1.

Brand Components
Brand components are a part of Brand Equity, which specified the values a brand brings to its
particular company.
The three Brand Components of TRSB involves :
 Symbolic : By following the core values of Relationship management, Responsiveness
and Reliability, TRSB was and is able to gain trust of the clients. Hence having the
company personality of problem solving and quick solution delivery, TRSB is able to
stand out as a company.

 Relational: Brand-Customer relationship of TRSB is very good, during earlier times it

was handled well but was done via clients sharing and refering TRSB company for
perfect solution built through word-of-mouth adverstising, based on spotless
reputation and even after making a internal marketing team, many accomplishments
was recieved to the company, as per the customer's trust and faith.
 Product: TRSB delivers customer specific business solutions related translations and
managing the terminology that completely aligns with client's company brand image
and also the marketing efforts

2.How does a strong brand benefit TRSB?

a. How important is branding in marketing TRSB’s solution?
 Branding plays a major role in TRSB gowth and survival, as via branding, the
company was able to cope with radical threats, risks and upcoming challenges,
which was
o Entry of International Competitors
o Emerging Countries offering translation service at reduced price
o Clients looking out for new altrenative solutions
o Entrance of Internet giants into translation software
o Local companies, differentiating their service delivery

b. What are the desired outcomes of branding TRSB ?

 o New internal marketing team was built to support the work of sales and
business development team
o Focusing on communication and differentiational areas of excellence and
exclusive customer relationship

3.Evaluate and improve TRSB’s Brand Equity

a. Brand Awareness – how are they performing and how they can improve?
 In 2014, internal marketing team was built
 Performance in Action :
 With nearly $100,000, marketing budget, TRSB participated in
various professional events for increasing visibity to meet market
targets.
o Attented APEX Leadership Conference as event's
translational sponsor
o Even for Investment Funds Institute of Canada , TRSB was a
offical translation services
 Adoption of on-line advestising stratergy and website redesigning
both for desktop and mobile version
 Charitable donations to organtions like Cystic Fibrosis Quebec,
 For intangible presence,TRSB buying advertising space in few
financial magazines, industry publications,
 Improvements:
 TRSB to develop and have improvise digital marketing by having
online presence in social network
 More B2B companies are to be targeted in quarterly basis
 More effort is to be made for public presence
b. Brand Loyalty – how can they improve?
 Create online presence via social media
 Checking up with customers once after service delivery to built trust
 Providing offer to clients and regular customers
 Create and support other communities

c. Perceived Quality - how are they performing and how they can
improve?
 Performance is good but can be more improved by having more effective
marketing and building greater public relations, better targets rate or
goals are to be set, increase in advertisement is required.