INTRODUCTION Emotional Branding is a marketing term that has to do with the way the consumer feels about the advertised product, rather than the product's image, usage, or price. Emotional branding is the factor that companies play on when they advertise to market to certain demographics.

Company advertisement has shifted from concentrating on the product to concentrating on the consumer. Advertisement is more about psychology now more than ever. Companies want an emotional connection between the product and the consumer. Instead of stressing the products capabilities, focus is put on design and appearance. Shapes and colors are carefully chosen to invoke specific emotions that the company wants associated with the product.

Emotional Branding is a virtual movement. It began in 2001, when a profoundly different brand design strategy was developed from the creation of Marc Gobé’s best-selling book. The Emotional Branding strategy marked a simple but revolutionary shift in thinking: placing the consumer, not the product, at the forefront of a brand’s strategy. Marketing in the 20th century had deviated from this basic principle, adopting a guerrilla-warfare, “us (the marketers) against them (the consumers)” mentality.

Emotional Branding has opened the pathway to an entirely new kind of thinking, which explores how brands can connect with people in a more sensitive and humanistic way and touch people profoundly at the level of the senses and emotions.

One of the most amazing discoveries of Emotional Branding has been that by empowering consumers, brands are ultimately empowered themselves. Emotional Branding allows a brand to own a unique and compelling strategic, visual, tactical and verbal vocabulary—creating a rich personality that enables the brand to stand out completely from the competition and win people’s hearts. 

WHAT IS BRAND?

Before starting about Emotional Branding we must know about Brand. All products have names but not all names are brands. A brand is a promise . A brand is not a product. It is a promise that the consumer is aware of (Sometimes vaguely) when they buy and it is a promise that is kept and delivered by their experience with what they bought.

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Defining the promise is the first step in branding. The promise must be described in terms of what customers want, not from the perspective of what the company thinks it has. If the promise is well identified and successfully delivered, a bond of trust is built between the company and its customers. As this bond strengthens, so does the brand. A brand is something that is build and earns a reputation for. You may have invented a better mousetrap and given it a highly memorable name, but it is not a brand until it proves to your customers that it works and they tell you that your mousetrap is the one they prefer. It has been argued that you don't create your brand. Your customer does!

So a brand is also a form of trust - a guarantee in customers' minds that they are getting something they know they can rely on, time after time. It becomes a useful short cut to reliability. This is another reason why having a strong brand is so valuable. You don't have to waste a lot of time and money describing yourself in detail at every sales opportunity. Your reputation, quite literally, precedes you.

Brand Associations The feelings, beliefs and knowledge that consumers (customers) have about brands. These associations are derived as a result of experiences and must be consistent with the brand positioning and the basis of differentiation.

Brand Commitment The degree to which a customer is committed to a given brand in that they are likely to re-purchase/re-use in the future. The level of commitment indicates the degree to which a brand's customer franchise is protected form competitors.

A brand should have at least two other central dimensions:

1. As well as making a promise, a brand should offer its user a benefit and

2. A brand should serve to differentiate itself from its competitors in an attractive, memorable, relevant and compelling way.

So the end result of designing a brand is a proposition that says to the user:

“Here is what the brand promises to deliver to you;“Here is what the brand promises to deliver to you; this is why it meets your needs; this is why it is better than the others.”this is why it meets your needs; this is why it is better than the others.”

WHAT IS EMOTIONAL BRANDING?

Emotional branding is a very powerful means of increasing one’s market share and creating brand loyalty . Emotional branding is widely heralded as a key to marketing success, and leading brands often attempt to forge deep emotional bonds with their customers.

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In today's highly competitive markets, smart companies are focusing more and more on emotional branding to differentiate their product in the minds--and hearts--of consumers.

"People spend money when and where they feel good."

-Walt Disney

No wonder. Today's consumers face more choices than ever, yet they devote less time to product comparisons. To compound the matter, brands in many industries have become increasingly similar in quality, price and delivery. You've gained their trust and are rewarded with their loyalty.

