CAPSTONE PROJECT REPORT

(Project Semester August-December 2017)

MEASURING BRAND EQUITY OF POLTICAL PARTIES: A

CONSUMER ORIENTED APPROACH

Submitted by Submitted to
Vinod Kumar (11614008) Mr. Kishan Gopal
Pallavi Jindal (11613679)

Lovely School of Business

Lovely Professional University
Phagwara

1|Page
 DECLARATION

We hereby declare that the work presented herein is genuine work done
originally by us and has not been published or submitted elsewhere for the
requirement of a degree program. Any literature, data or works done by
others and cited within this dissertation has been given due
acknowledgement and listed in the reference section.

Student’s Name & Reg. No. :

Vinod Kumar (11614008)

Pallavi Jindal (11613679)

2|Page
ACKNOWLEDGEMENT

We hereby take an opportunity to express our profound gratitude of all those

who have helped and encouraged us towards the successful completion of
the Capstone project report. It has been a great experience doing the
capstone project under the supervision of Mr. Kishan Gopal (Assistant
Professor, LPU). We are highly thankful for their support and kind attitude
which helped us a lot and made our project a success. Above all our family
members have always been our biggest supporters. In spite of our serious
efforts to complete this project if we had committed any error it should be
looked upon with sympathy.

Mr. Krishan Gopal

(Signature of the Mentor)

Vinod Kumar (11614008)

Pallavi Jindal (11613679)

(Signatures of Students)

3|Page
TABLE OF CONTENTS:
DECLARATION………......................................................................... 2
ACKNOWLEDGEMENT……………………………………………… 3
LIST OF TABLES……………………………………………………….. 6
LIST OF FIGURES……………………………………………………… 6
CHAPTER 1
1. INTRODUCTION…….…………………………………………….. 7-13
1.1. INTRODUCTION OF BRAND EQUITY………………………. 8
1.2. CONCEPTUALIZATION OF BRAND EQUITY 9
1.3. BENEFITS OF BRAND EQUITY………………………………. 9-10
1.4. THE BRAND EQUITY OUTLINE……………………………… 10
1.5. BRAND MAP……………………………………………………. 10
1.6. THE RISE OF POLITICAL BRAND……………………………. 11
1.7. SHIROMANI AKALI DAL……………………………………… 11-12
1.8. INDIAN NATIONAL CONGRESS……………………………... 12
1.9. MEASURING POLITICAL BRAND EQUITY………………… 12-13
CHAPTER 2
2. PURPOSE AND OBJECTIVES…………………………………….. 14-15
2.1. PURPOSE AND OBJECTIVES OF THE PROJECT…………… 15
2.2. SCOPE OF STUDY……………………………………………… 15
2.3. LIMITATIONS OF THE PROJECT………………….………… 15
CHAPTER 3
3. LITERATURE REVIEW…………………………………………… 16-21
3.1. REVIEW OF LITERATURE……………………………………. 17-21
CHAPTER 4
4. RESEARCH METHODOLOY…………………………………….. 22-27
4.1 RESEARCH METHODOLOGY………………………………… 23-27
CHAPTER 5
5. DATA ANALYSIS & RESULTS………………………………….. 28-49
5.1. BRAND CONCEPT MAPS………………………………..…… 29-43

4|Page
 5.2. RESULTS…………………..…………………………………... 43-49
CHAPTER 6
6. DISCUSSION RESULTS, FINDINGS &CONCLUSIONS……… 50-53
6.1. DISCUSSION RESULTS………………………………………... 51
6.2. FINDINGS……………………………………………………….. 51-52
6.2 CONCLUSIONS……………………………………………….… 52-53
REFERENCES…………………………………………………………... 54-55
ANNEXURE………………………………………………..…………….. 56-59

5|Page
LIST OF TABLES
TABLE 1: Details of Respondents of three main locations in Punjab

TABLE 2: Associations of Shiromani Akali Dal

TABLE 3: Associations of Indian National Congress

TABLE 4: Final Associations of Shiromani Akali Dal

TABLE 5: Final Associations of Indian National Congress

TABLE 6: - Brand Consensus Maps Associations and Intensity of the Relations with its
opposite associations of Shiromani Akali Dal Party.

TABLE 7: - Brand Consensus Maps Associations and Intensity of the Relations with its
opposite associations of Indian National Congress Party.

TABLE 8: Number of Associations by Type

LIST OF FIGURES

FIGURE 1: Farquhar conceptualization of Brand Equity

FIGURE 2: Magnetic Board

FIGURE 3: - A Brand Consensus Map of the Shiromani Akali Dal Party

FIGURE 4: - A Brand Consensus Map of the Indian National Congress Party

6|Page
 CHAPTER 1

INTRODUCTION

7|Page
1.1 INTRODUCTION OF BRAND EQUITY

Brand Equity is an arrangement of brand assets and liabilities connected to a brand name
and image which add to or subtract from the esteem gave by the product or service. It is
the "additional esteem" with which a brand invests an item. This additional esteem can
be seen from the viewpoint of the firm, the exchange or the buyer. Brand Equity includes
distinguishing the network of strong, favorable and novel brand associations in buyer
memory.

Buyers may connect a brand with a specific quality or feature, utilization situation,
product representative or logo. These associations are commonly seen as being composed
in a network in a way consistent with associative network models of memory. This
associations organize constitutes a brand's image, recognizes the brand's uniqueness,
esteem to customers and suggests ways that the brand's equity can be utilized in the
market place.

Brand Equity creates and develops because of a customer’s encounters with the brand.
The procedure typically includes those customers or buyers characteristic associations
with the brand that unfolds following a predictable model:

1) Awareness: - The brand is acquainted to its target audience – often with

publicizing in a way that gets it noticed.
2) Recognition: - Customers get comfortable with the brand and remember it in a
store or somewhere else.
3) Trial: - Since they perceive the brand and know what it is or stands for, they try
it.
4) Preference: - At the point when the buyer has a strong involvement with the
brand, it turns into the preferred decision.
5) Loyalty: - After a progression of good brand experiences, consumers not just
recommend it to others, it turns into the only a single they will purchase and use
in that category. They have a favorable opinion of it that any products connected
with the brand profits by its positive glow.

8|Page
1.2 CONCEPTUALIZATION OF BRAND EQUITY

It consists of three components:

1. Brand Evaluation or loyalty
2. Attitude accessibility
3. Brand Image or Personality

Affective

Brand evaluation
Cognitive
(loyalty)

Attitude
Brand Equity Behavioral
accessability

Brand
image/personality

FIGURE 1: Conceptualization of Brand Equity

1.3 BENEFITS OF BRAND EQUITY

Why is Brand Equity so important? Researchers have possessed the capacity to

demonstrate that the brand value of a product influences buyer preferences and buy goal,
market share, long term cash flows and future benefits, customer perceptions of product
quality, stock prices, mergers and acquisitions, create sustainable advantage and
versatility to product crises. Brands with high brand value appreciate high purchaser
preference; buy goal, buy, steadfastness, and significantly higher stock returns.
Practically each and every promoting activity attempts to make, oversee and misuse
brand equity. Additionally from a purchasers perspective, a brand with high value
expands the believability of the information provided with the product, reduced the

9|Page
perceived risk, reduces the consumers need to think and overall enhances the consumers
utility from the product/ brand.

