Brand ManagementAssignment

[Electronic Brands]

Assignment 1

Brand Sony

Pranav

Aniket

Christopher

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TABLE OF CONTENTS

INTRODUCTION ..........................................................................................................................3

DATA ANALYSIS & INTERPRETATION .........................................................................................4

PURCHASE DRIVERS ...............................................................................................................4

BRAND EXPECTATION ............................................................................................................5

AGE Vs BRAND EXPECTATION ................................................................................................6

INCOME Vs BRAND EXPECTATION .........................................................................................7

BRAND PERSONALITY- LG ......................................................................................................8

BRAND PERSONALITY- SAMSUNG..........................................................................................8

BRAND PERSONALITY- SONY..................................................................................................9

BRAND PERSONALITY............................................................................................................10

CONCLUSIONS ..........................................................................................................................12

APPENDIX…….............................................................................................................................13

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INTRODUCTION

There are so many brands flooded in the market today and consumers have wide & variedoptions to select from but the question remains, why a consumer buys what he buys? Whyare consumers so particular about the brands they choose? Why does he select a particularbrand?

A brand is the personality that identifies a product, service or company and how it relates tokey people: Customers, Staff, Partners, Investors etc.

Some people distinguish the psychological aspect, brand associations like thoughts, feelings,perceptions, images, experiences, beliefs, attitudes, and so on that become linked to thebrand, of a brand from the experiential aspect.

The experiential aspect consists of the sum of all points of contact with the brand and isknown as the brand experience. The psychological aspect, sometimes referred to as thebrand image, is a symbolic construct created within the minds of people and consists of allthe information and expectations associated with a product or service.

People engaged in branding seek to develop or align the expectations behind the brandexperience, creating the impression that a brand associated with a product or service hascertain qualities or characteristics that make it special or unique. A brand is therefore one ofthe most valuable elements as it demonstrates what the brand owner is able to offer in themarketplace.

This study is therefore done to understand the Brand Perceptions held by people.

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DATA ANALYSIS & INTERPRETATION

Analysis regarding the Brand Perceptions held by consumers in Mumbai was done by takinginto consideration the following factors.

For the purpose of analysis a total of 163 respondents were surveyed and the following wasthe outcome.

PURCHASE DRIVERS

Out of the total 163 people surveyed, 18% of them said that when purchasing an electronicgood they take Cost, Design & Looks and Performance into consideration.

4

BRAND EXPECTATION

This is the general expectation of consumers from an electronic brand, which says that 18%of the people go in for smarter brands followed by 16% going for stylish brands.

5

AGE Vs BRAND EXPECTATION

The above data suggests that youth belonging to the age group of 20-29 gave a mixedreaction to the personality traits mentioned above.

People belonging to 30-39 age group prefers stylish & smart brands

40-49 age group prefers smart, sophisticated & stylish brands

50+ age group are more inclined towards reliable and smart brands

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INCOME Vs BRAND EXPECTATION

People earning < Rs 25000 give more importance to Style, Reliability & Smartness of thebrand

25-40k earning people again vouch for stylish and smart brands

40-55k for smart brands

55k+ look out for more sophisticated brands.

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BRAND PERSONALITY- LG

21% of the total respondents suggested that LG is a reliable brand.

BRAND PERSONALITY- SAMSUNG

Samsung has a relatively mixed response with again reliability leading the chart

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BRAND PERSONALITY- SONY

Approx 18% of the people said that Sony is both Smart & Stylish.

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BRAND PERSONALITY

10

Brand personality of all the 3 brands taken together

Most Sophisticated

Most Stylish

Bold Brand

Most Modern

Most Expertise

Most Reliable

Smart Brand

:

:

:

:

:

:

:

Sony

LG

Samsung

Sony

LG

Sony

Sony

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Conclusions

The following things can be concluded from the study

1. People consider Sony as the most desirable brand and is quite a rage among all the

sections & age groups of the society.

2. People want a smart electronic brand which would satisfy their needs.

3. Youngsters’ look for a combination of sophisticated, stylish, bold, modern, expertise,

reliable and smart electronic brand.

4. It is evident after this survey that each age group has a set mindset as to what they

actually look for in the brands they buy, thus manufacturers, marketers, media,

retailers etc need to reach them accordingly and satisfy their wants.

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Appendix

FILE DESCRIPTION

Contains a snapshot of the questionnaire used to conduct the survey.

Contains the rawdata as collected via the survey. Fields are in the sequence of the

questions and their options as given in the questionnaire. Hover the cursor over the field

heading for description of its contents.

Contains compiled results from the data as collected via the survey. Fields are in the

sequence of the questions and their options as given in the questionnaire. Hover over the field

heading for description of its contents.

Note: Double click on the icons to open the appendix files

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