SAVYA JAISWAL -MBT/11/119 BHUMIKA SHARMA -MBT/11/113 SETTY MAHESH MBT/11/105 MBT-3RD SEMESTER PRODUCT&BRAND MANAGEMENT
What is a brand?
A name, a term
A symbol, a sign
A name, term, sign, symbol or any other feature that identifies one sellers product or service as distinct from those of other sellers -The American Marketing Association
Brand relationships
FIRM
Brand identity framed by marketers
INTERACTIONS
Brand relationships
CUSTOMERS
Brand image in the mind of customers
Branding process
Brand the actual image of the firm in customers minds
A new definition based on Brand relationships: Brand is created in continuously developing brand relationships where the customer forms a differentiating image of a product or service based on all kinds of brand contacts that the customer is exposed to.
Cont
The sum of all tangible & intangible traits.
brand or a company is perceived by its target constituencies. It is the best, single marketable investment a company can make.
BRANDING
Branding is a plan for earning product reputation and for making sure that the world knows about it and believes in it too. Branding protects a seller's products against those marketed by competitors and imitators and helps consumers identify the quality, consistency, and imagery of a preferred source. Customers (particularly consumers) view a brand as an important part of a product and branding can add value to a product.
(CONTD)
Sometimes the promoters or CEOs positive image enhances a brands appeal. Ex: Lee Iacoccas personal appeal enhanced brand image of Chrysler car just as JRD Tatas image had a favorable impact on the groups name. The same thing could be true of brand names. The name dettol is the name for anything antiseptic (liquid/toilet soap). This image of Dettol can be used to get into a new product category that has the same image.
Extraneous influences
As shown in the diagram, the customer forms an image through a combination of all the signals emitted by the brand i.e., brand name, visual signs, products, advertising, sponsoring, press releases etc. The image results from a decoding, an extraction of the meaning, an interpretation of the signals. Before portraying an idea in the mind of the public, one should have a clear idea as to what is to be portrayed.
Mimicry: where in the developers of the image have no clear idea of their brand identity, certain firms try to mimicry or copycat/ imitating their own competitors communication.
Opportunism: it refers to trying to please all segments which leads managers to forget the identity of the brand. Idealism: fantasized identity and not the real identity
Vulnerable
What is important for customers is what they experience Bad experiences always result in bad image
Hence, if a company has a poor image, it has to take the correct
Company known but performing badly Action: internal action in order to improve performance. Communication can be used but at a second level.
The main benefit of BRAND IMAGE on branding is that customers are much more likely to remember your business. A strong brand name and logo/image helps to keep your company image in the mind of your potential customers.
Image of Size
A Strong brand will project an image of a large and established business to your potential customers. Like The Coca Cola Company uses the brand name Coca Cola and BBC is the brand name for the British Broadcasting Corporation.
Image of Quality
A strong brand projects an image of quality in your business, many people see the brand as a part of a product or service that helps to show its quality and value.
Image of Experience and Reliability
A strong brand creates an image of an established business that has been around for long enough to become well known.
"Building telecom, building relationships." Airtel encourages everyone to be more involved in building relationships and spread the happiness.
correlate positive attributes so that to memorize than the brand names as they are visual images. These can include logos, people, geometric shapes, cartoon images, anything. LOGOS- It is due to logo that customers form an image for the product/service in mind, it is simple, distinguished/unique portray companys values, mission and objectives. TRADEMARKS- Trademark is a unique symbol, design, or any form of identification that helps people recognize a brand. A renowned brand has a popular trademark and that helps consumers purchase quality products.
correlate positive attributes so that to memorize than the brand names as they are visual images. These can include logos, people, geometric shapes, cartoon images, anything. LOGOS- It is due to logo that customers form an image for the product/service in mind, it is simple, distinguished/unique portray companys values, mission and objectives. TRADEMARKS- Trademark is a unique symbol, design, or any form of identification that helps people recognize a brand. A renowned brand has a popular trademark and that helps consumers purchase quality products.
Dettol COOL Soap Dettol launches new Dettol COOL soap enriched with Menthol, that truly refreshes & energises Dettol COOL Soap available in attractive 'light blue' colour Has a refreshing new fragrance and unique 'saddle shape' Priced at Rs. 16 for 75gms and Rs. 26 for 125 gms
Dettol advertising-focused on educating families on the need TV & print campaigns, TV shows, outdoor activities Slogan, symbols and the multi sensorial experience
Promotion toolsAapka Dettol kya karta hai ,surakshit parivar ,Seasonal Internet discounts ,100%Attendance
Summer advertisement
Monsoon advertisement
Winter advertisement
% of survey
100%
20%
40%
60%
80%
0%
Brand Awareness Preferred antiseptic Reason
Survey Result
Attributes
72%
Brand Loyalty
56%
response.
