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.