Brand Definition and Valuation

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Presentation transcript:

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

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

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

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

Brand Rating Definitions AAA Extremely strong AA Very strong A Strong BBB Average BB Under-performing B Weak CCC Very weak CC Extremely Weak C Failing 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.

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

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.

Brand Iceberg Name Advertising Logo Brand experience externally Brand Equities Environment Products and Services Brand experience internally Brand Values 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

Thank You Email: pat@mica.ac.in