BRAND MANEGEMENT MKT654

Assignment 9
Criteria for IMC Programs

Submitted by:

Karan Trivedi AU1814018

Submitted to:

Prof. Jinal Parikh

Date: 14-04-2020

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Q.1. Take any brand of your choice and explain the concepts of contribution, commonality,
complementarity and versatility.

Ans)

Contribution: Contribution is an ability of a marketing program or communication to create the

desired response in the consumers’ minds. It enhances strength, favorability and uniqueness of
brand associations and help the consumers in their purchasing decision early in the process.

For example, Apple has created impression in consumers mind of being innovative and quality
driven company providing niche high quality products. Its product line consists of iPhones, iPad,
Air-Pods, Apple PC, iWatch. In each product too, it has many other sub products categories based
on features and price. This determines its depth and breadth of the product line and. Innovation is
the key element of contribution here that leads to Apple brand association.

Commonality: Commonality is act in an IMC as a persuasive tool as it conveys common

information with different marketing options hence share a common meaning across multiple
media programs. Here an IMC required integration in the message across all lines with the same
meanings and desires to produce a particular outcome.

E.g. Fevicol has the same kind of message that is to stick something, it is the best glue and provides
strong support. This message has been framed in different ways with different story lines, memes,
short ads on various platforms like TV, newspaper, Hoardings, social media etc.

Complementarity: The extent to which various associations and linkages are emphasized across
communication options.

E.g.: The association of Amul girl photo displayed on each Amul product.

Versatility: The extent to which information contained in a communication options works with
different types of consumers. It basically uses the same message and same approach for different
communications history and different market segments.

E.g.: Fevicol has the same kind of message that is to stick something, it is the best glue and
provides strong support. So, the message of good glue product at affordable prices attracts majorly
all the sectors and age groups.

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Q.2. Take any brand and explain how does it leverage secondary associations in terms of
associations discussed in class today

Ans) Leveraging Secondary Association: There are various elements that are associated with the
brand and are linked to it. The associations are discussed for the HP are as follows:

Company: Hewlett Packard (Compaq)

Country of Origin: United States

Channels of distribution: HP website, Official store (PC world, Curry’s), SDG-VAR

Other brands (Co-branding): APPLE, Intel, Windows, Nvidia, AMD

Characters: Madagascar, Kung-fu Panda

Celebrity spokesperson: Deepika Padukone is the brand ambassador for HP India

Events: HP software Universe, HP technology forum, HP Discovery at work, HP Discover

are the events carried out by HP every year at different places in the world.

Other Third-party sources: HP Multifunction Printer was Named 2018 “Product of the Year”
by CRN.

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Q.3. Explain the concepts of brand value chain and the concept of multipliers.

Ans) The brand value chain is a structured approach to assessing the sources and outcomes of
brand equity and the way marketing activities create brand value. It is based on several Stages.

First stage is about brand value creation, when the firm targets actual or potential customers by
investing in a marketing program to develop the brand, including product research,
development, and design; trade or intermediary support; and marketing communications.

Second stage begins by assessing and assuming customers’ mind-sets, buying behavior, and
response to price change and as a result of the marketing program, gauging their awareness,
associations and attitudes towards the brand.

Finally, the investment community will consider market performance, replacement cost, and
purchase price in acquisitions (among other factors) to assess shareholder value in general and
the value of a brand in particular.

The model also assumes that three multipliers moderate the transfer between the marketing program
and the subsequent three value stages.

• The program multiplier determines the marketing program’s ability to affect the customer mind-
set and is a function of the quality of the program investment. Whether the marketing program
carried out provides clarity in consumers mind, it is relevance or not and whether it provides
consistent message throughout all medium of communication.

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• The customer multiplier determines the extent to which value created in the minds of customers
affects market performance. This result depends on competitive superiority (how effective the
quantity and quality of the marketing investment of other competing brands are), channel and
other intermediary support (how much brand reinforcement and selling effort various marketing
partners are putting forth), and customer size and profile (how many and what types of customers,
profitable or not, are attracted to the brand).

• The market multiplier determines the extent to which the value shown by the market
performance of a brand is manifested in shareholder value. It depends, in part, on the actions
of financial

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