1. brand introduction
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I I BRANDING BRANDING
Jan Surya SharmaJan Surya Sharma
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What is a Brand?What is a Brand?Why do brands MatterWhy do brands MatterWhat can be BrandedWhat can be Branded
New Branding Challenges & OpportunityNew Branding Challenges & OpportunityThe Concept of Brand EquityThe Concept of Brand EquityThe Concept of CustomerThe Concept of Customer- -Based Brand EquityBased Brand EquityBrand KnowledgeBrand Knowledge
Benefits of Based Brand EquityBenefits of Based Brand EquityManaging Brand equity Over TimeManaging Brand equity Over TimeManaging Global BrandsManaging Global Brands
C hapter Co ntentsC hapter Co ntents
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Brandr Brandr
A Brand is a name, term, sign, symbol, or design or a A Brand is a name, term, sign, symbol, or design or acombination of them intended to identify the goods andcombination of them intended to identify the goods and
services of one seller or a group of sellers and toservices of one seller or a group of sellers and to
differentiate them from those of competitionµ.differentiate them from those of competitionµ. (AMA)(AMA)
BRANDINGBRANDINGDefinitionDefinition
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Brands vs. ProductsBrands vs. Products
Brand:Brand: Adds Adds dimensions to differentiatedimensions to differentiate
--Rationally & TangibleRationally & Tangibleo no n p erformance, symbolic and emotional cues performance, symbolic and emotional cues
to satisfy the same needto satisfy the same need ..So me brands create c o mpetitive advantage o nSo me brands create c o mpetitive advantage o n
Pro duct perf o rmance while s o me thr o ughPro duct perf o rmance while s o me thr o ughno nno n--pr o duct related means.pr o duct related means.
Pro duct:Pro duct: anything offered to a market for anything offered to a market for attenti o n,attenti o n,acquisiti o n, use, o r co nsumpti o n that might satisfy aacquisiti o n, use, o r co nsumpti o n that might satisfy a
need o r want.need o r want.ItIt may be a physical good, service, retail may be a physical good, service, retail o utlet,o utlet,
pers o n, an o rganizati o n, a place, o r even an idea.pers o n, an o rganizati o n, a place, o r even an idea.
5 Levels Meaning o f a Pr o duct:5 Levels Meaning o f a Pr o duct:Core benefit; Generic product; Ex pected product; Augmented product; Potential Product
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Core benefit level: fundamental need or want of consumers satisfiedby consuming the product or service.
Generic product level : A b asic version of the product containing onlythose attributes or characteristics absolutely necessary for itsfunctioning but with no distinguishing features, i.e., a stripped-down,no-frills version of the product adequately performing its function.
Ex pected product level: A set of attri b utes or characteristics that buyers normally expect and agree to when they purchase a product.
Augmented product level: includes additional product attri b utes,
benefits, or related services that distinguish the product fromcompetitors.
Potential product level: includes all the augmentations and transformations that a product might ultimately undergo in the
future.
Five Levels o f MeaningFive Levels o f Meaningf o r a Pr o ductf o r a Pr o duct
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W hy do Brands Matter? W hy do Brands Matter?
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R isk reducerR isk reducerFunctional, Physical,F inancial, Social,Psychological, Time
Identificati o n o f Pro duct S o urceIdentificati o n o f Pro duct S o urce
Signal o f QualitySignal o f Quality
Symb o lic o f self imageSymb o lic o f self image
Assignment o f resp o nsibilityAssignment o f resp o nsibility
ConsumersConsumers
ReducesReduces search c o stssearch c o sts
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Identificati o n t o simplify handling o r tracingIdentificati o n t o simplify handling o r tracing
Unique Asso ciati o nsUnique Asso ciati o ns
Co mpetitive AdvantageCo mpetitive Advantage
FinancialFinancial ReturnsReturns
Signal o f Quality LevelSignal o f Quality Level
Legal Pro tecti o nLegal Pro tecti o n
ManufacturerManufacturer
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W hat can be Branded? W hat can be Branded?
