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Brand Definition and Valuation

Brand Definition and Valuation. Prof. Atul Tandan Director MICA E-mail: Pat@mica.ac.in. What is a Brand?.

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Brand Definition and Valuation

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  1. Brand Definition and Valuation Prof. Atul Tandan Director MICA E-mail: Pat@mica.ac.in

  2. What is a Brand? “ A brand is name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competition.” American Marketing Association (AMA) Source: Competing for choice: developing winning brand strategies by Lars Finskud

  3. What is a Brand? “ A brand is a complex symbol, it is the intangible sum of a products attributes, its name, packaging, and price, its history, reputation, and the way it is advertised. A brand is also defined by consumers’ impression of the people who use it, as well as their own experience.” Advertising guru David Ogilvy, 1955 Source: Competing for choice: developing winning brand strategies by Lars Finskud

  4. What is a Global Brand? • Global brand is basically the same product or service everywhere, with only minor variation (as Coca-Cola and Guinness) • Global brand has the same brand essence, identity and values (as McDonald’s and Sony do) • Global brand uses the same strategic principles and positioning (as Gillette does) • Global brand employs the same marketing mix as far as possible Source: Branding by Geoffrey Randall

  5. Brand Rating Definitions Note: In some instances the ratings are altered by the addition of a plus (+) or (-) Sign to reflect their more detailed positioning in comparison with the general rating group Source: Sri Lankan’s most valuable brands. LMD the voice of business. Vol. 13(8), March 2007, p. 102.

  6. Brand Value/Power Bases • Growth rates • Market share • History • Price premiums • Brand awareness • Brand’s ability to earn Source: Sri Lanka’s leading brands. Retrieved May 31, 2007 from http://www2.singer1.com/singer/events/brand_league.html

  7. India’s 100 Most Valuable Brands • Image & perception • Brand awareness • Brand loyalty • Brand association • Brand preferences Source: 4Ps Business and Marketing Vol. 2, Issue No. 8, 25 May – 7 June 2007, p.88.

  8. Brand Iceberg Name Advertising Logo Brand experience externally Brand Equities Environment Products and Services Brand Values Brand experience internally Management - control structures Internal Communications Business Process Investor Relations Customer Relations Training Quality Staff Motivation Knowledge Management Recruitment Policies HR Policies & Processes Technology Source: http://www.brandchannel.com/images/papers/bankonthebrand.pdf

  9. Thank You Email: pat@mica.ac.in

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