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BRAND VALUATION

BRAND VALUATION. What is a Brand?. BRAND - A name or symbol used to identify the source of goods or services, and to differentiate them from those of competitors . Brand signifies reputation and symbolic meaning attached to a brand.

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BRAND VALUATION

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  1. BRAND VALUATION

  2. What is a Brand? BRAND- A name or symbol used to identify the source of goods or services, and to differentiate them from those of competitors . • Brand signifies reputation and symbolic meaning attached to a brand. • “Branding is the process by which companies distinguish their product offerings from the competition.” • Branding is an integral part of the overall marketing strategy.

  3. Examples • Nike • Authentic Athletic Performance • Disney • Fun Family Entertainment

  4. WAY OF BRANDING A PRODUCT • Associate your brand with a key customer promise • Keep in mind precisely whom you are targeting • Differentiate your brand • Keep your brand focused • Repeat, repeat, repeat your message

  5. Strategic Brand Management • Strategic brand management involves the design and implementation of marketing programs and activities to build, measure, and manage brand equity. • The strategic brand management process : 1) Identifying and establishing brand positioning and values 2)  Planning and implementing brand marketing programs 3)  Measuring and interpreting brand performance 4)  Growing and sustaining brand equity

  6. Strategic Brand Management Process STEPS KEY CONCEPTS Mental maps Competitive frame of reference Points-of-parity and points-of-difference Core brand values Brand mantra Identify and Establish Brand Positioning and Values Mixing and matching of brand elements Integrating brand marketing activities Leveraging of secondary associations Plan and Implement Brand Marketing Programs Brand Value Chain Brand audits Brand tracking Brand equity management system Measure and Interpret Brand Performance Brand-product matrix Brand portfolios and hierarchies Brand expansion strategies Brand reinforcement and revitalization Grow and Sustain Brand Equity

  7. Concept of Brand Equity • Brand equity relates to the fact that different outcomes result in the marketing of a product or service because of its brand name, as compared to if the same product or service did not have that name. • Customer-based brand equity • Differential effect • Customer brand knowledge • Customer response to brand marketing

  8. Customer-Based Brand Equity Model INTENSE, ACTIVE LOYALTY Consumer- Brand Resonance RATIONAL & EMOTIONAL REACTIONS Consumer Judgments Consumer Feelings POINTS-OF-PARITY & POINTS-OF-DIFFERENCE Brand Performance Brand Imagery DEEP, BROAD BRAND AWARENESS Brand Salience

  9. EXAMPLE OF ‘Airtel’ • The Functional Dimension - Airtel says, "Your world of communication just got simpler.“ Even the simplest of the consumer can use the products and services. • The Social Dimension - Airtel is a recognized brand to be associated with. It is associated with high level of social value. • The Spiritual Dimension - "Building telecom, building relationships." Airtel encourages everyone to be more involved in building relationships and spread the happiness. • The Mental Dimension - Airtel gives me the opportunity to "Express Myself”.

  10. Customer-based brand Equity Model • Points-of-parity • necessary • Competitive • Points-of-difference • strong, favorable, and unique brand associations

  11. Brand Valuation Methods Direct measurement method • brand communication investments based method - add all the brand’s communication investments • awareness and franchise valuation method- Marketing managers, when projecting the volume for a new product, routinely use equations that convert a given advertising budget into its resulting awareness, awareness into trial, and trial into its resulting consumer franchise and consumption volume.

  12. Brand Valuation Methods Finance based/indirect measurement method • excess-earnings method – assess the increase in profit (or cash flow) attributable to the brand • relief-from-royalty method - if the company did not have the use of its brand name, it would need to license that right in exchange for a royalty fee.

  13. CASE STUDY • Branding case study - Intel

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