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Services:Services:
Intangibility and variability
Signals a particular service o ffering
Physical g oo ds:Physical g oo ds:Co mm o dities
B2B Pro ducts
High-Tech pr o ducts
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Retailers and Distribut o rsRetailers and Distribut o rs
you are what you sell
Peo plePeo ple
Sachin ,
Cindy,
Amitabh
Organizati o nsOrganizati o ns
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IdeasIdeas & Causes& Causes
Spo rts, Art and EntertainmentSpo rts, Art and Entertainment ± Relevance o f branding f o r experience g oo ds
± Star Wars and Batman are str o ng brands
± Brand extensi o ns thr o ugh sequels
Geo graphical L o cati o nsGeo graphical L o cati o ns
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Emergence of National Manufacturer Brands:Emergence of National Manufacturer Brands: 1860 1860--19141914 ± ± Im provements in production processes, trans portation, tradeIm provements in production processes, trans portation, trade- -mark mark
laws, retail de p ts., industrialization & urbanizationlaws, retail de p ts., industrialization & urbanization
Dominance of mass Marketed Brands:Dominance of mass Marketed Brands: 1915 1915--19291929 ± ± Advertising combines with marketing research, so phistication in Advertising combines with marketing research, so phistication in
promotion & personal selling & salesmanshi p promotion & personal selling & salesmanshi p
Challenges to Manufacturer Brands:Challenges to Manufacturer Brands: 1930 1930--19451945
± ± Great De pression, greater price sensitivity,Great De pression, greater price sensitivity,
Establishment of Brand Mgmt standards:Establishment of Brand Mgmt standards: 1946 1946--19851985 ± ± Post WW II s purt in po pulation, sales, personal income & consum p tionPost WW II s purt in po pulation, sales, personal income & consum p tion
& burst for new products & rece p tive growing middle class& burst for new products & rece p tive growing middle class
Historical Origins of BrandingHistorical Origins of Branding
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Savvy Cust o mersSavvy Cust o mers
Brand Pr o liferati o nBrand Pr o liferati o n ± So phisticating & Increasing C o mpetiti o n
± Difficulty in Differentiating
± Decreasing Brand L o yalty
± Gro wth o f private labels
MediaMedia fragmentati o nfragmentati o n ± Ero ding traditi o nal media effectiveness
± New c o mmunicati o n o pti o ns
Increased C o mpetiti o n, Co sts & Acco untabilityIncreased C o mpetiti o n, Co sts & Acco untability ± Increased Pr o mo tio nal Expenditures
± Decreasing advertising Expenditures
Co mplex Brand & Pr o duct P o rtf o lio sCo mplex Brand & Pr o duct P o rtf o lio s
Emergence o f New Marketing T oo lsEmergence o f New Marketing T oo ls
New Branding Challenges & Opp o rtunities 1986 o nwardsNew Branding Challenges & Opp o rtunities 1986 o nwards
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II II
Brand Brand Equity Equity Marketers must understand Marketers must understand
-- The Customers The Customers -- The Brands The Brands -- The Relationshi p between the two.The Relationshi p between the two.
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BE is defined in terms o f the marketing effectsBE is defined in terms o f the marketing effects
uniquely attributable t o the branduniquely attributable t o the brand. .
BE is the difference between theBE is the difference between the value of thevalue of the
brand brand to the c o nsumer and theto the c o nsumer and the value of thevalue of the
product product with o ut the brandingwith o ut the branding. .
Added valueAdded value
Defining Brand Defining Brand Equity Equity
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The Value of Brand The Value of Brand Equity Equity RRaannkk
Previ o usPrevi o usRankRank BrandBrand Co untryCo untry Sect o rSect o r
BrandBrandValue $mValue $m
ChangeChangeinin
BrandBrandValueValue
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CBBE CBBE Customer Customer
Based Based Brand Brand Equity Equity
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± ±
Differential o pini o n can be o bserved in a blind tasteDifferential o pini o n can be o bserved in a blind tastetest.test.
± ± Co nsumers rep o rt different o pini o ns between brandedCo nsumers rep o rt different o pini o ns between branded
and unbranded versi o ns o f identical pr o ducts.and unbranded versi o ns o f identical pr o ducts.
The differential effectThe differential effect thatthat brand kn o wledgebrand kn o wledge has o nhas o nco nsumer resp o nseco nsumer resp o nse t o theto the marketing o f that brandmarketing o f that brand . .
Customer Based Brand Equity Customer Based Brand Equity
Brand Equity as a bridgeBrand Equity as a bridge
Reflecti
on
of the Past
Reflecti
on
of the Past Directi
on f
or the
FutureDirecti
on f
or the
Future
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It was six men of Indostan, To learning much inclined, Who went to see the Elephant (Though all of them were blind),That each by observation Might satisfy his mind
The First approached the Elephant, And happening to fall
Against his broad and sturdy side, At once began to bawl:"God bless me! but the Elephant Is very like a wall!"
The Second, feeling of the tusk, Cried, "Ho! what have we hereSo very round and smooth and sharp? To me 'tis mighty clearThis wonder of an Elephant Is very like a spear!"
The Third approached the animal, And happening to takeThe squirming trunk within his hands, Thus boldly up and spake:
"I see," quoth he, "the Elephant Is very like a snake!"The Fourth reached out an eager hand, And felt about the knee."What most this wondrous beast is like Is mighty plain," quoth he;
" 'Tis clear enough the Elephant Is very like a tree!"The 5 th , who chanced to touch the ear, Said: "E'en the blindest man
Can tell what this resembles most; Deny the fact who canThis marvel of an Elephant Is very like a fan!"
