Customer Based Brand Equity

Customer Based Brand Equity Pyramid

Brand Identity-Who am I ?

What basic functions does the Brand provide the Customers?

Entertainment in the form of Music

Criteria for Brand Identity there are Two key dimensions which distinguishes a brand that is Depth and Breadth
Depth of a Brand refers to how easily customers can recall or recognize a Brand Breadth of a Brand refers to range of purchase and consumption situations where brand comes to mind.

Brand Meaning-What are You?

To give meaning to a Brand its important to create a brand image and establish what the brand is Characterized by and should stand for in customers mind.

Brand meaning can Broadly be distinguished in terms of more functional performance related considerations vs more abstract ,imagery related considerations

Judgments

Feelings

Quality- MTV is known for its best Quality of songs

Credibility- The likeability factor over here is also very High Consideration-Customers personally finds MTV very much relevant Superiority-Customers views the Brand (MTV)Unique and different from other Brands

Warmth The Brands makes consumers feel affectionate about it. Fun The brand makes the Consumer feel upbeat, amused, lighthearted

Brand Responses What about you ?

Relationship-What about you and me

The final step focuses on the relationship and the level of personal identification the customer has with the Brand Behavioral loyalty- There is high amount of loyalty between the consumers and the Brand MTV. Consumers are very much attached to MTV. When a person has to listen Music the first thing which comes to the mind is MTV this shows up to what extent consumers are attached with the Brand

1.Examples of similar positioning across brands.

a) Apple & Toyota - Innovation b) Medimix & Chandrika Ayurvedic Soap c) Goodnight & Mortein Mosquito Repellant

2.Examples of brands differentiating on different positioning statements.

Nike - Just Do It Adidas Impossible is nothing LG-lifes good Sony-Make-Believe Bank of India- Relationship beyond banking SBI- with you all the way

3.Examples of Good Brand extensions.

a) Use of the NIKE brand name in launching the Nike Pro, known as the body galvanizer b) Caterpillar already a well known brand in heavy motor vehicle extending its brand to Caterpillar Shoes c)Dettol is another successful example of brand extension. Originally an antiseptic company, Dettol now sells shaving creams, soaps etc.

4.Examples of Bad Brand extensions.

a) Reliance Trends - Trying its hands in the apparel retail sector. b) Ponds Extending its brand name to Toothpaste. c) Videocon extending its brand name to telecom sector

The 10 Most Innovative Companies in India

Shaadi.com The first online matrimonial site Tata Motors First company to launch a One Lakh rupee Car Nano HarVa HarVa is one of India's first rural business process outsourcing (BPO) operation. HarVa trains young rural people, especially women, to develop technical skills, from data entry to software testing. A Little World For taking banking to the remotest of villages in India. Relying on biometric authentication, it connects more than 3 million customers to 25 major banks, which allows them to expand without branches. It also provides a means for disbursing various government payments to the poor.

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Digital Green To reach the legions of Indian farmers that ignore instructional media from the agriculture industry, Digital Green turned the camera over to a more trusted teacher: their peers. The company lets select villagers film themselves demonstrating new agricultural techniques. Then, after checking for accuracy, it screens them for the farmers using handheld projectors. Fabindia Fasbindia sells clothing and products for the home, all of which are sourced from villages across India. Godrej Group For introducing refrigeration to India's rural masses. What Tata Motor's Nano car is to automobiles, the Godrej ChotuKool is to the refrigerating industry. The fridge, which costs roughly $70, does not have a compressor and runs on batteries.

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Gram Vaani (Village Talk) For making community radio possible in villages and small towns. Gram Vaani's simple server and software helps rural communities create their own radio stations. Twelve are broadcasting today, with even more in the queue.

Digital Green (DG) is a project that seeks to disseminate targeted agricultural information to small-scale and marginal farmers in India through digital videos produced by farmers and experts. The videos cover various subjects and are sequenced so as to support the learning process. Digital Green therefore attempts to provide structure to a traditional, informally-trained vocation. The system improves the efficiency of extension programs by delivering targeted content to a wider audience and enabling farmers to better manage their farming operations with reduced field support.