Brand Definition and Valuation

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Brand Definition and Valuation

• Prof. Atul Tandan
• Director
• MICA
• E-mail Pat_at_mica.ac.in

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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
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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
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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 McDonalds 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
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Brand Rating Definitions
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 Lankans most valuable brands. LMD
the voice of business. Vol. 13(8), March 2007,
p. 102.
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Brand Value/Power Bases

• Growth rates
• Market share
• History
• Price premiums
• Brand awareness
• Brands ability to earn

Source Sri Lankas leading brands. Retrieved
May 31, 2007 from http//www2.singer1.com/singe
r/events/brand_league.html
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Indias 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.
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Brand Iceberg
Name
Advertising
Logo
Brand Equities
Brand experience externally
Environment
Products and Services
Brand Values
Brand experience internally
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
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• Thank You
• Email pat_at_mica.ac.in