Once a consumer's emotions are involved, you've injected real power into your brand. As Kevin Kelly once noted,

"The only factor becoming scarce in a world of abundance is human attention."

Rather than huge advertisements and image or brand awareness, branding boils down to how a product makes a customer feel and that is where emotional branding comes in and that is where the competitive edge also comes in.

The answer is because we all have both left and right brains. The right brain reflects our creative and emotional side; the left-brain controls our logic and intellectual reasoning. Effective branding appeals to both sides of the brain. It takes into account both tangible and intangible attributes which relate to both functional and emotional benefits.

Surf, Pears, Maruti, Titan, TATA are all brands that people have come to trust and love because they have not only delivered exceptional products but a great experience to go with them.

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NEW REALIZATION: -

Conventional marketing based on Features-Advantages-Benefits and Satisfaction (“FABS”) is passé, and rational marketing is history. People of the genre listen only to their irrational, emotional requirements. They don’t buy something because it will last forever, but because it may give them satisfaction in terms of image, prestige and snob value.

If we looked at the pyramid shaped Indian society, we find that the majority of the people live in villages and do not have proper livelihood and purchasing power. These people look for “utility products”. But others who are at the top of the society-who have loads of money-look for things that can enhance their image and prestige.

The Three Levels Of Needs Drawn From Maslow’s Hierarchy Of

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SELF ACTUALIZATION

SELF ESTEEM

LOVE AND BELONGINGNESS

SAFETY AND SECURITY NEEDS

PHYSILOGICAL NEEDS

HIGHER ORDER NEEDS

MIDDLE ORDER NEEDS

NEEDS

LOWER ORDER NEEDS

Need:-

It is very interesting to note that people with lower order needs may only buy “utility” products”. Fashion and style may not be criteria for them to buy a product and they may be driven mainly by utility, price and other elements. People with middle order needs may look for style and fashion if they find logic and reason in them; and if they can also afford the same.

These people have more money compared to those with lower order needs and hence they spend much more on comparatively expensive items.But actually, the big spenders are those with higher order needs. These people have money, taste and a

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liberal spending habit. They spend huge amounts of money on various products. They do almost 80% of total spending. And all companies are eyeing them for future growth.

Sometimes their spending pattern is illogical as they are often crazy and obsessed about buying. They are the new generation consumers; their philosophy is to earn more and spend even more (if possible). They never look for “utility “ in the products and may buy a car because of the glitzy ad they have seen recently on TV. They are highly fanatical and passionate about the latest cars, the most up to date mobile handsets and other gizmos. To them tangible benefits are passé; style and fashion are more important. “Emotional Marketing” is just apt for them.

For example, the Coca Cola Company has chosen specific colors for their can to inspire certain emotions. The general red color is a power color to inspire strength and confidence, and a general warm comforting feel. The silver stripes and bubbles give a refreshing look, and the yellow stripe is a subtle but important color that inspires a feeling of happiness. All together this design inspires a comforting family feel. Their commercials also seem to promise a comforting and social experience. All of these factors create an emotional connection with the product. When the consumer sees the product in the store they not only see a refreshing drink, they feel a sense of happiness and comfort, hoping for the social interaction the commercials display.

FEW SIMPLE MEANINGS OF EMOTIONAL BRANDING

The emotional branding is the 'essence' or intuitive responses triggered when the brand is mentioned or thought about - the warm and fuzzies that all marketers hope (believe) their brand image evokes.

Emotional branding is based on emotional aspects of the product; intangible benefits that are hard to measure but still are valuable. Communication uses peripheral route to persuasion. Many consumer products use this communication. In this kind of branding or communication, you won’t see many details about the product features. Though this is tricky it can be very effective.

The emotional Branding aspects: the emotions and feelings that are perceived when you see or listen the name. It pleases us or not, it invites us to sell or not, it produces us tranquility or stress, confidence or fear, etc. Ej: A Bank may transmit us Confidence and tranquility. Another, agility and service.

