Green University of Bangladesh

Course name: Marketing Management (BUS 204)

Program: Bachelor of Business Administration (BBA)
Submitted to:
Mahmud Wahid
Assistant professor
Green Business School

Submitted by:
Name : Shahriar Zaman
ID : 201906022
Batch : 201
Date of Submission : 12 Sep, 2021
 Brand strength analysis
My selected brand is Minolta. I’ll discuss Minolta brand’s building
strategy, Brand strength, brand recognition/awareness, strong sub
brands, important affiliation/association, relate it with the brand equity
model(s)

Introduction

Brand strength is a value provided by a company. A brand can keep it

high if it manages to build positive customer price perception, its
customers share the values of the company, and associate it with the best
quality on the market. This term is often related to brand equity.
Konica currently known as Konica Minolta Corporation manufactures
films, film cameras, digital cameras, camera accessories, photo
processing equipment, photocopiers and printers. The company was
merged with the Japanese conglomerate Minolta Corporation and the
company diversified into areas like medical equipment, printing,
measuring solutions and industrial solutions.
 Brand building strategy
Brand Building is generating awareness, establishing and promoting
company using strategies and tactics. In other words, brand building is
enhancing brand equity using advertising campaigns and promotional
strategies. Goal of brand building is creating a unique image about the
company.
Konica Minolta operates the Office Business which provides solutions
through a combination of MFPs and IT services, as well as the
Professional Print Business, which focuses on providing digital printing
equipment. The Business Technologies Business encompasses these two
business segments and accounts for more than 70% of the company's
consolidated revenue. Its customer base of roughly two million
companies and global sales and service system that it has built up
through years of business are major assets that enable Konica Minolta's
growth strategies. Amid difficult market conditions owing to
intensifying competition and stagnant demand for color printers in
developed countries, Konica Minolta is looking to strengthen its sales
capabilities and cut costs while boosting profits for the entire Group.
 Brand strength
Strengths describe what an organization excels at and what separates it
from the competition: a strong brand, loyal customer base, a strong
balance sheet, unique technology, and so on.
Strengths are defined as what each business does best in its gamut of
operations which can give it an upper hand over its competitors. The
following are the strengths of Minolta:
Timely Diversification: Konica was failing miserably in its photography
business and it was right at this time that they decided to diversify into
other lucrative areas like medical devices and printing. This proved to be
timely decision and one of the reasons for business success.
Updated technologies: The company uses its technology and updates
itself in accordance with the norms and mandates of compliance in
medical devices and thus gains a competitive edge over its rivals. The
focus is also to improve clinical efficiencies and flow.
Customer understanding: The company has been involved inconsistent
research into customer needs and is updated on the same. The company
has also been involved in collaborative innovation deals with their
stakeholders and clients which has helped them churn out brilliant
products.
 Brand recognition/awareness
The term brand recognition refers to the ability of consumers to identify
a specific brand by its attributes over another one. Brand recognition is a
concept used in advertising and marketing. Companies often conduct
market research to determine the success of their brand recognition
strategies.Konica Minolta has been recognized as the #1 Brand for
Customer Loyalty in the MFP Office Copier Market by Brand Keys for
fourteen consecutive years and received Keypoint Intelligence's BLI
2021 A3 Line of the Year Award and BLI 2021-2023 Most Color
Consistent A3 Brand Award for its bizhub i-Series.
Brand awareness is the extent to which customers are able to recall or
recognize a brand under different conditions. Brand awareness is one of
two dimensions from brand knowledge, an associative network memory
model. Brand awareness is a general term that describes how familiar
(aware) consumers are with a brand or its products. Put simply, brand
awareness is the measure of how memorable and recognizable a brand is
to its target audience. Konica Minolta had great brand awareness but
lacked the non-branded market share exposure needed to grow their
perspective divisions. An extensive client needs analysis had shown that
there has been limited dedication by existing service provider s from a
strategy standpoint. The research had shown that the web property
lacked the proper call to action and user flow as well as a poorly
conceived paid search strategy.
 Strong sub brands

Sub-branding is when a main brand creates a subsidiary or secondary

brand. This new brand's attributes are distinct, yet related to the main
brand. Sub-brands often have their own brand standards, logo, color
treatment, etc. while some sub-brands reflect the same identity as the
parent brand.
Here is some Sub brand of Minolta:
 SymQuest Group, Inc
 DocPoint Solutions, LLC
 Ergo Asia Pty Ltd
 Muratec America, Inc.

