BRANDING

JAGADISH

Reference : New Strategic Brand Management

Jean Noel Kapferrer

Q1) how do you define a brand ? what are its core properties ?

Ans) A brand is defined as one which looks at working culture of a company to which it
represents to addressing core issues for which the company stands for

core properties

what is the use of a brand if it is weak in core competency which includes different branches of
management -- all the branches hold the key for success of company

Q2) what is brand equity ? how to manage it effectively without incurring losses to
the company while introducing brand to end consumer for first time ?

Ans) brand equity is defined as managing the brand properly in relation to outsiders
which include everyone

managing brand equity can be done

a) through segmentation ----- psychographic ( niche strategy)

geographic ( house rent strategy)
demographic ( educational institutions)

b) through targeting -------- population indexing

c) through positioning -------- organised retailing based upon real estate

Q3) what is private label ? how can companies overcome it ?

Ans)

private label : it is defined as introduction of product that is sold through organised

retail stores exclusively in competition with company product of similar nature

According to reference book of jean noel kapferer, i got the information that private
labels are never researched upon , that something is weird because without doing
research how can the organised retailer sell his product, research has to be their
otherwise sales generated by the organised retailer can never be known to the
retailer

without knowing which is selling , retailer can never replicate the product, where
quality standard of the product introduced as private label also holds a key to the
success of the organised retailer introducing the best sales product in the retail outlet

these private labels actually sell only geographically and not in any format as per
jagadish is concerned, companies can overcome it by creating combos through 4c
cooperation between companies in these outlets by giving bonazas for promoting
their products in place of private labels

customer stock option plan can also be introduced to counterattack private labels in
specific geographic areas where the product of private label is selling exceptionally
well.

Q4) what is co-branding ? Is it essential under 4c concept ?

Ans) co branding talks about 4c concept of sharing brands and promoting brands to
each other

cobranding is used

a) when product is at baby stage

b) when product core competency between companies is different
c) when product is a complementary to products that have been launched in market
before this product launch

Q5) how would you differentiate between a brand and a product ?

Ans) A brand talks about culture of a company whereas a product talks about SWOT
of company

Q6) what steps should a company take while giving a name to its brand ?

Ans) company should look out for

a) target audience -- example : old, youth, middle age

b) perception of target audience through psychographic segmentation and designing
of questionaire to them
c) technological advancement and usage of target audience

Q7) on what basis can company define a market as mature ?

Ans) company can define a brand as mature

a) if sales decline or perception decline to target audience as stated above

b) brand definition changes as perceived by the employees of the company
c) products launched under the brand are too many catering to different segment

Q8) how can companies know on what basis that their brands are catering to right
segment ?

Ans) companies can know whether the brand is catering to right segment if

a) market space questionnaire is being used properly by the target audience to which
it catered to -- response of audience is important
b) sales decline
c) employees of branch where company is located decreases

Q9) can private labels be sold to rural sector ?

Ans) only small priced products example satchets and luxury products sell

how come luxury products example : basic model of mobiles , tv, computers etc
Q10) what steps should companies decide when they want to touch rural sector ?

Ans) NGO style works with employment in company

Q11) write a brief mini article on brand loyalty ?

Ans) how to make end customers brand loyal

a) Customer stock option plan

b) weekly reports in inbox of stakeholders
c) cause marketing with stakeholders participation in it

Q12) write a brief article on rural sector private labels ?

Ans) cannot sell as rural people are brand conscious ---- highlighted in TV,
computers (internet)

Q13) write a brief article on role of global brands under glocalisation ?

Ans) global brands would fail if brands arent localised as per geographic sementation

can be known through cost of living of house rent

Q14) write a brief article on role of media under branding ?

Ans) media to be used for cause marketing and share of products launch price during
life cycle of brand overall at regular intervals

cause marketing pricing is based upon

geographic segmentation --- TV channels

psychograhic segmentation --- internet
demographic segmentation ---- recreation grounds

example : old age people : --- spritual concerts

youth --- pubs, musical concerts
children --- sports
middle age ---- travelling
Q15) consumer behavior issue ?

