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Lecture 8 - Brand Management

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Nagesh Pai
Nagesh Pai

Brand management - presentation slides of lecture 8

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Brand Management Lecture -8 PT MBA – Yr.1 – Trimester III
Today… ,[object Object],[object Object],[object Object],[object Object]
Why measure Brand Equity? ,[object Object],[object Object],[object Object]
The Brand Value Chain ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Brand Value Chain Marketing Program Investment Customer Mindset Market Performance Shareholder Value Program Quality Market place Conditions Investor Sentiment Multiplier Value Stages ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Tracking Studies Involves Information collected from consumers on a routine basis Quantitative measures to indicate current information
What to track? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Global Tracking Economic Indicators : GDP, Interest Rates, Unemployment, Average wage, Disposable income, exchange rates, share markets Media Indicators: Media consumption, Ad expenditure, Share of Voice, Category spends ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How to conduct tracking studies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How to interpret tracking studies ,[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Equity Management System ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Managing Brand Equity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Lecture 8 - Brand Management

  • 1. Brand Management Lecture -8 PT MBA – Yr.1 – Trimester III
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  • 6. Brand Tracking Studies Involves Information collected from consumers on a routine basis Quantitative measures to indicate current information
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