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AMUL Final

AMUL Final

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Published by mradulraj
Mradul Raj Pachouri 08BS0001794 Neha Shrivasta 08BS0001938 Shruti Chhabra 08BS0003193 Shashwatendra Singh 08BS0003097

Table of Contents
ROLE OF AMUL AS A BRAND.......................................................................................3 Why is AMUL a Successful brand?..............................................................................4 BRAND EQUITY...........................................................................................................6 BUILDING A BRAND
Mradul Raj Pachouri 08BS0001794 Neha Shrivasta 08BS0001938 Shruti Chhabra 08BS0003193 Shashwatendra Singh 08BS0003097

Table of Contents
ROLE OF AMUL AS A BRAND.......................................................................................3 Why is AMUL a Successful brand?..............................................................................4 BRAND EQUITY...........................................................................................................6 BUILDING A BRAND

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Published by: mradulraj on Nov 08, 2009
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07/02/2013

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Mradul Raj Pachouri 08BS0001794Neha Shrivasta 08BS0001938Shruti Chhabra 08BS0003193Shashwatendra Singh 08BS0003097
 
 
Table of Contents
ROLE OF AMUL AS A BRAND ..........................................................................
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 Why is AMUL a Successful brand? .................................................................
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 BRAND EQUITY ...............................................................................................
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 BUILDING A BRAND EQUITY ...........................................................................
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 1. BRAND LOYALTY .................................................................................
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 2. BRAND AWARENESS ..........................................................................
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 3. PERCEIVED QUALITY ...........................................................................
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 4. BRAND ASSOCIATIONS .......................................................................
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 GROWING AND SUSTAINIG BRAND EQUITY ..................................................
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 1. BRAND EXTENSION ............................................................................
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 2. SUBBRANDING ...................................................................................
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 MEASURING BRAND EQUITY
 –
SOME MODELS & TECHNIQUIES ...................
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Young & Rubicam’s Brand Asset Valuator (BAV)
...........................................
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 Strategies over time to maximize Brand Equity.............................................
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 References .....................................................................................................
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ROLE OF AMUL AS A BRAND
Brands provide multiple sensory stimuli to enhance customer recognition. For example, a brandcan be visually recognizable from its packaging, logo, shape, etc. It can also be recognizable viasound, such as hearing the name on a radio advertisement or talking with someone who mentionsthe product. Customers who are frequent and enthusiastic purchasers of a particular brand arelikely to become Brand Loyal.Cultivating brand loyalty among customers is the ultimate reward for successful marketers sincethese customers are far less likely to be enticed to switch toother brands compared to non-loyal customers.Well-developed and promoted brands like AMUL makeproduct positioning efforts more effective. The result is thatupon exposure to a brand (e.g., hearing it, seeing it) customersconjure up mental images or feelings of the benefits theyreceive from using that brand. The reverse is even better.When customers associate benefits with a particular brand, thebrand may have attained a significant competitive advantage.AMUL has established a successful brand and has extended
the brand by adding new products under the same “family”
brand. Such branding allows AMUL to introduce newproducts more easily since the brand is already recognizedwithin the market.AMUL can lead to financial advantages through the concept of Brand Equity in which the branditself becomes valuable. Such gains can be realized through the out-right sale of a brand orthrough licensing arrangements.
If a brand‟s value is to be judged by the ease with which it can be recalled, then
AMUL
‟s
marketing campaign wins hands down. AMUL
‟s
utterly butterly campaign won many awardsand accolades and entered Guinness World Records as the longest running campaign.AMUL was the first brand which usedChubby, sweet looking four year old girl tospeak for the brand unlike conventional adswhich used to feature only young sensationallooking models to advertise and pull crowd.
But what’s kept the brand going all these
years
……………….
 
AMUL “The Taste of India” was
born in 1946 and christened in1955.Starting with milk andmilk powder, the AMUL brandtoday covers a range of dairyproducts
from chocolates tocheese and ice-cream and, of course, butter-the flagshipproduct of AMUL

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