Brand Image 45pages Highblix Academic Final Year Project

We are sorry if you are not getting the correct synopsis.
This is an auto generated document, if you looking for

the particular project then, please whatsapp to
9243101428. We will send you the available updated
document for you.
HighBlix - Final Year Projects | Bangalore
We train and assist you in doing final year projects of Electronics

and CS Students.
BE, ME, BTech, MTech, BCA, MCA, BSc, MSc, Diploma students
We do project in VB, VB.net, ASP.net, C#, MS SqlServer, Java, JSP, PHP, Mysql, Python, Android,
Electronics, IOT etc.,
You can share your project related queries here. We have around 20 years of experience in
developing projects in VB, VB.net, ASP.net, C#, MS SqlServer, Java, JSP, PHP, Mysql, Python,
Android. We specialize in providing be final year project along with proper guidance and
training. We provide all these so that students can get real time knowledge along with
training and guidance throughout their final year. By joining our institute not only you will
complete your project, you gain lot of subject knowledge and project experience.
Please contact us at.
HighBlix Projects
No 826, 9th Main, Hampinagar
Bangalore, Karnataka, India. Pin - 560104.
email : highblix@gmail.com
Land Mark (Near Hampinagar Main BusStop, Opp National Public School)
Mobile: 9243101428, 7019755620

http://www.scribd.com/doc/3979762/Brand-Management
http://www.scribd.com/doc/11599188/A-STUDY-ON-BRAND-IMAGE-OF-APOLLO-HOSPITALS-IN-
CHENNAI
Department of Management Sciences
Submitted To: Mr. Amer Salam Submitted By: Haseeb Murtaza FA 06 – 031 MBA
COMSATS Institute of Information Technology Lahore

Final Assignment
Brand Management
Chapter No.1
1-What is Brand? A brand is a name, term, sign, symbol or a combination of them

intended to identify the goods and services of one seller or group of sellers and to
differentiate them from those of competition. For example, Coke, Nestle and
Microsoft are well renowned brands. In technical speaking whenever a marketer
creates a name logo symbol he or she has created a brand.
2-Why do Brands matters? Brands really matter for both consumer and
manufacturer. From consumer’s point of view: Identification of source of product
Assignment of responsibility to product maker Risk reducer Search cost reducer
Promise, bond, or pact with maker of product Symbolic device Signal of quality
Brands identify the source or maker of a product and allow consumers to assign
responsibility to a particular manufacturer. From an economic perspective, brands
allow consumers to lower search costs for products both internally and externally.
Consumers offer their trust and loyalty with the implicit understanding that the
brand will behave in certain ways and provide them utility through consistent
product performance and appropriate pricing, promotion, and distribution programs
and actions. Brands can serve as symbolic devices, allowing consumers to project
their self-image. Certain brads are associated with being used by certain types of
people and thus reflect different values or traits. Researched have classified
products and their associated attributes into three major
Final Assignment
Brand Management
categories: search goods, experience goods and credence goods. There is difficulty
in assessing and interpreting product attributes and benefits so with experience and
credence goods, brands may be particularly important signals of quality. Brands can
reduce the risk in product decisions. These risks involve functional, physical,
financial, social psychological and time risk. From manufacturer’s point of view:
Means of identification to simplify handling Means of legally protecting unique
features Signal of quality level to satisfied customers Means of endowing products
with unique associations Source of competitive advantage Source of financial
returns Brands help manufacturers to organize inventory and accounting records. A
brand also offers the firm legal protection for unique features of the product. A
brand can retain intellectual property rights, giving legal title to the brand owner.
Brands can signal a certain level of quality so that satisfied buyers can easily
choose the product again. This brand loyalty provides predictability and security of
demand for the firm and creates barriers of entry that make it difficult for other
firms to enter the market. The annual list of the world’s most valuable brands,
published by Interbrand and Business Week, indicates that the market value of
companies often consists largely of brand equity. Research by McKinsey &
Company, a global consulting firm, in 2000 suggested that strong, well-leveraged
brands produce higher returns to shareholders than weaker, narrower brands.
Taken together, this means that brands seriously impact shareholder value, which
ultimately makes branding a CEO responsibility Companies sometimes want to
reduce the number of brands that they market. This process is known as "Brand
rationalization." Some companies tend to create more brands and product
variations within a brand than economies of scale would indicate. Sometimes, they
will create a specific service or product brand for each market that they target. In
the case of product branding, this may be to gain retail shelf space (and reduce the
amount of shelf space allocated to competing brands). A company may decide to
rationalize their portfolio of brands from time to time to gain production and
marketing efficiency, or to rationalize a brand portfolio as part of corporate
restructuring.

Final Assignment
Brand Management
3-What are the strongest Brands? A list of top twenty strongest brands is as follows
2005 Brand Rank Brand Name Country of ownership 2005 Brand Value ($million)
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
Coca-Cola Microsoft IBM GE Intel Nokia Disney Mc Donald Toyota Marlboro

Mercedes-Benz Citi Hewlett Packard American Express Gillette BMW Cisco Louis
Vuitton Honda Samsung
U.S U.S U.S U.S U.S Finland U.S U.S Japan U.S Germany U.S U.S U.S U.S Germany
U.S France Japan S. Korea
67,525 59,941 53,376 46,996 35,588 26,452 26,441 26,014 24,837 21,189 20,006
19,967 18,866 18,559 17,534 17,126 16,592 16,077 15,788 14,956

Final Assignment
Brand Management
Chapter No. 2
Customer Based Brand Equity Customer based brand equity model is that the
power of a brand lies in what customers have learned, felt, seen, and heard about
the brand as a result of their experience over time. Customer-based brand equity is
defined as the differential effect that brand knowledge has on consumer response
to the marketing of that brand. There are three key ingredients of this definition:
(1) “differential effect,” (2) “brand knowledge,” (3) “consumer response to
marketing.” Brand Equity as a Bridge The power of a brand lies in the minds of
consumers and what they have experienced and learned about the brand over time.
Consumer knowledge drives the differences that manifest themselves in terms of
brand equity. This realization has important managerial implications. According to
this view, brand equity provides marketers with a vital strategic bridge from their
past to their future. Brand equity can provide marketers with a means to interpret
their past marketing performance and design their future marketing programs.
Building a strong Brand There are four steps of building a strong brand. These are
as follows: 1. Ensure identification of the brand with customers and as association
of the brand in customers’ minds with a specific product class or customer need. 2.
Firmly establish the totality of brand meaning in the minds of customers by
strategically linking a host of tangible and intangible brand associations with certain
properties. 3. Elicit the proper customer responses to this brand identification and
brand meaning. 4. Convert brand response to create an intense, active loyalty
relationship between customers and the brand. These steps represent fundamental
questions that customers can ask about brands as follow: 1. 2. 3. 4. Who are you?
(Brand identity) What are you? (Brand meaning) What about you? (Brand
responses) What about you and me? (Brand relationship)

Final Assignment
Brand Management
Brand Building Blocks
To provide some structure, it is useful to think of sequentially establishing six brand

building blocks with customers. These brand building blocks can be assembled in
terms of a brand pyramid. Each brand building block will be examined in the
following section. Brand Salience Achieving the right brand identity involves
creating brand salience with customers. It relates to the aspects of the awareness
of the brand, for example how often and easily the brand is evoked under various
situations? Brand awareness refers to customers’ ability to recall and recognize the
brand, as reflected by their ability to identify the brand under different conditions.
Brand Performance Designing and delivering a product that fully satisfies consumer
needs and wants is a prerequisite for successful marketing. To create brand loyalty
and resonance consumer experience with the product must at least meet. Brand
performance relates to the ways in which the product or service attempts to meet
customers more functional needs. Customers can view the performance of products
or services in a broad manner. Reliability refers to the consistency of performance
over time and from purchase to purchase. Durability refers to the expected
economic life of the product. Serviceability refers to the ease of servicing the
product. Performance may also depend on sensory aspects such as how a product
looks and feels. Brand Imagery Brand imagery deals with the extrinsic properties of
the product including the ways in which the brand attempt to meet customer
psychological needs. Brand imagery is how people think about a brand abstractly
rather than what they think the brand actually does. Thus imagery refers to more
intangible aspects of the brand. Brand Judgments Brand judgments focus on
customers’ personal opinions and evaluation with regard to the brand. To create a
strong brand four types of brand judgments summary are particular important:
Quality, Credibility, Consideration and Superiority.

