Global brand integration strategy for a Car Modifier

Masters Programmes
Submitted by: Group 4
Module Title: Global Branding
Module Code: IB846K
Date/Year of Module: 2014-2015
Submission Deadline: March 24, 2015
Company: DC Designs India
"I declare that this work is being submitted on behalf of my group, in
accordance with the University's Regulation 11 and the WBS guidelines on
plagiarism and collusion. All external references and sources are clearly
acknowledged and identified within the contents. No substantial part(s) of the
work submitted here has also been submitted in other assessments for
accredited courses of study and if this has been done it may result in us being
reported for self-plagiarism and an appropriate reduction in marks may be
made when marking this piece of work."

Table of Contents
COMPANY BRIEF................................................................................................................................3
SELECTION OF UNITED KINGDOM ..............................................................................................3
BRAND BUILDING BLOCKS.............................................................................................................4
COMPARISON........................................................................................................................................4
BRAND IDENTITY PRISM .................................................................................................................6
COMPARISON........................................................................................................................................6
BRAND ELEMENTS.............................................................................................................................8
COMPARISON........................................................................................................................................8
GENERALIZABLE IMPLICATIONS..............................................................................................10
APPENDIX ...........................................................................................................................................12
COMPANY BRIEF ................................................................................................................................12
GENERALIZABLE IMPLICATIONS ........................................................................................................12
Insurance Prices ............................................................................................................................12
Target Market ................................................................................................................................12
REFERENCES .....................................................................................................................................14

Company Brief
DC design, founded in 1993 by Dilip Chhabria, is the largest automotive accessory
manufacturer brand in India (Dcdesign.co.in, 2012). The company is well acclaimed in the
market and “…has made more than 600 portfolios for innovative and latest car models or
other vehicles…” that serves as “…a benchmark for the best designs in the world…”
(autoportal.com, 2015). Chhabria launched this brand in the market to serve two purposes.
According to Dcdesign.co.in, first purpose is “…redesigning and modifying mass market cars
to create one-of-a-kind automotive beauties for…” automobile enthusiasts and second caters
to the original equipment manufacturers need by “…offering design and prototyping
services…” (See Appendix).
Selection of United Kingdom
Extending DC’s B2C business to the UK can be supported by various facts. According to a
report on European automotive aftermarket by The Boston Consulting Group (2014), the
industry has observed growth in recent years. This is mainly due to the liberalization of the
automotive aftermarket in the EU in 2010 (Capgemini Consulting, 2010). The report further
highlights that competitors utilizing the new block exemption regulation (BER) 2010 could
achieve growth rates of 5% to 10%, and the highest margins earned are from accessories and
appearance products creating additional opportunities for DC to exploit. Another industry
analysis by MarketLine (2012) shows that one way to enter the EU market is as a completely
new company with major entry barriers being skilled engineers and designers. DC caters both
of these parts by being a completely new company and possessing extremely skilled
designers. Another aspect this market, that favors DC, is that success in the Western Europe
market is mainly attributed to “…high emphasis on specific customer requirements and
customization of services…” (Capgemini Consulting, 2010) is critical to operate in

automotive aftermarket sector around Western Europe. Additionally, a co-operative
agreement with popular brands could be established. Top selling brands in the UK include
Ford, Nissan, Vauxhall, and Volkswagen (SMMT, 2014), few of which have already worked
with DC in B2B segment.
Brand Building Blocks
Brand building blocks ensure identification of the brand with the customers and an
association of the brand in customers’ minds with a specific product class, product benefit, or
customer need (Keller, 2001). The CBBE pyramid, as indicated by Keller, focuses on the four
key aspects of the brand; identity, meaning, responses and relationships. DC as a brand has
struck the right cords in the Indian automotive aftermarket and is one of the only product
developers in the world to do such a modification.
Comparison
Brand Salience is the first building block, defining the identity of the brand. Salience focuses
on the awareness of the brand, its recall, depth and breadth of the brand (Keller, 2001). DC
design is a luxury automotive customizations brand with high awareness more depth in the
product offering and lesser breadth in India. It has the close to 22 standard product offerings
in India and is the most recalled brand in the country (Knowledge@Wharton, 2008). A higher
level of awareness is proposed for the UK luxury market. With respect to India the luxury
cars sale in the UK is higher, so the aim would be make luxurious cars into ultra luxurious
vehicles (Capgemini Consulting, 2010). Collaborative automotive partnership with auto
manufacturers like Ford and Land Rover who already share B2B relations with DC would
help boost awareness in the market (Dcdesign.co.in, 2012).

