Professional Documents
Culture Documents
BRANDS
Efforts By:-
Advantage
For people to develop a bond with a brand they
must believe that this brand offers some advantage
over the competition; this advantage is often in the
form of the experience a brand offers or projects
through its advertisements.
Performance
A brands performance in terms of service experience
or a good product is what influences people to make
repeat purchases. This means a brand should be able
to fulfill the basic expectation from the value.
Relevance
Relevance, is a level which should be reached by
ensuring that the brand is not rejected on account
of price, lack of availability, utility, identity etc.
Presence
• If Nokia manages to hold on to its position as India's Most Trusted Brand in 2011, it
will have equalled a feat previously accomplished by just one brand: Colgate, winning
India's Most Trusted Brand title four years in a row.
• Nokia claims that 70% of consumers who approach customer care are served within
an hour, with 90% of phone issues handled within 24 hours.
• The waters of course have been particularly choppy for Nokia itself over the last year
or so. It has lost market share in India as well as overseas. Besides the increase in the
sheer number of competitors, many of the new brands are perceived to be more
innovative, an attribute that Nokia previously dominated.
Colgate
• Colgate retained its No. 2 position and has never relinquished
its position as runner-up ever since Nokia took the top spot.
• For 81 years now, for film stars and ordinary Indians, Lux has been one
of India's most endearing brands.
• The brand has also kept up with the times by graduating from soap bars
to shower gels and has emerged as the leading brand in the body wash
segment. Soap bars have kept up too. Lux was the first to introduce
soap bars with fruit bits in them.
• And while the urban consumer laps up these developments, the brand
today has been made available at more accessible price points to drive
sales in rural markets.
• It faced massive competition in the last 3-4 years from emerging brands like
ITC sunfeast and Parle, and is now beginning to regain its market share
through brand extensions.
Top 5 Global Brands
Google
• Google Inc. is a multinational public cloud computing, Internet
search, and advertising technologies corporation. Google hosts
and develops a number of Internet-based services and products,
and generates profit primarily from advertising through its
AdWords program. The company was founded by Larry Page and
Sergey Brin, often dubbed the "Google Guys", while the two were
attending Stanford University as Ph.D. candidates.