Final Assignment
Brand Management
Brand Feelings Brand feelings are customers’ emotional responses and reaction with
respect to brand. Brand feelings also relate to the social currency evoked by the
brand. The following are six important types of brand-building feelings 1. Warmth:
The brand makes consumers feel a sense of calm. 2. Fun: The brand makes
consumers feel amused, playful, and cheerful and so on. 3. Excitement: The brand
makes consumers feel energetic and feel that they are experiencing with something
special. 4. Security: The brand produces a feeling of safety. 5. Self-respect: The
brand makes consumers feel better about themselves. 6. Social approval: The
brand results in consumers having positive feeling about the reactions of others.
Brand Resonance Brand resonance refers to the nature of the relationship and the
extent to which customers feel that they are “in sync” with the brand. Brand
resonance can be broken down into four categories Behavioral Loyalty Attitudinal
Attachment Sense of Community Active Engagement The fist dimension is
behavioral loyalty in terms of repeat purchase. How often do customers purchase a
brand and how much do they purchase? Behavioral loyalty is necessary but not
sufficient for resonance to occur. To create resonance, there are also needs to be a
strong personal attachment. Customers should go beyond having a positive attitude
to viewing the brand as being something special. Creating greater loyalty requires
deeper attitudinal attachment, which can be generated by developing marketing
programs and products and services that fully satisfy consumer needs.
Identification with a brand community may reflect an important social phenomenon
whereby customers feel affiliation with other people associated with the brand.
Strong attitudinal attachment or social identity or both are typically necessary,
however, for active engagement with the brand to occur.

Final Assignment
Brand Management
Chapter No. 3 Identifying and Establishing Brand Positioning
Brand positioning is defined as the “act of designing the company’s offer and image
so that it occupies a distinct and valued place in the target customer’s minds.
Positioning is all about identifying the optimal location of a brand and its
competitors in the minds of consumers to maximize potential benefit to the firm.
According to customer based brand equity model, deciding on a positioning requires
determining a frame of reference by identifying the target market and the nature of
competition and the ideal points-of-parity and points-of-difference brand
association. Target Market A market is the set of all actual and potential buyers
who have sufficient motivation, ability and opportunity to buy a product. Market
segmentation involves dividing the market into distinct groups of homogeneous
consumers who have similar needs and consumer behavior and thus require similar
market mixes. All companies never target all of its segments. There is a criterion
under which segments are targeted. Identifiably: Can segment identification be
easily determined? Size: Is there adequate sales potential in the segment?
Accessibility: Are specialized distribution outlets and communication media
available to reach the segment? Responsiveness: How favorably will the segment
respond to a tailored marketing program? From manufacturer perspective the
model segments users of a brand is divided into four groups based on strength of
commitment from low to high, as follows: 1. 2. 3. 4. Convertible: High likely to
switch brands Shallow: Not ready to switch, but may be considering alternatives
Average: Comfortable with their choice; unlikely to switch in the future Entrenched:
Highly loyal; unlikely to change in the foreseeable future
From customer perspective the model also classifies nonusers of a brand into four
groups based on their openness to trying the brand from low to high, as follows: 1.
Strongly unavailable: Strongly prefer their current brand 2. Weakly unavailable:
Preference lies with their current brand, although not strongly 3. Ambivalent: As
attracted to the other brand as to their current choice

Final Assignment
Brand Management
4. Available: Prefer the other brand but have not yet switched Points of Parity
Points of parity are those associations that consumers view as being necessary to
be a legitimate and credible offering within a certain product category. A point of
parity is easier to achieve than points of difference. For example there is a minimal
difference between Surf excel and Ariel washing powder. Points of Difference Points
of difference are attributes that consumers strongly associate with a brand
positively evaluate, and believe that they could not find to the same extent with a
competitive brand. For example when Telenor launch first time easy load it created
points of difference at that time. Points of difference may involve performance
attributes. Many top brands attempt to create a point of difference on overall
superior quality.
Defining and Establishing Brand Values
Core Brand Values Core brand values are those set of attributes that characterize
the five to ten most important aspects of a brand. Core brand values can serve as
the basis of brand positioning in terms of how they relate to points of parity and
points of difference. Core brand values can be identified through structured
process. The first step is to create a detailed mental map of the brand. A mental
map accurately portrays in detail all salient brand associations and responses for a
particular target market. Mental maps must reflect the reality of how the brand is
actually perceived by consumers in terms of their beliefs, attitudes, opinions,
feelings, images and experiences. Brand Mantras A brand mantra is highly related
to handing concepts such as brand essence used by others. A brand mantra is an
articulation of the heart and soul of the brand. Their purpose is to ensure that all
employees within the organization and all external marketing partners understand
what the brand most fundamentally is to represent with consumers so that they can
adjust their actions accordingly. Brand mantras are powerful devices. They can
provide guidance what ad campaigns to run, where and how the brand should be
sold and so on. Brand mantras can be broken down into three terms brand
functions, descriptive modifier and emotional modifier. The brand functions describe
the nature of the product. The descriptive modifier is a way to circumscribe the
business functions term to further clarify its nature. Finally emotional modifier
provides another qualifier in terms of how the brand delivers these benefits. For
example Nike

Final Assignment
Brand Management
brand function is performance, descriptive modifier is athletic and emotional

modifier is authentic.
Chapter No. 4 Criteria for Choosing Brand Elements
There are six criteria in choosing brand elements which are as follows: Memorability
Meaningfulness Likeability Transferability Adaptability Protect ability Memorability A
necessary condition for building brand equity is achieving a high level of brand
awareness. There are certain names, symbols, logos and visual properties that
make a brand more attention getting and easy to remember and thus contribute to
brand equity. In other words brand name should be such which is easily recalled
and recognized. Meaningfulness Brand elements can also be chosen whose inherent
meaning enhances the formation of brand associations. Two particularly important
dimension of the meaning of a brand element are the extent to which it conveys the
following: General information about the nature of the product category In terms of
descriptive meaning, to what extent does the brand element suggest something
about the product category? Specific information about particular attributes and
benefits of the brand in terms of persuasive meaning, to what extent does the
brand element suggest something about the products Likeability Brand elements
can be chosen that are rich in visual and verbal imagery and inherently fun and
interesting. In terms of first three criteria, a memorable, meaningful, and likable
set of brand elements offers many advantages. Because consumers often do not
examine much information in making product decisions, it is often desirable that
brand elements be easily recognized and recalled and inherently descriptive and
persuasive.

Final Assignment
10
Brand Management
Transferability It is the fourth general criterion concerns the transferability of the

brand element in both a product category and geographic sense. First, to what
extent can the brand element ad to the brand equity of new products sharing the
brand elements introduced either within the product class. Second to what extent
does the brand element add to brand equity across geographic boundaries and
market segments. Adaptability It is the fifth general criterion concerns the
adaptability of the brand element. Due to changes in customer values and opinions
brand elements often must be updated over time. The more adaptable and flexible
the brand element, the easier it is to update it. Protect ability The final criterion
concerns the Protect ability of the brand element both in legal and competitive
sense. Because suspicious persons ask sometimes detail about the product before
purchase. So manufacturers must legally protect their products by registered their
patents. Five B’s from the Customer Perspective: 1. Basic: There are some basic
things which are required by customers. 2. Background: Customers have
background when they are going to purchase. 3. Beauty: Packaging should be such
that attract customers. 4. Belief: Customer should be belief on the brand. 5.
Benefit: Customers purchase those things which give them benefit. Five B’s from
Brand Manager Perspective: 1. 2. 3. 4. Brave: He should be bold in respect of
taking initiatives. Brilliant: He should be adept in designing better brand strategies.
Backing: Company should support him in sensitive situations. Bridge: He is a
person that creates a link between customers and company and works as a bridge.
5. Beneficial: He should provide benefit to his company in which he is working.
Final Assignment
11
Brand Management
Options and Tactics for Brand Elements
A good brand name should Be protected (or at least protect able) under trademark
law Be easy to pronounce Be easy to remember Be easy to recognize Be easy to
translate into all languages in the markets where the brand will be used Attract
attention Suggest product benefits (e.g.: Easy-Off) or suggest usage (note the
tradeoff with strong trademark protection) Suggest the company or product image
Distinguish the product's positioning relative to the competition. Be super attractive
Stand out among a group of other brands < like that one compared to the others
Brand Names The brand name is fundamentally very much important. It can be a
key to success in the market. Sometimes brand name becomes so closely tied to
the product in the minds of the consumers, however, it is very much difficult that
brand element for marketers to subsequently change. Consequently brand names
are often systematically researched before being chosen
Brand Awareness Brand awareness improved the extent to which brand names are
chosen that are simple and easy to pronounce. To enhance brand recall, it is
desirable for the brand name to be simple and easy to pronounce. Pronunciation
also affects the willingness of consumers to order the brand orally. Ideally, the
brand name should have a clear, understandable and unambiguous pronunciation
and meaning. The way a brand is pronounced can affect its meaning.
Final Assignment
12
Brand Management
Brand Association It is necessary for the brand to have broader meaning to

consumers than just the product category it is in. Because the brand name is a
compact form of communication, the explicit and implicit meaning that consumers
extract from the name can be critical. The brand name may be chosen to reinforce
an important attribute or benefit association that makes up its product positioning.
For example Johnson & Johnson baby shampoo was also able to transport its
“gentleness” association to a more adult audience when they were forced to
reposition in the 1970s when the birth rate declined. URLs URL stands for universal
resource locator. It is also commonly referred to as domain names. URL must
register and pay for the name with a service such as Register.com. The major issue
today facing most of the companies with regard to URLs is protection of their
brands from unauthorized use in domain names. For example Nike not approve of
its name appearing in the URL of a fictitious fan site www.nikerules.com. Logos and
Symbols There are many types of logos ranging from corporate names written in a
distinctive form. For example the strong word marks include Coca-Cola, Dunhill,
and Kit-Kat. There are some abstract logos which may be completely unrelated to
the word mark. These are called non-word mark logos. The non-word marks logos
are also often called symbols. Some logos are literal representations of the brand
name, enhancing brand awareness such as Apple logos and American Red Cross.
Characters Brand characters typically are introduced through advertising and can
play a central role in these and subsequent ad campaigns. Brand characters come
in many different forms. Some brand characters are animated where as others are
live-action figures. Consequently brand characters can be quite useful for creating
brand awareness. Characters often must be updated over time so that their image
and personality remains relevant to the target market.