The next aspect of the CBBE pyramid is the ‘meaning’ of the brand. The pyramid covers two
major aspects under meaning; one is the performance and imagery (Keller, 2001). The
primary aspect of performance is upmarket interiors and exteriors and the supplementary
feature is the state of the art technology (Dcdesign.co.in, 2012). DC Design in India is known
for its specialized serviceability. In the UK, DC is to retain of its Indian performance qualities
making it the first B2C prototyping brand in the UK. In context of imagery, people high on
style, all in one car, elite people, celebrities, CEO’s wanting an all in one purpose vehicle
(Knowledge@Wharton, 2008). In UK, DC would create a similar imagery as its home
country because the target group, who it would cater to in the UK, should also see the brand
as one that creates a stylish and novel imagery.
Moving to the ‘responses’ part of the building blocks, the CBBE pyramid explores judgments
and feelings (Keller, 2001). Brand judgments explores quality in India to be superior, credible
with its benchmark designs (Knowledge@Wharton, 2008) and also known for its highly
innovative designs (Dcdesign.co.in, 2012). In UK, these judgment attributes would be
retained, as, for DC, the target audience in the UK would require similar brand judgments. In
terms of feelings, DC design in India is an exclusive, socially appreciated, self-rewarding,
passionate and higher social class (Dcdesign.co.in, 2012). The brand is private and enduring
in India (Knowledge@Wharton, 2008). Feelings in the UK would be retained adding pride to
the brand making the brand being more socially appreciated and passionate in the long run.
Relationship in the CBBE pyramid explores brand resonance as an attribute that includes
evaluating loyalty, attachments, sense of community and active engagement (Keller, 2001). In
India, DC Design provides strong cords of attachments with its customers when they are
associated to the brand. In the UK we propose to bring a sense of community to build loyalty
and a sense of community by introducing a privilege DC club.

Brand Identity Prism
Kapferer introduced the Brand Identity Prism in 1986. Brand Identity entails the customers’
perception of the brand, the name of the brand, the trademark of the brand, the graphic
representation of the brand, the uniqueness of the brand with respect to its competitors, and
the overall image of the brand (Andreea, 2013).
There exist six aspects of the Brand Identity Prism being Physique, Relation, Reflection,
Personality, Culture and Self Image. These aspects are further categorised into two facets
namely The Constructed Source versus The Constructed Receiver and Externalisation versus
Internalisation (Kapferer, 2009).
Comparison
Physique makes reference to the brand’s physical characteristics that are aroused in the minds
of the people when the brand name is talked about. In India, DC displays iconic design and
cutting edge innovation (Dcdesign.co.in, 2012). Its finesse indicates superior quality. DC
should aim at following the same suit whilst offering a diverse range of products. This is
because the brand identity of DC, as a well-established brand, will aid in the easy acceptance
of the other products being offered as brand extensions of the company (Viot, 2011).
Relationship implies the symbolism of a particular association between people (Kapferer,
2009). DC lounges provide a personalized and exclusive feel creating an emotional appeal
(BS Reporter, 2012). In UK, this feature would be duplicated to provide the similar unique
image.
Furthermore, DC would be working towards converting consumers, who merely prefer this
brand, to consumers who are brand loyalists by making them feel as a part of this distinctive
brand (Raj, 1985).
Reflection of the consumer refers to the stereotypical user of the brand (Kapferer, 2009). Any
automation enthusiast, regardless of age having a creative bent of mind in India would be

