Coke vs Pepsi (PoD)

Cokes come in red cans, while Pepsi comes in blue cans.

The tastes of both the drinks are distinct and it is easy to

make out the difference. Pepsi is a little sweeter in taste

than the coke.

The carbonation levels of both the drinks also are different. It

is higher in coke.

The basic ingredients of Pepsi are carbonated water, sugar,

fructose corn syrup, caffeine, colorings, citric acid, and other

natural flavors. When the coke was launched, its main

ingredients were caffeine and a small amount of cocaine.

The other ingredients, like the Pepsi are carbonated water,

sugar, phosphoric acid, and other natural flavorings.

The branding techniques are used more by Pepsi Company

than the Coke.

Brand Equity & Customer Equity

Brand Equity is defined as value and strength of the Brand that

decides it’s worth whereas Customer Equity is defined in terms of

lifetime values of all customers.

Brand Equity and Customer Equity have two things in

common-

Both stress on significance of customer loyalty to the brand

Both stress upon the face that value is created by having as

many customers as possible paying as high price as possible.

But conceptually both brand equity and customer equity

differ.

While customer equity puts too much emphasis on lower line

financial value got from the customers, brand equity attempts to

put more emphasis on strategic issues in managing brands.

Customer Equity is less narrow alternative. It can overlook a brands

optional value and their capacity effect revenues and cost beyond

the present marketing environment.

Just as customer equity can persist without brand equity, brand

equity may also exist without customer equity. For instance I may

have positive attitude towards brands - McDonald and Burger King,

but I may only purchase from McDonald’s brand consistently.

To conclude, we can say brands do not exist without consumer

and consumer does not exist without brands. Brands serve as a

temptation that utilizes other intermediaries to lure the customers

from whom value is extracted. Customers serve as a profit-

medium for brands to encash their brand value. Both the

concepts are highly co-related.

Difference between Pizza Hut and Domino Pizza

Pizza Hut and Domino’s Pizza started early in the business

and has gained popularity among consumers and made a

worldwide impact evidenced by their growing franchises.

Pizza Hut is the more expensive pizza compared to Domino’s

pizza but Domino’s have more branches catering to a lot of

people, making it more convenient to them.

Pizza Hut offers more varieties in their menus compared to

Domino’s pizza.

Brand extension

Brand extension or brand stretching is a marketing strategy in

which a firm marketing a product with a well-developed image

uses the same brand name in a different product category. The

new product is called a spin-off. Organizations use this strategy to

increase and leverage brand equity (definition: the net worth and

long-term sustainability just from the renowned name). An

example of a brand extension is Jello-gelatin creating Jello

pudding pops. It increases awareness of the brand name and

increases profitability from offerings in more than one product

category.

Advantages of Brand Extension

a. It increases brand image.

b. The risk perceived by the customers reduces.

c. The likelihood of gaining distribution and trial increases. An

established brand name increases consumer interest and

willingness to try new product having the established brand

name.

d. The efficiency of promotional expenditure increases.

Advertising, selling and promotional costs are reduced.

There are economies of scale as advertising for core brand

and its extension reinforces each other.

e. Cost of developing new brand is saved.

f. Consumers can now seek for a variety.

g. There are packaging and labeling efficiencies.

h. The expense of introductory and follow up marketing

programs is reduced.

Brand equity

Brand equity is the marketing effects and outcomes that accrue

to a product with its brand name compared with those that would

accrue if the same product did not have the brand name. Fact of

the well-known brand name is that, the company can sometimes

charge premium prices from the consumer . And, at the root of

these marketing effects is consumers' knowledge. In other words,

consumers' knowledge about a brand makes manufacturers and

advertisers respond differently or adopt appropriately adept

measures for the marketing of the brand. The study of brand

equity is increasingly popular as some marketing researchers

have concluded that brands are one of the most valuable assets a

company has.[7] Brand equity is one of the factors which can

increase the financial value of a brand to the brand owner,

although not the only one.[8] Elements that can be included in the

valuation of brand equity include (but not limited to): changing

market share, profit margins, consumer recognition of logos and

other visual elements, brand language associations made by

consumers, consumers' perceptions of quality and other relevant

brand values.

Brand equity is strategically crucial, but famously difficult to

quantify. Many experts have developed tools to analyze this

asset, but there is no universally accepted way to measure it. In a

survey of nearly 200 senior marketing managers, only 26 percent

responded that they found the "brand equity" metric very useful

Brand architecture

Brand architecture is the structure of brands within an

organizational entity. It is the way in which the brands within a

company’s portfolio are related to, and differentiated from, one

another. The architecture should define the different leagues of

branding within the organization; how the corporate brand and

sub-brands relate to and support each other; and how the sub-

brands reflect or reinforce the core purpose of the corporate

brand to which they belong. According to Rajagopal and Sanchez

Brand architecture may be defined as an integrated process of

brand building through establishing brand relationships among

branding options in the competitive environment. The brand

architecture of an organization at any time is, in large measure, a

legacy of past management decisions as well as the competitive

realities it faces in the marketplace

Umbrella brand

An umbrella brand is an overarching brand used across multiple

related products. Umbrella branding is also known as family

branding. It contrasts with individual product branding, in which

each product in a portfolio is given a unique brand name and

identity.

