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Replacement Cost- Method for evaluating Brand Equity

Posted on August 6, 2008 by Drypen | 0 Comments

Consider a brand, say Colgate. How much would it cost to create a brand with similar turnover, profitability, distribution reach, brand loyalty, etc. This cost is its brand equity.

Cost-Based-Method for evaluating Brand Equity

Posted on August 5, 2008 by Drypen | 0 Comments

Historical Costs: This is the money that has been spent on the brand till date. Suppose Rs.100 million have bean spent so far creating a brand called ‘X’. The value…

Media Buying Outfits

Posted on August 4, 2008 by Drypen | 0 Comments

Media buying agencies also referred to as the Agencies of Record (AORs) have emerged in the recent past. They can be defined as the middlemen or space buyers. Their function,…

Media Buying Process

Posted on July 31, 2008 by Drypen | 0 Comments

Planning and Buying are two parts of single operations : spending effectively the advertiser’s money. The two cannot in practiced be separate. The former is the strategy formulation while the…

People Meter

Posted on July 28, 2008 by Drypen | 0 Comments

The People Meter is the measurement device at the heart of the audience measurement system. There are two primary functions that the meter system has to fulfill

Selection of an advertising Agency

Posted on July 26, 2008 by Drypen | 0 Comments

An advertising agency may be a full-service agency or part-service agency. Each has a different outlook and advertising activities. The selection of advertising agencies depends on whether one wants a…

Advertising Objectives

Posted on July 24, 2008 by Drypen | 0 Comments

Two school of thoughts Role of objectives Many organizations, including advertising agencies, fail to set realistic promotional objectives. There are several explanations for this behaviour, but one of the common…

Indicators of an under-emphasis on Brand Building

Posted on July 21, 2008 by Drypen | 0 Comments

Knowledge of levels of brand awareness is lacking. There is no feel for whether a recognition problem exists among any segment. Knowledge is lacking as to top-of-mind recall that the…

The Ivory Story The Brand and its Positioning Strategies

Posted on July 20, 2008 by Drypen | 0 Comments

One Sunday in 1879, Harley Procter, one of the founders of candle and soap firm P & G, heard sermon based on the Forty-fifth Psalm, “ All the garments smell…

Evaluation of Media

Posted on July 19, 2008 by Drypen | 0 Comments

After the objectives are defined there is a need to evaluate each media in order to reach a conclusion about the type of media that will be most effective for…

Big FMCG sales come in small packages

HAJMOLA – The brand and it's Branding Strategies

MARUTI 800 – The legacy Brand

FAIR & LOVELY The Brand from HUL