Final Assignment
13
Brand Management
Slogans Slogans are short phrases that communicate descriptive information about
the brand. Slogans often appear in advertising but can play an important role on
packaging and in other aspects of the marketing programs. Slogans can play off the
brand name in a way to build both awareness and image. Some slogans become so
strongly linked to the brand that it becomes difficult to subsequently introduce new
ones. For example the slogan of Haleeb milk is “the thickest milk”.

Final Assignment
14
Brand Management
Chapter No. 5 Product Strategy
The product itself is at the heart of brand equity because it is the primary influence
on what consumers experience with a brand, what they hear about a brand from
others, and what the firms can tell customers about the brand in their
communications. To create brand loyalty, consumers’ experiences with the product
must at least meet once. Perceived quality has been defined as customers’
perception of the overall quality of a product to relevant alternatives and with
respect to its intended purpose. There are some general dimensions of product
quality which are as follows: Performance: Levels at which the primary
characteristics of the product operate. Features: Secondary elements of a product
that complement the primary characteristics. Conformance quality: Degree to which
the product meets specifications and is absent of defects. Reliability: Consistency of
performance over time and from purchase to purchase. Durability: Expected
economic life of the product Serviceability: Ease of servicing the product Style and
design: Appearance or feel of quality Total quality management reflecting the
importance of product quality. In total quality management all employees of the
organization work in coordination in order to improve the quality of both the
organization and the product. Total Quality Management Tenets 1. Quality must be
perceived by customers.

Final Assignment
15
Brand Management
2. Quality must be reflected in every company activity. 3. Quality requires total

employee commitment. 4. Quality requires high quality partners. 5. Quality
improvement sometimes requires quantum leaps. 6. Quality does not always does
not always cost more. 7. Quality is necessary but may not be sufficient. 8. A quality
drive cannot save a poor product. Relationship Marketing Relationship marketing
attempts to provide a more holistic, personalized brand experience to create
stronger consumer ties. Relationship marketing is based on the premise that
current customers are the key to long term brand success. The importance of
customer retention can be seen by some of the benefits it provides: Acquire new
customers can cost five times more than the costs involved in satisfying and
retaining current customers. The average company loses ten percent of its
customers each year. A five percent reduction in the customer defection rate can
increase profits by twenty five percent to eighty five percent, depending on the
industry. The customer profit rate tends to increase over the life of the retained
customer. Loyalty Programs Loyalty programs have become one popular means by
which marketers can create stronger ties to customers. There are some tips for
building effective loyalty programs follow: Know your audience Change is good
Listen to your best customers Engage people
Pricing Strategy
Final Assignment
16
Brand Management
The pricing strategy can dictate how consumers categorize the price of the brand
and how firm set that price. Consumers may infer the quality of a product on the
basis of its price. Many marketers have adopted value-based pricing strategies
attempting to sell the right product at the right price to better meet consumer
wishes. From a branding perspective, it is important to understand all price
perceptions that consumers have for a brand. Setting Prices to Build Brand Equity
There are many different approaches to setting prices that depend on a number of
considerations. Many firms now are employing a value-pricing approach to set
prices and an everyday-low pricing approach to determine their discount pricing
policy over time. Value Pricing The objective of value pricing is to uncover the right
blend of product quality, product costs, and product prices that fully satisfies the
needs and wants of consumers and the profit targets of the firm. Several firms have
been successfully by adopting a value-pricing strategy. For instance, Wal-Mart’s
slogan “we sell for less” describes the pricing strategy that has allowed them to
become the world’s largest retailer. In general, an effective value-pricing strategy
should strike the proper balance among the following: Product design and delivery
Product costs Product prices Product Design and Delivery The first key is the proper
design and delivery of the product. Product value can be enhanced through many
types of well-conceived and executed marketing programs. The value pricing point
out that the concept does not mean selling the product at lower prices. Consumers
are willing to pay premium when they perceive added value in products and
services. Some companies actually have been able to increase prices in some cases
by introducing new products. For instance when Gillette introduced the Mach III, it
priced the cartridges at a fifty percent premium over its then-priciest blade, despite
the prevailing deflationary climate. The price increase did not deter customers, and
Gillette reached its highest market share, seventy one percent in 1962. Product
Costs The secondary key to a successful value-pricing strategy is to lower costs as
much as possible. Meeting cost targets invariably requires additional cost

Final Assignment
17
Brand Management
savings through productivity gains, outsourcing, material substitution, product

reformulations, process changes and so on. For example, by investing in efficient
manufacturing technology, Sara Lee was able to maintain adequate margins for
years on its L’ eggs women’s hosiery with minimal price increases. The combination
of low prices and the strong L’eggs brand image resulted in an almost fifty percent
market share. At the same time, cost reductions cannot sacrifice quality. Product
Prices The price suggested by estimating perceived value can often be used as a
starting point in determining actual marketplace prices, adjusting by cost and
competitive considerations as necessary. For example, General Motor’s Cadillac
division has used target pricing to arrive at the price of its luxury cars. GM
marketers determined the optimal price based on assumptions about the consumer
and then figured out how to make the car at the right cost to ensure the necessary
profit. Channel Strategy The manner by which a product is sold can have a
profound impact on the resulting equity and ultimate sales success of a brand.
Marketing channels are sets of interdependent organizations involved in the process
of making a product or service available for use. Channel Design A number of
possible channel types and arrangements exist. Broadly, they can be classified into
direct and indirect channels. Direct channels involve selling through personal
contacts from the company to prospective customers by mail, phone, electronic
means, in-person visits, and so forth. Indirect channels involve selling through third
party intermediaries such as agents, wholesales and retailers. Indirect Channels
Indirect channels consist of a number of different types of intermediaries. Retailers
tend to have the most visible and direct contact with customers and therefore have
the greatest opportunity to affect brand equity. Push and Pull Strategies When
manufacturers regain some of their lost power by creating strong brand through
some of the brand building tactics, for example, by selling innovative and unique
products at properly priced and advertised that consumers demand for it. In this
way consumer may ask retailers to stock and promote manufacturers

Final Assignment
18
Brand Management
products. By devoting marketing efforts to the end consumer, a manufacturer is

said to employee a pull strategy. On the other side when marketers devote their
selling efforts to the channel members by providing direct incentives for stock to
them and sell products to the end customer. This approach is called push strategy.
In pull strategy marketers use advertisement and sales promotion but in push
strategy they use trade discounts and personal selling. Direct Channels To gain
control over the selling process and build stronger relationships with customers,
some manufacturers are introducing their own retail outlets, as well as selling their
product directly to customers through various means. These channels can take
many forms. The most extensive form involves companyowned stores. Hallmark,
Goodyear and others have sold their own products in their own stores for years.

Final Assignment
19
Brand Management
Chapter No. 6 Overview of Marketing Communication Options
Marketing communication options includes the following: Media advertising Direct

response advertising Online advertising Place advertising Point of purchase
advertising Consumer promotions Event marketing and sponsorship Publicity and
public relations Personal selling Media Advertising Advertising is any paid form of
non personal presentation and promotion of ideas, goods or services by an
identified sponsor. Media advertising includes TV, radio, newspaper and magazines.
From brand equity perspective television advertising demonstrate product attributes
and consumer benefits. There are some benefits and drawbacks of TV, radio,
newspaper and magazines which are as under: Medium Television Advantages Mass
coverage, High reach, High prestige, and attention getting Disadvantages Low
selectivity, Short message life, High absolute cost and clutter Audio only, Clutter,
Fleeting message and low attention getting device Short life, Clutter, Low attention
getting capabilities, and poor reproduction quality Long lead time for ad
Radio
Local coverage, Low cost, High frequency, flexible and low production cost
Newspaper High coverage, Low cost, Short lead time for placing ads, Timely and
can be used for coupons Magazines Segmentation potential, Quality
Final Assignment
20
Brand Management
reproduction and high information content
placement, visual only and lack of flexibility
Direct Response Advertising Direct response advertising establish relationship with

consumers and it helps to explain to consumers new developments with their
brands as well as allow consumers to provide feedback to marketers as to their
likes and dislikes. Direct marketing is often seeing as a key component of
relationship marketing. To implement an effective direct marketing program, three
critical ingredients are (1) developing an up-to-date and informative list of current
and potential future customers, (2) putting forth the right offer in the right manner,
and (3) tracking the effectiveness of the marketing program. Database marketing
helps firms to retain existing customers than to attract new ones. Direct response
advertising includes, mail, telephone, broadcast media, print media, computer
related and media related. Online Advertising Marketers can also promote their
products through online advertising by developing their own websites. Websites are
low cost and contain much information about products. It should be family friendly.
Websites must be updated frequently and offer as much customized information as
possible, especially for existing customers. Place Advertising Place advertising also
called out of home advertising that captures advertising outside traditional media.
Place advertising includes, billboards and posters, product placement and movies,
airlines. Billboards are very effective means for advertising. It is showing up
everywhere. Many marketers pay fee for their product placement in television
programs. Product place can be combined with special promotions to publicize a
brand’s entertainment tie-ins. Point of Purchase Advertising In-store advertising
includes ads on shopping carts, cart straps, aisles, or shelves, as well as promotion
options such as in-store demonstrations, live sampling and instant coupon
machines. Consumer Promotions Consumer promotions are designed to change the
choices, quantity and consumers’ product purchases. Consumer promotion includes
samples,

