This document discusses the roles of brands in aggregating people through strategic and tactical roles. It also covers marketing channels like independent organizations and hybrid channels where a single firm sets up multiple channels. The document discusses retailers' role in building store awareness, promoting private labels, and building loyalty. Retailers argue that disaggregation favors them as they have credibility in assembling brands for customers. Managers must recognize retailers as relationship builders, use targeted communications, and obtain expertise in new products.

1. My name
contact information
or project description

2. Types of Roles of Brands
- Role of Aggregating People
- Strategic Role
- Tactical Role

3. How do They help in
aggregating people??

4. Tising a

5. Marketing channels
• Set of Independent organizations
participating in the process of making
a product available for use or consumption

11. Hybrid channels
A single firm sets up two or more marketing channels
to reach one or more customer segments

12. Your company information

13. 1
.
A system of partnerships and
alliances that a firm creates to
source,augment and deliver its
offerings

14. Your company information

18. .

26. Role of Retailers today
• Adapting a relation based approach to
marketing
• Creating store – brand awareness and
differentiation
• Promoting profitable private label lines
across a wide range of product categories
• Building store loyalty

28. Retailers arguments about
disaggregation
They argue that it favours them and that
they have great credibility in assembling an
assortment of brands that makes sense for
the customer.

29. . He

39. To understand the changes the
managers must recognise
• Relationship building entity and
mechanism
• Targeted communications
• Obtaining expertise in new product

42. . He

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contact information
or project description

46. Presented by