Need to measure the Brand Equity? Qualitative Techniques Free Association: Involves free association tasks whereby
subjects are asked what comes to mind when they think of the brand without any more specific probe or cue. Q Which Brand comes to your mind when you look at this logo? Ans:- 98%of respondents correctly identified it as Dettol Q What words do you associate with ' Dettol ?
Dettol is largely perceived as an antiseptic brand. Used for hygiene and health of the entire family
Which products are demanded by the customer under the brand name Dettol?
Projective Techniques
Diagnostic tools to uncover the true opinions and feelings of consumers when they are unwilling or otherwise unable to express themselves on these matters
An experienced doctor (Female) A fat ,middle aged man. Cleanliness Freak. Yellow complexioned. Wears a green suit
Q: How would
you personify Dettol? (Brand Personification)
Personification of Dettol
A man in his late 30s. clean. Single child. wears white a lot. neat hair. slim and fit. clean shaved. Sticks to the point.
A war soldier
Brand Awarene ss
Brand Loyalty
Brand Value
Perceived Quality
of brand value in order to support strategic decision making. To Understand Decision Drivers To evaluate efficacy of brand value building programs To Assess Marketing Efficacy
93
87
85 54
Consumers are not aware of Shaving Cream and Body Wash High awareness of Antiseptic Liquid, Hand Wash, and Soap
12
Interpretation
Emotional connect of consumers with Dettol: Safety, comfort, and assurance
Presence of the brand for years and strong positioning as an antiseptic brand.
Customers do connect joy, energy, or pride with the brand. The new attributes of new product extensions are overshadowed by the strong antiseptic image of brand Dettol
It could very well use its image & equity of safety for products like anti bacterial deo spray
Eureka forbes started in 1984. Venture between forbes and electrolux 1st introduced direct sellng route in india Connected to 1.5 million indian homes Adding 1500 customers daily 3800 dealers, 58 distributors , Covered 550 towns and cities
Different products
Signs Slogan panni ka doctor total water purification system Color - blue
logo
Advertisements:-
FROM BRAND IMAGE SOURCES BENEFICIAL OUTCOMES FOR AQUAGUARD WATER PURIFIER Importance and Need of product Awareness of a product Trust To maintain Healthy relationship between company and customer Educating the consumers with their product features Improved sales
3. what are the reasons for choosing that water purifier? a)brand b)price c)features of product d)promotional activities e)need of the product f)others
4. Rate your satisfaction with that product , mark on scale. Strongly disagree disagree neutral agree agree
strongly
_______1______________2__________3_______4____________5__________ _____
9. Rate the brand image of aquaguard Strongly disagree disagree neutral agree strongly agree _______1______________2__________3_______4____________5____________ (5%) (18%) (21) (16%) (40%)
10. If you are using aquaguard water purifier,rate on the following parameters(rating range is 1 to5) a)product goodwill.-------------9% b)post sale service.---------------- 15% c)technology of the product.------------ 45% d)satisfaction level.--------------20% e)price.-------------------------------11%
9. Rate the brand image of aquaguard Strongly disagree disagree neutral agree strongly agree _______1______________2__________3_______4____________5____________ (5%) (18%) (21) (16%) (40%)
10. If you are using aquaguard water purifier,rate on the following parameters(rating range is 1 to5) a)product goodwill.-------------9% b)post sale service.---------------- 15% c)technology of the product.------------ 45% d)satisfaction level.--------------20% e)price.-------------------------------11%
11. Mark the following parameters of aquaguard water purifier a)product market share :- 1 2 3 5 b)product durability :- 1 2 3 5 c)product reliability :- 1 2 3 5 12. Will you recommend aquaguard water purifiers to others? d)after sales services b)no 1 :2 3 a)yes 5
4
4 4 4
camparision
Secondary data information
55 million people survey
Technically sucessful
High market share Aquaguard has 100%
7% use electric water purifier, 12%boils water and 81% impure water. Market leader Technically sucessful High market share successful and trusted product
CONCLUSION
On the basis of primary and secondary data , we conclude that aquaguard is a successful & trusted brand. Aquaguard sucessfully reached the public through its brand image sources.