There are often economies of scope associated with umbrella

branding since multiple products can be efficiently promoted with

a single advertisement or campaign. Umbrella branding facilitates

new product introductions by providing a familiar brand name,

which can lead to trial purchase, product acceptance, or other

advantages.

Umbrella branding may impose on the brand owner a greater

burden to maintain consistent quality. If the quality of one

product in the brand family is compromised, it could impact on

the reputation of all the others. For this reason umbrella branding

is generally limited to product lines that consist of products of

similar quality.

A good example is AMUL - Amul Butter, Amul Cheese, Amul Milk,

Amul Icecream, Amul Chocolates etc

Brand Contribution

Brand Contribution is revenue generated by the brand less direct

costs associated with it. Direct costs may include manufacturing,

sales and marketing costs.

Proper brand contribution reporting besides actual numbers

should contain planning data. Ad-hoc tools presenting actual and

forecasted numbers for sales, revenue and profitability by product

can be used as a starting point in producing forward looking

statements.

Depending on incoming data granularity and business needs our

brand contribution reporting can be done by trade channel and/or

customer. This opens new capabilities to brand managers in

making timely adjustments to marketing investments based on

changing business results and market conditions.

Brand Audit

A brand audit provides an analysis of an organization’s brand and

its brand management and marketing effectiveness.  It assesses a

brand’s strengths, weaknesses, opportunities, and threats.  It

identifies brand growth opportunities including those achieved by

brand repositioning and brand extension.  The audit should result

in recommendations to improve brand equity, brand positioning,

and brand management and marketing effectiveness.

The following are typical components of a brand audit:

Strategy review

•    Business plans

•    Marketing plans

•    Brand positioning statement

•    Brand plans

•    Creative (or agency) briefs

•    Media plans

A brand audit examines whether a business’ share of the market

is increasing, decreasing, or stable.  It determines if the

company’s margin of profit is improving, decreasing, and how

much it is in comparison to the profit margin of established

competitors.  Additionally, a brand audit investigates trends in a

business’ net profits, the return on existing investments, and its

established economic value.  It determines whether or not the

business’ entire financial strength and credit rating is improving

or getting worse.  This kind of audit also assesses a business’

image and reputation with its customers.  Furthermore, a brand

audit seeks to determine whether or not a business is perceived

as an industry leader in technology, offering product or service

innovations, along with exceptional customer service, among

other relevant issues that customers use to decide on a brand of

preference.

Brand health

Brands can be very resilient to adversity and can withstand a barrage of mismanagement, unfortunate macro incidents and unexpected disasters. However, in order to be so resilient they need to be in good health. Intangible Business checks brand health using brand valuation methods to understand the drivers of value and the health of the brand in the eyes of the consumer. By identifying the drivers of value, resource can be allocated to support these functions and they can also be monitored to improve the brand's position.

Brands are frequently a key driving force behind mergers and acquisitions. Ensuring that these brands are healthy prior to acquisition is an important step to ensuring value creation. Intangible Business helps companies identify brand health prior to acquisition and monitor brand equity on an ongoing basis, looking at the brand from both a financial and a marketing perspective. It helps being qualified accountants and marketers.

Brand aesthetics

Aesthetics is commonly known as the study of the mind and

emotions in relation to the sense of beauty. More broadly,

scholars in the field define aesthetics as a critical reflection on

art, culture and nature. Aesthetics deals with notions such as the

beautiful, the ugly, the sublime, or the comic, as applicable to the

fine arts.

Aesthetic judgments involve many issues. They can be culturally

conditioned, linked to emotions, and at least partly intellectual

and interpretative. It is difficult to measure the relationship

between aesthetics and emotions because of their abstract nature

and creating a metric for aesthetics has been difficult.

Cognitively, it is unclear whether the concept of beauty is due to

pre-attentive processing or to cognitive judgments. Pre-attentive

processing is the awareness of an item before the person thinks

about or focuses any real attention on the item (i.e., awareness

preceding user’s focused attention).  Cognitive judgments are

evaluations of an item based on a person’s previous experiences

with other similar items. The resulting judgments may have

nothing to do with the item (i.e., user’s current evaluation is

based on previous experience).

Brand endorsement

Demonstrate your environmental credentials

Enhance your market reputation

Meet increasing supply chain tender needs

Achieve positive PR and create marketing opportunities

Motivate your employees

Engage with your customers, shareholders & other

stakeholders

The Building Blocks of the Ultimate

Brand

Brand Elasticity

Brand Elasticity or "Stretch" - Most growth initiatives today come in the

form of brand or product line extensions versus completely new products -

they're faster, cheaper and usually less risky. The likelihood for success often

depends on the strength of the "parent brand", but a critical issue will

always be the degree of cannibalization.

latin Pulse brand elasticity testing will tell you how far you can stretch a

brand for such extensions without seriously jeopardizing its integrity. It can

also identify and prioritize optimal expansion opportunities and

quantitatively measure the risks of brand erosion and/or net sales gains you

can expect.

Cinema Testing - This product was especially developed for the film

industry where the critical challenge for understanding consumer reactions

to cinema is to simulate the environment for such captive viewing. Latin

Pulse's central location testing is ideal for such a test simulation, measuring

the immediate reactions by consumer segments. This unique testing

methodology provides clear direction for final film editing and selection of

scenes to develop promotional carriers and advertising. This product is also

used to evaluate T.V. programs and soap operas.

CBBD