SymQuest Group, Inc: This company was Founded in 1996, SymQuest

designs, installs, and supports business technologies that handle the
information flow of electronic and physical communications. They have
185 technology professionals are committed to delivering legendary
computer network and document management service. They expertise
lies in the realm of computers and software applications that help their
clients gain phenomenal increases in productivity. SymQuest take great
pride being responsible for their clients so they can focus on what they
do best.
DocPoint Solutions, LLC: DocPoint Solutions, Inc., is a professional
services delivery organization that specializes in the implementation,
customization, training and support of SharePoint solutions and its
integrated suite of products. Today, DocPoint has more than 500
satisfied customers representing nearly every business vertical.

Ergo Asia Pty Ltd: Konica Minolta, Inc. (Konica Minolta) today
announced that it has entered into an agreement with Ergo Asia Pty
Limited (Ergo), a leading Asian marketing production management
services provider, to acquire all shares. Ergo has its global headquarters
in Sydney, Australia.

Muratec America, Inc: Muratec America, Inc. is a wholly owned

subsidiary of Konica Minolta Business Solutions, U.S.A., Inc. Operating
throughout North and South America, Muratec America is a
manufacturer of workgroup A4 (letter/legal) multifunction printing
solutions and is a provider of managed document services components.
 Important affiliation/association
Affiliation is the strength that allows us to join with others to create
something stronger, more adaptive, and more creative than any
individual — the group. The Roots of Affiliation. Your family is your
child's first and most important group, glued together by the strong
emotional bonds of attachment.
This policy applies to Konica Minolta, Inc. (“Konica Minolta”) and all
of its affiliated companies (“Group Companies”) and our officers and
employees. “Affiliated” in this instance means, that Konica Minolta may
enforce the adoption of this Policy directly or indirectly, on the basis of
voting majority, majority management representation or by agreement.
Konica Minolta and Group Companies (“Konica Minolta Group”)
establish and enforce internal rules such as regulations and procedures in
accordance with this Policy.
Brand association is anything which is deep seated in customer's mind
about the brand. Brand should be associated with something positive so
that the customers relate your brand to being positive. Brand
associations are the attributes of brand which come into consumer’s
mind when the brand is talked about.
 Relate it with the brand equity model(s)
Brand equity is the added value endowed on products and services. It
may be reflected in the way consumers think, feel, and act with respect
to the brand, as well as in the prices, market share, and profitability the
brand commands. Marketers and researchers use various perspectives to
study brand equity. Customer-based approaches view it from the
perspective of the consumer either an individual or an organization and
recognize that the power of a brand lies in what customers have seen,
read, heard, learned, thought, and felt about the brand over time.
Brand equity models are designed to establish the way in which brand
value is created for a brand. Each of the brand equity models offers a
deep insight into the brand value concept and the ways to evaluate it.
Brand equity models are used to design marketing strategies at various
stages.
Customer-based brand equity is thus the differential effect brand
knowledge has on consumer response to the marketing of that brand.17
A brand has positive customer-based brand equity when consumers react
more favorably to a product and the way it is marketed when the brand
is identified, than when it is not identified. A brand has negative
customer-based brand equity if consumers react less favorably to
marketing activity for the brand under the same circumstances. There are
three key ingredients of customer-based brand equity.

1. Brand equity arises from differences in consumer response. If no

differences occur, the brand name product is essentially a commodity,
and competition will probably be based on price.
2. Differences in response are a result of consumers’ brand knowledge,
all the thoughts, feelings, images, experiences, and beliefs associated
with the brand. Brands must create strong, favorable, and unique brand
associations with customers, as have Toyota (reliability), Hallmark
(caring), and Amazon.com (convenience).
3. Brand equity is reflected in perceptions, preferences, and behavior
related to all aspects of the marketing of a brand. Stronger brands lead to
greater revenue. The challenge for marketers is therefore ensuring
customers have the right type of experiences with products, services, and
marketing programs to create the desired brand knowledge.

Brand Resonance Pyramid