BATCH 2014-16

Assignment of Product & Brand Management

On

Submitted to:

Prof. Roshni Tijoriwala

Submitted By:

Vivek Y. Parmar
(147350592173) (NR 14095)

What is Brand?
A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts
so that it can be easily communicated and usually marketed. A brand name is the name of the distinctive product,
service, or concept. Branding is the process of creating and disseminating the brand name. Branding can be
applied to the entire corporate identity as well as to individual product and service names.
Brands are usually protected from use by others by securing a trademark or service mark from an authorized
agency, usually a government agency. Before applying for a trademark or service mark, you need to establish that
someone else hasn't already obtained one for your name. Although you can do the searching yourself, it is
common to hire a law firm that specializes in doing trademark searches and managing the application process,
which, in the United States, takes about a year. Once you've learned that no one else is using it, you can begin to
use your brand name as a trademark simply by stating it is a trademark (using the "TM" where it first appears in a
publication or Web site). After you receive the trademark, you can use the registered (?) symbol after your
trademark.
Brands are often expressed in the form of logos, graphic representations of the brand. In computers, a recent
example of widespread brand application was the "Intel Inside" label provided to manufacturers that use Intel's
microchips.
A company's brands and the public's awareness of them is often used as a factor in evaluating a company.
Corporations sometimes hire market research firms to study public recognition of brand names as well as
attitudes toward the brands.

Different Brand Elements

Brand Name:- The word or words used to identify a company, product, service, or concept.
Logo/ Symbol:- The visual trademark that identifies a brand.
URL
Character
Slogan
Jingle
Packaging

Different Brand Elements in Selected Brand:-

In partial fulfilment of MBA 2014-16 at NRIBM affiliated to GTU.

Memorability :These elements should be easily recognised and memorised.

Meangingful: The brand eements should be meaningful and should be associates with the value of the brand.

Likeability: These elements should be fun or interesting and should be liked by the customers and attach
positive connections with the brand.

Transferability: Brand elements need to be same for the different geographics, market for product categories
or service categories.So, transferability across boundary is critical.

Adaptable: the elements need to adaptable so that they can be changed as and when required.

Protectability: The elements need to be legally portected from copyright voilation.

According to the above citeria the brand elements of vodafone is stated on next page:

Brand Name:- Vodafone

In partial fulfilment of MBA 2014-16 at NRIBM affiliated to GTU.

Vodafone Essar is an Indian subsidiary of Vodafone group and commenced its operations in 1994 when its
predecessor Hutchison Telecom acquired the cellular license for Mumbai. The company now has operations
across the country with over 78.68 million GSM mobile customers. Over the years, Vodafone Essar, has been
named the Most Respected Telecom Company, the Best Mobile Service in the country and the Most Creative
and Most Effective Advertiser of the Year.
Vodafone logo calls it speechmark logo a quatation mark in a circle. The companys name vodafone is written
below. And the same logo is used globally.This vital as it indicated the company offers the same quality of
services worldwide.The logo has been the same over a long period of time and it is memorable. The red color is
likeable bybone and all. It is a likeable logo which is recall by the customers.as the logo appears.
Vodafone is the worlds leading international mobile communications group with approximately 315 million
proportionate customers as on 30 June 2009. Vodafone acquired an indirect controlling interest in Vodafone
Essar, their local operating company in India, in 2007-08. Vodafone currently has equity interests in 31 countries
across five continents and around 40 partner networks worldwide.

Logo/ Symbol:-

In partial fulfilment of MBA 2014-16 at NRIBM affiliated to GTU.

Vodafone logo calls it speechmark logo a quatation mark in a circle. The companys name vodafone is written
below. And the same logo is used globally.This vital as it indicated the company offers the same quality of
services worldwide.The logo has been the same over a long period of time and it is memorable. The red color is
likeable bybone and all. It is a likeable logo which is recall by the customers as the logo appears.

URL:The website link for the global website is

http://www.vodafone.com and for the Indian website it i.e.

http:/www.vodafone.in these are the registered domains.The URL has the name of the brand and in for India.
Hence it is easy to remember and effective brand element.