Ans) how to know by company whether consumer behavior of people they are
targeting has changed and shifted to other taste buds

it can be known through

psychographic segmentation ( forums , niche marketing research)

changes in real estate boom
salary hike in specific segmented industries

Q16) what is the role of innovations under brands ?

Ans) innovations overall in any industry varies between 2 to 5 % of profits earned

innovations to keep continuing how ?

it can be done through

employee stock option plan

customer stock option plan
internet
technology changes and sharing them with public through open forums
stakeholders participation

Q17) how to sustain brands over a period of time ?

Ans) brands can sustain over a period of a decade if proper results are seen

a) change in the ceo without affecting the culture to the likes of ceo
b) employee stock option plan and customer stock option plan to be adopted at
regular intervals
c) complementors to be given due weightage in the say of brands company has
linked it with them

Q18) how do you manage brand equity with marketing channels as the arsenal ?

Ans) The various channels that look out for brand equity sustainance are
distribution channels ------- customer stock option plan
communication channels ------- internet
service channels ------- face to face problem solving through meetings with
stakeholders

Q19) Advertising during brand equity promotion campaign ?

Ans) how to sustain advertising in 21st century

a) cause marketing with government participation

b) cause marketing with media participation
c) technology advancement

Q20) write on Brand life cycle ?

Ans) brand life cycle is based upon

technology advancement
internet evolution in a country
industry growth and employment generation in that industry
ethics of companies ( complementors, 4c)

Q21) write on Brand imitation ?

Ans) failure because it doesnt come with 4c concept of sharing price under difficult
times

Q22) write on customer loyalty in brands ?

Ans ) CSOP (Customer Stock Option Plan)

ESOP (Employees Stock Option Plan)
after sale service of brand
telephonic conversation along with communication channels used specifically at
regular intervals ( growth of internet )
knowledge sharing methods

Q23) How does one define strategy ?

Ans) strategy as per michael e porter states that steps taken and vision of company
are two different parameters where companies get confused thinking that steps
taken by them to accomplish strategy is strategy whereas they are only mission and
vision to accomplish strategy

example : michael e porter states " my company wants to become international"

" my company wants to do sales of 1 lakh per month"

these accordingly are only statements stating steps to accomplish strategy , as

stated by porter

strategy should be how to accomplish that objective to sustain the steps taken by
company according to porter

but the above statement according to jagadish are once again mission statements
not strategy direction

jagadish actually defines strategy as "overall growth of the company over a period of
time say quarterly growth accomplished compared to previous quarterly in sustaining
the momento accomplished by taking steps in present quarterly to see that previous
quarterly has been sustained "

their is another way to see strategy along with vision and mission

vision tells company where it is leading to in future

mission statements give you direction as to how to accomplish that vision set by the
company

now strategy gives you information as to where mission is failing and succeeding in
accomplishing the vision of the company

Q24) MICHAEL E PORTER 5 force model of what i understood

Ans)

THREAT OF NEW ENTRANTS

BARGAINING POWER OF SUPPLIERS
RIVALRY AMONG EXISTING COMPETITORS
BARGAINING POWER OF BUYERS
THREAT OF SUBSTITUTES OR SERVICES
 according to Micheal e porter as understood by me is that mostly porter talks about
profit maximization of company by allowing sellers, buyers and companies fighting
out with each other in both market place and market space through competition

ULTIMATE 4C

BY JAGADISH

This world considers itself ethical, is it really ethical . the five force model of Michael e
porter is going to survive but not 4c concept

You know why

Porters model is based upon Rivalry (competition) among competitors and not on
cooperation , earning profits by company is considered to be sole moto which porter
wrote it 30 years back, even that stands correct even now even though i wrote about
cooperation between companies as the other way of doing business

Psychology tells me that in times of difficulty one remembers relatives, friends etc
including mother , father