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Various tools used for emotional branding:-

(1) Celebrity Branding:-

(2) Punch-lines:-

Celebrity Branding:-

Celebrity branding is a type of branding, or advertising, in which a celebrity uses his or her status in society to promote a product, service or charity. Celebrity branding can take several different forms, from a celebrity simply appearing in advertisements for a product, service or charity, to a celebrity attending PR events, creating his or her own line of products or services, and/or using his or her name as a brand. The most popular forms of celebrity brand lines are for clothing and fragrances. Many singers, models and film stars now have at least one licensed product or service which bears their name.

Kareena Kapoor-

o Pepsi,

o Sony Ericsson,

o Vivel Beauty soap.

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(Aamir khan in TATA SKY as a sardar)

Aamir khan:-

o Tata sky,

o Titan

o Thums up

o Parle –G

Other Famous celebrities:-

SHAHRUKH KHAN DEEPIKA PADUKON SALMAN KHAN

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KAITRINA KAIF AISHWARYA RAI AKSHAY KUMAR

SACHIN TENDULKAR MAHENDRA SINGH DHONI 

Lately there has been a trend towards celebrity voice-overs in advertising. Some celebrities have distinct voices which are recognizable even when they not present on-screen. This is a more subtle way to add celebrity branding to a product or service. And example of such celebrities is Amitabh Bacchan.

Punch-lines:-

SIMPLE MEANING OF PUNCHLINES

1. An ending line, as in a play or joke, that makes a point.2. An often repeated phrase associated with an individual, organization, or

commercial product; a slogan.

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EXAMPLES ARE-

ICICI Bank - - Hum Hai Na  

HONDA - The Power of Dreams

Transparency makes us Different  

Motorola - Intelligence Everywhere

TOUCHING THE HEARTTOUCHING THE HEART

Effective marketing should not only touch the hearts of the consumers but should also impact upon them emotionally and lead them on to take action. It may be targeted at the new generation consumers, who have the more spending power, a well defined taste, a liking for the latest products and a value system that is totally untraditional. The new generation consumers can be targeted with the following Emotional Marketing Mix:

1. Glitzy Ad

2. Flashy Design

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3. Lifestyle

4. Image

For example, the Coca Cola Company has chosen specific colors for their can to inspire certain emotions. The general red color is a power color to inspire strength and confidence, and a general warm comforting feel. The silver stripes and bubbles give a refreshing look, and the yellow stripe is a subtle but important color that inspires a feeling of happiness. All together this design inspires a comforting family feel. Their commercials also seem to promise a comforting and social experience. All of these factors create an emotional connection with the product. When the consumer sees the product in the store they not only see a refreshing drink, they feel a sense of happiness and comfort, hoping for the social interaction the commercials display.

Moving Consumer’s From Reality To UnrealityMoving Consumer’s From Reality To Unreality

Helping Them dreamHelping Them dream

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EMOTIONAL BRANDING

LIFESTYLE

GLITZY ADIMAGE

FLASHY DESIGN

Here we can take the eg. of DOVE soap. Dove is not just a soap – it’s a dream – a dream of becoming delicately beautiful , by using a very gentle soap. When a girl bathes with Dove soap, she nurtures a dream of becoming exquisitely beautiful. And she also expects to be accepted by a dream boy.

When she buys it , she actually does not buy the tangible soap, but her purchase is driven by her dream – an eternal dream that every girl cherishes – to become gorgeously attractive. The tangible Dove soap, together with the imagery created around the brand, has a decisive effect on the consumer. The same can be said for Fair & Lovely and other beauty products.

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“EMOTIONAL SATISFACTION”A KEY MARKETING“EMOTIONAL SATISFACTION”A KEY MARKETING

VALUE DRIVER”VALUE DRIVER”

In order to delight your customers emotionally, you must use the “Emotional Marketing Mix” very carefully. You must indicate emotional element in your product, communicate the same with glitz and help consumers imbibe those emotional elements and make them dream. Consumers at the higher order need level, very often get locked emotionally with glitz , surreal beauty, somber and exotic locations. The communication should also include flashy

product design and its associated lifestyle elements. When consumer imbibe these communications strongly, the product becomes indispensable to them and they would be willing to die to possess it.

