Brand Management

December 2021 Examination

QUESTION 1. American Express, British Airways, Ritz-Carlton, and Federal

Express are strong service brands that have existed for years. However, marketing
services is challenging as they are less tangible than products and more likely to vary in
quality depending on people providing them. Explain how the above mentioned service
brands have used branding to address intangibility and variability problems? (10 Marks)

Ans 1.

Introduction
A company's branding impacts customer engagement, competition in the market, and
management. The presence of a company's brand in the market helps differentiate the products
and services of the company from its competitors.
An organization's image is crucial for its success. Brand management drives initiatives that
increase brand awareness, measure and manage brand equity, identify and incorporate new
products for brand positioning, and effectively communicate the brand. Effective logo
management can use superb logo institutions and imaging or strong emblem awareness to grow
product pricing and broaden dependable clients. Developing a strategic plan to preserve logo
inventory or brand value requires an essential understanding of the logo, its target market, and
the company's common goal. The sizable offerings manufacturers American specific, British
airlines, Ritz-Carlton, and Federal Express, had been around for years. Marketing services are
complicated since they may be less tangible than products and rely on their providers extra
vulnerable to vary in high quality. A southward promotional approach was carried out via
American express, British airways, Ritz-Carlton, and Federal express. This establishes a verbal
chain and enhances the purchaser base of the resort and accommodations. The brand advertises
through journey periodicals, excursion operators, and social media platforms as its primary
internet site. To promote brand visibility, catchy and colorful advertising commercials are
displayed.
Concept and application

Intangibility creates some troubles in marketing. Offerings can't be revised, and, as a result,
demand variations are generally hard to deal with. It can't be legally patented, and therefore,
competitors can quickly copy innovative provider designs. It can't be supplied or communicated
to clients. Consequently, it may be challenging for consumers to assess first-rate. It is
challenging to discover the actual expenses of a 'service unit' and a complicated charge-best
dating. The service provider's project is to realize its intangibility and how management
measures are needed to make it seen. Firstly, some size is required, and secondly, tangible
evidence can be supplied, e.g., a pamphlet to assist purchasers in apprehending the service.
Natural offerings do not contain the actual attributes that customers can use before purchasing to
test marketing promises. The intangible tactics that outline offerings, such as reliability,
personalized attention, worker care, friendliness, etc., may be confirmed handiest as soon as a
provider has been purchased and consummated. Intangible has lots of significant marketing
outcomes. The absence of physical proof that intangibility way elevated uncertainty in the choice
between competing services confronting a customer.

Therefore, a crucial component of the marketing application for services will contain casting off
consumer doubt through organic facts and strong branding. It is noteworthy that tangibility tends
to move within the other manner from natural commodities and carriers. While service markets
are looking to provide concrete evidence, marketers of genuine items generally extend their
merchandise by adding transcendental functions like the after-sales guide and better distribution.
Service Variability Simultaneous production and consumption are the unavoidable final results
of performance. Depending on who and the way it comes from, the great of the carrier can vary.
One motel gives fast-green services and a short distance from slow, inefficient service. One
employee in a particular hotel is polite and beneficial. However, the difference is smug and
obstructive. The determination of reasons is a matter of decreasing variability. It can be due to
inappropriate personality capabilities of staff at the choice stage are very difficult to discern.
There are probably differences in performance all through an afternoon, even within a single
worker. Direct sales between the provider company and the end-consumer within the provider
enterprise regularly exist. The principal reason for that is the middle nature of the provider
products, as stated above. As quickly as customers make reservation efforts, the activities of
supplying carriers for lodges begin. Ritz Carlton recognizes that the boom of online reservations
has almost doubled and that it offers its customers convenient access from their very own
website. Ritz Carlton has also added the exceptional to be had fee applications on an internet site,
like (as an instance, Thomson.co. United Kingdom, Inspired Luxury Escapes.com). This
indicates that Ritz Carlton's essential awareness is to touch the consumer without delay, i.e.,
speak with the consumer and affect their conduct by encouraging them.

Conclusion

This can occur simplest if the employee decides to stop operating for him. There is no way.
However, desirable motives for performance changes are to be had. There may, for example, be
a lack of training and supervision, loss of communication and records, and, in well-known, a lack
of joint aid. Some fell for the want to convert work into automation and the production line to
method service operations. This reduces worker choices and increases homogeneity. The process
of the pizza business is the proper template for industrialization. This 2nd argument leads to a far
better mission for offerings than gadgets with variability. Since customers generally participate
in the production procedure while using a provider, monitoring and management are probably
challenging to ensure steady standards.
QUESTION 2. AMUL has earned strong brand equity against its competitors in the dairy
category by offering high quality products at affordable prices. AMUL’s wide range of
products is easily accessible and resonates deeply with its customers for its strong
corporate values. Comment on the strategies AMUL has adopted for successfully creating a
brand image of a healthy, reliable, fun-loving and youthful brand. (10 Marks)

Ans 2.

