It shows the qualities which make brands good.

1. WHAT ARE BRANDS GOOD FOR ??

2. BRANDS
AGGREGATE
consumers

3. Advertising and Promotion
helps to ATTRACT consumers

4. INFORMATION REVOLUTION has led to consumer
DISAGGREGATION

5. Then what
are brands
good for ?

6. 3 CORE AREAS

7. 1. CONSUMER RELATIONSHIP

8. Customer Information through
various CHANNELS has led to build
relations with consumer.

9. Disaggregate
marketing is
SIMPLE

10. It is FAST to respond to
customer.

13. How
Disaggregation
does it better ??

14. Locus shifts from product to umbrella brand

15. TACTICAL ACTIVITIES like
competitive reactions, product trial
coupons are IMPLEMENTED with consumers.

16. Disaggregati
on is nothing
but shedding
of roles and
sharpening
focus.

17. BRAND is a TOOL in toolbox of
marketing whose job is to
manage consumer relationship.

18. 2. CHANNEL RELATIONSHIP

19. RETAILERS adopt
relationship
based approach
to marketing.
They create
brand
AWARENESS.

20. BRANDS spend on Retailers TWICE as spent
to market the brand to
consumer.

21. DISAGGREGATION restores
some BALANCE for
Manufactures.

22. BUT for Retailers :
BETTER VARIETY,
MORE
SEGMENTATION.

25. 3. BRAND
MANAGEMENT
ORGANIZATIO
N.

26. MARKETING IS
BRAND
MANAGER
PLUS THE
BRAND
MANAGEMENT
SYSTEM.

27. BUT ..
ADOPTING
CUSTOMER
LEVEL
DISAGGREGATION
INITIATIVES IS
IMPORTANT.

28. M
DISAGGREGATION is nothing but a
different MEDIA.

29. ORGANIZATION are built around BRANDS
A switch to
consumer
centric
organizatio
n cannot
happen
overnight.

30. 3 ELEMENTS:
1. RELATIONSHIP BUILDING
ENTITY.

31. 2. TARGETED COMMUNICATION THAT EXERT
TACTICAL BEHAVIOUR.

32. 3. OBTAINING
EXPERTISE IN
NEW PRODUCT
AND BRAND
DEVELOPMENT.

34. -MEASURES USED TO
GAUGE SUCCESS.

37. - MANNERS IN
WHICH TEAM
CO-
ORDINATES.

38. THE VALUE PROPOSITION
OF BRAND.

39. DESPITE MANY
UPHEAVELS,
BRAND HAVE
ENDURED
AND
CONTINUED
TO FLOURISH.

40. DISAGGREGATION
IS EFFICIENT
AND
PROFITABLE.

41. -SO BRANDS ARE EXCELLENT MEANS OF DEVELOPING AND
COMMUNICATING A DIFFERENTIATED VALUE PROPOSITION
IN THE MARKET.
-A MANUFACTURER’S UMBRELLA BRAND MIGHT EVEN
ASPIRE A RELATIONSHIP WITH CUSTOMER.

42. THANK
YOU