Brand Management Group6

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BEST GLOBAL & INDIAN

BRANDS

Efforts By:-

1. Aadish Parmar FT111022. Amit Bhowal FT112073. Atul Shivnani FT112154.Garima Gautam FT113205.Surbhi Jain FT11364



What is a Brand ? An ³identity of a specific product, service, or business´. Something that takes many forms,

like a name, sign, symbol, colour combination ora slogan.

A characteristic that identifies a product, service

or company (in the form of a name, term, sign,symbol, or design, or combination of any of them) and its relation to key constituencies -consumers, employees, partners, investors etc.



Five steps to a strong brand



A brand consists of a set of lasting and sharedperceptions in the minds of consumers. The

stronger, more consistent and motivating thoseperceptions are, the more likely they will be tosway purchase decisions and add value to a

business.



Bonding

A bond is an attitudinal relationship that one forms with a brand when they believe that this branddelivers the best as per the most important criteria

in the category thus making it more likely for theperson to buy this brand.

Advantage

For people to develop a bond with a brand they must believe that this brand offers some advantageover the competition; this advantage is often in theform of the experience a brand offers or projects

through its advertisements.



Performance

A brands performance in terms of serviceexperience or a good product is what influencespeople to make repeat purchases. This means a

brand should be able to fulfill the basic expectation

from the value.

Relevance

Relevance, is a level which should be reached by

ensuring that the brand is not rejected on accountof price, lack of availability, utility, identity etc.



Presence

Presence pertains to that level wherein theconsumers are aware of the brand either becausethey have tried it or they know the value of theproduct. It is a prime driver for BrandManagement.



Top 5 Indian Brands



Nokia Nokia emerged as India's Most Trusted Brand for the third year in a row,topping a field of 300 product and service brands.

If Nokia manages to hold on to its position as India's Most Trusted Brand in2011, it will have equalled a feat previously accomplished by just one brand:Colgate, winning India's Most Trusted Brand title four years in a row.

Nokia claims that 70% of consumers who approach customer care areserved within an hour, with 90% of phone issues handled within 24 hours.

Even before environment friendliness became a really hot-button issue inIndia,Nokia developed a widely publicised recycling programme, runthrough its retail and collection points.

The waters of course have been particularly choppy for Nokia itself over thelast year or so. It has lost market share in India as well as overseas. Besidesthe increase in the sheer number of competitors, many of the new brandsare perceived to be more innovative, an attribute that Nokia previously dominated.



Colgate

Colgate retained its No. 2 position and has never relinquishedits position as runner-up ever since Nokia took the top spot.

It has been in India since 1937 to say nothing of its twohundred year-old global heritage. Through this entire period,Colgate has been one of India's most visible, widely advertised

brands and continues to enjoy top of the mind retention inoral healthcare segment.

The company is a dominant player in the Indian toothpastemarket. Colgate was ranked as India¶s Most Trusted Brandacross all categories by Brand Equity¶s Most Trusted BrandSurvey for four consecutive years from 2003 to 2007.



LUX

Lux took the No. 3 spot in the tenth edition of the Brand Equity Most Trusted Brands Survey (2010).

For 81 years now, for film stars and ordinary Indians, Lux has beenone of India's most endearing brands.

The brand has also kept up with the times by graduating from soap bars to shower gels and has emerged as the leading brand in the body wash segment. Soap bars have kept up too. Lux was the first to

introduce soap bars with fruit bits in them.

And while the urban consumer laps up these developments, the brand today has been made available at more accessible price pointsto drive sales in rural markets.

They continue to reinvent the brand by choosing morecontemporary and young brand ambassadors.



Dettol

Dettol is the gold standard of effective germ kill recommended by medical experts and healthcare professionals for its proven ability

to protect families from germs.

The brand remains up to date through the launch of new productsrelevant to changing lifestyles such as hand sanitizer, liquid hand wash, shower gel, all purpose cleaners, and antibacterial wipes.

Reckitt Benckiser the maker of Dettol claims that it kills 99.9% of bacteria and viruses.



Britannia Britannia strode into the 21st century as one of India's biggest

brands and the pre-eminent food brand of the country.

It was equally recognised for its innovative approach to productsand marketing.

