service Architecture

Product

Industry sector

Energy sector

Service

Infrastructure & Cities

Healthcare sector

Financial services

Research and Development center

Brand Adaptation •

All print and digital media (websites, ads, news services, etc.) use the Russian spelling for Siemens (“Сименс”) in the text, but never in conjunction with the logo:

•

The global logo is used unaltered across all touchpoints, events, and communication platforms

Core Brand Appearance Logo (variations) Russian name

Джи И [gee-’ee] – Russian spelling & pronunciation for “GE”* Дженерал Электрик [‘ge-neh-ral eh-’lek-trik] – spelling & pronunciation for the full form “General Electric”* *both are not used in conjunction with the logo

Brand colors Imagery

Touch Points, Digital Regional website

The website uses the global logo and tagline without any Russian translation/adaptation

Facebook

This platform uses the global logo (as well as the spelling “GE�) in different colors, without altering its overall design

Domain Strategy • The local Latin domain www.ge.com/ru • GE Healthcare (subdivision of GE) uses its own Latin .RU domain www3.gehealthcare.ru

Events

The ceremony of laying the first stone of a future gas-turbine plant in October 2012

GE and Rosneft signed a technological partnership agreement in May 2014

Communication

These ads (print and outdoor) use the global logo and the English tagline with an asterisk (the Russian translation is provided below)

This more recent ad also uses the global logo and tagline, but doesn’t provide the Russian translation

Corporate Visibility

Russian GE employees

At a GE corporate event

Product and Service Architecture

Product

GE Energy GE Healthcare

Service

GE GE Home & Aviation Transportation Business Solutions

GE Capital

Brand Adaptation •

Some ads include a Russian translation of the English tagline “Imagination at work,” but they never use it in conjunction with the logo

•

All other touchpoints, events, and communication platforms use the global logo and tagline unaltered (only the color of the logo is sometimes changed, e.g. on Facebook)

Core Brand Appearance *

Logo (variations)

*the ‘Smarter Planet’ logo may vary in color

Russian name

Ай Би Эм[ai-bee-’ehm] – Russian spelling & pronunciation** **not used in conjunction with the logo

Brand colors Imagery

Touch Points, Digital

Regional website

The website uses the global white-on-black logo without any Russian adaptation

Twitter

Facebook

Russian Twitter and Facebook platforms use the traditional blue logo, also without any regional adaptation

Domain Strategy

• One local Latin domain www.ibm.com/ru

Events

Girls in IT event in 2014

2013 charity market

Communication

This railway companies’ software ad uses the global logo with an added ‘Smarter Planet’ symbol

This IBM Flex System ad uses the global logo in a nontraditional color

This high-tech ad uses the global logo in conjunction with the planet logo

Corporate Visibility

IBM Russia employee

Moscow office

Product and Service Architecture

Product

Computer software

Systems & servers

Service

Data storage systems

IT services

Business Software Education consulting services

Brand Adaptation

• No Russian adaptation •

All touchpoints, events, and communication platforms use the global logo and the ‘Smarter Planet’ symbol unaltered (both may vary in color though, especially in ads)

/Best B2B Practice Example/

Core Brand Appearance Logo (variations) Russian name

Интел[‘in-tel] – Russian spelling & pronunciation* *not used in conjunction with the logo

Brand colors Imagery

Touch Points, Digital Regional website Facebook

Twitter

The website uses the global logo

These social media platforms use the global logo that says “Russia� below

Domain Strategy

• One local Latin domain www.intel.ru

Events

Intel’s recent entertainment event for young people. Here, the global logo is used in conjunction with the English tagline with no translation

Another promotional event also uses the global logo, tagline, and an English hashtag

Communication

This computer ad posted on Facebook uses the global logo and English tagline with no translation/ adaptation

These ads also use the global logo

Corporate Visibility

Intel’s office in Sarov, Russia

Inside the Moscow office

Intel employees volunteering at local schools

Product and Service Architecture

Product

Computer & technology products

Service

Intel Education Capital

Investor relations

Intel Involved (volunteering)

Brand Adaptation

• No Russian adaptation •

All touchpoints, events, and communication platforms use the global logo and the English tagline without any adaptation/translation

Recommendations!

• Keep the global logo (both the graphic element and the Latin spelling) in all digital touchpoints, events, and communication in Russia !

• Use the graphic logo element consistently (3D is recommended) !

• Social media platforms may use the reduced version of the logo!

• The translation of the English tagline is not necessary!

!