The Sixth no sooner had begun About the beast to grope,
Than, seizing on the swinging tail That fell within his scope,"I see," quoth he, "the Elephant Is very like a rope!"
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Brand KnowledgeBrand Knowledge
Brand AwarenessBrand Awareness Brand ImageBrand Image
Favo rabilityFavo rabilityStrengthStrength UniquenessUniquenessRecallRecallReco gniti o nReco gniti o n
Brand kn o wledge c o nsists o f a brand n o de inBrand kn o wledge c o nsists o f a brand n o de inmem o ry with a variety o f ass o ciati o ns linked t o it.mem o ry with a variety o f ass o ciati o ns linked t o it.
Brand KnowledgeBrand Knowledge
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Brand AwarenessBrand Awareness
BrandBrand RecognitionRecognition ability t o co nfirm pri o r exp o sureability t o co nfirm pri o r exp o sure
BrandBrand Recall Recall ability t o retrieve the brand o n categ o ry, purchase o r usage c o nditi o nsability t o retrieve the brand o n categ o ry, purchase o r usage c o nditi o ns
Advantages o f Brand Awareness:Advantages o f Brand Awareness: ± ± Learning advantagesLearning advantages C o nsiderate advantageCo nsiderate advantage Ch o ice advantageCho ice advantage
(Mo tivati o n + Purchase ability )(Mo tivati o n + Purchase ability )
Brand ImageBrand ImageStrength o f Brand Asso ciati o nsStrength o f Brand Asso ciati o ns -- Brand AttributesBrand Attributes - - Brand benefitsBrand benefits
Favo rability o f Brand Asso ciati o nsFavo rability o f Brand Asso ciati o ns-- Desirable (relevant, distinctive & believable )Desirable (relevant, distinctive & believable )
-- DeliverabilityDeliverability-- (actual/ p o tential perf o rmance,(actual/ p o tential perf o rmance,-- current & future pr o spects o f perf o rmance c o mmunicability andcurrent & future pr o spects o f perf o rmance c o mmunicability and-- actual & c o mmunicable perf o rmance sustainability o ver time.actual & c o mmunicable perf o rmance sustainability o ver time.
Uniqueness o f Brand Asso ciati o ns:Uniqueness o f Brand Asso ciati o ns:USP that has SC A USP that has SC A
Sources of Brand Sources of Brand Equity Equity
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Greater l o yaltyGreater l o yalty
Less vulnerability t o co mpetitive marketing acti o nsLess vulnerability t o co mpetitive marketing acti o ns
Less vulnerability t o marketing crisisLess vulnerability t o marketing crisisLarger marginsLarger margins
M o re inelastic c o nsumer resp o nse t o price increasesM o re inelastic c o nsumer resp o nse t o price increases
M o re elastic c o nsumer resp o nse t o price decreasesM o re elastic c o nsumer resp o nse t o price decreases
Greater trade c oo perati o n and supp o rtGreater trade c oo perati o n and supp o rt
Benefits of Brand Benefits of Brand Equity Equity
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Increased marketing c o mmunicati o n effectivenessIncreased marketing c o mmunicati o n effectiveness
Po ssible licensing o pp o rtunitiesPo ssible licensing o pp o rtunities
Additi o nal brand extensi o n o pp o rtunities:Additi o nal brand extensi o n o pp o rtunities: ± ± New brand nameNew brand name
± ± Existing nameExisting name
± ± Co mbinati o n o f the tw o Co mbinati o n o f the tw o
Other benefitsOther benefits
± ±
Marlb o ro s price dr o pMarlb o ro s price dr o p
Benefits of Brand Benefits of Brand Equity Equity
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Designing and implementatio
no
f marketing pro
grams &Designing and implementatio
no
f marketing pro
grams &activities t o build, measure & manage brand equityactivities t o build, measure & manage brand equity
Strategic Brand Management Strategic Brand Management
Strategic Brand Management ProcessStrategic Brand Management Process
1)1) Identifying & establishing brand p o sitio ning & valuesIdentifying & establishing brand p o sitio ning & values(CBBE & Brand Po siti o ning & Values )(CBBE & Brand Po siti o ning & Values )
2) Planning & implementing brand marketing pr o grams2) Planning & implementing brand marketing pr o grams
3) Measuring & interpreting brand perf o rmance3) Measuring & interpreting brand perf o rmance
4) Gro wing & sustaining brand equity4) Gro wing & sustaining brand equity
5) Establish BE o ver ge o graphical mkt. Segments5) Establish BE o ver ge o graphical mkt. Segments
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Five Criteri o n Fo r Designing Of Brand ElementsFive Criteri o n Fo r Designing Of Brand Elements
± Mem o rability
±
Meaningfulness
± Transferability
± Adaptability
±
Pro
tectability
Customer Based Brand Equity Framework Customer Based Brand Equity Framework
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Reinf o rcing and revitalizing brandsReinf o rcing and revitalizing brands
Co nsistencyCo nsistency
Pro duct related and n o n pr o ductPro duct related and n o n pr o duct
related attributesrelated attributes
Depth and breadth o f brand f o r revitalizingDepth and breadth o f brand f o r revitalizing
Retirement o f Retirement o f brandsbrands
Managing Brand Equity Over TimeManaging Brand Equity Over Time
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Establishing brand equity o ver ge o graphic b o undaries,Establishing brand equity o ver ge o graphic b o undaries,cultures and market segmentscultures and market segments
Internatio
nal issues and glo
bal branding strategiesInternatio
nal issues and glo
bal branding strategies
Managing Global BrandsManaging Global Brands
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ThanksThanks ! !