Final Assignment
21
Brand Management
coupons, premiums, refunds and rebates, contests and sweepstakes, bonus packs
and price-offs. Sampling is seen as a means of creating strong relevant brand
associations.
Event Marketing and Sponsorship Event marketing refers to public sponsorship of

events. Event sponsorship provides a different kind of communication option for
marketers. Marketers report a number of reasons whey they sponsor events • • • •
• • • • To identify with a particular target market To increase awareness of the
company To create consumer perceptions of key brand image associations To
enhance corporate image dimensions To create experiences and evoke feelings To
express commitment to the community To entertain key clients To permit
merchandising opportunities
Public Relations and Publicity Public relations and publicity relate to a variety of
programs and are designed to promote a company‘s image and its products.
Publicity refers to non-personal communications such as press releases, media
interviews, press conferences, feature articles, newsletters, photographs, films and
tapes. Public relations may also involve such things as annual reports, fund-raising
and membership drives, lobbying, special event management, and public affairs.
There are three steps for designing an ad. It is also known as 3M: 1. Model: A
person who works as an ambassador of a product and convey its benefits to target
consumers. 2. Message: The objective of an ad which a company is intended to
deliver to target customers. 3. Masses: The target customers/market for whom an
ad is designed.

Final Assignment
22
Brand Management
Developing Integrated Marketing Communication Programs
Matching Communication Options There are many ways to create integrated

marketing communication programs. In assessing the collective impact of an IMC
program, the goal is to create the most effective and efficient communication
program possible. Toward that goal, six relevant criteria can be identified: 1.
Coverage 2. Contribution 3. Commonality 4. Complementary 5. Versatility 6. Cost
Coverage Coverage relates to the proportion of the audience that is reached by
each communication option employed, as well as how much overlap exists among
communication options. The unique aspect of coverage relates to the inherent
communication ability of a marketing communication option, as suggested by the
second criterion. To what extent that there is some overlap in communication
options. Contribution Contribution relates to the inherent ability of a marketing
communication to create the desired response and communication effects from
consumer in the absence of exposure to any other communication option. In other
words, contribution relates to the main effects of marketing communication option
on the target audience. Commonality Marketing communication program should be
coordinated to create a consistent and cohesive brand image in which brand
association share content and

Final Assignment
23
Brand Management
meaning. Commonality means each and every communication option which a

marketers use should convey a common associations about the product.
Complementary Complementary relates to the extent to which different

associations and linkages are emphasized across communication options. For
instance, research shows that promotion can be more effective when combined with
advertising. Versatility Versatility refers to the extent that a marketing
communication option is robust and effective for different groups of consumers.
There are two types of versatility: communication and consumer. The ability of a
marketing communication to work at two levels effectively communicating to
consumers who have or have not seen other communications is critically important.
Cost Finally evaluating the each communication option is also very much critical for
a marketer. The cost of each communication option varies in the market. Now the
problem is which communication option should be chosen and which is best.
Communication options vary in terms of their breadth and depth of coverage. To
select one communication option the marketer has to trade off the other.

Final Assignment
24
Brand Management
Chapter No. 8 The Brand Value Chain
The brand value chain is a structured approach to assessing the sources and
outcomes of brand equity and the manner by which marketing activities create
brand value. The brand value chain recognizes that numerous individuals within an
organization can potentially affect brand equity and must be cognizant of relevant
branding effects. Value Stages Brand value creation begins with marketing activity
by the firm that influences customers in a way affecting how the brand performs in
the marketplace and thus how it is valued by the financial community. Marketing
Program Investment In brand value chain marketer invest in a shape of by
introducing new product, means which he use to communicate, trade and
employees to make the product best so that it can be differentiated from others.
Program Multiplier The ability of marketing program to affect the customer mindset
will depend on the quality of that program investment. Four particularly important
factors are as follows: 1. Clarity: Do consumers properly interpret and evaluate the
meaning conveyed by brand marketing? 2. Relevance: Do consumers feel that the
brand is one that should receive serious consideration? 3. Distinctiveness: How
unique is the marketing program from those offered by competitors? 4.
Consistency: How consistent and well integrated is the marketing program? Do all
aspects of the marketing program combine to create the biggest impact with
customers? Customer Mindset

Final Assignment
25
Brand Management
There are five dimensions that have emerged to highlight the CBBE model as
particularly important measure of the customer mindset: 1. Brand awareness: The
extent and ease with which customers recall and recognize the brand and can
identify the products and services with which it is associated. 2. Brand association:
The strength, favorability and uniqueness of perceived attributes and benefits for
the brand. 3. Brand attitudes: Overall evaluations of the brand in terms of its
quality and the satisfaction it generates. 4. Brand attachment: How loyal the
customer feels toward the brand. A strong form of attachment, adherence, refers to
the consumer’s resistance to change and the ability of a brand to withstand bad
news. 5. Brand activity: The extent to which customers use the brand, talk to
others about the brand, seek out brand information, promotions and events.
Customer Multiplier The extent to which value created in the minds of customers
affects market performance depends on various contextual factors external to the
customer. Three such factors are as follows: 1. Competitive superiority: How
effective are the quantity and quality of the marketing investment of other
competing brands. 2. Channel and other intermediary support: How much brand
reinforcement and selling effort is being put forth by various marketing partners. 3.
Customer size and profile: How many and what types of customers are attracted to
the brand. Market Multiplier The extent to which the value engendered by the
market performance of a brand is manifested in shareholder value depends on
various contextual factors external to the brand itself. These factors are as follows:
Marketing dynamics: What are the dynamics of the financial markets as a whole?
Final Assignment
26
Brand Management
Growth potential: What are the growth potential for the brand and the industry in
which it operates? Risk profile: what is the risk profile for the brand? How
vulnerable is the brand likely to be to those facilitating and inhibiting factors? Brand
contribution: How important is the brand as part of the firm’s brand portfolio and all
the brands it has? Shareholder Value Based on all available current and forecasted
information about a brand as well as many other considerations, the financial
marketplace then formulates opinions and makes various assessments that have
direct financial implications for the brand value. Three particularly important
indicators are the stock price, the price earnings multiple, and overall market
capitalization for the firm.
Designing Brand Tracking Studies
Tracking studies involve collection of information from customers on a routine basis

over time. Tracking studies are a means of applying the brand value chain to
understand where, how much, and in what ways brand value is being created, thus
offering invaluable information about how well a positioning has been achieved.
Tracking studies play an important function for managers to facilitate their day to
day decision making. Tracking studies provide valuable diagnostic insights into the
collective effects of a host of marketing activities on the customer mindset,
marketing outcomes, and perhaps even shareholder value. What to Track This
section provides some general guidelines for tracking. The tracking study is
necessary to customize tracking surveys to address the specific issues faced by the
brand. Product Brand Tracking Tracking an individual branded product involves
measuring brand awareness and image for the particular brand. Awareness
measures should move from more general to more specific questions. A range o
more general to more specific measures be employed in brand tracking surveys to
measure brand image, especially in terms of specific perceptions and evaluations. It
is also important to measure all association that may distinguish competing brands.
Brand associations should include all potential sources of brand equity. At the same
time it is also important to track more general, higher level judgments, feelings,
and other outcome related measures. When and Where to Track

Final Assignment
27
Brand Management
Tracking studies in general depends upon the frequency of product purchase and on
consumer behavior and marketing activity in the product category. One useful
tracking approach for monitoring brand associations involves continuous tracking
studies in which information is collected on continuous basis over time. When the
brand has more stable associations, tracking can be conducted on a less frequent
basis. How to Interpret Tracking Studies Tracking measures must be reliable and
sensitive as possible. One problem with many traditional measures is that they do
not change much over time. In this way they reflect the fact. Marketers must
identify the real value drivers for a brand that is, those tangible and intangible
points of difference that influence and determine consumers’ product and brand
choices.
Establishing a Brand Equity Management System
A brand equity management system is a set of organizational processes designed to

improve the understanding and use of the brand equity concept within a firm. Three
major steps an organization should take to implement a brand equity management
system: creating brand equity charters, assembling brand equity reports, and
defining brand equity responsibilities. Brand Equity Charter The brand equity
charter provides relevant guidelines to marketing managers within the company as
well as key marketing partners outside the company. This document should do the
following: Define the firm’s view of the brand equity concept and explain why it is
important Describe the scope of key brands in terms of associated products and the
manner by which they have branded and marketed. Specify what the actual and
desired equity is for brand at all relevant levels of the brand hierarchy at both the
corporate level and at the individual product level. Explain how brand equity is
measured in terms of the tracking study and the resulting brand equity report.
Suggest how brand equity should be managed in terms of some general strategic
guidelines. Specify the proper treatment of the brand in terms of trademark usage,
packaging and communication. Outline how marketing programs should be devised
in terms of some specific tactical guidelines.

