module IV- Brand Performance Strategies

Brand value chain

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

Value stages• Marketing programme help

to develop of a brand value.

It includes:• Advertising• Personal selling• Sponsorship• Publicity• Public relation

Marketing programmeSponsor different kind of national and international

games and events.Building campaign to develop public relation like

“Health message campaign” Publicity through media, newspaper, magazines,

signage and bannerTelling brand story through media by relating it to

any occassionBrand 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) Clarity2) Relevance3) Distinctiveness4) 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 premiumPrice elasticityMarket share(Globly-

56%, in India 45.8%)Expansion successionprofitability

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:reactive marketing

programme of Pepsi• Channel support• Customer size and profile not define (for every one)