What are brands good for, Niraj dawar

•

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Sameer Mathur

Its an analysis of branding done by Nagarjun K S. During an internship from Prof. Sameer Mathur IIM Lucknow

Marketing

WHAT ARE BRANDS
GOOD FOR
MIT Sloan Management Review
Niraj Dawar.

“BRANDS ARE AN
INDESPENSIBLE
PART OF MODERN
BUSINESS”

TASKS CAN
BE
PERFORMED
BETTER
TASK
BECOME LESS
EXPENSIVE
EFFECTS OF CONSUMER
SEGMENTATION
MORE
PROFITABLE
AT THE LEVEL
OF
CONSUMER
SEGMENTS

WHAT ARE
BRANDS GOOD
FOR IN ERA OF
SEGMENTATION

but such connections
are one way mass
communication of
benefits and
association and these
tends to BE SHALLOW

TWO WAY
COMMUNICA
TION HAS
BECOME A
DEFINING
FEATURE OF
RELATIONSHIP

COMPANIES WITH
SEGMENTED MARKETING
STRATEGIC TASKS TACTICAL TASKS
BUILD RELATIONSHIP:
EARNING TRUST AND CREDIBILITY
DRIVING TRIAL AND TRAFFIC AND INCREASE SALES VOLUME
COMMUNICATING KEY BENEFITS:
STAKING A POSITION
BUILDING THE LIKELIHOOD OF REPURCHASE
CJHARGING PREMIUM PRICE RESPONDING TO COMPETITIVE MOVES

REATAILING
NOWADAYS
IS NOT
ABOUT
COLLECTING
RENT ON
SHELF SPACE

RETAILER
MUST ADOPT
RELATIONSHIP
BASED
APPROACH
TO
MARKETING

RETAIL CHANNEL
HAS BECOME A
MAJOR FOCUS OF
MANUFACTURER’S
MARKETING
EFFORTS

DISAGGREGATION PROVIDES
MANUFACTURERS WITH A NEW
MEDIUM TO INFLUENCE CONSUMER
DECISIONS THAT IS INDEPENDENT OF
RETAILER

DISAGGREGATION FAVOURS
RETAILERS BY INCREASING THEIR
CREDIBILITY IN ASSEMBLING AND
ASSORTMENT OF BRANDS

INITIALLY BRANDS WERE
AN EXCELLENT MEANSOF
DEVELOPING AND
COMMUNICATING A
DIFFERENT VALUE
PROPOSITION IN THE
MARKET

A GOOD NEEDED
RELATIONSHIP WITH
CONSUMERS

>> DISCLAIMER
www.IIMInternship.com
DURING AN INTERNSHIP BY
PROF. SAMEER MATHUR,
IIM LUCKNOW
CREATED BY :
NAGARJUN KS
SIT,TUMKUR

Connectif is a platform that bridges brands who are interested in finding influencers and influencers who are finding a brand that they want to sponsor. Whether it is a big or small company, through our platform, they can search for the influencers based on our algorithm. We will recommend a list of influencers based on the company's budget, industry, and criteria. Once a match is made, the influencer will produce a content on YouTube or Twitter to promote the brand or product. Nothing is paid until the content is out. We only charge a small commission for the transaction. We also provide a follow-up analytics on how well the campaign performs. It’s measurable and trackable.

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Businesses are becoming increasingly conscious of the importance of corporate reputation. They have found that it is customers’ perception of a company that drives purchases. It is also what attracts talent and assures partners that they are doing business with somebody they can trust. Ultimately, it is not just the end users that corporations are looking to impress; they are striving to connect with all stakeholders, which include employees, vendors, the community and the government. MSLGROUP in India and Eikona PR Measurement today announced the launch of their co-authored report, ‘Reputation: How It Is Built and Maintained, and The Role of PR’ which analyses the growing importance of reputation management and its impact on the PR industry.

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MSLGROUP in India and Eikona PR Measurement release the executive report – ‘Reputation: How it is built and maintained and the role of PR’ MSL India and Eikona PR Measurement had recently launched a co-authored report titled, ‘Reputation: How it is built and maintained and the role of PR’. The report analyses the growing importance of reputation management and its impact on the PR industry. Some of the points the report makes: • Corporate reputations are the sum total of the beliefs held by individuals about companies’ past actions and future potential. It is stakeholders’ collective actions and sentiments – whether to purchase a product, buy shares of the company’s stock, or recommend the company to others – that determine every company’s ability to stay in business. • Reputation is an intangible asset, but its effects are real. Indeed, reputation is acting on companies all the time — an invisible yet powerful influence that can either help or hinder a company as it strives to meet its objectives. • From credit terms to employee retention, reputation can have a serious impact. Like gravitational pull, reputation makes it easier or more difficult for your company to get where it needs to go. Normally, most product categories’ presence in the annual advertising calendar does not exceed four months. On the other hand, PR support for the same products stretches to at least eight months of the calendar, which is a unique opportunity for the PR industry. Its scope is widening from the narrow media relations space to leading the overall brand building and maintenance function. It is now up to the PR industry to evolve from being second fiddle to advertising and corporate communications to becoming the leader in the marketing communications ecosystem. In India, we are already seeing movement on this. Many corporations are working communications objectives into CEOs’ and other key spokespersons’ key result areas. Corporate communications executives are spending more time with CEOs and MDs. PR is increasingly being acknowledged as a brand-builder on par with other tools. Jaideep Shergill, CEO, MSLGROUP India, said: “Communicators are calling this the ‘Reputation Economy’, and rightly so. Reputation management could be the fuel for your business’ growth. Through this report, we wish to highlight the importance of reputation on the long-term future of businesses and also that the PR industry in India is uniquely geared to provide the strategic thinking required to build and maintain corporate reputation.”

