The document discusses brand equity and how it is viewed from the perspectives of consumers and manufacturers. It defines brand equity as the added value endowed to products and services through positive consumer perception and experience with the brand over time. This value is reflected in consumer behavior and financial performance for the brand. The document also examines several models for measuring and evaluating brand equity, including brand assets, awareness, loyalty, and consumer perceptions that contribute to brand value. It explores approaches for reinforcing, tracking, and sustaining brand equity over the long run.
Brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand.Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product
Brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand.Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product
Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.
Brand elements and brand identity are often used next to each other to identify the brand, to enhance brand awareness and to facilitate unique brand associations which ultimately should differentiate the brand (Keller, 2006:140). Conventional brand elements form the visual identity of a brand, a logo, a name, a slogan and brand stories can be addressed as the key elements.
uploaded by SAHRUDAYAN NK, KICMA College , Neyyardam, Trivandrum, Kerala
Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.
Brand elements and brand identity are often used next to each other to identify the brand, to enhance brand awareness and to facilitate unique brand associations which ultimately should differentiate the brand (Keller, 2006:140). Conventional brand elements form the visual identity of a brand, a logo, a name, a slogan and brand stories can be addressed as the key elements.
uploaded by SAHRUDAYAN NK, KICMA College , Neyyardam, Trivandrum, Kerala
This ppt will give u a brief idea about brand equity & it's implication in business and creation of brand.This ppt will also give the basic models of brand equity and idea about it's measurement and how this is being measured.It also give you the idea about the brand and types of brand,positive and negative brand creation.Tracking studies collect information from the consumers on a routine basis over time. Tracking studies employ quantitative study methods.
It provides a basis for decision making
It provides insights to marketing activities
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Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
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Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
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Explore the world of the Taurus zodiac sign. Learn about their stability, determination, and appreciation for beauty. Discover how Taureans' grounded nature and hardworking mindset define their unique personality.
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The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
2. Brand Equity/Raj Mohan And Ranjith A brand is a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.” :-American Marketing Association
3. Brand Equity/Raj Mohan And Ranjith A product is something that is made in a factory; a brand is something that is bought by a customer. A product can be copied by a competitor, a brand is unique. A product can be quickly outdated; a successful brand is timeless. A brand is something that resides in the minds of consumer.
4. Brand Equity/Raj Mohan And Ranjith Name Term Symbol Design Combination Identifies product/service of seller and differentiates from competitors Sign A Brand Is……….
5.
6.
7. Brand Equity/Raj Mohan And Ranjith Brand equity is the added value that endowed to products and services. This value may be reflected in how consumers think, feel, and act with respect to the brand, as well as the prices, market share and profitability that the brand commands for the firm. Brand equity is an important intangible asset that has psychological and financial value to the firm.
17. Brand Equity/Raj Mohan And Ranjith Brand Audits consist of two steps: Brand inventory and brand explanatory The purpose of brand inventory is to provide a current, comprehensive profile of how all the products and services sold by a company are marketed and branded. The brand explanatory is research activity conducted to understand what consumers think and its corresponding product category to identify sources of brand equity.
18.
19. Brand Valuation Brand Equity/Raj Mohan And Ranjith It is concerned of estimating the total financial value of the brand.
20. Brand Equity/Raj Mohan And Ranjith Brand Management needs a long term view of marketing decisions. Consumer responses to marketing activity depend on what they know and remember about a brand. Brand reinforcement: Brand equity is reinforced by marketing actions that consistently convey the meaning of the brands to consumers in terms of: The product and Superiority
Introduction: Principles of Management Accounting Understanding basics for determining unit cost of production. Start with big picture view and work towards more detail. 1 st Cost Structure & Behavior in determining UCOP & 2 nd Whole Farm Breakeven level of production. 3 rd Profit Center Concepts and methods of Cost allocations for UCOP. 4 th Incremental Analysis used in decision making.
