what are brands good for?

1. What are brands
good for?

2. Brands are an indispensable
part of modern business

3. Brands promise to provide
a clearly stated benefit

4. And sets them apart from the
rest of their competitors

5. Brands are remarkably efficient
in “aggregating” customers

6. The information revolution
is undermining the
logic of
“aggregation”

7. Consumer “disaggregation”
is more efficient and
profitable than “aggregation”

8. Consumer “disaggregation” is more
flexible, adaptive and responsive to
consumer needs

9. It effectively and efficiently drives
”two way communication”

10. Core areas
of “Brand
Management”

11. Consumer relationship

12. Channel relationship

13. Organization of brand
management

14. The most valuable strategic
function is to “build
consumer relationships”

15. “Two-way” flow of
communication builds
relationships that grow

16. Advantages of disaggregate
marketing
• Quicker to respond to consumer
needs
• Better ability to tailor their offerings
• Influence customer buying
patterns
• Reduced costs
• More efficient targeting

17. How disaggregation
does it better....

18. Building trust and
credibility

19. Communicating a key benefit

20. Charging a price
premium

21. Increasing sales volume

22. Increasing likelihood of
purchase

23. Responding to
competitor’s moves

24. “Disaggregation restores
the imbalance of power
between the
manufacturers and the
retailers”

25. is providing to be an impediment
to the adoption of consumer level
disaggregation initiatives

26. Disaggregation’s impact
on brand management

28. So, the focus point should
be on the consumers
rather than the brand

29. We need 3 elements in the new
structure
1.Relationship-buildingentity and mechanism
2.Targeted communications that can exert a tactical
influenceoncustomer behaviour
3. Obtainingexpertise in new-productand brand
developmentso that the portfolioofproductscan
becontinually
rejuvenated

30. Other changes in the new structure
• Required in the measures they use to
gauge success
• Required in incentives and awards
used to motivate people
• The way they deploy resources to the
market
• The manner in which teams co-
ordinate their market opportunities

31. Created by Yash Akshay Reddy,
SVCE during an internship
by Prof. Sameer Mathur,
IIM Lucknow
www.iiminternship.com