Group 6

Developing a Brand Name
For a new business, creating and effectively marketing a new brand name is one of the most
challenging aspects of starting a business.
For a new business, creating and effectively marketing a new brand name is one of the most
challenging aspects of getting out of the proverbial starting blocks.
Choose the wrong name and customers have no idea what your business stands for or what
it does.
Choose the right name and customers immediately identify with your value proposition. It's
an important step, so let's review some of the basics.

Significance of the
Brand Name
Brand name will always be incredibly important even if

progressive business experts claim that the significance of
brand names is fading. As an entrepreneur, therefore it is
important that you spend a considerable amount of time
and effort developing your brand name.
How to Develop a Brand
1. Decide what is going to be brand.
Is it branding a product, a service, a company, or an individual?
2. Do the research.
First, find out everything there is to know about the market. Then, find out everything there
is to know about the product or service.
3. Position the product or service.
Find and win a place for the offering in the marketplace and in consumers' minds by
providing unique solutions to problems or needs that aren't already being addressed by
competing products.
4. Write the brand definition.
The brand definition describes what is to be offered, why it is offered, how the
offering is different and better, what unique benefits the customers can count on,
and what promise or set of promises will make all who work with and buy from
the business.
5. Develop the name, logo, and tagline.
The name is the key that unlocks the brand image in the consumer's mind. The
logo is the brandmark or symbol that serves as the face of the brand. The tagline
is the memorable phrase that provides consumers with a quick indication of the
product, brand, and market position.
6. Launch the brand.
The brand goes public when the name, logo, and slogan is unveiled, and when it begins to
tell the market the story of how the brand reflects what it stands for.
7. Manage, leverage, and protect the brand.
This is the "care and feeding phase of the branding process; it's the step that leads to a
strong, healthy, resilient brand. Just like good parenting, good branding management can be
summed up in a single word consistency.
8. Realign the brand to keep it current.
Occasionally, it can (and should) change how the brand is presented. From time to time,
there is a need to update the brand presentation (the face of the brand) to keep it relevant to
the market in which it lives.
If Sales is the engine that powers Auto Salvage yards then Production is the drive
train that gets us where we are going. Production is both reactive and proactive
almost simultaneously. It reacts to what is sold today and must meet the
expectations set by the sales team. It must also anticipate what most likely will be
needed in the near future.
The key for production is to have procedures and processes that can accomplish
both. Once the procedures are set up to maximize efficiency, it is time to train the
production staff on their individual responsibilities centered on the 4 Ms of
Production.
Production Driven by
Sales
The buyer buys vehicles based on statistics of what has been sold and
what has been searched. By the same token, production managers should
decide how many and what parts to take off a vehicle based on statistics
of what has been sold and searched for on the vehicle. Why put labor
into parts that make up less than 20% of sales? Why spend pesos chasing
nickels? With today's inventory management system, the production
managers have an unprecedented amount of information at their
fingertips and they need to learn how to use it.
4 Ms of Production
1. Use the Inventory Management System to establish what is
needed and at what inventory stock levels impacts the first M-
Method. Based on what is known, the manager can determine the
volume of cars that need to be processed and who will be
responsible for each step of the process. The manager will determine
the most efficient way for each part of the process to be done to
eliminate damage to the product and to eliminate areas where time
and manpower are wasted. Controlling waste is the key to efficient
and profitable production.
2. The second M is Manpower. When examining the
Methods which are now in place, what is the ideal
number of people it will take to perform these
methods and what positions should they be in? How
will the personnel be trained and measured for
performance? What is the "cycle time" of each part
of the Method?
3. Machine is the third M in the sequence. When examining
the facilities, vehicles and tools, is everything needed in
place to ensure the safety of the employees while
maximizing the efficiency and productivity of the
department? Do all employees have access to the same
tools and equipment, if needed? Do the tools enable them
to perform tasks independently? Are they trained on how to
maintain the machinery and tools?
4. Material is the last portion of the Ms of Production. Are the
materials needed is in place to perform all parts of production
and are they conveniently located to minimize waste? Example:
All material needed to clean and package are always available
and are in place to minimize effort. Does the layout of the
production department minimize wasted movement? Example:
Does the part flow go in one direction or does it zigzag
throughout your facility?
Measuring Production
Once the new processes are formalized and employees are trained
on how to perform, you can begin to measure for expected
performance and begin enforcing minimums. Do get also production
standards and implementation procedures. Oncethese standards are
known, the manager is responsible in figuring out how to motivate
(by means of money/recognition) and train the employees to reach
these new standards.
Production or Technical
Feasibility
Once an entrepreneur has found information about potential
consumers, their requirements and the likely share of the market that
could be obtained for a new product, it is then necessary to assess
whether production at this scale is technically feasible.
1. Are enough raw materials of the correct quality available when needed
for year-round production?
2. Is the cost of the raw materials satisfactory?
3. Are the correct size and type of equipment available for the expected
production level and is it at a reasonable cost?
4. Can it be made by local workshops? Are maintenance and repair costs

affordable?
5. Are sufficient information and expertise available to ensure that the food
is consistently made at the required quality?
6. Are suitable packaging materials available and affordable?
7. Are distribution procedures to retailers or other sellers

established?
8. Is a suitable building available? What modifications are needed?
9. Are services (fuel, water, electricity etc.) available and affordable?
10. Are trained workers available and are their salaries affordable?
Thank You!

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Developing a Brand Name

challenging aspects of starting a business.

challenging aspects of getting out of the proverbial starting blocks.

an important step, so let's review some of the basics.

Brand name will always be incredibly important even if

Is it branding a product, a service, a company, or an individual?

3. Position the product or service.

5. Develop the name, logo, and tagline.

7. Manage, leverage, and protect the brand.

8. Realign the brand to keep it current.

2. Is the cost of the raw materials satisfactory?

4. Can it be made by local workshops? Are maintenance and repair costs

7. Are distribution procedures to retailers or other sellers

8. Is a suitable building available? What modifications are needed?

9. Are services (fuel, water, electricity etc.) available and affordable?

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