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Lecture 8 - Brand Management

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Nagesh Pai
Nagesh Pai

The document discusses brand equity measurement and management. It outlines the brand value chain which shows how marketing investments can increase customer mindset and loyalty, leading to improved market performance and shareholder value. It also discusses conducting brand tracking studies to quantitatively measure brand awareness, associations, and loyalty over time in order to inform brand management decisions. Finally, it proposes establishing a brand equity management system including defining brand equity goals and guidelines to strategically manage the brand.

BusinessEconomy & FinanceTechnology
1 of 12
Brand Management Lecture -8 PT MBA – Yr.1 – Trimester III
Today… ,[object Object],[object Object],[object Object],[object Object]
Why measure Brand Equity? ,[object Object],[object Object],[object Object]
The Brand Value Chain ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Brand Value Chain Marketing Program Investment Customer Mindset Market Performance Shareholder Value Program Quality Market place Conditions Investor Sentiment Multiplier Value Stages ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Tracking Studies Involves Information collected from consumers on a routine basis Quantitative measures to indicate current information
What to track? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How to conduct tracking studies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How to interpret tracking studies ,[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Equity Management System ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Managing Brand Equity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Lecture 8 - Brand Management

  • 1. Brand Management Lecture -8 PT MBA – Yr.1 – Trimester III
  • 2.
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  • 5.
  • 6. Brand Tracking Studies Involves Information collected from consumers on a routine basis Quantitative measures to indicate current information
  • 7.
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  • 9.
  • 10.
  • 11.
  • 12.