The brand report card
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Transcript of The brand report card
The Brand Report Card
Group 8 - Brand Baaja Baaraat Bobade Prathamesh | Hiteshwar Gaur | Pragya Sancheti | Tanmay Sah
Ten Traits of successful brands
● Recognize strengths and weaknesses
● Identify areas for improvement
● Competitive Benchmarking
What is a Brand Report Card?
1. Benefits customer desire
Combining attributes, image, service and intangibles to create an
attractive whole
2. Relevant
Stay on the leading edge in the product arena and tweak intangibles to fit the times
3. Pricing
Base pricing on consumers perception of Value
INR 30 for 750ml
INR 16 for 750ml
4. Proper Positioning
❏ Longest motorcycle production run of all time
❏ Intense Customer Loyalty❏ Very Long Waiting Times
Occupy particular niches in consumers minds
● Target Segment
● POP
● POD
● Tapped youth by pitching freedom, independence and adventure
● Improved Fuel Efficiency
● Built an aura about the brand
5. Consistency
Balance between continuity in marketing activities and change to stay relevant
6. Portfolio and hierarchy that
make sense
Different brands for different market segments
Branded House vs House of Brands
7. Marketing activities to build
brand equity
A brand is made up of all marketing elements that can be trademarked
Strong brands mix and match these elements to enhance or reinforce consumer awareness or brand image.
Different marketing activities build brand equity by educating customers about how, when & why the product is used.
Advertising is a pull function to create brand demand and trade promotion a push medium
Coca Cola
8.Understanding what brands means to Consumers
Managers of strong brands appreciate the totality of their brand’s image
As a result managers should be able to work with the brand with confidence
Managers should also be clear whether any given action will dovetail nicely with the brand or create friction.
Awareness (depth & breadth)
Association in memory (strong, favourable &
unique)9. Sustained
SupportExamples
The value of balance
Brand Equity Management system
The Value of Balance
Brand Equity as a Bridge
Power of brand lies in the minds of consumers
Consumer Knowledge is heart of brand equity
Brand Equity is the Strategic Bridge from past to future
Thank you.