Narendra Singh Brand value chain
Narendra Singh
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
“Helth 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:reactve marketing programme
of Pepsi• Channel support• Customer size and profile not define (for every one)