DC’s chief user (Dcdesign.co.in). DC, in UK, would aim to target successful people
preferring self-driven vehicles so as to enjoy the divine luxury and comfort offered by these
vehicles.
Personality suggests the brand’s appeal, which assists in the process of communication of the
brand with its customers (Kapferer, 2009). It may take the form a person having particular
traits used to visualize the brand. DC India appeals to the luxurious aspect of the car. In the
UK, DC would focus on converting it into ultra luxurious to take the brand to a higher
pedestal. It should transform from being merely a brand to being a celebrity itself. A celebrity
having a strong personality that immediately makes people develop a rare fondness and
preference towards the brand (Freling, Crosno and Henard, 2010) (Aaker and Fournier, 1995).
Culture is the organization of values and basic principles on the basis of which the brand has
to base its behavior (Kapferer, 2009). It establishes a direct relationship between the brand
and the organization. DC India is based on the values of creativity and innovation providing a
distinctive experience (Dcdesign.co.in, 2012). In UK, DC must work with the purpose of
providing award-winning services. By way of keeping intact the basic ideals of the
organization, dc will able to cater to its homogenous customers worldwide while projecting a
global culture overall (Holt, Quelch and Taylor, 2004).
Self Image indicates the mirror the audience in focus holds up to itself (Kapferer, 2009). In
India, people driving vehicles think of themselves as classy, flamboyant and elite. Replicating
the same in UK, DC is ought to create an overall luxurious experience to the driver of the
vehicle so that it gives him pride while driving. By providing DC consumers in India or the
UK with almost the same experience while driving a dc vehicle, we propose to create an
image of being an integral part of an international brand in the minds of the people (Holt,
Quelch and Taylor, 2004). By way of this, people wish to be associated and connected with
the brand, regarding themselves as global consumers (Steenkamp, Batra and Alden, 2003).

Brand Elements
A comparison of DCs brand elements was done using the six criteria as proposed by Keller
(2013). This also aided in providing a clearer picture of the usability of the existing brand
elements in the developed market. Overall the brand has accomplished a strong associations
and awareness in India’s automotive aftermarket that has provided a strong base to retain
most of the elements.
Comparison
DC Design and dcdesign.co.in as a brand name and URL respectively carries a lot of
meaningfulness and memorability, as “…DC Design is the world’s biggest independent car
design firm by volume…” (Knowledge@Wharton, 2008). DC Design creates a verbal imagery
through its successful positioning as a creator of “…avant-garde art…” (Majumdar, 2014)
that contributes to likability. The adaptability stands low due to the symbolization of Dilip
Chhabria in both the logo and the URL. On the other hand, name and URL are considered
protectable and legal because of its copyrights. Lastly, transferability is limited to geographic,
as the name is associated with automotive aftermarket products only.
In terms of UK, carrying the same brand name and URL would be an appropriate option to
adopt a uniform branding strategy globally. In order to build personalized association and
enhance memorability, a UK version of the same URL ‘dcdesign.co.uk’ is deemed suitable.
The remarkable works of Dilip Chhabria for high-end luxury brands such as Aston Martin,
Renault and GM (Dcdesign.co.in, 2012), while making the adaptability difficult, would
contribute to the likability and meaningfulness. The name and URL can be made protectable
by acquiring copyrights, and can also be used across different geographies including the UK
making them only geographically transferable.

The visual appeal contributes to its likeability due to the logo being highly eye-catching by its
classy font. In terms of India, logo is formed from the initials of the man behind the business
and the only company having “DC” as its logo, which contributes to its meaningfulness. Due
to an already established awareness and association in car customization market, the
adaptability is low. The logo has its copyrights and thus is highly protected. On the other
hand, the transferability is limited due to international existence of a brand name “DC” in
various industries globally such as DC comics, and DC footwear. The logo builds
recognizable traits of the brand resulting in high memorability.
Same brand logo is to be retained due to the already established image in automotive
aftermarket sector enhancing the meaningfulness and memorability. The legal procedures
would make it protected as well. The logo would also have a high likability for the same
reasons stated above. Furthermore, the same logo would still have limited transferability and
low adaptability for the UK market as well.
In India DC lacks a tagline for its brand but a tagline would be suitable for the UK market as
it communicates the brand promise, reminds the firm of their promise and lastly it is
"…customers’ indicator of a future experience…" (Ehret, 2009). The proposed tagline for UK
is “You dream: We Chase”. This tagline depicts the one of missions of Chhabria
(Knowledge@Wharton, 2008), which makes it memorable and meaningful. It also provides a
chance for the customers to attain their dream car through DC, which also coincides with the
brand’s specialty i.e. “…concepts and innovations well ahead of their time…” (Majumdar,
2014) making it likable and transferable. It can evolve as the company establishes itself in the
UK market, making it adaptable. There is no similar tagline for any automotive aftermarket
company making this protected as well.
In India, Dilip Chabbria, as its own brand character, is highly touted for DC designs
(Majumdar, 2014). He, as a brand character is memorable, meaningful, likable and

