07.auditing the brand sphere


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Auditing the brand sphere by Tharaka Dias

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07.auditing the brand sphere

  1. 1. THARAKA DIAS MBA(USA), BBA(USA), Dip in Mgt, ACIM(UK),FAEA(Dip in AEA-UK), FinstSMM(UK), CPM(Asia), MSLIM
  2. 2. “If you don’t have a competitive advantage” don’t compete. -Jack Welch- AOT - www.tharakadias.com 3/12/2013 2
  3. 3. AOT - www.tharakadias.com 3/12/2013 3
  4. 4. • Environmental opportunitiesOpportunities • Environmental Threats Threats • Organizational Marketing Marketing capabilities capabilities AOT - www.tharakadias.com 3/12/2013 4
  5. 5. Situational analysis of the brand helps to understand the factorsthat could enhance or hold back a brands successSituational analysis of the brand is discussed under five key ForcesThat has major impact towards the brandMarketers could evaluate by scouring marks from 1-10, from favorable- Unfavorable thus enabling to identify opportunities or protect the brand fromPossible threats AOT - www.tharakadias.com 3/12/2013 5
  6. 6. Corporation Macro DistributorsEnvironment BRAND Customers Competitors AOT - www.tharakadias.com 3/12/2013 6
  7. 7. Employee valuesOrgn’s Brandsvalues values AOT - www.tharakadias.com 3/12/2013 7
  8. 8. AOT - www.tharakadias.com 3/12/2013 8
  9. 9. • Champions: Brands will succeed if the organization has highly knowledgeable and Employees committed employees.understanding & commitment • Inter departmental behavior leads to some unique cultural characteristics. This will have an influence over the brand Departments Culture • Stability is brought upon through this • Commitment of employees and customers are high for a rich heritage company • During the brand audit marketers need to consider the heritage influence on the Heritage brand AOT - www.tharakadias.com 3/12/2013 9
  10. 10. • Organization communicates its brands benefits/values in different ways. Conduct a Communication proper promotional mix is the key . • Brands will be successful mainly due to distinct Distinctive capabilities and competencies that underpins thecapabilities & Core Competencies brand. Ex: Lux,Sunlight • The common issue is that the problem of staff Employee’s being half hearted about their work andidentification withthe org;& its brand undesirable attitude. AOT - www.tharakadias.com 3/12/2013 10
  11. 11. • Living the brand, through their daily action, In a way it supports the brandBrand citizenship • In order to encourage the staff to act in a way to supports the brand behavior • Brand endorsement • Self development – willingness to enhance brand related skills (Zepling • Helping behavior – Positive attitude, friendliness behavior) • Sportsmanship – Lack of complaining Relationship • Brands and organizations thrive & survive because of stake holder relationship. with stakeholders AOT - www.tharakadias.com 3/12/2013 11
  12. 12. Distributor network is vital for the success of all the FMCG brands. There for in-depth analysis should be made on distributors on following areas:1. Alignment of goals – The concern for brand success should be the same with distributor as it is with the manufacturer2. Power – This is a situation of which has a better bargaining power AOT - www.tharakadias.com 3/12/2013 12
  13. 13. AOT - www.tharakadias.com 3/12/2013 13
  14. 14. H A B DistributorAttractiveness L C D H L Brand Strengths AOT - www.tharakadias.com 3/12/2013 14
  15. 15. A. The Ideal situation, both have an advantage, partnership/joint marketing effort would be the strategy to move forward(Ex: Abans, Singer, Sidhalepa)B. Brand benefit from distributor. Distributor bargaining power is moreC. Brand bargaining power is higher than the distributor. Step need to be taken to improve, or eliminate distributor.D. Un healthy marketing climax to operate AOT - www.tharakadias.com 3/12/2013 15
  16. 16. Customer is the king in any business Consumer is the person who uses the product A brand to succeed, organization needs to understand the consumers and their motives and behaviors.Understand end consumers of consumer marketing Are consumers “Time rich or money rich”? AOT - www.tharakadias.com 3/12/2013 16
  17. 17. Self Actualization Self esteem Socialization Security Basic AOT - www.tharakadias.com 3/12/2013 17