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Brand Equity Brand Equity Survey (8000 peo p le, 300 brands, 219Survey (8000 peo p le, 300 brands, 219consumer &consumer & 81 service brands)81 service brands) - - by by AC Nielsen ORG AC Nielsen ORG--MARGMARG
D ifferent socio-economic class, age & income groups consumers India
- relatedness (do es it ev o ke a feeling o f warmth/ friendliness );
- perceived p o pularity (kno wn, rec o gnized & accepted );
- quality c o nn o tati o n (do es it stand f o r in the quality o f its pr o duct );
- distinctiveness/uniqueness o f what it stands f o r;
- value f o r m o ney that it o ffers (do es it strike a ch o rd with theco nsumer ) and
- repurchase intent (which w o uld sh o w h o w deeply is the brandingrained ).
No .1 - No kia, 2 nd - Co lgate pushed d o wn
No .3 Lux 4th - Dett o l and
No .5 Britannia
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I ndiaI ndia is moving from a penetrationis moving from a penetration- -drivendriveneconomy to a consumptioneconomy to a consumption- -drivendriven one. I ndiaone. I ndiais Nokia's second biggest market after China.is Nokia's second biggest market after China.I nvestmentsI nvestments in marketing &in marketing &distribution...have helped differentiate thedistribution...have helped differentiate thebrand from the competition,"brand from the competition," KallasvuoKallasvuo said.said.´Factory in Chennai, the design studio in´Factory in Chennai, the design studio inBangaloreBangalore & the& the strong presence in Nokiastrong presence in NokiaSiemensSiemens networkµ.networkµ.
Nokia s SuccessNokia s Success
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R ank Last rank R ank Last rank
1. Nokia Mobile Phones1 2. Colgate 23. Lux 3 4. Dettol 5
5. Britannia 9 6. Lifebouy 47. Clinic Plus 15 8. Pond·s 169. Fair & Lovely 18 10. Pepsodent 811. Close Up 11 12. Goodknight 21
13.R
in 43 14. Tata Salt 715. Pepsi 26 16. Maaza 4617. Vodafone 30 18 Maggi 3519. Glucon ² D 14 20. Thumps Up 39
The To p 20 most Trusted Brands in India 2010 The To p 20 most Trusted Brands in India 2010
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1.1. Vo daf o ne (8)Vo daf o ne (8)
2.2. BSNL(5)BSNL(5)
3. State Bank o f 3. State Bank o f India (3)India (3)
44.. LIC(1)LIC(1)
5.5. TataTata Indic o mIndico m (7)(7)
6. Big Bazaar6. Big Bazaar
7 . ICICI Bank(9) Airtel (10)7 . ICICI Bank(9) Airtel (10)
8. Bank o f India (10)8. Bank o f India (10)
9. Hindustan Petr o leum9. Hindustan Petr o leum
1010.. BhartiBharti Airtel (2)Airtel (2)
To p 10 Services BrandsTo p 10 Services Brands
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To p 5To p 5NokiaNokia : E: Establishedstablished mktmkt & brand leader with wide range mobile devices,& brand leader with wide range mobile devices,is providing experiences in music, navigation, video, television, imaging, gamesis providing experiences in music, navigation, video, television, imaging, games& business mobility. Global launch of & business mobility. Global launch of OviOvi, its I nternet services, Nokia is renewing, its I nternet services, Nokia is renewingon forefront of internet & mobility. Hyderabad, Bangalore & Mumbai as R & Don forefront of internet & mobility. Hyderabad, Bangalore & Mumbai as R & Dcenters & Chennaicenters & Chennai mfringmfring unit.unit.ColgateColgate : from: from 1937, when hand1937, when hand- -carts distributed Colgate Dental Cream, has widestcarts distributed Colgate Dental Cream, has widestdistribution networks of logistical marvel spanning to 4.5 m retail outlets in I ndia.distribution networks of logistical marvel spanning to 4.5 m retail outlets in I ndia.Of which 1.5 m directly served by Company. Products include H/H & personalOf which 1.5 m directly served by Company. Products include H/H & personal
