Lecture 8 - Brand Management

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    Lecture 8 - Brand Management - Presentation Transcript

    1. Brand Management Lecture -8 PT MBA – Yr.1 – Trimester III
    2. Today…
      • Brand Equity Measurement and Management System
        • Brand Value Chain
        • Brand Tracking Studies
        • Brand equity management system
    3. Why measure Brand Equity?
      • Track consumer’s brand knowledge
      • Towards Favourable and unique brand association
      • To trace the ways in which Brand equity is created and its financial implications
    4. The Brand Value Chain
      • Basic Assumptions
      • Brand Value resides in customer’s mind
      • Process begins with firm investing on a chosen customer segment
      • Changes in customer mindset
      • Final result of Shareholders
      • Linking factors - Multipliers
    5. The Brand Value Chain Marketing Program Investment Customer Mindset Market Performance Shareholder Value Program Quality Market place Conditions Investor Sentiment Multiplier Value Stages
      • Awareness
      • Associations
      • Attitudes
      • Attachment
      • Activity
      • Product
      • Communication
      • Trade
      • Employee
      • Other
      • Price premium
      • Price elasticities
      • Market share
      • Expansion success
      • Cost structure
      • Profitability
      • Stock prices
      • P/E ratio
      • Market capitalization
      • Market dynamics
      • Growth potential
      • Risk Profile
      • Brand contribution
      • Competitive reactions
      • Channel support
      • Customer size and profile
      • Clarity
      • Relevance
      • Distinctiveness
      • Consistency
    6. Brand Tracking Studies Involves Information collected from consumers on a routine basis Quantitative measures to indicate current information
    7. What to track?
      • Product- brand tracking
        • Recall and recognition measures
        • More specific questions regarding the brand
        • Strength, Favorability and Uniqueness
      • Corporate or Family brand tracking
        • How well managed is Reliance?
        • How easy is it to do business with Reliance?
        • How concerned is Reliance with its customers?
        • How approachable is Reliance?
        • How accessible is Reliance?
        • How much do you like doing business with Reliance?
        • What products are recalled for the corporate brand?
      • Global Tracking Across markets
    8. Global Tracking Economic Indicators : GDP, Interest Rates, Unemployment, Average wage, Disposable income, exchange rates, share markets Media Indicators: Media consumption, Ad expenditure, Share of Voice, Category spends
      • Retail
      • Technology
      • Personal Attitude and Values
      • Demographic profile
      • Other Products and services
      • Attitude to brands and shopping
    9. How to conduct tracking studies
      • Who to track
        • Customer segments across brand loyalties
        • Competitor customers
        • Channel partners
      • When and Where to track
        • Frequency of tracking – new and mature markets
        • Continuous tracking
    10. How to interpret tracking studies
      • Reflection of
        • Brand awareness
        • Strength, Favorability and uniqueness of Brand associations
        • Brand judgements and feelings
        • Intensity and activity of Brand loyalty
    11. Brand Equity Management System
      • Brand Equity Charter
        • Define the firm’s concept of Brand Equity
        • Scope of key terms
        • Desired equity at various levels of Brand Hierarchy
        • Range of relevant associations
        • Method of measurement Brnad equity
        • Strategic guidelines to manage brand (eg.. Stress on Clarity, relevance, distinctiveness and consistency in marketing programmes)
        • Tactical guidelines for marketing programmes
        • Specific guidelines for brand element usage.. Trademarks, packaging, communications
    12. Managing Brand Equity
      • Brand Equity report
        • Descriptive as well as diagnostic
        • Descriptive market level info
          • Product shipments and movements
          • Relevant cost breakdowns
          • Price and discount schedules
          • Sales and Market share information
          • Profit assessments
      • Brand Equity responsibilities
        • Overseeing BE – CEO vs. CBO

    + Nagesh PaiNagesh Pai, 2 years ago

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