Introduction
Our nation's agrarian growth and development has been affected by a brand which has also made
a positive contribution to our country's economic development. In this article, we are going to
examine a brand's story from an enterprise perspective to a primary brander of Amul, the flavor
of India. The entire process began 65 years ago when nearby retailers used hostile, difficult-
working farmers every day and imparted little income to them by using their facilities. The
company was formed by some farmers with the aim of halted the exploitation of middlemen in
the country. The company has become the most important brand in the country. The primary
thing of Amul's marketing approach is branding. His branding method changed into the
maximum essential element of Amul's achievement. The farmers received recommendations and
set up their partnerships. It started with a few farmers who produced 247 liters of milking and
had around 14.85 million liters in keeping with day in a full-fledged organization with more than
3.6 million milk producers.

Concept and application

Branding is the first part of Amul's advertising method. His branding strategies were the
maximum widespread element leading to the fulfillment of Amul. all of us recognize Amul's
slogan, 'India's taste.' The tagline disputed the belief that bread and butter are an essential
characteristic of British breakfast and citizenship. The uninformed, blue, orange-like female
turned into the icon of the enterprise. Amul offered its products with the identical name, which
simplest promoted 1% of its sales.

The second issue of Amul's marketing techniques was its product portfolio. Although certain
brands like London Diary, Baskin Robbins, and others succeeded in capturing several nearby
industries that cater to satisfied customers, Amul has mounted its reputation within the
international milk market. But their utmost demographic attention turned into the middle and the
economic class. The following product pricing is the simple explanation for its retention.

The third aspect relates to the charge of products. It is one of Amul's maximum vital advocacy
techniques. It selected a cheap fee approach for goods that can be frequently eaten. Amul's price
method made this for its goal organization low cost. Higher expenses of the goods matched by a
higher revenue degree have helped them hold their customer base. An aggressive charge
approach such as a single offer has been employed for products dealing with heavy competition.

Ice cream is this kind of product. Unlike precise corporations often focusing on earnings for
producers and customers, Amul is cooperative and geared toward the best pricing. But, it was an
FMCG employer concerned a cautiously scheduled manufacturing, storage, and distribution
network.

Amul is famous for its most extended marketing campaign character, the Amul girl. Thanks to
M. Eustace Fernandes, the inventor of the favorite mascot, Amul's lady becomes a famous Indian
lady because she is consuming butter songs, singing loveful songs, and informing the humans of
our day-to-day lives, taking a quick look at Amul's advertisements. Those ads hit home and make
an observation. Well, if you saw it, most effective products like Amul butter and cheese are
specially announced. The motive for its lack of hardline advertising for other items is that the
organization wants to spend approximately one percent on marketing and marketing, in line with
the enterprise. Not surprisingly, despite the competition, its charges are continually way higher
than its competitors. The Amul lady is the company's advertising mascot to sell the brand. In its
longest-running ad campaign, the company cleverly used the cartoon character to position a
funny thing in its revealed ads. The content is enjoyed by the general public and improves
customer participation. This boosts Amul's brand call-back price. Accordingly, the girls'
campaign Amul is extensively diagnosed as one of India's exceptional advertising campaigns.
Amul continuously innovated, whether it became the debut of recent products, innovative
marketing techniques, or the assignment to better conventional societal trends. Amul was the
first brand in the world to produce buffalo milk with skimmed milk powder.

Conclusion

Amul follows the Branded residence structure tune; it's miles promoted below an Amul brand
wherever it is advertised. in preference to character merchandise, the point of interest is selling
the parent brand, which helps increase brand visibility and decrease marketing and publicity
prices. Amul has a three-tier cooperative shape together with a village-degree cooperative
company, in turn, annexed to a country's vast milk federation. Milk is accumulated and
processed inside the local milk trade union in nearby dairy industries and offered within the
country's comprehensive milk enterprise partnership. The grandeur of this version is the primary
enterprise to comply with Amul's version, which turned into reproduced in Operation Flood
across the country. The version ensures operating performance and pace. India has become the
most significant milk manufacturer in the world due to the understanding of Amul. Amul has
been able to meet the wishes of all segments with a varied product line.

QUESTION 3A. Brand Mantra has profound implications for marketing of a brand. The
Brand Mantra anchors the brand in the right direction. Nike is a brand with keen sense of
what is represents and its Brand Mantra is “authentic athletic performance”. Explain how
Nike exemplifies its Brand Mantra. (5 Marks)

Ans 3A.