Character:Characters represent a certain type of brand symbol one that takes on real life characters. Since Vodafone entered
in the Indian market it has been associated with certain characters. The first was the famous pug advertisment and
potrayed the consistency of services in the tagline which stated wherever you go, our network follows. The
second and extremely popular character which vodafone potrayed was Zoozoo. Real people wore grey suits to
potray comical characters ina major comminication campaign which aimed at providing value added services
provided by the company. The campaign includes every channel from television to hoardings to billboards at the
point of sale. The charcter Zoozoo have been loved by everyone and has helped in increasing brand awarness.

In partial fulfilment of MBA 2014-16 at NRIBM affiliated to GTU.

ogans:Slogans
help

in

increasing
brand
equity in multiple ways.They play a major rolein

building

brand awarness and image and contains product

related

information.Vodafone current slogan Power to

you. The

company wishes to communicate the various services provided by the company.

There slogans like Happy to help , wherever you go our network follows and Power to you have always
been able to able to associate different meanings with the brand. Which potrays the following meanings like the
consistency in services, and high quality of netwrk services and the power to choose what srevicres to avail and
what to pay for.

Jingle:Most consumers remember You and I in this beautiful world the most popular jingle.The other one was The
little things you do the sweet and melodious song that potrays the intended message very well. Vodafones
jingles stongest point is their likeability and consumers intend to remember them very convinently.

Oh oh, o o o oh,
Oh oh, o o o oh,
Everyday i want to fly,
stay by my side,
Everyday i want to dream,
stay by my side,
Every morning i wish i could just play,

In partial fulfilment of MBA 2014-16 at NRIBM affiliated to GTU.

Wish the mornings would just stay....

oh oh, o o o oh....
Everyday i want to fly,
stay by my side,
Everyday i want to dream,
stay.....by my side

Packaging:As Vodafone is offering telecommunication services there is no packaging part in such way like it take place in
the selling of any product but in Vodafone the SIM card packaging changes as per the time and the festivals and
also they are changing packaging of different products like CDMA mobiles, Vodafone accessories and other
Vodafone
products which
is a part of
services
development
and
equity.

In partial fulfilment of MBA 2014-16 at NRIBM affiliated to GTU.

brand

Leveraging Secondary Brand Association in Selected

Brand:-

Company
Name:In every product
and services the
name

of

the

Vodafone

is

company
there to get the
benefit

of

the

brand equity. Like

Vodafone CDMA
mobiles,
Vodafone
Broadband
services, Vodafone Dongles, Vodafone Merchandises.

Country of Origin:Country of Origin is not used by the Vodafone as in this association one product is associated with its country of
origin and which is the best, believed by the majority of the people. Like Watches of Switzerland, Cars of
Germany, Bear of England Etc.

Channel of Distribution :It includes how the product and services reaches to the end consumer. In Vodafone the product and services could
be available at consumer by any convenience store as well as there is exclusive stores of Vodafone itself. The
services of Vodafone also very good in terms of Avaibality of Network and also service provider.

Co-Branding:Both brand should have equal awareness, sufficiently strong, favorable, unique associations
Positive consumer judgments and feelings.
Co-branding of Vodafone is with many mobile companies like Black-Berry, Samsung, Micromax, Xiomi etc.
where Vodafone provides different smart phones just usable Vodafone services in that particular phone with the
help of contract with the consumer.

In partial fulfilment of MBA 2014-16 at NRIBM affiliated to GTU.

 Celebrity Endorsement:Irfan Khan

Actor

in

particular
campaign
Hutch ka
chhota
recharge.
By the time
Vodafone
only using Zoo Zoos for the advertisement campaign as Zoo zoos are great acceptance and also liked by all the
people.

Sponsoring Events:Vodafone sponsors a lot events also by using there logo they provides different creative advertisement some of
them are shown on the next page, these sponsoring events are worldwide which changes every country to
country.

In partial fulfilment of MBA 2014-16 at NRIBM affiliated to GTU.

In partial fulfilment of MBA 2014-16 at NRIBM affiliated to GTU.