In today’s world, people go absolutely gaga about glitz and fashion. Tangible merits are outdated. There is no denying the fact that if tangibles and fashion can be integrated into a product, it can be a phenomenal success, but this may not be true for all products. In order to achieve success in business you need to be able to strike the emotions that motivate your prospects. Describing the emotional delight your customers get from your products can surely take you that extra mile towards success. The customer should feel a sense of “self-importance, pride, confidence and delight” upon buying your products.

HOW TO MARKET EMOTIONALLY:HOW TO MARKET EMOTIONALLY:

When figuring out how to market emotionally, you need to work out what drives your customers. How do they spend their days? How can your product make their lives easier, make them healthier or better looking or their lives more fun? Once you get a grip on how your product appeals to your customer, you can then focus your marketing efforts on bringing to the fore the emotional offer that your clients will respond to. For example, if you sell liquid vitamins I would say off the top of my head that your target market are people who are health conscious, not as healthy as they would like to be, high income earners, probably leading quite stressed lives and they want their vitamins quickly and immediately.

Obviously you need to pitch your marketing tactics at intelligent, busy people who are concerned about their health and want instant results from vitamins. You could show a before stressed executive at office or stressed mom ferrying the kids and after executive in control of a meeting, mom laughing with the kids to show the benefits of these vitamins.

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Top Brands In India of Fashion Industry

PROVOGUE

The Company was incorporated on November 11, 1997 as Acme Clothing Private Limited. Provogue stands for fashion and not pure apparel; this in itself makes it the leader instantly. Its designs are cutting edge and radical, which epitomizes its mantra “Redefining Fashion”.The Company launched the fashion brand ‘Provogue’ in March 1998 and within a short span of seven (7) years; it has established a strong brand identity in the minds of the urban consumer. The Company’s philosophy of ‘creating trends’ in fashion, an aggressive marketing strategy, coupled with high profile promotional events and its distribution strategy of retailing through selective stores and malls has resulted in Provogue being now positioned as a leading fashion brand in India.

The Company acquired from Acme Global the entire business of export of textile; textile machinery and textile related chemicals and operates these businesses as its division under the name Acme Global.

Louis Philippe

Louis Philippe's range of superbly crafted garments makes an exclusive fashion statement that is accepted as a status symbol, recognized by its distinctive icon — 'The Upper Crest'.

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Van Heusen

 Van Heusen has redefined corporate attire through continuous product innovation and exclusive collections.

Allen Solly

Allen Solly popularized the Friday dressing concept in India. It has won the IFA Images 2001 'Best Brand Award' in the readymade menswear apparel category.

Peter England

 This mid-segment shirt has effectively penetrated the mini metros. It has won several awards, including 'Shirt of the Year 2000' and 'India's most admired menswear brands 2001'.

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LEVI’S FASHION BRAND

In the list of top market players in the fashion industry, the most shining name is Levis fashion brand. Levi Strauss & Co. (LS&CO) was named after its founder Levi Strauss in 1853. Since then the journey of its success has been going on. It has cast its spell in more than 110 countries. Levis as leading jeans brand has entered into the international parlance and flooding the market with its designer apparels. Levis products are marketed under various brand names like Levis, Dockers and Levi Strauss Signature.

ITC’S LIFESTYLE RETAILING

ITC’s Lifestyle Retailing Business Division has established a nationwide retailing presence through its Wills Lifestyle chain of exclusive specialty stores. Wills Lifestyle, the fashion destination, offers a tempting choice of Wills Classic work wear, Wills Sport relaxed wear, Wills Clublife evening wear, fashion accessories and Essenza Di Wills – an exclusive range of fine fragrances and bath & body care products for men and women.