How many of your clients know their costs? Do they know how these costs change or behave? For your clients this should be “walking-around-in-their-head” knowledge. It is important for them to know their cost structure. What is the level of their fixed costs? How are variable costs affected by changes in their operations? Farm business must determine how increases and decreases in revenue, cost, and volume affect their UCOP and net income.
Go over terms. Give further definitions. Total Variable costs change with volume. Ask for examples? Total Fixed remain constant over the relevant range. Ask for examples? Mixed Costs have characteristics of both. Examples. Land cost owned & rented. Labor--
Define Profit. (SP * SQ) – (PVC * QVC) – FC. Contribution Margin important to know by enterprise. Contribution Margin Ratio used in determining $ volume of sales to break-even. Examples and switch to next slide.
I will use a manufacturing example. This particular manufacturer was going to add a vending service to provide breaks for employees. This added an annual cost of $1,000. How much do sales have to increase to cover this additional cost? $1,000? $4,000? What additional information do we need to know? Assume 25% contribution margin ratio. Farm Example: Family member returns to farm adding additional fixed costs of ? Another example using a manufacture. Concrete company. I noticed a truck that had been wrecked. The owner she was very upset and I assumed it was because of the truck. In talking with her she said, “Look at these clamps in the garbage.” “I have 7 employees and they will each throw 7 per day away, forever. These are the costs I have a hard time controlling, the truck it is insured”. Watch the variable costs and watch the “escalators” costs that will continue to rise carrying cost higher and reducing the contribution margin. Now we will look at a break-even graph.
A break-even graph is helpful in evaluating long-term strategy. The horizontal axis represents the size of the business in terms of quantity or production or sales. The vertical axis is cost of production or sales revenue. ( Click) Total Revenue increases as volume increases. ( Click) Total Fixed costs remain constant. Fixed costs per unit declines as volume increases. (Click) Variable costs are added to fixed costs to arrive at total costs. (Click) The variable costs increase as production increases. The point where total costs and total revenue intersect is the break-even point. (Click) To the left of this point the ranch will lose money. (Click) The area between total costs and total revenue to the right of the break-even point is profit. What happens to the break-even point if variable costs are increased? (Click) i.e. drought. The total cost curve tilts upward and break-even point shifts to the right. Business that were just at break-even point before will have to adjust to remain viable. (Click) What are some alternatives to consider? Each business has to examine their own cost structure to determine the best alternatives. 1)Increase production. 2)Increased revenue. Adjustments to variable costs? Most efficient use of inputs. 3)Able to reduce fixed costs? Examine all assets and cull those that are non-productive.
A break-even graph is helpful in evaluating long-term strategy. The horizontal axis represents the size of the business in terms of quantity or production or sales. The vertical axis is cost of production or sales revenue. ( Click) Total Revenue increases as volume increases. ( Click) Total Fixed costs remain constant. Fixed costs per unit declines as volume increases. (Click) Variable costs are added to fixed costs to arrive at total costs. (Click) The variable costs increase as production increases. The point where total costs and total revenue intersect is the break-even point. (Click) To the left of this point the ranch will lose money. (Click) The area between total costs and total revenue to the right of the break-even point is profit. What happens to the break-even point if variable costs are increased? (Click) i.e. drought. The total cost curve tilts upward and break-even point shifts to the right. Business that were just at break-even point before will have to adjust to remain viable. (Click) What are some alternatives to consider? Each business has to examine their own cost structure to determine the best alternatives. 1)Increase production. 2)Increased revenue. Adjustments to variable costs? Most efficient use of inputs. 3)Able to reduce fixed costs? Examine all assets and cull those that are non-productive.
