MMG Brands is a unit of MMG. MMG Brands will focus on offering clients evaluate their brands, reposition them and maximize their perceived value. Brands are intangible. Brand Perceptions are very important. Brand Values are basically goodwill. We, however, do not believe in placing brand valuations in the balance sheet, but that does not mean it does not exist.
Our services will consist of:
Brand Valuation
Brand Research
Brand Health Tracking
The brand research and brand health tracking will be done by a third party market research agency approved, recommended and briefed by us. The brand valuation will be done by an independent financial services agency approved, recommended and briefed by us. This is done to avoid conflict of interests. Apart from competence, integrity of the agencies will be deciding factor. We will be working holistically with clients in building brands and go into all aspects of operations. Its effectiveness will be checked by the above two independent agencies. To avoid multiple billing and handling charges, the clients will directly pay the respective agencies for their services.
We are pleased to announce that we have finalized a leading and global MR agency to carry out brand research and brand health tracking. We have briefed them on our requirements and the MoU has been agreed upon on September 18, 2010.
As far as the financial services agency is concerned, we will leave it to clients to recommend 3 choices out of which we will choose one we consider the most suitable. Integrity is the only criteria, other things being equal.
We are fully and independently involved with the following:
Brand decision Support
Marketing Allocation
Brand Extensions
Brand Portfolio Strategy – This will cover Corporate as well as Product Brands, if they are different.
Brand Transactions
Due Diligence of Brand/s
Licensing of Brand/s, if applicable
Such clients will be given a license to claim that they are an approved MMG Brands after completion in three years time, if they meet the acid test. Thereafter, a license fee will be applicable on a yearly basis for renewal after brand audit by us.
Before starting the work, we will look at the organization holistically and conduct a strategic planning workshop, company wide and finalize the future strategy to be adopted. We will interact with the client’s ad agency and brief them.
We will request for an independent financial audit from a third party, other than the statutory auditor and identified jointly, to give us a fair valuation of the brand or goodwill, as well as the balance sheets for three years including the latest before commencing our work on the brand/s to develop it/them. This cost will have to be borne by the client and their report will be confidential and its knowledge will be restricted to the client and MMG Brands only. The same parties can evaluate the progress at the end of each year.
We follow ‘pay for performance’ method. Apart from fees for our services, for every percentage point increase in market share, we will stipulate suitable additional compensation for performance. If there is no improvement, we just get our fees for our ODI services but nothing more. For more details contact us.
Other Contact Details:
Phone numbers: 91-44-2244 0127 & 91-44-2255 4062; Please leave your name, landline and contact address. We will get in touch with you. We contact people on cell phones only if we know them.
Fax on demand: 91-44-2434 8172 – Please ask for the fax tone during office hours. India is ahead of GMT by 5.30 hours.
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