4c concept to be successful depends upon cooperation among companies, industries, this

cant be found out , it would be known within 5 years

rest assured this would be the demise of 4c unless companies aren’t looking at profits for
themselves but want to share it

this sharing can happen in times of difficulty but would not be used in times of good
times

everyone want to enjoy the pie but nobody wants a lesser pie which is available specially
in good times

complementors have come into picture but would be destroyed

because of competition between companies which are linked up to complementor by

offering extensive bonaza for themselves by using unethical means to use complementors
for themselves it is

one rule------money

compelementors would become money minded and offer bonaza to companies which
offer more bonaza compared to other companies ,
if 4c has to survive it is ethics , without ethics 4c is destroyed

their may be situations where complementors like middle east countries would ask for
more money from governements resulting in companies shelling out huge money stating
that petrol, oil is complementor

hence have to pay

alternative look out for electic cars, solar based scooters

we cant blame middle east countries for hiking money because it is natural based petrol
which would deplete in near future say in another 10 to 25 years down the lane, they are
dependent upon food imports from other countries also

the best solution to the above problems is

has 4c solved the problem which i discussed above

4c passes if ethics, 4c fails if unethical

what is the limit to ethics , how would one define it

anything which is beyond my scope of jurisdiction is unethical

anything which is within my limits of decision making is ethical

how would one define the road less travelled concept in 4c

4c actually looks at beyond the scope of horizon something like out of box thinking

if you look at my answers they were strategic based answers but within scope of reach to
be used specially say complementors

4c covers a bigger ground of imagination while others to some extent are narrow based in
thinking process

lets talk it out

what is 4c

company
competitor
complementor
customer
what can you gauge from the above four

think ?

something you havent thought even if known to you

what are the limitations to these 4 elements present in 4c

company concentrates upon quarterly results which should be above average than industry

that is the target of every ceo

can it be achieved ?

yes it can if cooperation is their within industry to which companies represent by sharing the
profits and cooperation in both good and bad times

say friendship in research and development

what is the scope of friendship

friendship can be termed as something beyond which cooperation exceeds in bad times when
one company is in doldrums and other helps it out

MODEL

step one : why dont create an ngo in united nations

step two : in this ngo why not pool up resources of money by companies for those companies
who are struggling

think which type of companies would be benefitted

step three : this cooperation can be handed by sanctioning money through G20 countries

step four : this money being pooled up is tax free for companies who have donated

small model but very effective

benefits ---- huge people employment can be solved

recession has told something to the companies

right
think

what are the repurcussions

in bad times the bad company helps the good company

bad company becomes the good company because of help

good relations

otherwise doubting mind set between companies in bad times

thinking is the company duping me because it tried to dupe me in good times

you are putting fear factor in place in bad times and dont know where to earn money

you cant depend , you cants enjoy , you suffocate

jagadish says help each other whether good or bad ultimately only good survives

it has to otherwise their are only aliens , means to say aliens in the form of human beings

nobody believes nobody , hence i can say the earth collapses

read my trust articles in blogspot , read it

what are these companies

always fighting for something, survival ,

money

money

money

i am not suggesting dont earn money ,

does quarterly reports of more money important or is friendship between industries is important

think

want to experiment
i never ever advised companies to go for 4c concept on larger scale

i always told them to suggest each other to go for 4c on smaller scale of contract , gain trust and
venture out in middle not big

fear factor is something nobody can remove

you have to remove it yourself

otherwise bloodshed

neither proctor and gamble survives

nor unilever

it would be fun to see only one

but for humanity it is a shame

you are losing core competency which can be used by both together

think

think

think

companies might think if i learn his tricks i can surpass him in knowledge

learn and leave the company from the company

if you are thinking of learning it through this way

mother knows better than child

i am recently quite stunned by what i came across yahoo

i least expected it to go to this far fetched in information gathering and creativity which is quite
stunning

think why i said the above statement

nobody knows where the cheese is

surprise element is always their

you can never delete a company just like that

atleast top 5 companies from any industry background stand a good chance to learn from each
other whether competition or cooperation between companies

MAY THE GOOD THINGS SURVIVE AND BAD TIMES GO AWAY WITH GOOD
INTENTIONS PLAY THE DOMINANT ROLE AND BAD INTENTIONS WIPE OUT

END