A break-even graph is helpful in evaluating long-term strategy. The horizontal axis represents the size of the business in terms of quantity or production or sales. The vertical axis is cost of production or sales revenue. ( Click) Total Revenue increases as volume increases. ( Click) Total Fixed costs remain constant. Fixed costs per unit declines as volume increases. (Click) Variable costs are added to fixed costs to arrive at total costs. (Click) The variable costs increase as production increases. The point where total costs and total revenue intersect is the break-even point. (Click) To the left of this point the ranch will lose money. (Click) The area between total costs and total revenue to the right of the break-even point is profit. What happens to the break-even point if variable costs are increased? (Click) i.e. drought. The total cost curve tilts upward and break-even point shifts to the right. Business that were just at break-even point before will have to adjust to remain viable. (Click) What are some alternatives to consider? Each business has to examine their own cost structure to determine the best alternatives. 1)Increase production. 2)Increased revenue. Adjustments to variable costs? Most efficient use of inputs. 3)Able to reduce fixed costs? Examine all assets and cull those that are non-productive.
1 st (Work thru increase in fixed costs.) The closer the firm is to break-even reducing variable costs can have a strong impact on bottom line. The further to the left the business is the more aggressive it must be in making adjustments. Combination of strategies including: revenue enhancing, asset sales (fixed & inventory), reduced variable costs and increased efficiency
Cow calf vs. Back grounding. Feed yard and crops.
1 st step Determine the Cost Objective– the product, (calf), service (maintenance), or department that is to receive the allocation. 2 nd Develop cost pools is a grouping of individual costs whose total is allocated using one allocation base. Example maintenance department. The pools are often formed along departmental lines or major activities. Major concern in forming a cost pool is to ensure that the costs are homogeneous or similar. (Test– Break the pool into smaller pools & using a variety of allocation bases and then compare allocations. If no difference than use large pool.) 3 rd Allocation base that relates the cost pool to the cost objective. These are cost drivers. The base should relate costs to cost objectives that caused the costs to be incurred. The allocation is based on a cause—and– effect relationship. For Indirect costs that are fixed cause and effect is not feasible. Use: relative benefits– ex. Time used. , ability to bear costs --- gross sales or net profit.
Summarize using points from slide.
Use slide. As business owners, producers are bombarded with a large amount of information and not all of it is relevant. One of the first tasks in problem solving is to sift through the information to determine what should be included and what can be excluded. This revolves around the identification of relevant costs. Relevant costs are costs that differ among competing alternatives. They include future, differential cash outflows and inflows and opportunity costs. Irrelevant costs include future, non-differential cash outflows and inflows, sunk costs, and allocated common or indirect costs.
Incremental or Differential Analysis is the analysis of the incremental revenue and the incremental costs incurred when one alternative is chosen over another. Incremental revenue is the additional revenue received from one alternative over another. Incremental costs are the additional costs incurred as a result of selecting one alternative over the other. Incremental costs and revenues are also known as relevant costs or differential costs.
Some decisions that can be evaluated include: Sell or additional processing, to make or buy an input (outsourcing), and special order. Examples in the farming business include retained ownership of calves, storing grain, custom work or wintering of cows. A workable method for incremental analysis is to use a three-column format. Use the first two columns to list revenue and costs of the alternatives and the third column for the incremental revenue and costs. It is important to remember that the approach to decision making is to compare alternatives in terms of revenues and costs that are incremental. Costs that can be avoided are always incremental and are relevant to the decision. Costs that are sunk are irrelevant costs because they do not differ among the alternatives.
Hay. Outsourcing or make or buy. Many companies have a chief resource officer whose job it is to identify & administer outsourcing opportunities. One example is Coors Brewing Company– The Chief Resource Officer at Coors was hired to help the company return to its core competencies after years of diversifying into such items as paper manufacturing and biotechnology. The officer examined 44 departments and outsourced noncore activities for 22 of them resulting in a $20 million savings in operating costs.
Go over slide. Summarize whole presentation. Principles of Management Accounting Understanding basics for determining unit cost of production. Start with big picture view and work towards more detail. 1 st Cost Structure & Behavior in determining UCOP & 2 nd Whole Farm Breakeven level of production. 3 rd Profit Center Concepts and methods of Cost allocations for UCOP. 4 th Incremental Analysis used in decision making.