protectable for the brand as “…every DC creation is a signature extension of the artist’s
personality…” (Dcdesign.co.in, 2012). Further, transferability can be seen to be high as well
by the fact that the artist is not just associated with automobiles but is also known for
designing and refurbishing aircraft interiors. The adaptability stands limited because Chabbria
stands as a focal point of the brand and cannot be replaced. These factors, for a brand
character, would stand appropriate for the UK market as well which makes maintaining the
same brand character the most fitting option.
The packaging of DC cars comprises of the customized parts as well as the outlook of the car.
The packaging is recognized to be benchmark for the rest of the world (Autoportal.com,
2015), hence contributing to memorability, protectability and meaningfulness. The packaging
is focused on developing one-of-a-kind automotive beauties (Dcdesign.co.in, 2012), which
maintains high likability. With its portfolio of 600 products “…for innovative and latest car
models or other vehicles…” (Autoportal.com, 2015) the packaging is deemed adaptable. As
Chabbria is an acclaimed designer by many large automotive manufacturers, his designs are
taken to be transferable across geographic boundaries. The same packaging is also maintained
as the factors already stated hold true for the UK market as well. In addition, Dilip Chabbria
has managed to influence the automotive design market by making his designs accepted by
many different companies. This would make it quite obvious that same packaging should be
maintained, along the inclusion of backward integration due to existing ties with large
automotive manufacturers.
Generalizable Implications
According to the UK Government’s official website “…You must have motor insurance to
drive your vehicle on UK roads…” (Gov.uk, 2015). According to Pidgen (2015) an increased
risk of accidents and theft is caused by changes in vehicle performance and a possibility that

the “…vehicle is broken into or stolen…” (See Appendix). Companies dealing with car
accessories, such as DC design, may affect the insurance price up to 26% for body kits and
16% for interiors. This is an important consideration because in recent times UK automobile
insurance market has seen an overall increase in premiums (Jones and Sanders, 2015) that is
likely to affect the sales of such modifications. A good idea, to cater to this problem, would
be to include functional modifications such as driver aids to reduce the insurance prices (See
Appendix).
For any automotive aftermarket firm entering any fresh market it would be essential to know
which segment of the market buys what kind of modifications for their automobiles.
According to Pidgen (2015), this can be classified by age and gender. In the UK the major
buyers for car modifications is more inclined towards male while female also constitute to a
reasonable size of the market (See Appendix).
When viewing the industry in general, the block exemption regulation of 2010 has reasonably
reduced the power of buyers by inducing more buyers to opt for automotive aftermarket
products (MarketLine, 2010). As mentioned earlier, major entry barriers of this industry
include skilled engineers and designers that deters a lot of brands to enter into the market.
Lastly, one of the major consideration for any brand bringing their manufacturing in the UK
have to cater to strict environmental laws, which could add to their total cost and decrease in
overall efficiency (MarketLine, 2010).