1.4 THE BRAND EQUITY OUTLINE

 Brand Loyalty: It includes

 Reduced Marketing Costs
 Trade leverage
 Attracting new customers via awareness and reassurance
 Time to respond to competitive threats
 Brand Awareness: It includes
 Stay to which different associations can be linked
 Recognition which leads to linking
 Visibility that helps pick up consideration
 Brand Associations: It is including Perceived Quality
 Help convey data
 Separate/Position
 Motivation to-purchase
 Create positive attitude/feelings

1.5 BRAND MAP

Brand mapping is a procedure for imagining the connections between brands. This is
important for understanding who your biggest rivals and what the key components are
which separate one brand for another.

Now, the firms or organizations should be able to measure the network of brand
associations to obtain a brand map. This Map distinguishes critical brand relationship as
well as tells that how these associations are connected with the brand and to each other.

The company use brand mapping technique in order to stimulate their creative thinking
and in order to fine tune marketing communications campaign. This also play a valuable
role in the development of a Marketing Strategy.

10 | P a g e
1.6 THE RISE OF POLITICAL BRAND

We all know Brands are very important before considering or purchasing anything. But in
Today’s era, brands are not limited to the products. Now, the people and politicians are
also brands. More the politicians have higher popularity, more they easily recognized by
the people and they become brands. The brands are able to produce a perceived
differentiation between competing offerings in consumers. These brands play an
important role in directing consumer preference choices.

Why it is rising?

In India, voters have less faith in the parties and believe more than the other people when
deciding on who they will vote for. Many citizens have a low involvement with political
parties and they have very less knowledge about the politics party. So, the politicians and
their parties are trying to become the brand among the people. Without getting political
information, many citizens using heuristic shortcuts to help them decide their voting
intention and by this they can save their time and efforts.

1.7 SHIROMANI AKALI DAL

Shiromani Akali Dal is a political party of India. It was established on December 14 th

1920. This party is recognized by the Election Commission of India is the one led by
Sukhbir Singh Badal. It controls two Sikh Religious bodies i.e.
ShiromaniGurudwaraPrabandhak Committee and Delhi Sikh Gurdwara Management
Committee.

President:Sukhbir Singh Badal

Founded: 14 December 1920

Headquarters: Block #6, Madhya Marg

Ideology:Punjabiyat

ECI Status: State Party

11 | P a g e
Seats in Lok Sabha: 4/545

Seats in RajyaSabh: 3/245

1.8 INDIAN NATIONAL CONGRESS

The Indian National Congress is a political party on India. It was founded in 1885. It is a
secular party whose social liberal platform is generally considered on the center-left of
Indian-politics. There are seven Congress Prime Ministers, the first is Jawaharlal Nehru
and the recent one is Manmohan Singh.

President: Sonia Gandhi

Founded: 28 December 1885

Headquarters: 24, Akbar Road, New Delhi 110001

Ideology: Social Democracy

Seats in Lok Sabha: 46/545

Seats in Rajya Sabha: 57/245

1.9 MEASURING POLITICAL BRAND EQUITY

Brand Equity is defined as the differential effect of brand associations on consumer

response to the brand. The brand is called to have positive consumers based brand equity
when consumers react more favorably to an element of the marketing mix for the brand
and vice versa. But if we are talking about political party a voter have less positively
because he /she already had a negative view of the party.

There are many ways to measure the Political Brand Equity:

1) Brand Awareness: - The Congress and Shiromani Akali Dal parties both have strong
brand awareness. The 100% respondents for both brands recognize them very easily.
Their recall is not sufficient for brand equity; there are some other associations like
positive or negative associations help them to make brand.

12 | P a g e
2) Loyalty: - The loyalties of both parties are not stable. One voter will not stay with one
party. They are continuously changing their decisions with external variables.

3) Perceived Quality: - The perceived qualities of the parties are very important
parameters for them. Both parties don’t have the same perceived quality and they have
perceived by the voters with different ways.

13 | P a g e
 CHAPTER 2

PURPOSE AND OBJECTIVES

14 | P a g e
2.1 PURPOSE AND OBJECTIVES

The main purpose of the project is to study that how voters see the political brand by
investigating the mental maps that voters make when gotten some information about
political parties. The analysis is both regarding the idea of the maps and furthermore as
far as the value associated with the map. Apart from this, the following further objectives
are framed for a depth analysis:

 Finding the brand equity in politics of Punjab.

 To analyze the associations which attached with political parties that help to make
them Brand.
 To study the methods and modes of finding the Brand Equity.
 To study the measurement of Brand Equity.
 To study the BCM (Brand Concept Maps) for doing the mapping of different
parties.

2.2 SCOPE OF STUDY

 To know the voters/people preference about the political parties

 Knowing the positive or negative associations which are attached to the parties.
 To give vital information to the political marketers about the strength of the
associations held in recall by voters.

2.3 LIMITATIONS OF THE PROJECT

To know the extent to which the study is reliable it is necessary to note the limitations
under which study has been completed. The following important limitations have been
noted while conducting the present study:-

 The availability of time was limited for the analysis of the huge project.
 The availability of the respondents is the biggest limitations of this project.
 There is very few research on this study and availability of the data is the another
biggest challenge for this project.

15 | P a g e
 CHAPTER 3

LITERATURE REVIEW

16 | P a g e
3.1REVIEW OF LITERATURE

 Building Strong Brands

Aaker (1996) studied that there are five things that help to Building Strong Brands.
These are Brand Identity, Managing the Brand Identity, Brand System, Brand Equity
measurement and Brand-Nurturing organizational forms. The author said that by the help
of these factors the company will make the strong brand and maintain their brands for the
long time.

 Measuring political brand equity: a consumer oriented approach

Alan (2010) studied on “Political Brand Equity” and found that how voters view the
political brand by analyzing their mental maps when asked to the respondents what you
think about the political party. The analysis of the study is depending upon the equity
associated with the map and nature of the maps.

 Brand Equity, Brand Preference, and Purchase Intent

Cathy (2013) explores some of the consequences of brand equity. The author examined
the impact of brand equity on buyer preference and buys expectations. In this study the
author purposes and tried two arrangements of brands, one from an service classification
described by genuinely high financial related and functional risk (hotels), and one from
general lower risk product category (households cleaners). Each set incorporates two
brands that are objectively similar, yet they have contributed different levels of
advertising spending over the past decade. Across both categories, the brand with the
higher promoting spending budget yielded significantly higher brand value. In turn, the
brand with the higher value in every category generated significantly greater preferences
and purchase intentions.

