Brand Management

Literature Review

Submitted to Dr. Anita Basalingappa Flame 1/31/2011

Group No. 9
Hussain Tiewala Alysha Tharani Vanessa Rebelo Rashi Jain Gayatri Swaminathan Niyomi Shah

Brand Attitude

Brand Image

Brand Equity

BRAND IMAGE
Brand image is a set of beliefs held about a specific brand. It is the manner in which a specific brand is positioned in the market. Brand image conveys emotional value and not just a mental image. Brand image is nothing but an organizations character. It is an accumulation of contact and observation by people external to an organization. It should highlight an organizations mission and vision to all. The main elements of positive brand image are- unique logo reflecting organizations image, slogan describing organizations business in brief and brand identifier supporting the key values. Brand image is the overall impression in consumers mind that is formed from all sources. Consumers develop various associations with the brand. Based on these associations, they form brand image. An image is formed about the brand on the basis of subjective perceptions of associations bundle that the consumers have about the brand. Volvo is associated with safety. Toyota is associated with reliability. The idea behind brand image is that the consumer is not purchasing just the product/service but also the image associated with that product/service. Brand images should be positive, unique and instant. Brand images can be strengthened using brand communications like advertising, packaging, word of mouth publicity, other promotional tools, etc.

Brand image develops and conveys the products character in a unique manner different from its competitors image. The brand image consists of various associations in consumers mind - attributes, benefits and attributes. Brand attributes are the functional and mental connections with the brand that the customers have. They can be specific or conceptual. Benefits are the rationale for the purchase decision. There are three types of benefits: Functional benefits - what do you do better (than others), emotional benefits - how do you make me feel better (than others), and rational benefits/support - why do I believe you (more than others). Brand attributes are consumers overall assessment of a brand. Brand image has not to be created, but is automatically formed. The brand image includes products' appeal, ease of use, functionality, fame, and overall value. Brand image is actually brand content. When the consumers purchase the product, they are also purchasing its image. Brand image is the objective and mental feedback of the consumers when they purchase a product. Many companies attempt to create a strong brand that people identify with a given product. Some of the best examples of this include Xerox, whose name has become synonymous with making a copy and Cadbury for chocolates and so on. In Recent years, in addition to desiring to create brand recognition in general, most companies also want their product or company to have a specific image or to be looked upon in a certain way. This brand image can shape how they release a product, the type of product they released, the type of advertising they do, and the type of customers they cater to. Choosing a brand image is very important for a company, so that the corporate entity can appropriately target its market. Choosing too many different images or trying to represent too many different things can create a problem for a company. For example, if the company tries to target itself as both a luxury item and as a discount brand, then it will not have a clear-cut marketing strategy. Since there would be no target market for such a product since the luxury market wouldn't want a discount item and the discount market wouldn't want to pay luxury prices, the product might find itself a failure as a result of the muddled image it was presenting to customers.

OBJECTIVES OF THE BRAND AUDITING

To know the current market scenario of the Vodafone Cellular Services w.r.t. not only the Indian, but also for the world wide Cellular Services. To know the Marketing-Mix of the Vodafone Services. To find out the customer response for the Vodafone Services.

Methodology used:
Vodafone's marketing mix 4Ps STP Analysis Brand Positioning Brand Equity Evaluation of Vodafone SWOT Analysis of Vodafone PEST Analysis The VRIO Framework Porter Five Forces of Vodafone Promotional Strategy Evaluation Marketing strategy Customer survey Exploratory research about brand perception Quantitative analysis.

Appendix of websites:
Annual Report for the year ended 31 March 2010
Vodafone has continued to build brand value by delivering consistent, superior and differentiated customer experience. In the last year the brand positioning of Vodafone evolved to power to you which emphasizes Vodafones role in empowering customers to be able to live their lives to the fullest. It shows the important of the customers being central to everything that Vodafone does. It also reinforces how the products and services provided by Vodafone impact and

empower their customers. Brand health tracking is performed to measure the performance of bran in each county and to manage brand as effectively as possible. Some studies have shown that Vodafone brand equity has maintained a top ten position in some rankings of brands and the 7th most valuable brand in the world measured by Brand Finance.

