Welcome to the home page of MMG Brands
A unit of MMG Consulting
Launched on June 29, 2008
Revised and Updated on Wednesday, September 10, 2008
Introduction to and launch of MMG Brands
MMG Brands is a unit of MMG Consulting. 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 Evaluation
Brand Research
Brand Valuation
Brand Tracking
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
Licensing of Brand, if applicable
We do not believe in Balance sheet inclusion of brand valuations and hence this is not covered by us in keeping with our policy of not handling the financial aspects of any business. We recommend that this is done by a third party to avoid conflict of interests. This suits us very well but the third party must be approved jointly. This is similar to choosing a judge in an arbitration case. The only criteria of selection, apart from competence, is integrity.
Such clients will be given a license to claim that they are an approved MMG Brand 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. We reserve our right to refuse, if the brand doesn't meet our standards or slips in its performance, because our reputation is at stake. We do not compromise on principles, values, integrity and ethics.
We would like to inform all interested that Brand Building and Development is a long term activity and needs mutual faith and trust. This service is not on fees basis. Apart from the initial engagement fee, we will charge a percentage of the estimated value of the concerned brand/s and an extra percentage on the value addition we bring into the brand/s value over three years plus direct expenses, if any. This can be mutually discussed and time schedule agreed upon but the contract will be irrevocable and cannot be rescinded or cancelled and there will be a steep exit clause. However, this does not mean we will do the client's work in the field. We will tell them what to do and how to do it. They will have to implement them. We will help them. We will make periodic field visits, as and when necessary, to monitor progress and recommend corrective action. We may make field visits independently and occasionally to check in the market place on the actions taken and their impact. It is not that we can't implement. It calls for an executive capacity and role but we are playing the role in a consultative capacity. Experience shows that it always better to implement through the TMT of the client.
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 invite the ad agency of the client to provide their inputs. We will interact with the ad agency and brief them. We will evaluate them on their creativity and effectiveness of their advertising in the first year based on our brief. If they don't come up to our expectations, deadlines and standards, we will insist for a change of ad agency. Size is not important to us. They can be the largest or the smallest. It is just a matter of their effectiveness. We do not have any inbuilt prejudices against anyone but are absolutely ruthless in our evaluation. We are Corporate Doctors. We will prescribe the necessary medicines for improvement. It is for the client to take them as prescribed. Otherwise, it will not work and there will be no improvement.
We will request 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 party can evaluate the progress at the end of each year. They will have to give an undertaking that they will not work on competing brands for the next 5 years. That is 3 years when the brand building is in progress and 2 years thereafter. The same rule will be applicable to the ad agency and us. For more details contact us by e-mail at: ipr@mmgbrands.info. We will entertain only serious enquiries from genuinely interested parties.
Contact Details:
E-mail: ipr@mmgbrands.info
Phone numbers: 91-44-2244 0127 & 91-44-2255 4062;
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.
US, Canadian & European residents can reach the web master by e-fax number 1-509-278-4701.
Information & Public Relations - MMG Brands
MMG Brands is a unit of MMG Consulting
MMG Brands - Building long term brand value™
Important releases of MMG Communications for MMG Brands
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