 Conceptual Mapping in Marketing

Christopher, Joiner (1998) studied on conceptual mapping in marketing. The paper

surveys the idea of learning structure associations.A qualitative study, concept mapping,
is then presented and the consequences of two examinations which shows the

17 | P a g e
convenience of concept maps in marketing research are displayed. The outcomes suggest
that concept maps can dependably get to people's notable associations for a variety of
marketing objects and reflect differences in the knowledgeable structures of customers
with different levels of information.

 Managing Brand Equity

Farquhar (2005) said that Brand value is the "additional esteem" with which a brand
invests an item. This additional esteem can be seen from the point of view of the firm, the
exchange, or the customer. The creator's emphasis is on the most proficient method to
manufacture strong brands with the buyer, how to manage that brand value after some
time and how to extend and secure a business by utilizing brand value.

 Centrality in Social Networks Conceptual Clarification

Freeman (1979) studied on Centrality measures where each association is in a map.

Those features scoring more highly viewed as being more critical, major or central to the
brand. Three usually utilized centrality measures were utilized: degree centrality – what
number of affiliations is straightforwardly connected to every association. By using these
three measures together, it is possible to identify the central associations of the map, and
hence the party.

 Brand Diagnostics: Mapping Branding Effects Using Consumer Associative

Networks

Henderson (1998) tells that the best method for representing the memory of buyers is by
using mental maps that uncover the associations held in memory as well as how these are
associated with each other. However, the mapping approach has been time taken and
requiring escalated preparing for the researcher.

 Brand Concept Maps: A Methodology for Identifying Brand Association

Networks

John (2006) studied on Brand Concept Maps: A Methodology for Identifying Brand
Association Networks and analyses that strong, favorable and unique brand associations

18 | P a g e
are involved in brand equity. The author introduced the concept “Brand Concept Maps”.
In Brand Concept maps, he introduced three stages a) Eliciting Phase b) Mapping Phase
c) Aggregation Stage. By this study, he found the brand equity of two political parties
and showed the result how one brand is stronger than the other brands in term of
uniqueness, strength and favorability.

 Measuring brand value with scanner data

Kamakura (1993) proposed brand intercept as a brand equity measure which is based on
recent methodological advances tried this estimation strategy utilizing store level
information on toothpaste and dish cleansers. They found that the brand catch adequately
catches high value of measured well-known brands. They additionally approved brand
catch as a brand value measure by examining its relationship with other brand value
measures (value premium, deals premium, income premium) finding for each situation
positive connections

 Branding and Brand Equity

Keller (2002) studied “Branding and Brand Equity” and concluded that branding
principles have been connected in for all intents and purposes each setting where buyer
decision of some kind is involved For e.g., with physical products, services, retail stores,
individuals, associations, places or ideas.

 The Transformation of the Western European Party Systems

Kirchheimer (1966) suggests that survey parties as brands is an unavoidable response to

the move from mass based to catch all parties. Voters are less affected by class
association and more inclined to act like rational, economic performers when voting. So
to win a election, "the catch-all party more likely than not went into a huge number of
minds as a familiar project satisfying in political issues a part practically equivalent to
that of a major brand in marketing.

19 | P a g e
 Characteristics of Memory Associations: A Consumer-Based Brand Equity
Perspective

Krishnan (1996) done the work on measuring brand value by means of brand
associations is utilized and connected to the brand maps of Labor and the Conservatives.
He said there are some terms that help us to measuring the brand equity of the products or
politics. These terms are a) Strength b) Favorability c) Uniqueness. By the help of these
terms, the author did the research of Characteristics of Memory Associations.

 Branding in Politics – Manifestations, Relevance and Identity-Oriented

Management

Schneider (2004) studied that recognizing political parties and or politicians are also a
brand. He also told that this is all the more surprising, given that from one perspective,
political parties and their key delegates probably satisfy the principle criteria of an effect
situated brand as a solidly secured, reliable perceptual picture in the mind of voters. Then
again, there are numerous pointers that political brands are of extensive centrality for
voting choices.

 An Approach to the Measurement, Analysis, and Prediction of Brand Equity

and Its Sources

Srinivasan (2005) introduces the four dimensions that help to measurement, analysis of
Brand Equity. The four dimensions are Brand Awareness, Brand Associations, Perceived
Quality and Brand Loyalty. These dimensions have subsequently received empirical
support and provide the structure for the discussion of political brand equity
 Brand Positioning

Tybout (2001) said that Brands are important. They can deliver in purchasers a perceived
separation between contending offerings and they can assume a basic part in coordinating
customer preference and decision.

20 | P a g e
 The Concept Map as a Research Tool: Exploring Conceptual Change in Biology
Wallace (1990) examined the concurrent validity of concept maps as vehicles for
documenting and exploring conceptual change in biology. There are 91 students who
enrolled in an elementary science methods course were randomly assigned to one of two
treatment groups. Subjects in both groups were administered a multiple-choice/free-
response inventory which assayed their knowledge of “Life Zones in the Ocean,” and
then were asked to construct a concept map on the same topic. Those in the experimental
group subsequently received 45 minutes of computer-assisted instruction on marine life
zones, while those in the control (“placebo”) group received an equivalent exposure to an
unrelated topic (“Body Defenses”). Upon completing the instructional sequence, subjects
were again administered the “Life Zones” inventory and asked to develop a post
instruction concept map on marine life zones. The data analysis employed a split plot
factorial design with repeated measures. Differences among treatment groups were
documented by analysis of variance and chi-square procedures. Subjects in the
experimental group showed evidence of significant and substantial changes in the
complexity and prepositional structure of the knowledge base, as revealed in concept
maps. No such changes were found in the control group. At last the results suggest that
concept mapping offers a valid and potentially useful technique for documenting and
exploring conceptual change in biology.

21 | P a g e
 CHAPTER 4

RESEARCH METHODOLOY

22 | P a g e
4.1 RESEARCH METHODOLOGY

In this chapter, I will discuss about the research methodology which is followed to carry
out this project i.e. the universe, locale of our study, Sample selection, Data Collection,
data analysis and research tools & techniques.
1) Research Gap: - The most of the research in Brand Equity of Politics has done in
Western Countries. There is very few or no study in Indian Politics parties. This is
one of the major gaps that motivated us to do research in this topic.
The second major gap is no other researcher tell about that how voters/people
thought about the political parties in terms of positive or negative point of view
and what type of mental maps of political parties they have created in their minds.
2) Research Design: For our study, we did two types of research i.e.
 Exploratory Research: - For our study, there is no as such studies we
found. So, for collecting the data we did exploratory research. Exploratory
research is research which has primary objective is to investigate an issue
to give bits of knowledge into and understanding to more exact
examination. For Exploratory Research, we studied different articles,
secondary data/review of literature, experience surveys and qualitative
research.
 Descriptive Research: - For our study, we also did Descriptive Research.
In this research, we know about the characteristics of the population. We
asked the respondents about “what” type of questions and these
respondents respond according to them. For this, we took interviews from
the different respondents.
3) Data Collection Tool: - The study is based upon the two types of data which is
collected by two different methods i.e.
 Primary data collection
 Secondary data collection

Primary data collection: - The primary data used is collected from the face to face
interview and survey.

