12 guiding principles for Brand equity creation.

A PRODUCT IS MADE AT THE FACTORY AND A BRAND IS BUILT AT THE MIND OF A CUSTOMER BRAND IS THE SOUL- DEHI OR ATMAN WHICH GETS IN TO DIFFERENT PRODUCTS AND LEAVE . NO FIRE CAN DESTROY IT-

Brand Equity Aker Model

Perceived Quality

Name Awareness
Brand Loyalty

Brand Associations
Other Proprietary Brand Assets

Brand Equity
Name Symbol

Provides Value to Customer by Enhancing Customers:

Interpretation/Processing of Information Confidence in the Purchase Decision Use Satisfaction

Provides Value to Firm by Enhancing:

Efficiency and Effectiveness of Marketing Programs Brand Loyalty Prices/Margins Brand Extensions Trade Leverage Competitive Advantage

Source: Managing Brand Equity, David Aaker 1991

Brands
A Timeless Brand - Ivory Soap

Prime example of creating and sustaining Brand Equity Is now 117 years old Commitment to Ivorys Brand Equity during the depression Radio soap opera Ivory doubled its sales between 1933 and 1939 Commitment to the development of Brand Equity

Consumer Behavior issues &Brand Equity

Stimulus discrimination Stimulus Generalization. Classical conditioning Observational (Modeling) learning, or celebrity endorsement Arousal of motives Cognitive dissonance Tri-component model of attitude.

12-GUIDING PRINCIPLES FOR CREATING BRAND EQUITY.

1)DETERMINE THE CORE VALUE OF YOUR BRAND -WHAT DOES IT MEAN TO CUSTOMER. LIFE-BUOY DETOL COLGATE

2)DETERMINE THE COMPETITIVE PERSUASION( ADVANTAGE) OF YOUR BRAND.

PERSUASIVE DIFFERENCE IN THE EYES OF THE CUSTOMER. + Hero Honda Fill it shut it , forget about it

3)BE CONSISTANT AND FAITHFULL TO CORE VALUES OF YOUR BRAND 1985 COKE INTRODUCED NEW COKE 2006 LUX ALSO FOR MEN

MISMATCH

Moving away from promise to core segment Mismatch between Personality and Brand http://youtube.com/watch?v=2qhXhwl8UsY

4)THINK OF THE BRAND AS AN ATOMIC STRUCTURE.(KEEP CORE/ NUCLEUS IN TACT)-REF ALRIES, 22 IMM: LAWS

IN CASE OF BRAND EXTENSION TAKE THE PRODUCT THAT LIES AT THE HEART &WRAP IT UP WITH SOME CONTEMPORARY SOCIAL MEANING RELEVANT TO TARGET GROUP. SURF EXCEL, LIFE BUOY GOLD,

5)BE FANATICAL ABOUT QUALITY OF YOUR PRODUCT /SERVICE. PERCEIVED QUALITY OF YOUR BRAND IN RELATION TO COMPETITON. TOYOTA (ref: interview HBR-July Mr. K. WANTABE , CEO) SIX SIGMA, TPM & CMM

6)AUGEMENT THE VALUE OF YOUR BRAND THROUGH CUSTOMER SURPRISING SERVICES ESPECIALLY IN PARITY SITUATION. 7YEAR WARANTY KHAITAN FAN HAPPY HOURS OF ADAYARK PARK JET AIR, CLUBS

7)MAKE YOUR BRAND A COHESIVE & INTEGRATED ONE TITAN MARUTI

COHESIVE BRANDS READY RECALL Nakshathra and Titan

8) INVEST IN THE BRAND TO SUSTAIN ITS CUSTOMER APPEAL MYSORE SANDAL NOKIA LIKE MAINTENANCE OF A MACHINE.

9)PROMOTIONS SHOULD PRIMARLY ENHANCE BRAND ASSOCIATIONS/IMAGE CADBURY 25% EXTRA MAGGI FREE BEE ALWAYS REF: SUCCESSFUL BRAND PROMOTION BY PRAN CHOWDHERY

10)DONOT WEAKEN/ DILUTE STRONG ADVERTISING PROPERTY. EAT HEALTHY THINK BETTER- BRITANIA APPLYING THOUGHTS- WIPRO REAL TASTE OF LIFE CADBURY THANDA MATLAB COCA- COLA SIGNATURE TUNE OF AIRTEL

11)EMACIPATE BRAND MANAGER FROM TYRANY OF SHORT TERM FINANCIAL GAINS.

REF:HBR -AUG:-07. IF BRANDS ARE BUILT OVER YEARS WHY ARE THEY MANAGED OVER QUARTERS BY- LEONARD .M.LODISH

12)TRACK YOUR BRAND EQUITY REGULARLY. BRAND HEALTH MONITOR THE DELL REPORT IMRB SERVICES AC- NEL: REPORT OF RETAIL

Most valuable global brands 2006 inter-brand report

Brand 1)Coca-cola 2)Microsoft 3)IBM 4)GE 5)Intel 6)Nokia 7)Toyota 8)Disney 9)McDonalds 10)Mercedes

Value($ Billion) 67-/ 56.9-/ 56.2-/ 48.9-/ 32.3-/ 30.1-/ 27.9-/ 27.8-/ 27.5-/ 21.7-/

BRAND APPEALS

LOVE ME HATE ME .. AND NEVER IGNORE ME. DAVID OGILVY THANK YOU ALL.