Final Assignment
28
Brand Management
Brand equity charter may not change from year to year. As new products are
introduced, brand programs are changed, and other marketing initiatives take
place.
Brand Equity Reports Brand equity report is distributed to management on a

regular basis. The brand equity report should provide descriptive information as to
what is happening with a brand as well as diagnostic why it is happening. One
section of the report should summarize consumers’ perceptions of key attributes,
preferences and reported behavior as revealed by the tracking study. Another
section of the report should include more descriptive market level information such
as the following: Product shipments and movement through channels of distribution
Relevant cost breakdowns Price and discount schedules where appropriate Sales
and market share information broken down by relevant factors. Profit assessments
Brand equity is an intangible asset that depends on associations made by the
consumer. There are at least three perspectives from which to view brand equity
Financial - One way to measure brand equity is to determine the price premium
that a brand commands over a generic product. For example, if consumers are
willing to pay $100 more for a branded television over the same unbranded
television, this premium provides important information about the value of the
brand. However, expenses such as promotional costs must be taken into account
when using this method to measure brand equity. Brand extensions - A successful
brand can be used as a platform to launch related products. The benefits of brand
extensions are the leveraging of existing brand awareness thus reducing advertising
expenditures, and a lower risk from the perspective of the consumer. Furthermore,
appropriate brand extensions can enhance the core brand. However, the value of
brand extensions is more difficult to quantify than are direct financial measures of
brand equity. Consumer-based - A strong brand increases the consumer's attitude
strength toward the product associated with the brand. Attitude strength is built by
experience with a product. This importance of actual experience by the customer
implies that trial samples are more effective than advertising in the early stages of
building a strong brand. The consumer's awareness and associations lead to
perceived quality, inferred attributes, and eventually, brand loyalty Brand Equity
Responsibilities

Final Assignment
29
Brand Management
To develop a brand equity management system that will maximize long term brand
equity organizational responsibilities and process with respect to the brand must be
clearly defined. This section considers internal issues related to assigning
responsibilities and duties for properly managing brand equity. There must be a
chief brand officer in every organization who reports directly to the chief executive
officer of the company and who protect the brand –the way it looks and feels. The
chief brand officer recognizes that the brand is the sum total of everything a
company does. He should not only help to build the brand but also plans,
anticipates, researches, probes, listens, and informs.

Final Assignment
30
Brand Management
Chapter No. 10 Comparative Methods
Comparative methods involve experiments that examine consumer attitudes and

behaviors toward a brand directly estimate the benefits arising from having a high
level of awareness and strong, favorable, and unique brand associations. There are
two types of comparative methods. Brand-based Comparative Approach Marketing-
based Comparative Approach Brand-based Comparative Approach Brand-based
comparative approaches examine consumer response based on changes in brand
identification. These measurement approaches typically employ experiments in
which one group of consumers responds to questions about the product in its
marketing program when it is attributed to the brand and other groups respond to
question asked about the same brand. Comparing the responses of the two groups
provide some useful insights into the equity of the brand. Consumer responses may
be based on beliefs, attitudes, intentions, and actual behavior. Marketing-based
Comparative Approach Marketing-based comparative approaches hold the brand
fixed and examine consumer response based on changes in the marketing program.
Marketingbased comparative approaches can be applied in other ways. Consumer
responds to different advertising strategies and executions.
Holistic Methods
Holistic methods attempt to place an overall value on the brand in either abstract
utility term. Thus holistic methods attempt to net out various considerations to
determine the unique contribution of the brand. The residual approach attempts to
examine the value of the brand by subtracting consumer’s preferences for the
brand based on physical product attributes alone from their overall brand
preferences. The valuation approach attempts to place a financial value on brand
equity for accounting purposes, mergers and acquisitions.

Final Assignment
31
Brand Management
Chapter No. 11 The Brand Product Matrix
The brand product matrix is a geographical representation of all the brands and
products sold by the firm. The rows of the matrix represent brand product
relationships and capture the brand extension strategy of the firm in terms of the
number and nature of products sold under the firm’s brands. A brand line consists
of all products original as well as line and category extensions sold under a
particular brand. The columns of the matrix represent product brand relationships
and capture the brand portfolio strategy in terms of the number and nature o
brands to be marketed in each category. The brand portfolio is the set of all brands
and brand lines that a particular firm offers for sale to buyers in a particular
category. Breadth of a Branding Strategy The breadth of a branding strategy
concerns the number and nature of different products linked to the brands sold by a
firm. There are some steps which can be used to measure include aggregate
market factors, category factors, and environmental factors. Aggregate Market
Factors Aggregate market factors include the market size, market growth, stage in
product life cycle, sales cycle, seasonality and profits. Category Factors Category
factor is considered attractive if it is the case that the threat of new entrants is low
due to the barriers of entry from economies of scale, bargaining power of buyers is
low e.g. when the product bought is a small percentage of buyers costs, current
category rivalry is low when there are few competitors in fast growing markets and
few close product substitutes exist in the eyes of consumers and the market is
operating at near capacity. Environmental Factors External forces unrelated to the
product’s customers and competitors that affect marketing strategies. A host of
technological, political, economic, regulatory, and social factors will affect the future
prospects of a category and should be forecasted.

Final Assignment
32
Brand Management
Depth of a Branding Strategy The depth of a branding strategy concerns the

number and nature of different brands marketed in the product class sold by a firm.
For example Procter & Gamble is widely recognized as popularizing the practice.
P&G became proponents of multiple brands after recognizing that introducing its
new detergent brand as an alternative to its already successful tide detergent
resulted in higher combined product category sales.
Brand Hierarchy
A brand hierarchy is a means of summarizing the branding strategy by displaying

the number and nature of common and distinctive brand elements across the firm’s
products. A brand hierarchy is a useful means of graphically portraying a firm’s
branding strategy. The highest level of the hierarchy technically always involves
one brand the corporate brand. For some firms the corporate brand is virtually the
only brand used e.g. as with General Motors and Hewlett-Packard. At the next lower
level, a family brand is defined as a brand that is used in more than one product
category but is not necessarily the name of the company itself. An individual brand
is defined as a brand that has been restricted to essentially one product category,
although it may be used for several different product types within the category. For
example General Motor is a corporate brand, under General Motor Chevrolet,
Pontiac, Oldsmobile, Buick, Cadillac and GMC are family brands. Under these brands
there are an individual brands like Alero, regal, cutlass, sun fire etc. Corporate
brand equity is the differential response by consumers, customers, employees,
other firms or any relevant constituency to the words, actions, communications,
products or services provided by an identified corporate brand entity.
Corporate Image
Corporate image plays very much important role in any brand strategy. There are
some important corporate image associations which are as follows: Common
Product Attributes, Benefits A high quality corporate image association involves the
creation of consumer perceptions that a company makes products of the highest
quality. A number of different organizations rate products and companies on the
basis of quality. An innovative corporate image association involves the creation of
consumer perceptions of a company as developing new and unique marketing
programs, especially with respect to product introductions. Being innovative is seen
in part as being modern and up to date investing in research and developing
employing the most advanced manufacturing capabilities and introducing the
newest

Final Assignment
33
Brand Management
product features. Perceived innovativeness is also a key competitive weapon and

priority for firms in other countries. People and Relationships Corporate image
associations may reflect characteristics of the employees of the company. Thus a
customer focused corporate image association involves the creation of consumer
perceptions of a company as being responsive to and caring about its customers. A
company seen as customer focused is likely to be described as listening to
customers and having their best interests in mind. Values and Programs Corporate
image associations may reflect values and programs of the company that do not
always directly relate to the products they sell. Firms can run corporate image ad
campaign as a means to describe to consumers, employees, and others the
philosophy and actions of the company with respect to organizational, social and
political issues. Corporate Credibility Corporate credibility depends upon three
factors: 1. Corporate expertise: The extent to which a company is seen as able to
competently make and sell its products or services. 2. Corporate trustworthiness:
The extent to which a company is seen as motivated to be honest, dependable and
sensitive to customer needs. 3. Corporate likeability: The extent to which a
company is seen as likable, attractive, prestigious, dynamic and so forth.