23 | P a g e
  Interview: - The primary data is collected from Interview. During interview we
told to individual to write down associations (unprompted) that came to your
mind when they thought of a given party.

Secondary data collection: - The secondary data used is collected from various articles,
review of literature and book that is available on internet.

4) Data Collection Method: - The method which we use for this study is
“Magnetic Board”. This is new method which we introduced for our study.

FIGURE 2: Magnetic Board

The model which we used for our study is help us for collecting, aggregating and
producing a single consensus map that represents the associative network for a
particular group of particular brand.

In this model, we used four things:-

 Matchsticks boxes: - This represents the individual associations or nodes that
are help to make a map.

24 | P a g e
  Magnets: - These are very important for this model. This will help to attach
the nodes or associations on the board.
 Iron Board: - This board is for displaying the map or give frame to the
respondents where they can make the map.
 Screw: - Screw will represent the interconnection between the nodes or
associations i.e. 1st Order, 2nd Order, 3rd Order and 4th order associations.
5) Sample Size: - It is not practical for us to use the whole population for our study.
So, we analyzed and decided that we will conduct study with the sample size of
limited population. The sample size is as following:

Sample size of 200 is taken for our study.

70 Samples are taken from Amritsar.

70 Samples are taken from Ludhiana.

60 Samples are taken from Jalandhar.

As a result of which, total sample size comes out to be 200.

100 out of 200 respondents, we took as a interviewee for gathering the

associations and next 100 respondents are those who made the perceptual maps.

6) Sample Selection: - For this study, male and female both are taken into
consideration. The sample will be collected from three cities of Punjab, namely
Amritsar, Jalandhar and Ludhiana. The selections of the cities are done on the
basis of availability of respondents who know about the political parties.

The details of locations are shown as follows:

Locations Number of Respondents

Amritsar 70
Jalandhar 60
Ludhiana 70
Table1: Details of Respondents of three main locations in Punjab

25 | P a g e
 7) Sampling Technique: - The selection of respondents is on the basis of Multi-
Stage Sampling techniques.
1) Quota Sampling Technique
2) Convenience Sampling Technique.

Quota Sampling Technique: - It is a non-probability technique where we selected

samples on the basis of same proportions of individuals as the entire population with
respect to their characteristics.

Under Quota Sampling Technique, sample elements are selected based on the Gender and
living area of the respondents. In gender, we considered male or female and in living
area, we considered those respondents who are living in urban or rural area.

Convenience Sampling Technique: - It is non-probability technique where we selected

samples on the basis of their convenient accessibility or availability to the researcher.

Under Convenience sampling technique, sample elements are selected based on the
convenience of the researcher. Here, researcher includes samples which are readily
available. This eliminates the chance factor in the sample selection process. It suffers
from non-randomness criteria like any other non-random sampling technique.

8) Statistical Tools: - In order to analyze the data and to interpret the results,
appropriate statistical tools will be used.
The tool which we used for our study is MICROSOFT EXCEL.

MICROSOFT EXCEL

It covers some of the key features of Excel that are particularly useful when doing a
research project.

Convenience and cost are two important reasons: Many of us have access to Excel on
our own computers and do not need to source and invest in other software. Another
benefit, particularly for those new to data analysis, is to remove the need to learn a
software program as well as getting to grips with the analysis techniques. Excel also

26 | P a g e
integrates easily into other Microsoft Office software products which can be helpful when
preparing reports or presentations.

As a spreadsheet, Excel can be used for data entry, manipulation and presentation but it
also offers a suite of statistical analysis functions and other tools that can be used to run
descriptive statistics and to perform several different and useful inferential statistical tests
that are widely used in business and management research. In addition, it provides all of
the standard spreadsheet functionality, which makes it useful for other analysis and data
manipulation tasks, including generating graphical and other presentation formats.
Finally, even if using bespoke statistical software, Excel can be helpful when preparing
data for analysis in those packages.

27 | P a g e
 CHAPTER 5

DATA ANALYSIS & RESULTS

28 | P a g e
5.1 BRAND CONCEPT MAPS

The BCM strategy gives a map appearing the system of notable brand
associations that underlie consumer impression of brands. There are three
stages for creating the Brand Concept Maps.

5.1.1 Elicitation Stage: -

In the elicitation stage, researcher recognizes remarkable relationship for the
brand. Existing buyer research can be used for this reason, or a concise study
can give the essential data. The process for recognizing associations should
conform to four criteria guided by procedures for obtaining salient beliefs in
attitude research.
To begin with, information used to identify associations should be collected
from the same consumer population as being utilized as a part of the
mapping stage.

Second, information used to distinguish associations should be based on

buyer reactions to open-ended questions (e.g., "When you think of [brand],
what comes to mind?"). Open-Ended questions enable customers to voice
whatever brand associations are most open and imperative to them in their
own particular words.

Third, the most of the time specified brand associations should be chosen to
frame the last set. For our methodology, we incorporate brand associations
that no less than 33% of respondents specified.

Fourth, in choosing the correct phrasing for striking brand associations, it is

essential to retain wording that the consumers used instead of wording that
researchers or managers most commonly used.

29 | P a g e
For our project, we told to individual to write down associations
(unprompted) that came to your mind when they thought of a given party.
This resulted in 50 Shiromani Akali Daland 50 Indian National Congress
responses. These produced an unprompted list of 110 associations of
Shiromani Akali Dal and 121 associations of Indian National Congress.
Further this list was reduced to 25 (Shiromani Akali Dal) and 26 (Indian
National Congress) by removing associations whose frequency less than 33
percent. A listing of associations that made it on the consensus maps is
shown in Table as follows.

ASSOCIATIONS OD SHIROMANI AKALI DAL

After taking the interview from the respondents we found 110 following
associations of Shiromani Akali Dal from respondents which are as follows.

Shiromani Akali Dal Associations %age

Prakash Singh Badal 100
Sukhbir Singh Badal 100
Sikh Religious Bodies 65
Shiromani GurudwaraPrabandhak Committee 34
Delhi Sikh Gurdwara Management Committee 15
Sikh Political Party 5
Punjabiyat Ideology 30
First President - SardarSarmukh Singh Chubbal 0
Popular Unders Master Tara Singh 10
Akali Dal Partnership with BJP 52.5
Oponent – Congress 55
Support to Farmers (Rural Areas) 65
Sewakendras 30
Jobs to Youth 22.5

30 | P a g e
 Infrastructure Development 47.5
Education 2.5
3 seats in Rajya Sabha 2.5
4 seats in Lok Sabha 2.5
Punjabi Suba Movement-SantFateh Singh 0
Active Role Bardoli Satyagraha 0
Protests against Simon Commission 2.5
Participated in Independence of India 5
Far-Right position 0
Youth Drag to Drug mafia 82.5
Bikram Majithia 65
Liquor Issue 67.5
Oldest Regional Political Party 22.5
Power Surplus State 52.5
Solar Energy 7.5
Welfare fund for construction workers 5
Health 5
Atta Dal Scheme 77.5
BhagatPuran Singh Medical Insurance Scheme 27.5
Scheme – Shagun Scheme 37.5
Free Electricity – Backword Castes 55
2500 Skill Development Centers – For Training 12.5
Owned Gahushala 7.5
Free Health Insurance upto 2 lakh 2.5
One time Debt Settlement Scheme 5
Five lakh pucca houses 10
Free Education to Toppers (12th class) 40
Two Wheelers to all girls 57.5
Water and Sewage Facilities in 165 towns 15
Waive off Debts 33

