Dr. Bharat Bhushan Singh

8/11/2019 Dr. Bharat Bhushan Singh

1/16

Review of the classWhat is a brand?What makes a brand strong

PBM Practices in Industry

Session No 2


2/16

a. Formation of groups with group leader

b. Activity distributiona. News Reporter

b. The teacherc. The preacher

d. The researcher

Session No 2


3/16

PBM Practices in Industry


4/16

Contents

Brand BuildingUnderstanding

Branding


5/16

Module 1

Understanding Branding

Understanding

Branding

Brand Building


6/16

Module 1


ExerciseArchite

cture

Manage

ment

Attribu

tes

Produ

cts to

brands

Understanding

Branding

Brand Building


7/16

Module 1


ExerciseArchite

cture

Manage

ment

Attribu

tes

Produ

cts to

brands

Understanding

Branding

Brand Building


8/16

Module 1 - Stage 1

From Products to Brands

Understanding

Branding

Brand Building

ExerciseArchitectur

e

Manage

mentAttributes

Prod

ucts

to

bran

ds


9/16

Module 1 - Stage 1


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


10/16

Module 1 - Stage 1


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.


11/16

Module 1 - Stage 1


.a short-handthat communicates powerfully & reduces uncertainty


12/16

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 )


13/16

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


14/16

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


15/16

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


16/16

Questions ?

Documents

Dr. Bharat Bhushan Singh