  18. 18. Citizen brands (Phd)Status brands (BMW)Social support brands (Levis) Protective brands (Baywatch) Generic products AOT - www.tharakadias.com 3/12/2013 18
  19. 19. B2B customers are been analyze by understanding the concept of Perceived risk1. Performance risk2. Financial risk3. Time risk4. Social risk5. Psychological risk AOT - www.tharakadias.com 3/12/2013 19
  20. 20. PhysiqueRelationship Personality Reflection Culture Self image AOT - www.tharakadias.com 3/12/2013 20
  21. 21. Physique• Some brands differentiate the selves by their outer look that is been recognized easily.Personality• Some brands differentiate based on personality association.Relationship• Some brands strive through relationship. Especially in service industry. AOT - www.tharakadias.com 3/12/2013 21
  22. 22. Reflection• Brands carry emotional values along with them. A person who buys Benz wants to reflect prestige to their peers.Self Image• Reflects to the way a brand enables to make a private statement back to them selves. After a hard days work to have your favorite cup of tea.Culture• Embrace your own culture AOT - www.tharakadias.com 3/12/2013 22
  23. 23. What are the objectives of brand, and how does it effect on other brands?How important is our market to the competitor, what is their commitment towards this market?How do we find it?What is our strategic direction? By understanding strategic direction of the competitor, who isposing the greater challenge?What are their strengths judged against their critical success factor?What are the weaknesses of these brands and who is more vulnerable?What is your and competitors position? AOT - www.tharakadias.com 3/12/2013 23
  24. 24. All Brands Known Unknown Brands BrandsAcceptable Unacceptable Indifferent Overlooked Brands Brands Brands Brands Evoked Rejected Set Inept Set Brands AOT - www.tharakadias.com 3/12/2013 24
  25. 25. Political • Foreign policies and business policies Economical • Dollar fluctuations, recession Social • Lifestyle changesTechnological • R &D and Advertising Legal • Legislations on advertising AOT - www.tharakadias.com 3/12/2013 25
  26. 26. Corporation Distributor Customer Competitor Macro Env • Basic • Coordination • Security • Values Goal Align • Socialization Physique Political • Understanding Power • Self esteem Personality & commitment • Self Economical • Diverse culture Actualization Culture Social • Heritage Self image • Communication Technological Reflection Legal Relationship AOT - www.tharakadias.com 3/12/2013 26
  27. 27. Brand value is a dollar value of a brand , calculated asNet Present Value(NPV) or todays value of theearnings the brand is expected to generate in thefuture AOT - www.tharakadias.com 3/12/2013 27
  28. 28. The purpose of these valuations is todemonstrate to the business communitythat brands are very important businessassets and in many cases the singlemost valuable company asset. AOT - www.tharakadias.com 3/12/2013 28
  29. 29. Historic Cost : sum of all investments from the research to launchCurrent or replacement cost: it is the amount that would be paid for thebrandFuture earring potential : it calculate the future earnings or the cash flowof a brandIncremental value added: the price of the brand is compared with theprice of a genericThe Inter brand Model: it is based on a combination of objective andsubjective inputs. AOT - www.tharakadias.com 3/12/2013 29
  30. 30. • Markets where consumer preferences are more enduring Market would score higher in brands • Establish brands score higher because of the customer Stability loyalty • A market leader is more valuable, bring dominance and Leadership better market share • Long term profits trend of the brand is an important Profit Trend measure of its ability to remain relevant to consumer • Brands that receive consistent investment and focused Support support usually have a much stronger franchiseGeographical spread • International brands are stronger than regional brands • Securing full protection for the brand under international Protection trademark and copyright law AOT - www.tharakadias.com 3/12/2013 30
  31. 31. Published annual reportsEarning and balance sheetsAnalyst reports from JPMorgan AOT - www.tharakadias.com 3/12/2013 31
  32. 32. Thank youAOT - www.tharakadias.com 3/12/2013 32