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Brand value chain

Narendr Singh
Brand value chain
• Brand value chain is a
structured approach to
assessing the sources
and outcomes of brand
equity and the manner
by which marketing
activities create brand
value.
The Brand Value Chain
Brand Value chain
Value stages
• Marketing programme help
to develop of a brand
value.
It includes:
• Advertising
• Personal selling
• Sponsorship
• Publicity
• Public relation
Brand Value chain
Marketing programme
Sponsor different kind of national and international
games and events.
Building campaign to develop public relation like
“Helth message campaign”
Publicity through media, newspaper, magazines,
signage and banner
Telling brand story through media by relating it to
any occassion
Brand endorsement through various young and
popular celebrity like Ranbir kapoor.
Program Multiplier Plan

The ability of the marketing programme to affect
the mind set of the customer depend on quality of
marketing programme investment Like “Thunda
matlab coco cola”to create the effect in customer
mind in such away that whenever they think about
cold drinks coca cola comes in the mind
The four features of program Quality
1)
2)
3)
4)

Clarity
Relevance
Distinctiveness
Consistency
Customer mind
• Brand awareness-high level of
awareness
• Brand association-strong
favourable, and unique brand
awareness
• Brand attitudes-positive brand
attitudes
• Brand attachment-intense
brand attachment
• Brand activity-a high degree of
band activity.
Market performance
Price premium
Price elasticity
Market share(Globly56%, in India 45.8%)
Expansion succession
profitability
Shareholder value
• Stock price
• Coca cola stock price is $38.33

• Price Earning Ratio p/e ratio of coca cola is 19.47
• Market capitalization of coca cola is $ 170.o1 billion
Market place condition
• Soft Drink
• Competitors reaction:reactve marketing
programme of Pepsi
• Channel support
• Customer size and profile
not define (for every one)
Brand Value chain

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Brand Value chain

  • 2. Brand value chain • Brand value chain is a structured approach to assessing the sources and outcomes of brand equity and the manner by which marketing activities create brand value.
  • 5. Value stages • Marketing programme help to develop of a brand value. It includes: • Advertising • Personal selling • Sponsorship • Publicity • Public relation
  • 7. Marketing programme Sponsor different kind of national and international games and events. Building campaign to develop public relation like “Helth message campaign” Publicity through media, newspaper, magazines, signage and banner Telling brand story through media by relating it to any occassion Brand endorsement through various young and popular celebrity like Ranbir kapoor.
  • 8. Program Multiplier Plan The ability of the marketing programme to affect the mind set of the customer depend on quality of marketing programme investment Like “Thunda matlab coco cola”to create the effect in customer mind in such away that whenever they think about cold drinks coca cola comes in the mind
  • 9. The four features of program Quality 1) 2) 3) 4) Clarity Relevance Distinctiveness Consistency
  • 10. Customer mind • Brand awareness-high level of awareness • Brand association-strong favourable, and unique brand awareness • Brand attitudes-positive brand attitudes • Brand attachment-intense brand attachment • Brand activity-a high degree of band activity.
  • 11. Market performance Price premium Price elasticity Market share(Globly56%, in India 45.8%) Expansion succession profitability
  • 12. Shareholder value • Stock price • Coca cola stock price is $38.33 • Price Earning Ratio p/e ratio of coca cola is 19.47 • Market capitalization of coca cola is $ 170.o1 billion
  • 13. Market place condition • Soft Drink • Competitors reaction:reactve marketing programme of Pepsi • Channel support • Customer size and profile not define (for every one)