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RESEARCH METHODOLOGY

IntroductionIn order to understand the methodology used to compile this Project, this chapter is included in order to clarify how an effective methodological philosophy can to contribute the successful production of a un-bias and critically Project, as well as comprehend the process underwent to reach the pertinent conclusion outlined in project.This chapter also serves the purpose of justifying and authenticating the research procedures employed in order meet the set objectives and answers the main research question of this Project.

A. Project Tiittle “Project report on Emotional Branding”

B. Project Aims and Objectives Importance of understanding branding and its impact on modern day markets is vital to the health and growth of most industries. The aim of this report is to put into perspective the functional values of branding as well as assess its role in the consumer purchase decision-making process.

Understanding the concepts of branding and consumer behavior. To study the effect of brands on consumer buying behavior in relation to

Readymade garments. To analyze the branding strategies adopted by some of the companies in the

readymade garments to woo the consumers into buying their products. To do a comparative study of the branding strategies adopted by the companies in

the readymade garments.• Present the key concepts behind branding, its values and its usage in modern day marketing campaigns by reviewing current literature pertaining to the subject matter.• Determine whether a correlation between consumer identities and perceived brand identities is present.• Determine the impact of branding on the consumer purchase decision-making process. C. Limitations of the Project

were very reluctant to answer the question and the response may be biased This project is limited due to time constraint as it involves a lot of complex variables which require a detailed study over a period of time.

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The project did not cover the effect of branding on a very large scale. Only a small population was studied, which may not be enough to show correct picture.

The consumers.

D.Importance of project

Business is changing because our customers are changing. Their buying decisions and shopping habits are changing. Fundamental changes are taking place in their preferences and behavior. And more so, the ways in which we talk to them are changing. They expect and demand to be spoken to on a personalized and one-to-one basis.More than that, customers expect an unprecedented level of emotional commitment and honesty from the brands they trust, support and buy. Customer loyalty is weakening, because they constantly move on to new products and new brands entering the marketplace. They are thinking more with their hearts than with their heads.For any company to be successful in this new and ‘now’ emotional economy they need to create and build emotional loyalty.

E. Research Design a. Research Type:- Analytical Studyb. Universe:-Jaipurc. Sample Size: Large sample gives reliable result than small sample.

However, it is not feasible to target entire population or even a substantial portion to achieve a reliable result. So, in this aspect selecting the sample to study is known as sample size. Hence, for my project my sample size was 100.

d. Data Collection Questionnaire Survey Books Internet

e. Sources of data Primary Data

Consumer Survey on the effect of brands on their buying behaviour Secondary Data

Articles in Newspapers, Magazines and Internet Study Reports from Internet Desk Research under the guidance of my guide

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DATA ANALYSIS

Which of the following fashion brands are you aware of?

0

5

10

15

20

25

30

35

40

45

50

50

32

50

21

14

17

50 50

32

50 50

43

32

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Allen Solly Dockers Color Plus Parx Blackberry’s

Proline Zodiac Provogue Park Avenue Louis Philippe

Van Heusen Peter England Excalibur Arrow

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Listed below are statements about shopping behavior for clothes and clothing fashions. Please check one box for each statement to indicate the extent to which you agree or disagree with each statement.

Agree Neither agree Nor Disagree

Disagree

I buy clothes I like, regardless of current fashion.

0 2 48

I buy new fashion looks only when they are well accepted.

12 4 34

I am not as concerned about fashion as I am about modest prices and wearability.

14 6 30

I prefer to buy well-known designer labels rather than take a chance on something new.

6 4 40

I am confident that I have good taste in clothing.

10 18 22

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Who influence you to purchase the brand?

0

2

4

6

8

10

12

14

16

18

5

15

12

18

0

Family Friends Advertisement Self Other

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In which media you have seen the advertisement of these brands?

0

5

10

15

20

25

30

2

28

12

8

0

TV Magazine Newspaper Internet Other

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Which of the following would affect you choice of readymade garments?

No Effective at all Affecting the most0

5

10

15

20

25

30

35

40

32

18

40

10

28

22

Cloth Type Price Promotional Campaigns

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When you buy a readymade garment during a promotional campaign, will you by the product after the campaign?