Final Assignment
34
Brand Management
Designing a Branding Strategy
Before designing a branding strategy if a firm does not identify its weaknesses in
the research, might be it has negative effect on customers. When a firm’s product
cannot satisfy the needs of the consumers they never purchase it again and as a
result they have negative relationship with the product and in future might be they
never purchase of any product of that company on the basis of previous
experience. Combining Brand Elements from Different Levels If multiple brand
elements from different levels of the brand hierarchy are combined to brand new
products, it is necessary to decide how much emphasis

Final Assignment
35
Brand Management
should be given to each brand element. For example if a sub-brand strategy is

adopted, how much prominence should individual brands be given at the expense of
the corporate brand? There are many different ways to connect a brand element to
multiple products. The principle of commonality states that the more common
brand elements shared by products, the stronger the linkages between the
products. The simplest way to link products is to use the brand element as is across
the different products involved. For example, a common prefix of a brand name
may be adapted to different products. Hewlett-Packard capitalized on its highly
successful Laser Jet computer printers to introduce a number of new products using
the “Jet” prefix, for example, the DeskJet, Paint Jet, Think Jet, and Office Jet
printers. Corporate Image Campaigns To maximize the probability of success,
however, the objective of a corporate image campaigns must be clearly defined and
results must be carefully measured against these objectives. A number of different
objectives are possible in a corporate brand campaigns. Build awareness of the
company and the nature of its business Create favorable attitude and perception of
company credibility Link beliefs that can be leveraged by product specific marketing
Make a favorable impression on the financial community Motivate present
employees and attract better recruits Influence public opinion on issues

Final Assignment
36
Brand Management
Chapter No. 12 New Products and Brand Extensions
For any company new products and brand extensions are vital and play very much
important role in the growth of the company. It entirely depends on the situation
and the time where they should be induction of a new brand or to extent the
existing brand. When a company introduces a new product, it has three main
choices as to how to brand it: 1. It can develop a new brand, individually chosen for
the new product. 2. It can apply, in some way, one of its existing brands. 3. It can
use a combination of a new brand with an existing brand. Managing Multiple Brands
Different companies have opted for different brand strategies for multiple products.
These strategies are: Single brand identity - a separate brand for each product. For
example, in laundry detergents Procter & Gamble offers uniquely positioned brands
such as Tide, Cheer, Bold, etc. Umbrella - all products under the same brand. For
example, Sony offers many different product categories under its brand. Multi-
brand categories - Different brands for different product categories. Campbell Soup
Company uses Campbell's for soups, Pepperidge Farm for baked goods, and V8 for
juices. Family of names - Different brands having a common name stem. Nestle
uses Nescafe, Nesquik, and Nestea for beverages. A brand extension is when a firm
uses an established brand name to introduce a new product. An existing brand that
gives birth to a brand extension is referred to as the parent brand. There are seven
general strategies for establishing a category extension: 1. Introduce the same
product in a different for. For example, Haleeb Dairy Queen 2. Introduce products
that contain the brand’s distinctive taste, ingredient, or component. For example,
Cornetto Ice Cream 3. Introduce companion products for the brand. For example,
McDonald offers free Pepsi with its fast food. 4. Introduce product that relevant to
the customer franchise of the brand. For example, Mobilink Black berry. 5.
Introduce products that capitalize on the firm’s perceived expertise. For example,
Sony TV

Final Assignment
37
Brand Management
6. Introduce products that reflect the brand’s distinctive benefit, attribute. For
example, Safeguard. 7. Introduce products that capitalize on the distinctive image
or prestige of the brand. For example, Coca Cola
Advantages of Brand Extensions
There are different advantages of brand extension for a company. Some of them
are as follows: What is a brand extension? It’s simply a manner of leveraging the
success and popularity of an existing brand name to support the launch of a new
product. For example, Nike started out selling shoes and later extended the brand
into different types of shoes (i.e., line extensions) and different product categories
like clothing (i.e., category extensions). As a businessperson and marketer, it’s
important to understand the reasons why extending your brand can help your
company. Kellogg on Branding includes a great chapter about brand extensions
from which I extracted the following top 5 reasons to extend brand: 1) Brand
extensions can reduce the costs and risks associated with launching a new product.
Since the brand name is already known and (hopefully) popular, using that brand
name on a new product (particularly when it’s in the same line as the original
product) immediately communicates the same level of awareness and perception.
2) Brand extensions typically garner more shelf space than unknown new product
brands. Simply stated, retailers are more likely to stock a new product with a
known brand name on it. Again, it’s less risky, and a familiar brand comes with
ready-made awareness and perceptions. 3) Brand extensions may require a lower
advertising investment. Consumers are already aware of the brand name, so
advertising to create brand awareness and recognition is not necessary. Instead,
advertising dollars can be invested in more targeted messaging. 4) Brand
extensions can boost the parent brand by creating increased interest in the brand
as a whole and possibly growing the brand’s customer base across the board. 5)
Brand extensions reduce a company’s dependency on one product which could
become less popular in the future Facilitate New Product Acceptance Improve brand
image

Final Assignment
38
Brand Management
Reduce risk perceived by customers Increase the probability of gaining distribution

and trial Increase efficiency of promotional expenditures Reduce cost of
introductory and follow up marketing programs Avoid cost of developing a new
brand Allow for packaging and labeling efficiencies Permit consumer variety seeking
Provide Feedback Benefits to the Parent Brand and Company Clarify brand meaning
Enhance the parent brand image Bring new customers into brand franchise and
increase market coverage Revitalize the brand Permit subsequent extensions
Disadvantages of Brand Extensions
Can confuse customers Can encounter retailer resistance Can fail and hurt parent
brand image Can succeed but cannibalize sales of parent brand Can succeed but
diminish identification with any one category Can succeed but hurt the image of
parent brand Can dilute brand meaning Can cause the company to forgo the chance
to develop a new brand. Evaluating Brand Extension Opportunities 1. Define actual
and desired consumer knowledge about the brand. 2. Identify possible extension of
brand on the basis of parent brand associations and overall similarity. 3. Evaluate
the potential of extension brand to create equity according to the three factor
model: Salience of parent brand associations Favorability of inferred extension
associations Uniqueness of inferred extension associations 4. Evaluate extension
feedback effects according to the four factor model: How compelling the extension
evidence is How relevant the extension evidence is How consistent the extension
evidence is How strong the extension evidence is
Final Assignment
39
Brand Management
5. Consider possible competitive advantages as perceived by consumers and

possible reactions initiated by consumers. 6. Design marketing campaign to launch
extension 7. Evaluate extension success and effects on parent brand equity

What is Project Synopsis?
Synopsis of the project is basically the gist of the entire project you did
like the main aim of doing the project, its objectives, the details of the
team and so on.
Have a look at what things a synopsis should include and how one
should write a synopsis for the project.
The term project synopsis mainly defines the core of any project
dealing with. To understand and have a brief idea regarding the
project, the synopsis of the project works well. The projects can be of
any type, be it academic or professional, preparing a synopsis is very
much essential.
The length of the synopsis should not be too much, an average of 2-3
pages will be sufficient but can be modified or extended depending
upon the project. The main aim of preparing a project synopsis is to
provide an objective and working procedure of the project.
For preparing a synopsis, there is a particular protocol that needs to be

followed. Some of the important things that need to be included in a
project synopsis are,
 Title of the project

 About the Problem
 The primary reason to choose this particular topic
 The main objective of the project (a clear picture of the
project)
 Scope of the Project
 Working Methodology (the summary of the project must also
be incorporated )
 Details about the Hardware & Software used
 Listing out the Testing Technologies
 Limitations of the system proposed
 Specifying the contribution that the project would make
 Final conclusion
Example
Bus Ticket Reservation System

INTRODUCTION:
The project entitled Bus Ticket Reservation System is developed as part of

the VI Semester RDBMS package project for the partial fulfillment of the BCA
(Computer Science) degree.
PROJECT:
Bus Ticket Reservation System is a software application to manage all the

activity of the private bus operator. It is application mainly for to book tickets in the
scheduled buses. This application will help company to book tickets in advance at
the counter. The project also provided with all the option to register new buses,
new routes, new schedules etc., This project very much useful the private bus
operator to operate their buses and also to know the booking details.
OBJECTIVE:
The main objective of the application is to automate the existing method of

manual booking ticket to computerized ticket booking system. The other main
objective of this system is to manage all day to day activities the bus operator.
SCOPE:
This application can be used by any bus operator to book the tickets. So
through out the country this application is use full for all the Bus operators.
Hardware and Software requirement
Hardware Requirement
Processor : Intel I5 3.0 GHz or more
RAM : 4 GB or More
Harddisk : 80GB or more
Monitor : 19Inch LED monitor
Keyboard : Normal or Multimedia
Mouse : Compatible mouse
Software Requirement
Front End : Visual Basic 2010 Express edition
With Sql Server Compact Edition
Microsoft SDK 4.0
Back End : MS Sql Server
Operation System : Windows 10 Or 8 Or 7