31 | P a g e
 5 kg sugar – 10/kg 2.5
2 kg ghee – 25/kg 2.5
Slogan-Jo Keha so karVikhaya (Not Done) 12.5
State of Art Irrigation Techniques 0
Loan to Farmers 37.5
Students Wings 0
Court Room Scene – Lady Justice 100
Election Symbol – Scales 100
Not Support Citizens 7.5
Road maintenance 27.5
Corruption 37.5
Measured the Party with Guru (Not True) 5
Cable Operators Issue(Fastway) 12.5
Business Acquired Forcefully 35
Welfare Programme 40
Blue Card Scheme 27.5
Blue Card Scheme (Not Given toPeople) 2.5
Farmers Suicide 35
Wastage Money in Development 7.5
Reservation in Jobs 7.5
Felony 17.5
Business Effected a lot 22.5
Play with Law 2.5
Done work for own benefits 37.5
Golden Temple - Tourists Place 30
Job Provides only to Sikh 7.5
Un-employeement 22.5
Mostly Scheme Failed 2.5
Flyover Build by Badal 52.5
Introduced City Buses 12.5

32 | P a g e
 Introduced Water Buses 10
Support Local AkaliJaths 2.5
protection of Miniorities 2.5
NanniChahh 7.5
BetiBachaoBetiPadhao 5
SadaPind Development 2.5
Inflation not controlled 12.5
Scheme for Poor People 5
Budhapa Pension 15
Focus on Amritsar Development 15
Follows Guru Ways (not Correct) 5
3 times winning 5
Father-Son Rule 7.5
Aanganvadi Scheme 2.5
Waga Border Development 2.5
Free Pesticides 5
Support Agriculture 5
Imposed Tax More 12.5
Unplanned Development 7.5
VIP culture association 5
Issuing with Haryana for water 7.5
Under development 15
Higher Electricity rates 5
Vocals in its promises 7.5
No effective policy 2.5
No effective Economy policy 2.5
Less grounded 2.5
Local Thoughts 2.5
Less Jobs 5
Done work very well from grounded to upper level 2.5

33 | P a g e
 Attract NRI 5
Land Mafia 2.5
Illegal Bus Services Run 5
Increase in VIP Trends 2.5
Heritage Buildings 5
Camera Started 2.5
Gardens Maintained 2.5
TABLE 2: Associations of Shiromani Akali Dal

ASSOCIATIONS OF INDIAN NATIONAL CONGRESS

After taking the interview from the respondents we found 124 following
associations of Indian National Congress from respondents which are as
follows

Associations %age
Sonia Gandhi 36
Rajiv Gandhi 26
Jawaharlal Nehru Era 20
Captain Amrinder Singh 16
Manmohan Singh 14
Mahatma Gandhi 56
Centrist Party 24
Economic Reforms 10
State Reforms 8
Initiate GST 64
Free trade policy for Handicrafts,Artisians 14
FDI 14
Currency change 2004 10
Cwg corruption 70
Coal corruption 58

34 | P a g e
 Telecom corruption 8
Nasbandi 14
Delhi Metro 88
Emergency 1984 10
2G Spectrum 94
Inflation 14
Election Symbol – Hand 10
Leads to Independence 94
Old Party 62
Sarvodya 8
UPA 20
National Rural Health Mission 22
Reservation 58
SarvaShikshaAbhiyanProgramme 12
Black Money 10
Social Democracy 8
Indian Nationalism 6
Democratic Socialism 8
Social Liberalism 14
Gandhian Socialism 8
Secularism 94
Progressivism 16
Biggest scandals Party 6
ILO(International Labour Organisation) 10
Leads to mortgage gold of country 14
Removes Accute Poverty 6
Resconstructed the Economy 10
Freedom to Journalists, Labours, Professionals 8
Inclusive development with Industrialisation 12
Economic Security 8

35 | P a g e
 Enacted Pension Schemes 90
Food Security 8
Pro - Poor Security 6
Internal Security 12
Social Security 10
GDP Growth 4
Depreciation of Rupee 8
Current Account Deficit 8
External Debt 14
Leadership Deficit 68
Foreign Policy 4
Increase Nuclear Power 4
Improvement in Indian Army 70
Improvement in Navy 10
Improvement in Aviation 16
Launched Cable Networks 16
Congress Seva Dal 8
Indian Youth Congress 4
All India Mahila Congress 10
Creation of RAW(Research and Analysis Wing) 16
Innovation In Technology 14
INTUC 8
NSUI 14
Provided Loan at 0% interest to Farmers 6
Against Demonitisation 10
Developed Business Relations with Foreign
Countries 4
Increase Job Vacancies in Govt. Sector 12
Improve Education system 8
Provide Meals to Students in Govt. Schools 10

36 | P a g e
 Against Child Labour 6
Started Exporting Handicrafts 8
Undertook many Historical Places of Ibdia 18
Potrayl of wrong Candidates for D Jobs 6
Never Walk the Talk 12
Ignore "Real Minds" 10
Flop show of 'MANREGA Project' 10
Undue influence of Gandhi 6
Associated with freedom struggle 10
loosing grounds in Modern India 6
Partywithout a strong Leadership 8
Less Acceptability in Indian Voters 14
Fails to provide strong opposition 14
Party with historical understanding 8
Non - Aggressive stand 72
Decision Delayers 12
Optimistic policies but miserable at execution 8
Seasoned Bureaucrats 8
lost opportunities at economic front 6
Dynastic Politics(Family) 70
Looted country for 60 years 12
No Value for Common Man 12
Crazy for Power 8
Resists to appreciate other Party's work 16
Claims to be 'secular' but always Anti- Hindu 14
Appeasement politics 2
Augusta Westland 4
Boffors Case 10
National Herald Case 12
Common Wealth Games 2

37 | P a g e
 3- G Spectrum 12
Balance between Hindu and Sikh 10
BakhraNangal dam inauguration 58
Green Revolution in Punjab 10
Youth upliftment and Motivation 6
Job Fairs in Punjab 8
Relief to Farmers(2017) 72
Action against Drugs and drugs Mafia 94
Ending VIP Culture 4
Division of States 16
Blue star 1984 10
Birth control policy by Sanjay Gandhi 4
Banking Sector reforms 14
Corruption 60
Rahul Gandhi 70
Indra Gandhi 75
Rajiv Gandhi 68
Manmohan Singh 90
JawaharLal Nehru 85
Amrinder Singh 83
TABLE 3: Associations of Indian National Congress

