This presentation gives an insight on how to create, maintain and sustain brand equity.

1. CREATING, MAINTAINING and SUSTAINING
BRAND EQUITY
Presented By-
Muhammad Anowar
Akshay Kumar Gurung
Section: Q1526
Lovely Professional University

2. TOUGH MUDDER

3. WHAT IS TOUGH MUDDER?
Tough Mudder is an endurance event series of 16-18 km obstacle course consisting of
mud and obstacles.
The obstacles often play on common human fears.
Tough Mudder puts camaraderie over finisher rankings and is not a race but a team
challenge – no winner, no finisher medal and no clock to race against.
We are for anyone who has ever followed their gut, tried to defy gravity, chosen “dare”
over “truth,” taken risks and sought thrills. We are Tough Mudder.

4. /

5. HOW THE BRAND GOT STARTED ?
 Designed and created by Will
Dean and Guy Livingstone in 2010.
It all started with a wacky idea,
a $300 website and a $20 Facebook
ad.
The main idea was to create a
disruptive product.
Developed an offline viral product.

6. Contd.
Partner with national brands.
 A free-beer promo worth $100,000
of sponsorships got started.
Pre-registrations: Participants paid
$100 to $200 entrance fee ahead of
time.
 Tough Mudder started making
money before it even built a single
barbed-wire obstacle.

7. MAINTAINANCE

8. Contd.

9. ONE DAY @TOUGH MUDDER
Kiss The Mud Mud Mile

10. Contd.
Quagmire Funky Monkey

11. SUSTAINING THE BRAND
Sustainable corporate culture: For all the fire-walking, mud-diving, and cliff-hanging
events , Livingstone, the CEO says he considers the company's sustainable company culture
to be "the most interesting part of what they do.
The company also launched Tough Mudder Ventures to invest in the ideas of staff
members.
The company offers various community building perks, including partnering with
Harvard Business School, a paid gym membership, an iPad, and participation in a
company-wide expedition to somewhere exotic.
Innovative Obstacles: A research team is built to receive public feedback and innovate
obstacles.

12. Contd.
Unique: One of a kind.
Online Shopping Portal: Sports wears for Men & Women, Hats, Accessories like
Mobile Covers, Coffee Mugs, Bands.
Charity: Tough Mudder supports a charity in each territory it holds events (usually
military-affiliated), and encourages participants to raise money to aid veterans.
Current charities supported include Wounded Warrior Project (United States),
Wounded Warriors (Canada), Help for Heroes (United Kingdom), and Soldier On
(Australia).

13. ANY QUERIES ?

14. THANK YOU