care, food, health care & industrial supplies, sports & leisure time equipment.care, food, health care & industrial supplies, sports & leisure time equipment.LuxLux : L: Launched in I ndia in 1929, the very first advertisement featuredaunched in I ndia in 1929, the very first advertisement featured LeelaLeela ChitnisChitnisas its brand ambassador. R ecognized as "the beauty soap of film starsµ, brandas its brand ambassador. R ecognized as "the beauty soap of film starsµ, brandheavily advertise withheavily advertise with BollywoodBollywood stars:stars: MadhubalaMadhubala/Mala/Mala SinhaSinha//HemaHema MaliniMalini//SrideviSridevi//MadhuriDixitMadhuriDixit/ /Juhi Juhi ChawlaChawla//KarismaKarisma// R aniR ani MukerjiMukerji//Aishwarya Aishwarya R aiR ai//
Amisha Amisha Patel/Patel/KareenaKareena && Tabu Tabu. Current Brand. Current Brand Ambassdor Ambassdor isis PriyankaPriyanka Chopra.Chopra.LifebuoyLifebuoy :: Popular for over 100 yrs. in USA, light red soap is still available in I ndia.Popular for over 100 yrs. in USA, light red soap is still available in I ndia.DettolDettol : a: a household products in I ndia, is the gold standard of effective germ killhousehold products in I ndia, is the gold standard of effective germ kill
for ability to protect families. The brand remains up to date through launchingfor ability to protect families. The brand remains up to date through launchingof new products relevant to changing lifestyles such as hand sanitizer, liquidof new products relevant to changing lifestyles such as hand sanitizer, liquidhand wash, shower gel, all purpose cleaners, and antibacterial wipes.hand wash, shower gel, all purpose cleaners, and antibacterial wipes.
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6 t o 106 t o 10Ho rlicksHo rlicks: the leading Health Foo d Drink in India: the leading Health Foo d Drink in India& enj o ys m o re than 50% o f the market.& enj o ys m o re than 50% o f the market. H o rlicksHo rlicks isiso wned by Glax o SmithKline . The largest markets f o ro wned by Glax o SmithKline . The largest markets f o r
Ho rlicksHo rlicks are, in o rder, the UK, India and Malaysiaare, in o rder, the UK, India and MalaysiaTata SaltTata Salt : Over the six decades o f its existence, Tata: Over the six decades o f its existence, TataChemicals' s salt business has gr o wn fr o m strength t o Chemicals' s salt business has gr o wn fr o m strength t o strength. T o day it manufactures 3,50,000strength. T o day it manufactures 3,50,000 t o nnesto nnes o f o f vacuumvacuum--evap o rated salt annually at itsevap o rated salt annually at its M ithapurM ithapurco mplex, the largest and m o st integrated chemicalco mplex, the largest and m o st integrated chemical facfacPeps o dentPeps o dent : the leading brand in m o st Asian Co untries: the leading brand in m o st Asian Co untrieswith Ind o nesia and India as the biggest market.with Ind o nesia and India as the biggest market.BritanniaBritannia : In 19 75, the Britannia Biscuit C o mpany t oo k: In 19 75, the Britannia Biscuit C o mpany t oo ko ver the distributi o n o f biscuits fr o m Parry's wh o tillo ver the distributi o n o f biscuits fr o m Parry's wh o tillno w distributed Britannia biscuits in India.no w distributed Britannia biscuits in India.Reliance M o bileReliance M o bile : o ne o f the many businesses o f : o ne o f the many businesses o f Reliance C o mmunicati o ns Ltd. One o f the leadingReliance C o mmunicati o ns Ltd. One o f the leadingmo bile service brands in Indiamo bile service brands in India
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1111 -- 2020Clo seClo se--UpUp: the o riginal y o uth brand in India: the o riginal y o uth brand in India
AirtelAirtel : Leading prepaid m o bile, p o stpaid m o bile services, br o adband internet: Leading prepaid m o bile, p o stpaid m o bile services, br o adband internetco nnecti o n, direct t o ho me,co nnecti o n, direct t o ho me, dthdth, landline, blackberry, h o me ph o ne , calling cards,, landline, blackberry, h o me ph o ne , calling cards,India telec o m o perat o r, prepaid tariff, p o stpaid tariff plans fr o m Airtel.India telec o m o perat o r, prepaid tariff, p o stpaid tariff plans fr o m Airtel.
