Beruflich Dokumente
Kultur Dokumente
AA Very strong
A Strong
BBB Average
BB Under-performing
B Weak
CC Extremely Weak
C Failing
Source: Sri Lankan’s most valuable brands. LMD the voice of business. Vol. 13(8),
March 2007, p. 102.
Brand Value/Power Bases
• Growth rates
• Market share
• History
• Price premiums
• Brand awareness
• Brand’s ability to earn
Source: 4Ps Business and Marketing Vol. 2, Issue No. 8, 25 May – 7 June 2007, p.88.
Brand Iceberg
Name
Advertising
Logo
Brand Brand Equities
experience Environment
externally Products and Services
Investor Relations
Customer Relations
Training
Quality
Staff Motivation
Knowledge Management
Recruitment Policies
HR Policies & Processes
Technology
Source: http://www.brandchannel.com/images/papers/bankonthebrand.pdf
Multinational Brands
Global Brands & Culture
• Buyer behavior and consumer needs are driven
by cultural norms
• MNC managers deal with different cultural
environments
• Global business deals with
– Consumers
– Strategic partners
– Distributors
– Competitors with different cultural mindsets
• Cultural heritage provides pride and self-esteem
• Foreign cultures also intrigue local cultures
Global Brands & Culture
$2,260 Compact
Tata Motor
Tata Motors has launched its popular mini truck, Tata Ace
has got highest international market share in Sri Lanka,
Tata Motors
• The company’s commercial and passenger vehicles
are already being marketed in several countries like
• Europe
• Africa
• Middle East
• Australia
• South East Asia
• South Asia
• It has assembly operations in Malaysia, Kenya,
Bangladesh, Spain, Ukraine, Russia and Senegal
Tata Motors
TVC - Indica
Watch - Titan
Mahindra & Mahindra
SUV King
Mahindra & Mahindra
Cobra Beer
Bikanervala Foods
SPAN
Lesson Learnt for AAA Creating
Brands
Consistency
Understanding of Customers/Target
Message/Communication
Creative/Design/Brand ID
Relevance
Differentiation/Uniqueness
Key Stakeholder Buy-In
Positioning
Clarity
Connection to Customer/Target
Awareness/Recall/Memorability
Focus
Authentic/Truthful/Honest/Accurate
Lesson Learnt for AAA Creating
Brands
Leadership
Budget/Cost
Strategy
Product
Research
Innovation
Simplicity
Delivering on promises
Public Relations
People
Marketing
Advertising
Other
Thank You
Email: pat@mica.ac.in