1. Brand Definition and Valuation
Prof. Atul Tandan
Director
MICA

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
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.

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

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 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:

9. Thank You