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Review of the class

What is a brand?
What makes a brand strong
PBM Practices in Industry



Session No 2

a. Formation of groups with group leader
b. Activity distribution
a. News Reporter
b. The teacher
c. The preacher
d. The researcher

Session No 2
PBM Practices in Industry
Contents
Brand Building Understanding
Branding
Module 1
Understanding Branding
Understanding
Branding
Brand Building
Module 1
Understanding Branding
Exercise
Archite
cture
Manage
ment
Attribu
tes
Produ
cts to
brands
Understanding
Branding
Brand Building
Module 1
Understanding Branding
Exercise
Archite
cture
Manage
ment
Attribu
tes
Produ
cts to
brands
Understanding
Branding
Brand Building
Module 1 - Stage 1
From Products to Brands
Understanding
Branding
Brand Building
Exercise
Architectur
e
Manage
ment
Attributes
Prod
ucts
to
bran
ds
Module 1 - Stage 1
From Products to Brands
Understanding
Branding
Brand Building
Exercise
Architectur
e
Manage
ment
Attributes
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’
Module 1 - Stage 1
From Products to Brands
Understanding
Branding
Brand Building
Exercise
Architectur
e
Manage
ment
Attributes
Prod
ucts
to
bran
ds
A Brand is a Promise
“ …A seller’s promise to deliver consistently
a specific set of features, benefits and services
to buyers.
Module 1 - Stage 1
From Products to Brands

…….a short-hand that communicates powerfully & reduces uncertainty

Fevicol Case
Year
Adspend 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)
Fevicol Case
Fevicol's Market Share
of Synthetic Adhesive Category
10%
31.43%
42%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
1991 1994 1999
Fevicol Case
Fevicol's Growth Rate
vs. Category Growth Rate
10%
8%
55%
16%
0%
10%
20%
30%
40%
50%
60%
1992-95 1995-99
Category Fevicol
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
Questions ?