0

2

4

6

8

10

12

14

16

18

12

18

10

5 5

Yes

Likely

Don’t Know

I will most likely written over to my previous brand

I will switch over to previous brand

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Which media do you prefer more for fashion ads (in order of your preference)?

0

5

10

15

20

25

30

35

40

45

2

42

8

0 0

TV Magazines

Newspapers/Pamphlets Radio Hoardings/Bill Boards

Any Other (Specify

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If TV, is it because

0

0.2

0.4

0.6

0.8

1

1.2

1.4

1.6

1.8

2

0 0

2

It is an audio – Visual Medium Entertainment Value Overall Presentation

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If magazine and Newspaper, is it because of

0

5

10

15

20

25

30

35

34

6

2

0

It is a good source of latest fashion trends Overall Presentation

Longevity of Message Any Other (Specify)

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FINDINGS Consumer Behavior is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires. Consumers take many forms, ranging from an eight-year-old child begging her mother for Pokemon shoes to an executive in a large corporation deciding on a multimillion-dollar computer system. The items that are consumed can include anything: Gucci handbags, a massage, democracy, rap music, or hoopster rebel Dennis Rodman. Needs and desires to be satisfied range from hunger and thirst to love, status, or even spiritual fulfillment. Consumer behavior is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.

A consumer may purchase, use, and / or dispose of am product, but these functions may be performed by different people. In addition, consumers may be thought of as role players who need different products to help them play their various parts.

Fashion terminology is often used by consumers in overlapping ways. A style of apparel is defined by distinctive attributes that distinguish it from others in its category, such as different types of skirts; a fashion is a style that has been accepted by many people; high fashion consists of new, expensive styles offered by upper-end designer. A trend is a general direction that may lead to a fashion. Merchandise classifications include designer, bridge, better, moderate, and budget prices.

Fashions tend to follow cycles. The two extremes of fashion adoption known as collective selection. Perspectives on motivations for adopting new styles include psychological, economic, and sociological models of fashion.

The field of consumer behavior is interdisciplinary; it is composed of researchers from many different fields who share an interest in how people interact with the marketplace. These disciples can be categorized by the degree to which their focus is micro (the individual consumer) versus macro (the consumer as a member of a group or of the larger society).

There are many perspectives on consumer behavior, but research orientations can roughly be divided into two approaches. The positivist perspective emphasizes the objectivity of science and the consumer as a rational decision maker. The interpretive perspective, in contrast, stresses the subjective meaning of the consumer’s individual experience and the idea that any behavior is subject to multiple interpretations rather than to one single explanation.

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RECOMMENDATIONS

1. Rural market. Knowing the huge size of rural population of India it is natural that the rural market is attractive to marketers. Company should study purchasing power, life styles, buying habits, optimal usage level. Brooke Bond for instance could capture the crux of the challenge when they started marketing Re 1 tea packets.

2. Distribution. Distribution cost are an increasing component of marketing cost marketers will have to find ways through which one can achieve efficient as well as economic distribution. One solution is joint distribution or by adopting direct marketing.

3.Packaging. With self-shopping gaining grounds and shelf space getting limited, packaging becomes an important factor that marketers have to be concern about. Companies should identify the requirements and pack commodities according to demand.

4. Customer service challenge. In an increasingly competitive market, retention of a customer is possible only through better service. Marketers will require devoting to more efforts to understand the customer view of quality and convenience. Marketers should do regular research to find this fact.

5. Adaptation to newer environment. As government withdraw entry barriers and relax restriction on merger or takeover many companies should install superior technology and resort to merger – acquisition route to make their unit more efficient.

6. Creativity and innovation in overall marketing programmes. Marketers have to develop organizational structure style and functioning, which enable them to act fast and bring in innovations in their marketing programmes.