Introduction
Logo mantras, referred to as brand essences, are the final building blocks of brand positioning. It
is valuable to keep in mind that a brand slogan is short and conveys the essence of the
competition, the factors of difference, parity, and everything else within the brand. One of the
mantras of a brand is to represent it in a way that will remove impurities, a process that is known
as a third distillation, a process that is both delicacy and simplification.

Concept and application

A brand mantra is not a slogan or an advertisement word and isn't used overtly in many cases.
High-quality brand slogans may additionally trade the entirety. They may be cry rallies, which
outline and usually are the whole lot that a brand is. But, they're hard to accomplish
wholesomely because they are part of the purifying process and a part of the poetry. A brand
mantra is a logo position embodiment with 3 to 5 words of shorthand. This is not a slogan of
advertising, and they may not use it publicly. A brand slogan is at its greatest while it becomes a
highly resonant part of the company's DNA and serves as a reference for making hard choices.
The logo slogan can assist them in deciding which agency they'll work for, deal with a crisis, or
create a difficult desire. Nike is a brand with excellent know-how of what it stands for customers.
Nike has a rich set of patron associations, overlaying components with his imaginative designs,
his sponsorships of leading athletes, his prize-winning publicity, aggressive pressure, and his
irrespective attitude. Nike marketers internally have installed a 3-phrase brand motto of actual
athletic overall performance to guide their marketing activities. Inside the view of Nike, the
entire advertising program has to consequently replicate the critical brand values expressed by
way of the brand slogan. Its merchandise and how they are marketed. Nike's brand motto became
deeply affected by its marketing sports. The brand motto presented the "highbrow protect rails"
for former Nike advertising gurus Scott Bedbury and Jerome Conlon to ensure that the logo is
saved at the proper path and now not goes down.

Conclusion

Nike has released its famous clothing line, and one fundamental obstacle was that it needs to be
sufficiently inventive via the material, reducing or design, to assist elite athletes. With its Dri-
healthy clothing line, athletes are drier and extra convenient when sweating the leap forward
moisture-wicking technology. Further, Nike's name was cautious not to use items that were now
not suited to the brand philosophy, including casual 'brown' shoes.
QUESTION 3B. Zomato is one of the largest food delivery platforms in India. The
company’s app provides its customers with a hassle-free, fast and reliable delivery
experience. The 'unprecedented' interest in its initial public offering (IPO) and its stellar
debut on stock market best explains its acceptance and tremendous success in the food
delivery space. Explain how digital platform based brands like Zomato create customer
engagement? (5 Marks)

Ans 3B.

Introduction
Zomato was created with the ambition of being the leading discovery and search platform for
restaurants when it first came to be. Many of these eateries had notable names, menus, charges,
critiques, and other facts pertaining to them. The vast majority of eateries in 23 countries
received vast statistics concerning 1.4 million eating places. Over the years, it has evolved from
an e-commerce platform for food to a web platform for food supply. It is now possible for food
from restaurants close to them to be ordered on either the app or the website. Deliveries
managers are employed by Zomato to take orders from shops around the city and bring them
directly to their clients' homes.

Concept and application

The target demographic for Zomato consists of anyone aged between 18 and 35 who has access
to and comfort in smartphones. The first class contains people who desire to order food at home,
while the second organization includes those who choose to have dinner at home. These
categories overlap in several situations. It presents food for individuals who want it and offers
incentives to dine with its Zomato Gold program. The audience includes professionals of their
workplaces, students who need food in their hostels, those who do now not have time or room to
cook themselves, and people who occasionally want to dine outdoor of food. Zomato talks
approximately the fashionable subjects with the target market. The brand is aware of the
character of the general public. Therefore, this promotes material that permits visitors to
proportion, remark, and view it again and again. It uses trending subjects and provides easy
images to talk with online visitors.
Zomato has a various marketing approach that has kept site visitors flowing effectively, and that
drives revenue. Innovation and agility have continually been a priority of the brand. Even
supposing it became one of the first manufacturers to begin offering food supply, the agencies
arrived, and Zomato needed to ensure they had been long-term outsourced. This was finished
using a unique blend of original ideas, giving inexpensive pricing for services and products and
purchasing other agencies. Similarly, the company usually believed in complex work,
continually right from the beginning. Deepinder Goyal, one of the co-founders in his interviews,
indicated that if something does not move as planned, the Zomato core group is usually willing
to pick it up once more and make the essential modifications.

Conclusion

Zomato has extra than 6.5K eateries registered, and each has its pages that are routinely
maintained. This increases Zomato's average page number to more than 54 million, and the SEO
of the website has its benefits. They all understand that the greater the internet site authorship,
the more the possibilities for search engines to acquire crucial ranks.