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What are brands good for, Niraj dawar

1. WHAT ARE BRANDS GOOD FOR MIT Sloan Management Review Niraj Dawar.

2. “BRANDS ARE AN INDESPENSIBLE PART OF MODERN BUSINESS”

4. BECAUSE WHY GOD WHY?

6. HOW ?

8. EFFECT ?

9. BRANDS BECAME

10. “THE INFORMATION REVOLUTION IS MAKING CONSUMER DISAGGREGARTION VASTLY MORE EFFICIENT & PROFITABLE THAN AGGREGATION, THE TRADITIONAL SOURCE OF BRAND POWERR”

11. WHAT ARE BRANDS GOOD FOR?

12. TASKS CAN BE PERFORMED BETTER TASK BECOME LESS EXPENSIVE EFFECTS OF CONSUMER SEGMENTATION MORE PROFITABLE AT THE LEVEL OF CONSUMER SEGMENTS

13. WHAT ARE BRANDS GOOD FOR IN ERA OF SEGMENTATION

14.

15. 1. CONSUMER RELATIONSHIP

16. RELATIONSHIPS ARISE WHEN A BRAND REPEATEDLY AND CONSISTENTLY FULFILLS ITS STATED PROMISE

17. but such connections are one way mass communication of benefits and association and these tends to BE SHALLOW

18. TWO WAY COMMUNICA TION HAS BECOME A DEFINING FEATURE OF RELATIONSHIP

19. WHY?

20.

21. HOW ??

22. COMPANIES WITH SEGMENTED MARKETING STRATEGIC TASKS TACTICAL TASKS BUILD RELATIONSHIP: EARNING TRUST AND CREDIBILITY DRIVING TRIAL AND TRAFFIC AND INCREASE SALES VOLUME COMMUNICATING KEY BENEFITS: STAKING A POSITION BUILDING THE LIKELIHOOD OF REPURCHASE CJHARGING PREMIUM PRICE RESPONDING TO COMPETITIVE MOVES

23. EACH BRAND BECOMES A TOOL IN TOOLBOX OF THE MARKETER WHOSE JOB IS TO MANAGE CONSUMER RELATIONSHIPS .

24. BRAND IS A TEAM PLAYER RATHER THAN INDUVIDUAL

25. 2. CHANNEL RELATIONSHIP

26. REATAILING NOWADAYS IS NOT ABOUT COLLECTING RENT ON SHELF SPACE

27. RETAILER MUST ADOPT RELATIONSHIP BASED APPROACH TO MARKETING

28. RETAILERS EFFORTS TARGETS NOW CRAETING STORE BRAND AWARENESS BUILDING STORE LOYALTY PROMOTING PROFITABLE PRIVATE LABLE PRODUCTS

29. RETAIL CHANNEL HAS BECOME A MAJOR FOCUS OF MANUFACTURER’S MARKETING EFFORTS

30. DISAGGREGATION PROVIDES MANUFACTURERS WITH A NEW MEDIUM TO INFLUENCE CONSUMER DECISIONS THAT IS INDEPENDENT OF RETAILER

31. DISAGGREGATION FAVOURS RETAILERS BY INCREASING THEIR CREDIBILITY IN ASSEMBLING AND ASSORTMENT OF BRANDS

32. BEFORE

33. AFTER

34. MANUFACTURERS REALIZE BRAND’S CHANCE OF SURVIVAL WILL BE BETTER IF THEY BECOME PART OF RETAILER’S VALUE PROPOSITION TO CONSUMER SEGEMENT

35. 3. BRAND MANAGEMENT ORGANIZATION

36. BRAND MANAGEMENT SYSTEMS ARE NOT WELL SUITED TO MAKE GOOD USE OF VALUABLE CONSUMER INFORMATION

37. WE NEED

38. SOME CHANGES NEEDED

39. SO CAN WE SAY BRANDS GOOD IN HERE?

40. INITIALLY BRANDS WERE AN EXCELLENT MEANSOF DEVELOPING AND COMMUNICATING A DIFFERENT VALUE PROPOSITION IN THE MARKET

41. NOW A MANUFACTURER’S BRAND MIGHT ASPIRE FOR THE ULTIMATE PRIZE:

42. A GOOD NEEDED RELATIONSHIP WITH CONSUMERS

43. CREDITS

44. THANK YOU >>>>

45. >> DISCLAIMER www.IIMInternship.com DURING AN INTERNSHIP BY PROF. SAMEER MATHUR, IIM LUCKNOW CREATED BY : NAGARJUN KS SIT,TUMKUR

What are brands good for, Niraj dawar

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