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CONCLUSIONEmotional Branding is a new paradigm that would command growing importance in the years to come. The rational means of attracting customers through product features and benefits is losing its importance, particularly when catering to the higher order needs of the more affluent section of consumers . Emotional appeal based on lifestyle and image, supported by glitzy advertisement and flashy packaging are becoming comparatively more common in recent times.

The basic principle of emotional marketing is that one has to touch the customer’s heart, and create a liking for the product through the use of “Intrinsic” (“Look At Me” Approach) and “Extrinsic” (If you’re beautiful, I will look at you!) criteria.

The market out there is fast and furious. The competition is heavy and the marketing messages are reaching consumers in their thousands every day. To compound the challenge most of your potential customers basic needs are already met. They are looking for things to enhance their lives, make them feel better, prettier, and sexier. Marketing to todays consumers is a challenging business because you are no longer listing the specifications of products and services. Instead you are meeting people on an emotional level to break into their consumer awareness.In short, Emotional Branding has created an entirely new vernacular inIn short, Emotional Branding has created an entirely new vernacular in the business world and opened up a new dialogue about how to createthe business world and opened up a new dialogue about how to create brands people truly love—through the power of emotions and designbrands people truly love—through the power of emotions and design

We can conclude that- Emotional Branding - For the ultimate bonding

Readymade garment is really becoming big business. The domestic market too presents immense opportunities with consumer spending on the rise and organized retailing growing. But should a garment player go global or sell at home?

Some players such as Raymond and Zodiac Clothing have chosen to be aggressive in both markets. Even as they plan to improve their retail presence over the next three years, both are expanding their manufacturing facilities in Bangalore to cater to the expected rise in international demand.

Interestingly, major export players such as Ambattur Clothing (Color Plus) and Acme Clothing (Provogue) have, in the past, placed their bet on the domestic market.

These companies quickly managed to give bigger players a run for their money. But, as Color Plus discovered, further growth could come only from a wider distribution network, which needs deep pockets. Raymond stepped in and acquired the brand.

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BIBLIOGRAPHY

Kevin Lane Keller (2004), Strategic Brand Management, 2nd edition, Pearson Education, New Delhi

www.emotional marketing. com www.emotional branding.com www.iupindia.org www.wikipedia.com

Brand Equity (Economic Times)

www.google.com

www.levis.com

www.peterengland.com

www.raymonds.com

www.excalibure.com

QUESTIONNARIES31

Q1. Describe what does ‘brand’ mean to you?____________________________________________________________

Q2. Do you buy only branded products?a)   Yes alwaysb)   Neverc)   Only when quality is importantd)   Rarely

Q3. Are you a loyal customer for the products you buy?a)   Yes always. I stick to the same products.b)   Never. I keep experimenting with new products.c)   Only for quality products.  Where it is a commodity, I choose the least-priced product.

Q4. Are you a price sensitive consumer?a)   Yesb)   No

Q5. Which of the following, according to you, help build a good brand image?a)   Qualityb)   Communication strategiesc)   Competitive pricingd)   Good value added servicese)   Free trails and disco

Q6. Do you use products because they are most available?a)   Yesb)   Noc)   MostlyQ7.Which of the following fashion brands are you aware of?

Levi’s Dockers Color Plus Parx Blackberry’s Zodiac Provogue Park Avenue Louis philippe Van Heusen Peter England Excalibur Arrow Others(please specify)

Q8.Factors you consider while purchasing a readymade garments?

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RANK THEM ACCORDING YOUR PRIORITY:Cloth type Color Brand Fashion/Trend Price Availability

Q9.Who influence you to purchase the brand?

Family Friends Advertisement Self Other

Q10.In which media you have seen the advertisement of these brands

TV Magazine Newspaper Internet Other

Q11.When you buy a readymade garment during a promotional campaign, will you by the product after the campaign?

Yes Likely Don’t Know I will most likely written over to my previous brand I will switch over to previous brand

Q12.Which media do you prefer more for fashion ads (in order of your preference)?

TV Magazines Newspaper / pamphlets Radio Hoardings / bill boards Any other (specify)

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