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The brand report card


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Ten characteristics that the strongest brands share (with indian examples)

Published in: Marketing
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The brand report card

  1. 1. The Brand Report Card Group 8 - Brand Baaja Baaraat Bobade Prathamesh | Hiteshwar Gaur | Pragya Sancheti | Tanmay Sah
  2. 2. Ten Traits of successful brands ● Recognize strengths and weaknesses ● Identify areas for improvement ● Competitive Benchmarking What is a Brand Report Card?
  3. 3. 1. Benefits customer desire Combining attributes, image, service and intangibles to create an attractive whole
  4. 4. 2. Relevant Stay on the leading edge in the product arena and tweak intangibles to fit the times
  5. 5. 3. Pricing Base pricing on consumers perception of Value
  6. 6. INR 30 for 750ml INR 16 for 750ml
  7. 7. 4. Proper Positioning ❏ Longest motorcycle production run of all time ❏ Intense Customer Loyalty ❏ Very Long Waiting Times Occupy particular niches in consumers minds
  8. 8. ● Target Segment ● POP ● POD ● Tapped youth by pitching freedom, independence and adventure ● Improved Fuel Efficiency ● Built an aura about the brand
  9. 9. 5. Consistency Balance between continuity in marketing activities and change to stay relevant
  10. 10. 6. Portfolio and hierarchy that make sense Different brands for different market segments
  11. 11. Branded House vs House of Brands
  12. 12. 7. Marketing activities to build brand equity
  13. 13. A brand is made up of all marketing elements that can be trademarked Strong brands mix and match these elements to enhance or reinforce consumer awareness or brand image. Different marketing activities build brand equity by educating customers about how, when & why the product is used. Advertising is a pull function to create brand demand and trade promotion a push medium Coca Cola
  14. 14. 8.Understanding what brands means to Consumers Managers of strong brands appreciate the totality of their brand’s image As a result managers should be able to work with the brand with confidence Managers should also be clear whether any given action will dovetail nicely with the brand or create friction.
  15. 15. Awareness (depth & breadth) Association in memory (strong, favourable & unique) 9. Sustained Support Examples
  16. 16. The value of balance Brand Equity Management system
  17. 17. The Value of Balance
  18. 18. Brand Equity as a Bridge Power of brand lies in the minds of consumers Consumer Knowledge is heart of brand equity Brand Equity is the Strategic Bridge from past to future
  19. 19. Thank you.