DATA FLOW DIAGRAM
A Dataflow Diagram also known as “Bubble Chart” is used to clarify System requirements
and identifying major transformations that all become programs in System Design
SYMBOLS
Data Source/Destination
Process
Data Storage
Flow of data
ENTITY RELATIONSHIP DIAGRAM
ENTITY
RELATIONSHIP
KEY ATTRIBUTE
ATTRIBUTE
Example 2
Food Court Billing System
Introduction
Hotel Cash Counter Billing software is general software developed for Hotels. This
software help them to do billing and take the reports
Purpose
The purpose of this document is to specify requirements and to give guidelines for
the development of above said project. In particular it gives guidelines on how to
prepare the above said project.
This document is intended to be a practical guide for people who developing this
software.
Scope
As this is generic software it can be used by a wide variety of outlets (Retailers and
Wholesalers) to automate the process of manually maintaining the records related
to the subject of maintaining the daily billing.
Goal
The main goal of the application is to maintain daily billing and to take the daily
report.
References
Overview
Hotel Cash Counter billing software is very needy for Hotels. This software help
them maintain day to day transactions in computer.
Existing System
In hotels customer billing is very important. In some hotels they have printed
coupons they will issue these coupons to the customer based on his requirement. If
customer want three items they need to give three coupons. And in some hotels
they electronic billing machine to generate the bills. These two systems are not pool
proof for the hotel owner. So to maintain the billing they want simple power ful
software. This should help them to do the billing.
Proposed System
In the proposed system the software will be developed to help hotel billing. This is
very simple and user friendly application, Even non-computer literate can also can
able to use the system it so simple. Making billing also is very easy and also billing
can be done based on the supplier wise. Calculations will done automatically so it’s
save lot of time. The daily reports will be generated to track of the daily billing.
Hardware and Software requirement
Hardware Requirement
Processor : Intel I5 3.0 GHz or more
RAM : 4 GB or More
Harddisk : 80GB or more
Monitor : 19inch LED monitor
Keyboard : Normal or Multimedia
Mouse : Compatible mouse
Software Requirement
Front End : Visual Basic 2010 Express edition
Back End : MS Sql Server
Operation System : Windows 10/8/7

Example 3
Data Mining On Social Networks
INTRODUCTION
It is hard to deny the fact of the booming popularity of social networking sites, the
type of sites that facilitate a high degree of user personalization and user
intercommunication. While yearly growth in the largest sites may have started to
slow down, there is evidence that growth is accelerating in communities that have
previously not had a high degree a social networking site use. Social networking
sites are being used by people to understand each other in a better way and to
explore themselves.
With all the hype surrounding social networking sites, it would seem this area is the
perfect environment for extensive data mining, research and development. While
the usage rates, public availability and media scrutiny all point to increased interest
in the sites, there are number of impediments to capitalizing on data mining
strategies for this area.
From an academic research perspective, studying contact networks, growth rates,

and social implications of social networking sites is not likely to draw strong
opposition from site owners or users. In fact sites may be supportive of these
activities if they are perceived as supportive of the sites and environment they try
to foster.
Data mining has developed methods for constructing statistical models of network
data. Example of such data includes social networks. Data mining is a relatively
young and disciplinary field of computer science. It is the process of discovering
new pattern from large data sets involving methods from statistics and artificial
intelligence but also data base management. Data mining of social networking sites
is based on concept of dividing data into different units and using them in different
networking site
Data mining based techniques are proving to be useful for analysis of social
network data, especially for large datasets that cannot be handled by traditional
methods. This project will provide an up-to-date introduction to the increasingly
important field of data mining in social network analysis, and a brief overview of
applications in this field. We first provide an introduction to social network analysis
and then briefly survey the techniques of data mining in this field. Next, an
overview of emerging research in data mining for social network analysis is
presented. Finally, we will present our own work in two areas: (i) Trust in social
networks and, (ii) Characterization of social networks.
EXISTING SYSTEM
Data mining for social network analysis
1. Community Extraction
2. Link Prediction
3. Cascading Behavior
4. Identifying Prominent Actors and Experts in Social Networks
5. Search in Social Networks
6. Anonymity in Social Networks
7. Other Research
1. Uncertainty in Social Networks
2. Visualization
3. Learning Social Networks
4. Alias Detection
PROPOSED SYSTEM
This project describes a study of the impact of trust and internet privacy concern on the use
of social networking sites. It begins with a summary of relevant research related to social
networking sites. The online survey methodology is described and the results presented,
followed by limitations and conclusions.
We will developed a computational framework to characterize social network dynamics at

individual, group and community levels. Such characterization could be used by
corporations to help drive targeted advertising and to track the moods and sentiments of
consumers. This project also deals with the problem of characterizing communication
dynamics at multiple scales – individual, group and community. We propose an innovative
method to establish the utility of the extracted knowledge, by correlating the mined
knowledge with an external time series data.
Applications
1. Organization Theory
2. Semantic Web
3. Viral Marketing
4. Social Influence and E-Commerce
5. Social Computing
6. Criminal Network Analysis
7. Newsgroup Message Classification
8. Social Recommendation Systems
9. Terrorism and Crime Related Weblog Social networks
Conclusion
Computers have provided the ideal infrastructure for
o Fostering social interaction

o Capture it at a very fine granularity
o Practically no reporting bias
o Fertile research area for data mining
Recent work in machine learning and data mining has made impressive strides toward learning highly
accurate models of relational data. However, little of this work has made good use of research in other
areas, such as social network analysis and statistics. Cross-disciplinary efforts and joint research efforts
should be encouraged to promote rapid development and dissemination of useful algorithms and data
representations. In particular, this work should focus on the unique statistical challenges raised by
relational data.
Social networking sites are quite popular. Most of the studies conducted to date have focused on a
single social networking site. Few studies have compared attitudes and behavior between two sites. The
results show that the interaction of trust and privacy concern in social networking sites is not yet
understood to a sufficient degree to allow accurate modeling of behavior and activity. The results of the
study encourage further research in the effort to understand the development of relationships in the
online social environment and the reasons for differences in behavior on different sites.
Our current and future work is focused on leveraging the results presented in this project along three
main directions.First, we would like to investigate the impact of friends on the behavior of user of social
networks. The success of a social networking site is directly associated with the quality of content users
share. Thus, in order to design social net-work services, it is key to understand factors that motivate
users to join communities, become fans of something, and upload or retrieve media content
REFERENCES
1. L. Getoor. Link mining: a new data mining challenge. SIGKDD Explorations, 5(1):84–89, 2003.
2. Hsu, K.-W., Banerjee, A., Srivastava, J.: I/O Scalable Bregman Co-clustering, 12th Pacific-Asia
Conference on Knowledge Discovery and Data Mining (PAKDD 2008), Osaka, Japan, May 2008.
3. 2008 siam conference on data mining. Paper by Jaideep Srivastava, Muhammad A. Ahmad, Nishith
Pathak, David Kuo-Wei Hsu University of Minnesota
4. Data Mining in Social Networks David Jensen and Jennifer Neville Knowledge Discovery Laboratory
Computer Science Department, University of Massachusetts
5. Buchanan, T., C. Paine, A. Joinson, and U.-D. Reips (in press) “Development of measures of online
privacy concern and protection for use on the Internet,” Journal of the American Society for
Information Science and Technology.
6. Lewis, J. D. and A. Weigert (1985) “Trust as a Social Reality,” Social Forces (63) 4, pp. 967-985.
7. Y.-Y. Ahn, S. Han, H. Kwak, S. Moon, and H. Jeong. Analysis of topological characteristics of huge
online social networking services.
8. B. Krishnamurthy. A measure of online social networks. In COMSNETS, 2009
24 Guidelines to Write a Synopsis for Project:
The following mentioned are a few tips on how to write a synopsis and
hypothesis of a project.
1. Give the title:
The first and foremost step is to write the project title. The project
title says all about what your project is basically based on.
The title must be short and related to the content in the project. Going
off the track will lose the interest of people and this is something
you do not want, so, make sure the title of the project is in accordance
with the content and context of the matter inside.
2. Who all made the contribution to the project:
It probably would not be only you who contributed the efforts for the
making of the project, so make sure you write all the names to let
others know who all contributed to the project work.
If it is a team effort, the whole team must be attributed and no one

should be left behind. Whenever contributors look at the project,
they should not feel abandoned; rather they should feel happy by
seeing themselves accredited by you.
3. The team details should be given:
The team details will include the total strength of the team like 4 or 5
persons, also mention the modules like how the work was
divided and who was given what sort of task to accomplish.
Give proper details, you can also mention the effectiveness of the work
done by whom and how long it took to complete the project.
4. The main reason behind making a project:
The main reason would be the aim and objective of doing a project.
The motive behind doing the project should be clearly defined and the
intent of why you wanted to do this project should be crystallized in
the synopsis.
This will let the readers know what was the main motive behind
making a project and it will arouse a lot of interest in the people. In the
aim, you can also mention the target audience you wanted to reach
and also the reason behind it.
5. The reference books or if something else considered/

bibliography:
You should not forget to mention the reference books you took the
help of while making your project.
All the names of the books along with the names of the author.
Make sure you do not miss the other references if you had like the use
of the internet or any of the technologies used. This usually happens
the project makers make use of more than one technology.
When you mention all the references into the research synopsis, the
project becomes credible and easy to believe in by the readers.
6. The category of the project:
What is the category of the project like, is it something related to

business, research, management, multimedia, communication,
commerce or anything else.
The category of the project must be mentioned immediately after

writing the title of the project. The category of the project will only
invite the related readers and will not waste much of their time by
going through the project.
7. Mention the resources, but with the limitations:
While you write the resources for designing and developing the
project, also write the limitations of the technologies and the
resources you made use. This will provide larger respect and the
credibility of the project will enhance.
Also, the other people who would like to make projects will take
precautions before starting any of the projects with similar
technologies and the resources. So, through synopsis, you become the
doctor for others.
8. Divide the different modules:
The different modules here mean the following: the module

introduction or the admin module, the module intro with the
management comments. Both the modules should be written in
details. The admin module will include the following:
 Strategic Management included