After getting these associations, we calculated the frequency of above

associations and we kept those associations whose frequency is above 33%.
The final associations are as follows:-

FINAL ASSOCIATIONS OF SHIROMANI AKALI DAL

Associations %age P/N

Prakash Singh Badal 100 P
Sukhbir Singh Badal 100 N

38 | P a g e
 Sikh Religious Bodies 65 P
Akali Dal Partnership with BJP 53 P
Oponent – Congress 55 P
Support to Farmers (Rural Areas) 65 P or N
Infrastructure Development 48 P
Youth Drag to Drug mafia 83 N
Bikram Majithia 65 N
Liquor Issue 68 N
Power Surplus State 53 P
Atta Dal Scheme 78 P
Scheme – Shagun Scheme 38 P
Free Electricity – Backword Castes 55 P or N
Free Education to Toppers (12th class) 40 P
Two Wheelers to all girls 58 P
Waive off Debts 33 P
Election Symbol – Scales 100 P
Corruption 38 N
Business Acquired Forcefully 35 N
Done work for own benefits 38 N
Flyover Build by Badal 53 P
Welfare Programme 40 P
Loan to Farmers 38 P
Farmer Suicide 35 N
TABLE 4: Final Associations of Shiromani Akali Dal

FINAL ASSOCIATIONS OF INDIAN NATIONAL CONGRESS

Associations %age P/N
Sonia Gandhi 36 P
Mahatma Gandhi 56 P
Initiate GST 64 P

39 | P a g e
 Cwg corruption 70 N
Coal corruption 58 N
Delhi Metro 88 P
2G Spectrum 94 N
Leads to Independence 94 P
Old Party 62 P
Reservation 58 N
Secularism 94 P
Enacted Pension Schemes 90 P
Leadership Deficit 68 N
Improvement in Indian Army 70 P
Non - Aggressive stand 72 P
Dynastic Politics(Family) 70 N
BakhraNangal dam inauguration 58 P
Relief to Farmers(2017) 72 P
Action against Drugs and drugs Mafia 94 P
Corruption 60 N
Rahul Gandhi 70 N
Indra Gandhi 75 P
Rajiv Gandhi 68 P
Manmohan Singh 90 N
JawaharLal Nehru 85 P
Amrinder Singh 83 P
TABLE 5: Final Associations of Indian National Congress

5.1.2 Mapping Phase: -

In Mapping Phase, we were using a different subset of the population. We

asked to the respondents what they associate with the brands. We provided
different associations to the respondents and asked them to respondents what
you feel about these associations. We asked them to associate these

40 | P a g e
associations according to their feeling or their views. The following
procedure we follow for making the maps.

1) We provided associations which we gathered from the respondents

while taking the interview to the respondents and told them to think
about these associations.
2) We gave one example of BCM to the respondents and asked them to
make your own brand map. In example, we told the respondents we
associate the association with the brands or also we associate the one
associations with the another associations. Foe mapping, we use three
type of lines and four types of Levels.
Three Lines: - The three lines are Yellow, Brown and Black. The
yellow line shows the strong relationship between the associations.
The brown line shows the semi-strong relationship between the
associations. At last, the black line shows the weak relationship
between the associations.
Four Levels: - The four levels are 1st Level, 2nd Level, 3rd Level and
4th level. The 1st Level means associations is directly connected with
the brands and 2nd level means associations is connected with the 1 st
Level associations and the other level is going in the same manner.
3) We gave the instructions to the respondents that you will take the
associations as per their own convenience and eliminate those
associations that you don’t want to add in the mapping.
4) We fixed one association i.e. Party Name and rest of the associations
respondents attached with them.
5) Now, Respondents use the brand associations they have selected and
connect them to one another and to the brand, using another set of

41 | P a g e
 nodes with different types of lines (single, double, or triple) to signify
the strength of the connection between associations.

5.1.3 Aggregation Stage: -

In the Aggregation stage, the individual brand maps were used to generate a
single
brand consensus map for each party.
This map has done by following ways.
1) Identifying the (first and second-order) brand associations that feature
on the majority of individual maps.
2) Adding (first-order) associations to the map that were linked to the
party more often than not.
3) Adding the remaining (second-order) associations by linking them to
the already positioned first-order associations.
4) Adding (third-order) associations to the map- these are included due
to high frequency links to first and or second-order associations.
5) Calculating the mean for each link, based on the weights in the
individual maps.
6) Attributing positive or negative signs to each mapped association.

After completing three stages, we calculated the values of Relation which

has shown in table and it also tells us that how one association is connected
with other associations and what kind of relations they have i.e. Strong,
Semi-Strong and Weak. The below table having columns High, Mid and
Low which shows that the high means strong relation, Mid means semi-
strong and Low means Weak.

42 | P a g e
The relation value calculated as follows:
We assigned High as 3, Mid as 2 and Low as 1.
Relation = (High value *3 + Mid Value *2 + Low*1)/ (High value + Mid
Value + Low Value)
For Example, Prakash Singh Badal associated with Shiromani Akali Dal,
Intensity of the Relation = 50*3+0+0/50+0+0 = 3.
The value 3 shows that there is a strong relationship between Praksah Singh
Badal and Shiromani Akali Dal.

4.2 RESULTS

Associated to Hig Lo Intensity of the

Associations Associations h Mid w Relation
3 2 1
Shiromani Akali dal
Prakash Singh Badal Shiromani Akali Dal 50 0 0 3
Sukhbir Singh Badal Shiromani Akali Dal 26 3 0 3
Party Belonging to sikhs Shiromani Akali Dal 32 8 1 3
Control Over SGPC Shiromani Akali Dal 21 8 1 3
Akali Dal Partnership with
BJP Shiromani Akali Dal 22 24 2 2
Support to Farmers Well Fare
Programme 19 15 3 2
Infrastructure Development Sukhbir Singh Badal 4 12 0 2
Youth Drag to Drug mafia Bikram Majithia 38 4 1 3
Bikram Majithia Sukhbir Singh Badal 23 3 0 3
Liquor Issue Bikram Majithia 19 13 2 3
Power Surplus State Infrastructure
Development 23 11 3 3

43 | P a g e
Atta Dal Scheme Well Fare
Programme 33 14 2 3
Scheme – Shagun Scheme Well Fare
Programme 8 26 15 2
Free Electricity to Farmers Well Fare
Programme 25 14 2 3
Free Education to Toppers Well Fare
(12th class) Programme 9 29 9 2
Two Wheelers to all girls Well Fare
Programme 24 24 1 2
Waive off Debts Well Fare
Programme 3 11 26 1
Election Symbol – Scales Shiromani Akali Dal 50 0 0 3
Corruption Prakash Singh Badal 10 5 0 3
Business Acquired Forcefully Sukhbir Singh Badal 24 2 0 3
Done work for own benefits Sukhbir Singh Badal 15 1 4 3
Flyover Infrastructure
Development 18 20 4 2
Well Fare Programme Prakash Singh Badal 16 17 2 2
Loan to Farmers Well Fare
Programme 4 26 9 2
Farmer Sucide Sukhbir Singh Badal 1 6 10 1

TABLE 6: - Brand Consensus Maps Associations and Intensity of the

Relations with its opposite associations of Shiromani Akali Dal Party.