Talks about the sponsorship by Vodafone and how addition to press and news coverage Vodafone also did business activities such as communication, events, context etc. all this helps in building awareness and brand value by resonating with their customers and their interest.

In terms of what the company does for the customers well Vodafone seeks to develop new and innovative propositions that deliver value to all customers and build a long lasting relationship by meeting their needs and expectation.

http://www.vodafone.com/content/annualreport/annual_report10/business/index.html

Vodafone Brand Audit

Social media presence of Vodafone:

Analysts of Telecom Talk claim that Vodafone has the maximum social media presence followed by Tata DOCOMO and Idea Cellular Network. Their popular Zoozoos have got more than 600,000 likes on Facebook. They have also converted their Twitter page as a Micro customer care page where their customers write their complaints and suggestions.

(http://telecomtalk.info/vodafone-tata-docomo-and-idea-has-the-most-social-mediapresence/32875/) However compared to its international presence, its Indian presence still has a long way to go. (http://microreviews.org/social-media-presence-indian-telecom-majors-1-facebook/) Long term social media vision - To empower our customers to interact with us and others in the way that they want, to get more from their telecom experience. (http://www.slideshare.net/influencepeoples/vodafone-a-social-media-engagementcase-study-aleksander-stensby-and-neil-scaife-integrasco) vodafone has one of the best advertisements on the Indian television. Their zoozoo ad campaigns that were taken up during IPL had an impact where the brands name and its promotional characters stayed with the customer even after the ads. (http://microreviews.org/5-great-ads-on-indian-television/) These ads even increased their revenues by 19%. (http://www.articlesbase.com/branding-articles/vodafone039s-zuzu-ad-a-classicoligopolistic-product-1906012.html) - this also has basic details about vodafone

Their other ads where they use the pug (dog) to show that their network is always with them with the jingle, You and I in this beautiful world, also stayed with the viewers due to its emotional connect and soft touch. Vodafone's strategy is customer focused and product led; the company is continually developing new products and services which utilise the latest technological advances. (www.thetimes100.co.uk/downloads/vodafone/vodafone_8_full.doc )

PPT that can be used for further info http://210.212.115.113:81/Mukesh%20Chaturvedi/CRM%20Reports%20&%20Prese ntations%20-%20Sec.%20B/Group%209/Group%209%20Vodafone%20%20CRM.ppt

Super brand Sponsorship

Vodafone has sponsored many sporting brands such as Ferrari Formula 1 motor racing team and Manchester United. It is considered to be a good way of increasing brand awareness, which helps Vodafone in generating consumer preference and in fostering brand loyalty. By sponsoring an event Vodafone is reinforcing awareness among its target market and raising awareness and creating preference for its products along with building brand positioning through the event or organization. Vodafones strategy is product led and customer focused this is why the company develops new products and services which are of the latest technology.

Vodafones marketing and corporate strategies are designed to make the company the worlds best known brand and sponsoring leaders and winners like Ferrari Formula 1 and Manchester United is part of the strategy to gain brand awareness. Sponsoring also helps in reinforcing awareness amongst its target market. The sponsee acts an ambassador for the company. Also Vodafone gets the opportunity to establish links between the products and services it offers and the organization or event it sponsors. For example Multimedia Messaging Services (MMS), new, chat forms, ringtones, wallpapers, take part in competition, games etc. So Vodafone develops a range of value added services which gives them more awareness and allows the customers to experience the value added services with their favorite event or organization.

Vodafone is trying to keep the customers it already has, acquire new customers, continue to develop the Vodafone brand and to do this they continuously update the range of phones and services offered so that they keep ahead of the competition.

