The document summarizes the evolution of Diageo's brand asset management program over time. It began in 2002 with the goal of centralizing management of assets across Diageo's 200+ brands in 180 countries. This included establishing legal terms, an internal asset library called SmartLibrary in 2005, and developing the SmartBrand portal with technology partner VYRE to improve access, approvals, and cost savings. The program required investment but achieved measurable financial benefits through reduced duplication and distribution costs while improving consistency, efficiency, and intellectual property management.

1. The Evolution of Diageo Brand Asset Management Nic Lund Programme Manager

4. You may not know Diageo, but you know our brands….. Beer Guinness, Red Stripe, Harp….. Whisk(e)y Johnnie Walker, J&B, Talisker, Bushmills, Buchannan’s, Crown Royal, Bell’s……. Vodka & Gin Smirnoff, Tanqueray, Gordon’s, Kettle One….. Tequila Don Julio, Jose Cuervo Rum Captain Morgan, Pampero, Cacique, Zacapa, Bundaberg, Liqueurs etc Baileys, Godiva, Goldschlager, PIMMS…… Wine Sterling, Chalone, Beaulieu, Acacia, Rosenblum, Justerini & Brooks, Blossom Hill …..

11. The SmartBrand Portal Asset Library Online project management/approval Search & Spin, Brand information VAP & POS online ordering

12. The SmartBrand Portal

13. SmartLibrary

14. SmartApprove

15. SmartSpace

24. Any Questions?