State Bank o f IndiaState Bank o f India : is the largest bank o f India in terms o f Assets, Net Earnings: is the largest bank o f India in terms o f Assets, Net Earnings& ; Market Share with a vast netw o rk o f 10000+ branches in India& ; Market Share with a vast netw o rk o f 10000+ branches in India
Gluco nGluco n--DD: is very g oo d f o r health, it pr o vides us with l o t o f : is very g oo d f o r health, it pr o vides us with l o t o f energy.Gluc o nenergy.Gluc o n DDrejuvenates and energizes the b o dy and gives it the additi o nal zealrejuvenates and energizes the b o dy and gives it the additi o nal zeal
Clinic Plus Shamp ooClinic Plus Shamp oo : is o ne o f India's m o st p o pular shamp oo : is o ne o f India's m o st p o pular shamp oo Po nd'sPo nd's : Fo r o ver 150 years, P o nd's has helped w o men acr o ss the w o rld care f o r their: Fo r o ver 150 years, P o nd's has helped w o men acr o ss the w o rld care f o r their
skin. And thr o ugh unceasingly effective pr o ducts, designed t o help w o menskin. And thr o ugh unceasingly effective pr o ducts, designed t o help w o menLife Insurance C o rpo rati o n o f IndiaLife Insurance C o rpo rati o n o f India : the first c o rp o rate entity in India o ffering life: the first c o rp o rate entity in India o ffering life
insurance c o verage, was established in Calcutta in 1818insurance c o verage, was established in Calcutta in 1818Fair & ; Lo velyFair & ; Lo vely : was devel o ped in 19 75. Nati o nally marketed since 19 78, this: was devel o ped in 19 75. Nati o nally marketed since 19 78, this
'fairness cream' brand has been extensively tested with c o nsumers in India'fairness cream' brand has been extensively tested with c o nsumers in IndiaBharat Sanchar Nigam LimitedBharat Sanchar Nigam Limited : BSNL is India's o ldest and largest C o mmunicati o n: BSNL is India's o ldest and largest C o mmunicati o n
Service Pr o vider (CSP). Currently has a cust o mer base o f 90 milli o n as o f JuneService Pr o vider (CSP). Currently has a cust o mer base o f 90 milli o n as o f June20082008
LGLG: LG Electro nics India o ffers LCD TVs, Plasma Screens, Flat Panel Televisi o ns, Full HD: LG Electro nics India o ffers LCD TVs, Plasma Screens, Flat Panel Televisi o ns, Full HDTV(Scarlet ), Ho me Theatre System, GS M Mo bile ph o nes, Mo nit o rs, Deskt o p PC,TV(Scarlet ), Ho me Theatre System, GS M Mo bile ph o nes, Mo nit o rs, Deskt o p PC,Lapto p, Refrigerat o r, Washing Machines, DVD Player, M icro wave Oven & ; Lapto p, Refrigerat o r, Washing Machines, DVD Player, M icro wave Oven & ;
wide rangeo
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wide rangeo
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2121 -- 3030Goo d KnightGoo d Knight : m o squit o mats have been in use in Asia, Eur o pe, S o uth America, ...: m o squit o mats have been in use in Asia, Eur o pe, S o uth America, ...Parle Pr o ductsParle Pr o ducts : A small c o mpany Parle pr o ducts emerged in British India in 1929.: A small c o mpany Parle pr o ducts emerged in British India in 1929.BisleriBisleri : India's premier c o . f o r natural m o untain & b o ttled mineral water.: India's premier c o . f o r natural m o untain & b o ttled mineral water.TATA TEA LIM ITEDTATA TEA LIM ITED: Largest Tea Manufacturing C o . in India...the first Indian MNC in: Largest Tea Manufacturing C o . in India...the first Indian MNC in
the gl o bal branded tea industry with the visi o n o f Challenging f o r ...the gl o bal branded tea industry with the visi o n o f Challenging f o r ...VicksVicks: Relieve c o ugh, c o ld, flu, chest c o ld, chest c o ngesti o n, & sinus sympt o ms. Vicks: Relieve c o ugh, c o ld, flu, chest c o ld, chest c o ngesti o n, & sinus sympt o ms. Vicks
pro ducts include Nyquil, Dayquil,pro ducts include Nyquil, Dayquil, SinexSinex,, Vap o rubVapo rub andand BabyrubBabyrub, Fo rmula 44, Fo rmula 44Cust o m Care, VicksCust o m Care, Vicks Caser oCaser o , and o ther c o ld remedies., and o ther c o ld remedies.
