BRAND

MANAGEMENT

MARKETING PROCESS CONTROLLABLE &

UNCONTROLLABLE VARIABLES : EMERGING
TREND

What are the Objectives of Business ???

1. Profitable Return on Investment

2. Generate Employment
3. Contribute to National Exchequer
4.Helping Ancillary Industry to grow
5.Take Care of Environment
6. Be Ethical and
corporate citizen.

Law

abiding

Definition of Marketing
Marketing deals with identifying and
meeting human and social needs. One
of the shortest definitions of marketing
is meeting needs profitably.

10

Jack Trout

THE
THEPENTAGON
PENTAGONOF
OFVALUE
VALUE

VALUE
PROPOSITION
WITH
IS THE MODEL
OF CHOICE
FOR BRANDING
IS THE
OF CHOICE FOR BRANDING
VALUE
INNOVATION
VALUE
OFMODEL
ETHICS
IS THE NEW

THEOF
PENTAGON
OF
VALUE
ADDITION
VALUE
ETHICS
IS
THE
NEW
VALUE,
VALUE,
VALUE
---ROI
IS THE
OFOF
CHOICE
FOR BRANDING
IS MODEL
THE CORE
THE BRAND
WILL POSITION THE BRAND
TO
ENSURE
THE
ISSUE
OF
BUILDING
OF
CREATING
SUSTAINABLE
BRAND
IT
IS
THE
REAL
WORLD
IT IS A USER FRIENDLY GUIDELINE
STRONG
VALUE DELIVERY
FOR
STRONG BRAND BUILDING
EQUITY
IS ALSO
THE KEY
IN OUR
PERPETUAL
QUEST OF
VALUE
INNOVATION

VALUE PRICING
INTHE
THE
RIGHT
SPOT
OF
ITIT
ISISASTRENGTH
USER
FRIENDLY
GUIDELINE
IS
OF
THE BRAND
A USER FRIENDLY GUIDELINE
CONSUMERS FRAME OF
FOR STRONG BRAND BUILDING
FOR STRONG BRANDBUILDING
BUILDING

MIND

PENTAGON OF VALUE
VALUE
INNOVATION

VALUE OF
ETHICS

VALUE
PROPOSITION

VALUE
PRICING

VALUE
DELIVERY

VALUE OF IDEA

VALUE
OF
SIX SENSES

VALUE
INNOVATION

VALUE
OF
NON COMPETITIVE
ENVIRONMENT

VALUE
ENGINEERING

VALUE
DIFFERENTIATOR

VALUE OF IDEA
Mobile Phone in TEETH !!

Ferrari and Acer

came together
and made a
Laptop.

Nike
and
Ipod
came
together to make a shoe,
which can help exercise
enthusiasts to listen to
songs during exercising and

VALUE OF BRAND SENSE

SIGHT
+
SOUND
+
SMELL
+
TOUCH
+
TASTE
+
THE SIXTH SENSE = BRAND

VALUE ENGINEERING

Value Engineering should be

based on

a)

Performance

b)

Style & design

c)

Serviceability

d)

Durability

e)

Reliability

f)

Differentiation

g)

Non-competitive
Market

VALUE OF
CUSTOMER COST /AFFORDABILITY

VALUE
OF
VALUE PRICING

VALUE
OF
PRICE WAR-FARE

VALUE
PRICING

VALUE OF PRICE
SKIMMING

VALUE
OF EDLP

VALUE OF PRICING

VALUE OF SUPPLY CHAIN

VALUE
OF
ON-TIME
DELIVERY

VALUE
OF
OPTIMIZATION

VALUE
DELIVERY

VALUE
CHAIN

VALUE OF
COST-EFFICIENT
DELIVERY

VALUE POSITIONING

VALUE
OF BTL

VALUE OF
OTHER ATL

VALUE
PROPOSITION

VALUE OF
IMC OPTIONS

VALUE OF
PR/PUBLICITY/EVENT

VALUE POSITIONING

VALUE POSITIONING

VALUE OF A
LAW ABIDING CORPORATE CITIZEN

VALUE
OF GOOD
GOVERNANCE

CULTURAL VALUE

VALUE OF
ETHICS

VALUE OF
SCRIPTURES

PERSONAL VALUE

PENTAGON OF VALUE
VALUE
INNOVATION

VALUE OF
ETHICS

VALUE
PROPOSITION

VALUE
PRICING

VALUE
DELIVERY

ATL
POSITIO
N IN THE
MIND OF
THE
PROSPE
CT

CORE VALUE
BTL

BRAND EQUITY

OPTIONS

VALUE
INNOVATION

VALUE
PRICING

VALUE OF
ETHICS

EQUITY

VALUE
PROPOSITION

VALUE
DELIVERY

VALUE
INNOVATION

VALUE OF
ETHICS

VALUE
PRICING

EQUITY

VALUE
PROPOSITION

VALUE
DELIVERY

Are you
a Brand

Yes, you all are brands in your individual right !

What is a
brand?

A 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 competitors.
American Marketing Association

What is a brand
name?
That part
can be
utterable.

of a brand which
vocalised the
American Marketing Association

What is a brand
mark?

That part of a brand which can

be
recognized
but
is
not
utterable,
such
as
symbol,
design, or distinctive colouring
or lettering.
American Marketing Association

What is a trade mark?

A brand or part of a brand that
is
given
legal
protection
because it is capable of
exclusive
appropriation.
A
trademark protects the sellers
exclusive rights to use the
brand name and/or brand

BRAND POSITIONING
This is the way the brand is
perceived
within
a
given
competitive set in the consumers
mind. Ideally, it is a function of
the brands promise and how the
brand
compares
with
other
choices with regard to quality,
innovation, perceived leadership,
value,
prestige,
trust,
safety,
reliability,
performance,
convenience,
concern
for
customers, social responsibility,

EXAMPLE OF A BRAND
MERCEDES BENZ

BRAND MARK

TRADE MARK
BRAND NAME
+
BRAND MARK
+
TRADE MARK

BRAND NAME

MERCEDES BENZ

= BRAND

Where do you all fit in ?

(i) All of you have a name = Mr.. X or Ms.Y

(ii) All of you have Distinguishable features like brand

mark

(iii) All of you have trade mark ??? =