Intensit
Lo y of the
Associations Associated to Associations High Mid w Relation
3 2 1
Indian National Congress
Sonia Gandhi Rajiv Gandhi 36 3 1 3

44 | P a g e
Corruption Indian National Congress 20 4 0 3
Sonia Gandhi and Rajiv
Rahul Gandhi Gandhi 18 2 6 2
Inidra Gandhi Indian National Congress 33 10 2 3
Rajiv Gandhi Indira Gandhi 16 12 9 2
Mahatma Gandhi Indian National Congress 25 12 8 2
Initiate GST Indian National Congress 9 2 3 2
Common wealth game Corruption
corruption 36 2 0 3
Coal corruption Corruption 36 2 0 3
Delhi Metro Manmohan Singh 3 0 0 3
2G Spectrum Scam Corruption 36 2 0 3
Leads to Independence Indian National Congress 18 6 1 3
Old Party Indian National Congress 45 4 1 3
Reservation Indian National Congress 2 0 3 2
Secularism Indian National Congress 33 4 2 3
Enacted Pension Schemes Indian National Congress 4 1 2 2
Leadership Deficit Indian National Congress 23 3 7 2
Improvement in Indian Army Rajiv Gandhi 2 0 0 3
Non Aggressive stand Manmohan Singh 8 5 1 3
Dynastic Politics(Family) Indian National Congress 26 7 8 2
BakhraNangal dam inaugration Jawaharlal Nehru 22 17 7 2
Relief to Farmers (2017) Indian National Congress 10 0 0 3
Action against Drugs and drugs
Mafia Amrinder Singh 17 5 12 2
Manmohan Singh Indian National Congress 22 2 5 3
Jawaharlal Nehru Indian National Congress 30 3 5 3
Amrinder Singh Indian National Congress 34 14 1 3
TABLE 7: - Brand Consensus Maps Associations and Intensity of the
Relations with its opposite associations of Indian National Congress Party.

45 | P a g e
Analyzing the Brand Associations of Shiromani Aali Dal and Indian
National Congress
The Maps produced after the aggregation stages are provided in Figure 3 and
4 for Shiromani Akali Dal and Indian National Congress. The Parties are
shown as without color. Its first-order associations are shown in purple
color. The second-order associationsare shown in blue color and third-order
associations are shown in green color.

46 | P a g e
 FIGURE 3: -A Brand Consensus Map of the Shiromani Akali Dal Party

FIGURE 4: -A Brand Consensus Map of the Indian National Congress

Party

Measuring the Equity of Political Brands

Brand Equity can be measure by strength, favourability and uniqueness of a

brand’s associations. These measure within the consensus maps of Indian
National Congress and Shiromani Akali Dal as below.

47 | P a g e
 1) Strength: - The number of times the associations come to mind when
asked to consider a party is one measure of equity. A party with many
associations has more routes between associations thus a greater
number of ways by which associations can be recalledfrom memory
via spreading activation. So, in TABLE, the Shiromani Akali Dal
party with 25 associations would be considered lessstrong than Indian
National Congress with 26 associations. The further analysis is
depending upon the categorization of associations as first order,
second order and third order. The Indian National Congress show
greater strength in terms of associations that came in below table.

Type of Association Shiromani Akali Dal Indian National Congress

First-Order 6 14
Second-Order 7 9
Third-Order 12 3
Total 25 26
TABLE 8: Number of Associations by Type

Indian National Congress is having 14 First order, 9 second order and

3 third order type associations whereas Shiromani Akali Dal is having
6 first order, 7 second order and 12 third order associations.
2) Favourability: -As the number of associations isn't really an
indication of equity. It is important to find the net valence of the
associations that is (# of positive associations - # of negative
associations)/ (total number of associations).
Favourability of Shiromani Akali Dal = (Positive Associatios –
Negative Association) / Total Number of Associations

48 | P a g e
 Positve Associations = 17 and Negative Associations = 10.
Total number of Associations = 25.
Favourability = (17-10)/25 = 0.28
Favourability of Indian National Congress= (Positive Associatios –
Negative Association) / Total Number of Associations
Positve Associations = 17 and Negative Associations = 9.
Total number of Associations = 26.
Favourability = (17-9)/26 = 0.31
Analysis: -
For Shiromani Akali Dal, this calculation delivers a favourability
score of 7/25=0.28. For the Indian National Congress, favourability
score is8/26 = 0.31.This means that the Shiromani Akali Dal Brand is
seen less favourably than Indian National Congress. The further
analysis of thesefigures uncover that in the two cases, in excess of
75% of associations were positively judged what's more, general, the
respondents had high level of favourability for their favored party- as
might be expected.
3) Uniqueness: - It is measures the uniqueness as the proportion of

associations that are unique to the brand when contrasted with the
competition. As the two elicited lists contained a wide range of
associations, the resulting consensus maps were expected to have little
in like manner and show two novel brands. The maps in fact share two
associations i.e. Corruption and Support to Farmers/Relief to Farmers
(2017). The remaining associations of Shiromani Akali Dal (23) are
unique. The measuring of proportion of unique associations reveals
that Shiromani have 23/25 = 92% unique associations as compared to

49 | P a g e
 24/26=92.3% for Indian National Congress. The analysis confirms
that the party brands are in fact quite unique for the sampled groups.

CHAPTER 6

DISCUSSION ON RESULTS,
FINDINGS

&

CONCLUSIONS

50 | P a g e
6.1 DISCUSSION RESULTS

Analysis of the Shiromani Akali Dal party and Indian National Congress has
confirmed the importance of the leader with the political brand. How these
leaders help the party to become brand. Their positive and negative both
associations help the people to recognize the brands very easily. Corruption,
Drugs Mafia and Liquor Issue are the negative associations of Shiromani
Akali Dal party which has greatly impacted on the brand of the party and it
help to the people to easily recognize by them. In the same way, Corruption,
Rahul Gandhi and Dynastic Politics are the negative associations by the
respondents who helped the respondents to easily recognize by them very
easily.

When considering the brand equity of two main political parties, it is not
sufficient to consider the three characteristics of powerful brand associations
in isolation. If you are talking about strength, Indian National Congress is
having greater strength than Shiromani Akali Dal. Both parties have closely
favourably but if we see closely value than Indian National Congress more
favourably by the respondents than Shiromani Akali Dal. At last, the
uniqueness of the Indian National Congress is higher than Shiromani Akali
Dal.

6.2 FINDINGS

After doing the analysis, we now are in stage to provide a clear picture of
how this method gives insights into the equity of brand associations for two
main political parties’ i.e. Shiromani Akali Dal and Indian National
Congress.