 User roles must be assigned
 Assigning permissions to the roles
 Managing the styles and themes for the blog
 Adding and removing the categories for the post
9. The present status of the development of the project:
The current status of the development of the project must be explained

properly in this section.
If you are starting from the very beginning, then make sure to mention
that the project is in the planning stage and then afterward you will be
starting the development efforts.
If the project is not completed, then make sure you mention that the
development process is afoot.
10. Statement of the problems:
The problem you have highlighted in the project should be precise and
clearly written. When you understand the problem you are
highlighting, then you are able to conduct a well planned and
successful research that further helps in formulating the hypothesis.
The problem should be relevant to the present, must be mentioned in

the synopsis.
11. The hypothesis must not be rejected:
The hypothesis is the presumed explanation of the different variables

at a time.
The hypothesis helps in setting the own benchmarks on the basis of

which you will be able to do the research work. The research
hypothesis must be given in not less than 200 words.
12. Be precise and short:
While writing the synopsis for project, make sure you are writing in a
precise manner. This is because, if you will write in a lengthy manner,
you will be able to go through the whole conclusion of the project.
Your project may be of more than 500 words, so the synopsis should
not be the same or you may lose the reader.
13. Prioritize the things while writing the synopsis:
Many things are included while you write a synopsis for project, so
make it a point to first see your project. Whether the project is short or
very long, write according to the length of the project.
The short project would probably not include the different modules,
while the long project would certainly include the modules, the
references, the review of the literature and so on.
14. Give the gist of the whole project:
Synopsis refers to the gist of the whole project, so you should keep in
mind that the synopsis for project that you write is short and crisp,
and not a whole lot of paras that are not even worth going through.
It is basically the conclusion of the whole project and the conclusion

should be in either one or two pages and not longer than that.
15. Target audience:
The people whom you have decided to target with the project should
be mentioned. Whom the project will be beneficial to, must be given in
the subheading target audience.
You need to write to the audience you would like to cater for the
project, to get it to read again and again.
16. Better to write in the very starting:
The synopsis that you write for the project should be there in the very
starting of the project. This is because the gist in the starting will help
readers go through the project. It helps in getting hooked to what next
could be there in the project.
So, basically, the synopsis is for arousing interest for the reader to go
inside the project.
17. Work professionally:
Working professionally is an important key. You should be able to

write a synopsis for project in a manner that everyone gets a clear idea
of what you have done and what message are you going to deliver to
the audience or the readers.
18. Direct idea behind the project:
The synopsis should give readers a direct and simple message behind
the project. The message should be clear cut, brief and easy to
understand.
Make use of simpler language while you write a synopsis. The
synopsis will decide how good and interesting the project inside is.
For example, if your project is good, but the synopsis is very attractive,
it will certainly push the reader to look what is there inside, but if the
synopsis is not attractive, no matter how good is the project, will not
get the required attention.
19. The outline of the project:
The synopsis is the blueprint of the project work. It tells us all about
what is the project about, along with highlighting the problems, the
solutions, the books, the technologies you took help of, are written in
the short and crisp manner.
This is something which helps the reader to know about the project in
a quick manner without going through the whole project.
20. Write to save the reader’s time:
The synopsis should be written in a manner that it saves the time of

the reader. It should act as a mirror to the rest of the project.
Going through the synopsis should make the reader know if the
project is of his genre or no. If the synopsis is explaining something
related to business and the reader is from a medical background, then
there will be no use of the project.
So, it should reflect the whole idea of the project to the reader and only
then you will be able to help the reader save the time.
21. Let it be in the front:
The synopsis for project should be written on the front. This is because
in the very beginning only the readers will get to know about the whole
project, whether he or she needs to go through the project or no.
So, it must be presented in the front or the starting of the project to

help readers know the idea of the project work.
22. There should be no errors:
There should be no errors while you write. Especially the spelling

mistakes, the grammatical errors should not be there. The more the
errors, the more readers will reject the project. This is something you
do not need.
You want maximum readers to go through your projects. So, make

sure you have no errors while you write for the project.
23. The first impression is the last impression:
The first impression is created by the synopsis as it is something

written in the first of the project work. If there will be many errors,
many readers will leave the project unattended.
So, make sure there are no mistakes. The synopsis should look
attractive so that the first impression creates the last impression. You
can make use of different colours while writing as it makes the thing
look attractive and luring.
24. Write in paragraphs:
Do not write everything in a single para, but make different

paragraphs for everything you write.
Suppose you write the names of the people who contributed in the
project, write them in one paragraph, while other details in different
paragraphs. By writing in different paras you will be able to help
readers go through the whole matter in an easy manner.
Conclusion:
So, above are some of the points that must be kept in mind while
writing the synopsis for the project. You just need to work
professionally as you did for the project. Synopsis forms a major part
of the project as well as technical and professional work. Give the clear
idea behind the project, conclude the whole project in terms of a
synopsis. Writing no synopsis gives a non-professional touch to the
project, which you firmly do not want. The synopsis of the project will
assist you in deciding the success and the failure of the project. It
actually acts as a window to the project inside. So, if the things are
crystal clear from the window, only then the view will lure the readers.
Logon to our website for more details.

Brand Image 45pages Highblix Academic Final Year Project

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Brand Image 45pages Highblix Academic Final Year Project

Uploaded by

Copyright:

Available Formats

We are sorry if you are not getting the correct synopsis.

This is an auto generated document, if you looking for

HighBlix - Final Year Projects | Bangalore

We train and assist you in doing final year projects of Electronics

Please contact us at.

Mobile: 9243101428, 7019755620

Department of Management Sciences

COMSATS Institute of Information Technology Lahore

1-What is Brand? A brand is a name, term, sign, symbol or a combination of them

COMSATS Institute of Information Technology Lahore

Coca-Cola Microsoft IBM GE Intel Nokia Disney Mc Donald Toyota Marlboro

COMSATS Institute of Information Technology Lahore

COMSATS Institute of Information Technology Lahore

Brand Building Blocks

To provide some structure, it is useful to think of sequentially establishing six brand

COMSATS Institute of Information Technology Lahore

COMSATS Institute of Information Technology Lahore

Chapter No. 3 Identifying and Establishing Brand Positioning

COMSATS Institute of Information Technology Lahore

Defining and Establishing Brand Values

COMSATS Institute of Information Technology Lahore

brand function is performance, descriptive modifier is athletic and emotional

Chapter No. 4 Criteria for Choosing Brand Elements

COMSATS Institute of Information Technology Lahore

Transferability It is the fourth general criterion concerns the transferability of the

Options and Tactics for Brand Elements

Brand Association It is necessary for the brand to have broader meaning to

COMSATS Institute of Information Technology Lahore

COMSATS Institute of Information Technology Lahore

Chapter No. 5 Product Strategy

COMSATS Institute of Information Technology Lahore

2. Quality must be reflected in every company activity. 3. Quality requires total

COMSATS Institute of Information Technology Lahore

savings through productivity gains, outsourcing, material substitution, product

COMSATS Institute of Information Technology Lahore

products. By devoting marketing efforts to the end consumer, a manufacturer is

COMSATS Institute of Information Technology Lahore

Chapter No. 6 Overview of Marketing Communication Options

Marketing communication options includes the following: Media advertising Direct

reproduction and high information content

placement, visual only and lack of flexibility

Direct Response Advertising Direct response advertising establish relationship with

COMSATS Institute of Information Technology Lahore

Event Marketing and Sponsorship Event marketing refers to public sponsorship of

COMSATS Institute of Information Technology Lahore

Developing Integrated Marketing Communication Programs

Matching Communication Options There are many ways to create integrated

COMSATS Institute of Information Technology Lahore

meaning. Commonality means each and every communication option which a

Complementary Complementary relates to the extent to which different

COMSATS Institute of Information Technology Lahore

Chapter No. 8 The Brand Value Chain

COMSATS Institute of Information Technology Lahore

Designing Brand Tracking Studies

Tracking studies involve collection of information from customers on a routine basis

COMSATS Institute of Information Technology Lahore

Establishing a Brand Equity Management System

A brand equity management system is a set of organizational processes designed to

COMSATS Institute of Information Technology Lahore

Brand Equity Reports Brand equity report is distributed to management on a

COMSATS Institute of Information Technology Lahore

COMSATS Institute of Information Technology Lahore

Chapter No. 10 Comparative Methods

Comparative methods involve experiments that examine consumer attitudes and