Appendix
Company Brief
These aims can also be looked according to the B2B and B2C markets. According to
Chhabria in an interview with India Knowledge@Wharton (2008), in B2B market, the
services provided by the firm include prototyping work or consultancy for various car
manufacturers such as GM and Ford. On the other hand, in B2C market DC builds special
vehicles. This is segment in which the firm believes that the revenue growth would be
highest. Building special, according to BS reporter (2012) includes “…transforming regular
cars into premium designer vehicles according to the customer's requirements…” for which
the company has a portfolio of 22 standard offerings for various popular models in India.
Insurance Prices
When thinking about vehicle modifications, one has to consider that any changes, when
declared, in the automobile changes the premium charged by the insurance provider while not
declaring it would leave that modification not covered by the company (Petrolprices.com,
2015).
Driver aids such as parking sensors and installation of tow bars can bring down the insurance
prices by 13% and 8% respectively (Pidgen, 2015). This can bring down the overall impact
increased cost to the insurance and also provide added security for the vehicles.
Target Market
The modifications are categorized as functional, and performance and aesthetic where the
former constitutes of elements like engine bodywork and interior, and latter constitutes of fuel
economy and driver aids. Generally males aged 17 to 35 are more inclined towards
performance and aesthetics and 35+ prefer a mix of both types of modifications. On the other

hand, females aged 24+ opt for the same as 35+ males and younger females are more inclined
towards opting for performance and aesthetics.

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•  Formed in 1993
•  Offers Design and Prototyping services
–  Indian Original Equipment Manufacturer industry
–  Customized one off solutions to Individual buyers
•  Cutting edge automotive design
•  Modifications include :
–  Luxury interiors
–  Attractive Exteriors
–  Technology options
DC
Design

Source: Dcdesign.co.in (2012)

DC
Makes
An
Ambassador

Current
Product
line
in
India

•  Portfolio of 22 standard product offerings.
•  Most popular ones include Toyota Innova, Mahindra XUV500
and Volvo coaches.
•  DC also produces cars like Avanti, Gaia, Tia, Imperator and
Circa2020.
•  Also designs interiors for executive jets, helicopters and
luxury yachts.
Source: BS reporter (2012),
Dcdesign.co.in (2012)

•  Industry has observed growth due to liberalization and
introduction of Block Exemption Regulation (BER) 2010 in
the EU automotive aftermarket sector (Capgemini Consulting,
2010).
•  This has created opportunities for firms to experience up to
10% annual growth.
•  Highest margins in aftermarket sector are earned in accessories
and appearance products.
•  DC has the ability to break through EU entry barriers i.e. a
completely new company with skilled designers (MarketLine,
2012).

Why
The
UK
Market?

•  Catering to specific customer requirements and customization
services critical to operate in Western Europe; both of which
are offered by DC (Capgemini Consulting, 2010).
•  DC has already established ties with some of the top selling
brands in the UK such as Ford and GM (SMMT, 2014) which
would aid in collaboration.
Why
The
UK
Market?

A
Rolls
Royce
Phantom
coupé

Can
be
DC’ed

in
the
UK

Salience
•  Luxurious to Ultra
Luxurious
•  Collaborative
automotive
partnership
boosting awareness
•  Luxury automotive
customization
brand in India
•  High Awareness
•  More depth less
breadth
Source: Dcdesign.co.in (2012), Knowledge@Wharton (2008), Capgemini Consulting (2010)

Performance
•  Fine tuned product
•  Upmarket interiors
and exteriors
•  State of the art
technology
•  Personalized
efficient
serviceability
•  First B2C
prototyping brand
in UK
•  Fine tuned product
•  Upmarket interiors
and exteriors
•  State of the art
technology
•  Personalized
efficient
serviceability
Source: Dcdesign.co.in (2012), Knowledge@Wharton (2008)

Imagery
•  Stylish and Novel
•  Creating a celebrity
idealization
•  Classy Imagery
•  Elite
•  Stylish and Novel
•  Elite
•  Luxurious image
•  High style quotient

•  Superior innovation
•  Benchmark designs
•  Quality excellence
•  Superior quality
•  Highly innovative
•  Benchmark for the
best designs in the
world
Judgements

•  Exclusive
•  Divergent
•  Self – Rewarding
•  Passionate
•  Socially appreciated
•  Pride
•  Exclusive
•  Socially appreciated
•  Self – Rewarding
•  Passionate
•  Higher social status
Feelings

•  Increased association
through privileged
DC club
•  Strong cords of
attachment
•  Strong cords of
attachment
Resonance
Source: Dcdesign.co.in (2012)

