dr. bharat bhushan singh
TRANSCRIPT
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Review of the classWhat is a brand?What makes a brand strong
PBM Practices in Industry
Session No 2
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a. Formation of groups with group leader
b. Activity distributiona. News Reporter
b. The teacherc. The preacher
d. The researcher
Session No 2
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PBM Practices in Industry
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Contents
Brand BuildingUnderstanding
Branding
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Module 1
Understanding Branding
Understanding
Branding
Brand Building
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Module 1
Understanding Branding
ExerciseArchite
cture
Manage
ment
Attribu
tes
Produ
cts to
brands
Understanding
Branding
Brand Building
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Module 1
Understanding Branding
ExerciseArchite
cture
Manage
ment
Attribu
tes
Produ
cts to
brands
Understanding
Branding
Brand Building
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Module 1 - Stage 1
From Products to Brands
Understanding
Branding
Brand Building
ExerciseArchitectur
e
Manage
mentAttributes
Prod
ucts
to
bran
ds
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Module 1 - Stage 1
From Products to Brands
Understanding
Branding
Brand Building
ExerciseArchitectur
e
Manage
mentAttributes
Prod
ucts
to
bran
ds
Brand v/s. Product
A brand is more distinctive than a product It is first of all a name, a means of identification
Secondly it s a set of added values offering both
functional and psychological benefits
Above all a brand is a promise
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Module 1 - Stage 1
From Products to Brands
Understanding
Branding
Brand Building
ExerciseArchitectur
e
Manage
mentAttributes
Prod
ucts
to
bran
ds
A Brand is a Promise
A sellers promise to deliver consistently
a specific set of features, benefits and services
to buyers.
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Module 1 - Stage 1
From Products to Brands
.a short-handthat communicates powerfully & reduces uncertainty
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Fevicol Case
YearAdspend as %
of Sales
92-93 1.2%
93-94 2.2%
94-95 2.3%
95-96 2.4%
96-97 3.2%
97-98 3.6%
98-99 3.1%
151.68 5.51
191.75 6
138 3.28
156.19 5
77.12 1.7
102.16 2.3
46.02 0.55
Sales Value
( Rs. Crores )
AdSpend
( Rs. Crores )
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Fevicol Case
Fevicol's Market Share
of Synthet ic Adh esive Category
10%
31.43%
42%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
1991 1994 1999
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Fevicol CaseFevicol's Growth Rate
vs. Category Gro wth Rate
10%8%
55%
16%
0%
10%
20%
30%
40%
50%
60%
1992-95 1995-99
Category Fevicol
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Brand as an Asset
If Coca Cola lost everything except for the
formula and its brand name , it could walk
into any bank in the world and get $100 billion
loan to start from the scratch
Fortune Magazine
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Questions ?