51 | P a g e
 1) Indian National Congress is having more brand associations than
Shiromani Akali Dal party.
2) Indian National Congress is more favourably than Shiromani Akali
Dal party by people.
3) Indian National Congress is having greater strength than Shiromani
Akali Dal. It means people easily recall the associations of Congress
party rather than Shiromani Akali Dal party.
4) Indian National Congress is having more positive associations than
Shiromani Akali Dal party.
5) Indian National Congress is having 92.3% uniqueness whereas
Shiromani Akali Dal is having 92%. It means Indian National
Congress more unique characteristics than Shiromani Akali Dal party.
6) At last, we found that Indian National Congress is having Strong
brand equity than Shiromani Akali Dal party.

6.3 CONCLUSIONS:

The study is discussed the various aspects of Brand Equity in Politics of

Punjab. It has analyzed the two main political parties in the PUNJAB as
brands. To do this it has conceptualized the political brand as consumer
learning and gave a new method for measuring the brand equity of political
parties using respondents brand associations. The findings are restricted in
their wider application by their focus on a convenience sample of
respondents. The method however confirms the relative ease of developing
maps and, as the further research section suggests, the possibility to build up
this technique in politics is great, both in the PUNJAB and other states or
INDIA where the perspectives of the public in general are vital. Its more
extensive application will deliver a greater understanding of how voters

52 | P a g e
comprehend and respond to political parties. The approach outlined in this
study promises to provide a strong impetus for further empirical,
theoretically supported research into this important area of political
marketing.

53 | P a g e
 REFERENCES

WEBSITES

 https://shiromaniakalidal.xyz/ viewed on 01/10/2017

 https://www.inc.in/en viewed on 03/10/2017

BOOKS, JOURNALS &ARTICLES

Aaker, D. A. (1996). Building strong brands. New York: The Free Press.

Alan French, Gareth Smith, (2010) "Measuring political brand equity: a

consumer oriented approach", European Journal of Marketing, Vol. 44 Issue:
3/4, pp.460-477,

Cathy. (2013). Brand equity, Brand Preference, and Purchase Intent. Jounal
of Advertising , pp. 25-40.

Christopher, J. (1998). Concept mapping in marketing: A Research Tool for

Uncovering Consumers’ Knowledge Structure Associations. Association for
Consumer Research , pp 311-322.

Fraquhar. (2005). Managing brand equity. Marketing Research , pp. 24-33.

Freeman, L. (1979). Centrality in social networks Conceptual Clarification.

Social Networks , pp. 215-239.

G.R., H. (1998). Brand diagnostics: Mapping Branding Effects Using

Consumer Associative Networks. European Journal of Operational
research , pp. 306-327.

John. (2006). “Brand concept maps : A Methodology for Identifying Brand

Association Networks . Journal of Marketing Research , pp. 549-563.

54 | P a g e
Kamakura, W. A. (1993). Measuring brand value with scanner data.
Marketing Management , pp. 26-31.

Keller, K. (2002). Branding and brand equity. Handbook of Marketing,

Sage, Thousand Oaks, California.

Krichheimer. (1966). The transformation of the western european party

systems. Princeton University Press, , pp. 177-200.

Krishnan, S. (1996). Characteristics of memory associations: A Consumer-

Based Brand Equity Perspective. International Journal of Research in
Marketing , pp. 389-405.

Schneider, H. (2004). Branding in politics – Manifestations, Relevance and

Identity-Oriented Management. Journal of Political Marketing, , pp.41-67.

Srinivasan, V. (2005). An approach to the measurement, analysis, and

prediction of brand equity and its sources. Management Science , pp. 1433-
1448.

Tybout. (2001). BrandpPositioning. New York: Kellogg on Marketing,.

Wallace. (1990). The concept map as a research tool: Exploring Conceptual

Change in Biology. Journal of Research in Science Teaching , pp. 1033-
1052.

55 | P a g e
 ANNEXURE

QUESSTIONAIRE

I am trying to measure the brand equity of political parties in Punjab. I would

appreciate if you can take out some time to help me in this research.

Question: What associations come in your mind when you think of Shiromani Akali
Dal?

Sr. No. Associations

1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21

56 | P a g e
22
23
24
25
26
27
28
29
30

The above questionnaire has only one question that is open ended question which we
asked to the interviewee and what responses they gave we will write on it. This
questionnaire is mainly used for collecting associations from the respondents.

Associations Associations Frequency

Shiromani Akali dal

Prakash Singh Badal Shiromani Akali Dal 50
Sukhbir Singh Badal Shiromani Akali Dal 29
Party Belonging to sikhs Shiromani Akali Dal 41
Control Over SGPC Shiromani Akali Dal 30
Akali Dal Partnership with BJP Shiromani Akali Dal 48
Support to Farmers Well Fare Programme 36
Infrastructure Development Sukhbir Singh Badal 16
Youth Drag to Drug mafia Bikram Majithia 42
Bikram Majithia Sukhbir Singh Badal 26
Liquor Issue Bikram Majithia 34
Power Surplus State Infrastructure
Development 37
Atta Dal Scheme Well Fare Programme 47

57 | P a g e
 Scheme – Shagun Scheme Well Fare Programme 47
Free Electricity to Farmers Well Fare Programme 41
Free Education to Toppers (12th Well Fare Programme
class) 47
Two Wheelers to all girls Well Fare Programme 47
Waive off Debts Well Fare Programme 39
Election Symbol – Scales Shiromani Akali Dal 50
Corruption Prakash Singh Badal 15
Business Acquired Forcefully Sukhbir Singh Badal 27
Done work for own benefits Sukhbir Singh Badal 20
Flyover Infrastructure
Development 42
Well Fare Programme Prakash Singh Badal 35
Loan to Farmers Well Fare Programme 39
Farmer Sucide Sukhbir Singh Badal 17

Associations Associated to Associations Frequency

Indian National Congress
Sonia Gandhi Rajiv Gandhi 40
Corruption Indian National Congress 38
Sonia Gandhi and Rajiv
Rahul Gandhi Gandhi 25
Inidra Gandhi Indian National Congress 19
Rajiv Gandhi Indira Gandhi 37
Mahatma Gandhi Indian National Congress 44
Initiate GST Indian National Congress 13
Common wealth game corruption Corruption 38
Coal corruption Corruption 38
Delhi Metro Manmohan Singh 3
2G Spectrum Scam Corruption 38

58 | P a g e
 Leads to Independence Indian National Congress 25
Old Party Indian National Congress 50
Reservation Indian National Congress 3
Secularism Indian National Congress 39
Enacted Pension Schemes Indian National Congress 5
Leadership Deficit Indian National Congress 33
Improvement in Indian Army Rajiv Gandhi 2
Non Aggressive stand Manmohan Singh 16
Dynastic Politics(Family) Indian National Congress 41
Bakhra Nangal dam Inaugration Jawaharlal Nehru 46
Relief to Farmers (2017) Indian National Congress 10
Action against Drugs and drugs
Mafia Amrinder Singh 34
Manmohan Singh Indian National Congress 29
Jawaharlal Nehru Indian National Congress 38
Amrinder Singh Indian National Congress 48

59 | P a g e