In 2002, Britannia'sNew BusinessDivision formed a joint venture with Fonterra, the world's second largestDairy Company, andBritanniaNew Zealand Foods Pvt. Ltd. was born.

In recognition of its vision and accelerating graph, Forbes Global

rated Britannia 'One amongst the Top 200 Small Companies of the World', and The Economic Times pegged Britannia India's 2ndMost Trusted Brand.

It faced massive competition in the last 3-4 years from emerging brands like ITC sunfeast and Parle, and is now beginning to regainits market share through brand extensions.



Top 5 Global Brands



Google

Google Inc. is a multinational public cloud computing, Internet

search, and advertising technologies corporation. Google hosts

and develops a number of Internet-based services and products,and generates profit primarily from advertising through its AdWords program. The company was founded by Larry Pageand Sergey Brin, often dubbed the "Google Guys", while the two were attending Stanford University as Ph.D. candidates.

Brandz.com has estimated Brand Value of Google as114,260Million $ ranking it as Top brand of the world, where asinterbrand.com has ranked it 4th estimating brand value as43,557 Million $.



IBM

International Business Machines (IBM) is an American multinationalcomputer, technology and IT consulting corporation headquartered in

Armonk,New York, United States. IBM is the world's fourth largest technology company and the second most valuable global brand (after Google). IBM is oneof the few information technology companies with a continuous history dating back to the 19th century. IBM manufactures and sells computer hardware andsoftware (with a focus on the latter), and offers infrastructure services, hostingservices, and consulting services in areas ranging from mainframe computers

to nanotechnology.

Brandz.com has estimated Brand Value of IBM as 86,383 Million $ rankingIBM as second top brand of world Interbrand.com also has ranked IBM assecond best brand of World with Brand value as 64,727 Million $.



Apple

Apple Inc. is an American multinational corporation that designs andmarkets consumer electronics, computer software, and personal

computers. The company's best-known hardware products include theMacintosh line of computers, the iPod, the iPhone and the iPad. Applesoftware includes the Mac OS X operating system; the iTunes media browser; the iLife suite of multimedia and creativity software; the iWork suite of productivity software; Aperture, a professional photography package; Final Cut Studio, a suite of professional audio and film-industry software products; Logic Studio, a suite of music productiontools and its iOS Mobile Operating System

Brandz.com has estimated Brand Value of Apple as 83,163 Million $ranking it as third top brand of the world.whereas Interbrand.com hasranked apple as 17th with brand value as 21,143Million $.



Microsoft

Microsoft Corporation is a public multinational corporation headquarteredin Redmond, Washington, USA that develops, manufactures, licenses, andsupports a wide range of products and services predominantly related tocomputing through its various product divisions.

Brandz.com has estimated Brand Value of Microsoft as 76,344 Million $ranking it as 4th top brand of the world where as interbrand.com hasranked it third with brand value as 60,895 Million $.



Coca-Cola

The Coca-Cola Company is a beverage company, manufacturer,

distributor, and marketer of non-alcoholic beverage concentratesand syrups. The company is best known for its flagship productCoca-Cola, invented by pharmacist John Stith Pemberton in1886. The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892.

Brandz.com has estimated Brand Value of Coca-Cola as 67,983Million $ and ranked it as 5th top brand of the world. WhereasInterbrand.com ranked it as best brand of world with brand valueof 70,452 million $.



Indian Brands Vs International Brands

³India as a country missed the manufacturing revolution and straightaway entered the IT revolution from green revolution (Agriculture). Those whoinvested on technology and quality during the time when business was being run out of cocoon have done extremely well globally. They have eithergone global or are in threshold of going global. (Brands like TATA, Godrejand Bajaj Auto, Dabur, Videocon, ONGC,TVS, Airtel, Infosys are allhomegrown brands, which score very high on brand equity and arerespected for their quality, performance and reliability globally). Brandslike Tata¶s, Mahindra and Bajaj have started exporting their products tointernational markets and are competing with established global players formarket share. None of the Indian corporate could ever be like Coke, Pepsi,

P&G, Sony, Beecham or Levers globally because we have missed the bus when these brands were being made, but it¶s only a matter of few years when we would see leading technological/IT brands from India effecting thelives of people globally.´

--- Diwakar Joshi, Marketing Executive, Virgin Atlantic Airways Ltd. December 6, 2005

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