Concept
Land
Rovers
by
DC

PHYSIQUE
PERSONALITY

RELATIONSHIP

CULTURE

REFLECTION
SELF
IMAGE

•  Iconic
design

•  Finesse

•  Stands
out

•  CuRng
edge

innovaIon

•  Superior
quality

•  Iconic
design

•  Finesse

•  Stands
out

•  CuRng
edge

innovaIon

•  Superior

quality

•  Diverse
range

of
products

PHYSIQUE

•  DisIncIve

•  Dynamic

•  AmbiIous

•  Luxurious

•  DisIncIve

•  AmbiIous

•  Ultra
Luxurious

•  Celebrity

AssociaIon

PERSONALITY

•  PersonalizaIon

•  Exclusivity

•  EmoIonal
appeal

•  Trustworthy

•  PersonalizaIon

•  Exclusivity

•  EmoIonal

appeal

•  Trustworthy

•  Sense
of

superiority

RELATIONSHIP

CULTURE

•  CreaIvity

•  InnovaIon

•  Experience

•  Modern
lifestyle

•  Pioneer

•  CreaIvity

•  InnovaIon

•  Modern
lifestyle

REFLECTION

•  Youth,
Middle

aged

•  AutomaIon

enthusiast

•  Stylish

•  Youth,
Middle

aged

•  AutomaIon

enthusiast

•  Stylish

•  Self
driven

vehicle

•  Divine
luxury

SELF IMAGE
•  High
standard
of

living

•  Classy

•  Flamboyant

•  Trendy

•  PresIgious

•  Symbol
of
being

elite

•  High
standard
of

living

•  Classy

•  Flamboyant

•  Trendy

•  PresIgious

Brand
Elements

Brand
Name
DC
Design
DC
Design

URL
www.dcdesign.co.in
www.dcdesign.co.uk

Logo

Slogan
None

You
Dream
We

Chase

Character
Dilip
Chhabria
Dilip
Chhabria

Packaging

CustomizaBon

product

Backward

IntegraBon

BRAND
ELEMENTS

Criterion
Brand Name &
URLs
Logos &
Symbols
Slogan & Jingles Characters Packaging
Memorable
Highly Recalled
and recognized High N/A High
Unique and
Identifiable
Likability Verbal Imagery
Provokes visual
appeal
N/A High High
Adaptability Low Not adaptable N/A Limited
Updatable
Flexible
Meaningfulness Highly
meaningful
High N/A High High
Protectability Protected by
Copyrights
Excellent N/A Excellent Highly Protected
Transferability
Limited – Only
Geographica
lly
Limited N/A High High

BRAND
ELEMENTS

Criterion
Brand Name &
URLs
Logos &
Symbols
Slogan & Jingles Characters Packaging
Memorable Enhanced High
Highly connected
in terms of DC
High
Unique and
Identifiable
Likability High
Highly appealing
to customers
High High High
Adaptability Limited Low
Can be somewhat
flexible
Limited
Updatable
Flexible
Meaningfulness High High High High High
Protectability By acquiring
copyrights
High High Excellent Highly Protected
Transferability Geographically
transferrable
Limited High High
High with
Backward
integration

•  Product in the UK Market:
–  Car Insurance is mandatory in the UK (Gov.uk, 2015).
–  One of the major concern in the UK is the insurance price
of modified cars due to change in risk of accident and theft
(Pidgen, 2015).
–  Insurance price increase up to 26%with body work
modifications.
–  A useful solution would be inclusion of driver aids such as
parking sensors and tow bar that reduces the insurance
price 13% and 8 % respectively.

•  Target market:
–  Male 17 – 35 are more inclined towards performance and
aesthetic.
–  36+ adopt a mix of functional, performance and aesthetic
modifications.
–  Generally females more inclined towards functional
modifications such as parking sensors.
Source: (Pidgen, 2015)

•  After the liberalization, buyer power in the automotive
aftermarket has significantly declined.
•  Highly skilled engineers and designers make up the major
entry barriers for the industry.
•  Environmental concerns also make entry more problematic.
Source: (MarketLine, 2015)

THANK
YOU

References

included

in
the
report.

Global brand integration strategy for a Car Modifier

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