Sponsorship is expensive but benefits are extensive from increasing visibility of brand name to providing value added services is important to Vodafone.

http://www.thetimes100.co.uk/downloads/vodafone/vodafone_8_full.doc

How Hutch became Vodafone

This is about the transition from Hutch to Vodafone which is probably the largest brand change in this country. The rebranding campaign was the most crucial because the main message of the brand transition was that the new Vodafone is the same old Hutch. Going from Where ever you go, your network will follow to Make the most of now. The article goes into detail about how exactly Vodafone advertized and it was important to advertize on such a great scale because the focus was on two things to announce the entry of Vodafone into India and highlighting the transformation of Hutch into Vodafone.

http://www.mbaknol.com/management-case-studies/case-study-on-vodafones-rebranding-strategies-in-india-hutch-to-vodafone/

Hutch to ditch pink for Vodafones red

This article also talks about Vodafone taking over Hutch. What was interesting was that Hutchs boy with the pug has been one of the most popular and recognized brand campaigns in India and it was expected that the cute pug is to follow the boy in Vodafones advertisements too. This shows that Hutch had done a great job in establishing its brand image and that might have to be picked up by Vodafone so that Hutch is still remembered but in a new way as Vodafone. The brand change

campaign will be developed for print and broadcast advertising as well as for customer communications and promotions.

http://economictimes.indiatimes.com/news/news-by-industry/telecom/Hutch-to-ditchpink-for-Vodafones-red/articleshow/2179761.cms

Another transition from Hutch to Vodafone http://www.wpp.com/NR/rdonlyres/EAD44D1C-7BCE-4B71-B1141552F35F4520/0/WPP_case_study_71_VodafoneIndia_Mar09.pdf

Vodafone: Dialing the winning number

It is a brand that has gone through 4 transformations in the last decade from Max Touch to Orange, to Hutch and now Vodafone. Competition has been high but due to the Zoo-zoo and the famous pug the marketing and branding strategy of Vodafone seems to stay in place.

http://economictimes.indiatimes.com/features/brand-equity/Vodafone-Dialling-thewinning-number/articleshow/5290244.cms

Vodafone is Indias most admired marketer

Vodafone is considered to be one of the top-flight marketing companies thanks to its marketing and strategy innovation. Vodafone emerged as the most admired

marketer in India on a nation-wide survey conducted on behalf of Brand Equity by research agency IMRB. Vodafone says its a reflection of a strong understanding of the business, customer centricity, desire to constantly innovate and do all this with speed, simplicity and trust.

http://economictimes.indiatimes.com/Vodafone-is-Indias-most-admiredmarketer/articleshow/5290097.cms%20

Vodafones pursuit of a global brand strategy fraught with challenges

Vodafone is planning on reworking its brand identity. At a global level it has its work cut out in continuing to deliver a brand identity and marketing strategy that can translate across different cultures, languages and markets.

http://economictimes.indiatimes.com/features/brand-equity/vodafones-pursuit-of-aglobal-brand-strategy-fraught-with-challenges/articleshow/6052592.cms

Can Vodafone use sub-branding to target consumers http://www.analysysmason.com/about-us/news/newsletter/previous-newsarticles/Could-Vodafone-use-sub-branding-to-target-consumers/?journey=971,1391,55

Some ppt

http://webcache.googleusercontent.com/search?q=cache:0ZHH3aQMzlAJ:info.wfa.b e/GraceVodafone.ppt+brand+awareness+of+vodafone&cd=4&hl=en&ct=clnk&gl=in& source=www.google.co.in

Vodafone offering Banking services on mobile http://timesofindia.indiatimes.com/tech/news/telecom/Vodafone-Bharti-to-offermobile-banking-in-India/articleshow/7268952.cms

http://teleguru.in/2010/09/nokia-claims-no-1-spot-as-most-trusted-brand-in-brandequity-most-trusted-brands-survey-2010/

http://www.scribd.com/doc/47582859/vodafone

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