PepsiPepsi : keenly interested in y o uth culture, ad o pting sl o gans like The ch o ice o f a new: keenly interested in y o uth culture, ad o pting sl o gans like The ch o ice o f a newgenerati o n, Generati o n Nextgenerati o n, Generati o n Next
ArielAriel : Wo rld s leading detergent & epit o mizes stain rem o val , intr o duced in India in: Wo rld s leading detergent & epit o mizes stain rem o val , intr o duced in India in1991, c o ntinu o usly has an edge o ver o ther in pr o duct inn o vati o n. 11991, c o ntinu o usly has an edge o ver o ther in pr o duct inn o vati o n. 1 stst to bringto bring
co mpact detergent techn o lo gy in India ; co mpact detergent techn o lo gy in India ; DaburDabur : Natural B o dy Care: Natural B o dy Care Dabur is 4Dabur is 4 thth largest FMCG co . in India pr o ducing qualitylargest FMCG co . in India pr o ducing quality
AyurvedicAyurvedic & nature& nature- -based health, Hair, Skin, Pers o nal Care & Foo d pr o ductbased health, Hair, Skin, Pers o nal Care & Foo d pr o ductMang o Mang o Froo tiFroo ti :: India's first nati o nal mang o drink. In 1985, Parle Agro kept up withIndia's first nati o nal mang o drink. In 1985, Parle Agro kept up with
the c o nstant need t o deliver fresh & inn o vative ideas and pr o ducts t o the market.the c o nstant need t o deliver fresh & inn o vative ideas and pr o ducts t o the market.Vo daf o neVo daf o ne : Prepaid m o bile services, prepaid recharge, p o stpaid m o bile plans, data: Prepaid m o bile services, prepaid recharge, p o stpaid m o bile plans, data
cardcard--USB internet service,USB internet service, indiaindia calling cardscalling cards--internati o nal & ; nati o nalinternati o nal & ; nati o nal
ro aming services, blackberry email servicesro aming services, blackberry email services
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3131--4040M irindaM irinda : so ft drink brand in fruit varieties including o range, grapefruit, apple, strawberry,: so ft drink brand in fruit varieties including o range, grapefruit, apple, strawberry,pineapple, banana,pineapple, banana, passi o nfruitpassi o nfruit and grapeand grape flav o ursflavo urs
Co caCo ca--Co laCo la: Glo bal leader in the beverage industry, o ffers hundreds o f brands in s o ft drinks,: Glo bal leader in the beverage industry, o ffers hundreds o f brands in s o ft drinks,fruit juices, sp o rts & o ther beverages in 200+ c o untries.fruit juices, sp o rts & o ther beverages in 200+ c o untries.
Hero
Ho
ndaHero
Ho
nda : Wo
rld's single largest two
: Wo
rld's single largest two
--wheeler m/cycle co
.wheeler m/cycle co
.Bo urnvitaBo urnvita : previ o usly called B o urn: previ o usly called B o urn--vita, a brand o f malted drinks s o ld in Eur o pe, N o rthvita, a brand o f malted drinks s o ld in Eur o pe, N o rth
America, India and Nigeria, is pr o duced by CadburyAmerica, India and Nigeria, is pr o duced by Cadbury- -Schweppes.Schweppes. B o urnvitaBo urnvita disc o ntinued indisco ntinued inUK market in 2008.UK market in 2008.
MaggiMaggi: instant n oo dles brand manufactured by Nestlé is p o pular in India, S o uth Africa, Brazil,: instant n oo dles brand manufactured by Nestlé is p o pular in India, S o uth Africa, Brazil,Nepal, New Zealand, Australia, Malaysia, Singap o re, Bangladesh, Pakistan and theNepal, New Zealand, Australia, Malaysia, Singap o re, Bangladesh, Pakistan and the
PhilippinesPhilippinesBataBata : a large, family o wned sh o e co mpany. It is currently headquartered in Lausanne,: a large, family o wned sh o e co mpany. It is currently headquartered in Lausanne,
Switzerland, and o perates 4 business units w o rldwideSwitzerland, and o perates 4 business units w o rldwide Bata Eur o pe, Bata EmergingBata Eur o pe, Bata EmergingMarkets, Bata Branded Business and Bata N o rth America.Markets, Bata Branded Business and Bata N o rth America.
