1. Brand value chain
Narendr Singh

2. 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.

3. The Brand Value Chain

5. Value stages
• Marketing programme help
to develop of a brand
value.
It includes:
• Advertising
• Personal selling
• Sponsorship
• Publicity
• Public relation

7. Marketing programme
Sponsor 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 banner
Telling brand story through media by relating it to
any occassion
Brand endorsement through various young and
popular celebrity like Ranbir kapoor.

8. 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

9. The four features of program Quality
1)
2)
3)
4)
Clarity
Relevance
Distinctiveness
Consistency

10. 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.

11. Market performance
Price premium
Price elasticity
Market share(Globly56%, in India 45.8%)
Expansion succession
profitability

12. 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

13. Market place condition
• Soft Drink
• Competitors reaction:reactve marketing
programme of Pepsi
• Channel support
• Customer size and profile
not define (for every one)