TataTata Indic o mIndic o m: India's leading Wireless Internet service pr o vider. Leaders in wireless USB: India's leading Wireless Internet service pr o vider. Leaders in wireless USBMo dem, Wireless Lapt o p Internet Card and CD MA Mo bile Ph o nes. Get the best tariff plansMo dem, Wireless Lapt o p Internet Card and CD MA Mo bile Ph o nes. Get the best tariff plansf o r unlimited l o cal and unlimited l o ng distance calling fr o m Tataf o r unlimited l o cal and unlimited l o ng distance calling fr o m Tata Indic oIndico
So nySo ny: a multinati o nal c o nglo merate c o rp o rati o n headquartered in M inat o , To kyo , Japan, and: a multinati o nal c o nglo merate c o rp o rati o n headquartered in M inat o , To kyo , Japan, ando ne o f the w o rld's largest media c o nglo merateso ne o f the w o rld's largest media c o nglo merates
ThumsThums upup : Co ca: Co ca--Co la apparently did try t o killCo la apparently did try t o kill ThumsThums Up, but s oo n realized that Pepsi w o uldUp, but s oo n realized that Pepsi w o uldbenefit m o re than C o ke if benefit m o re than C o ke if ThumsThums Up was withdrawn fr o m the market. Instead, C o keUp was withdrawn fr o m the market. Instead, C o kedecided t o usedecided t o use ThumsThums Up t o attack Pepsi.Up t o attack Pepsi.
Titan watchesTitan watches : Elegant c o llecti o n o f Titan watches f o r men, w o men and kids. Also get: Elegant c o llecti o n o f Titan watches f o r men, w o men and kids. Also get o rio no rio n
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4141 --5050Surf : is the name of a brand of laundry detergent made by Unilever and sold in theUnited Kingdom, the United States, Ireland, South Africa and many other countriesPhilips : Electronics and Products like LC D TV's, D VD Players, Lighting etcRIN: Every Indian woman will tell you how her clothes dazzle with the power of Rin.The lightning flash mnemonic with the famous baseline 'Whiteness Strikes with Rin'is remembered till date. The dazzling flash of light has become a synonym with thebrandGodrej : a part and parcel of every Indian's life. From locks to personal care. Fromappliances to air care. From furniture to construction.Videocon : India's very own brand, a group that has been standing up to the fareastern competition for years.
Maaza : means fun in hindi is a Coca-Cola fruit drink brand marketed in India andBangladesh, the most popular drink being the mango variety, so much that over theyears, the Maaza brand has become synonymous with Mango.Amul : The Taste of India. Amul was set up in 1946 and its full form is Anand Milk-producers Union Ltd. The Brand Amul is a movement in dairy cooperative in India.SAMSUNG: Imagine what SAMSUNG can do for you! You'll find product and supportinformation for our TVs, mobile phones, video & audios, computers andrelated products, various home appliance products, core components that makeother products betterJohnson &Johnson : J&J has always believed that its strength lies within the talent itattracts and retains.Head &Shoulders : Head & Shoulders is world's No.1 anti-dandruff shampoo. Apower brand from P&G , this brand made its debut in India in 1997
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50 t o 10050 t o 10051) Co mplan 52 ) Sunsilk 53 ) Samsung Mo bile Ph o nes54) Fevic o l 55) Io dex 56 ) All Out57) LGMo bile Ph o nes 58 ) Limca 59 ) Cadbury60) Fanta 61 ) Rasna 62 ) Zandu Balm63) Dabur Amla 64 ) Onida 65 ) Asian Paints66) Cinth o l 67) Moo v 68 ) So ny Ericssi o n69) 7 Up 70) Hajm o la 71) Amrutanjan Balm
72) Tide 73) Pantene 74) Vim75) Wheel 76) Parachute 77) Bo ro plus78) Boo st 79) Vaseline 80 ) Mo rtein81) Mo to ro la 82 ) Maruti 83 ) Rexo na84) Do ve 85 ) So nata Watches 86 ) Sunfeast87) Nirma 88 ) Cro cin 89 ) Medimix90) Ujala 91 ) VIP Luggage 92 ) Bank o f India93) HMT 94) Sprite 95 ) Pears96) Bo ro line 9 7) Big Bazaar 98 ) ICICI Bank99) Nestle 100 ) Bajaj Mo to rcycles
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W inter Vacations AssignmentsW inter Vacations Assignments1.1. What are y o ur fav o rite brands & why? Why d o What are y o ur fav o rite brands & why? Why d o
yo u think these brands are str o ngyo u think these brands are str o ng2.2. Do yo u think o f anything that cann o t be branded?Do yo u think o f anything that cann o t be branded?
Give example. Can y o u think y o urself as a brand?Give example. Can y o u think y o urself as a brand?What d o yo u d o to brand y o urself?What d o yo u d o to brand y o urself?
3. Can every brand achieve res o nance with its3. Can every brand achieve res o nance with itscust o mers? Why o r why n o t? Study o n the basis o f cust o mers? Why o r why n o t? Study o n the basis o f
CBBEo f a brand?CBBEo f a brand?4. Pick yo ur fav o rite brand? Describe its breadth &4. Pick yo ur fav o rite brand? Describe its breadth &
depth o f awareness? Can y o u co medepth o f awareness? Can y o u co me up with aup with a
brand mantra t o capture its p o siti o ning?brand mantra t o capture its p o siti o ning?