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BRANDING EQUITY OF HERO MOTO CORP

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Brand equity is a process of activities done by Hero honda India to create a different image for the product in the consumer market through name or symbol and different set of functions done or performed. The company selects the best possible sources to execute this function smoothly by the help of efficient workforce which mainly includes marketing research team, sales and distribution network, etc. The different activities done by Hero corp ltd to promote their products in the Indian market are as follows:

I} HAPPY MOVE GLOBAL YOUTH VOLUNTEERS CAMP:
It was a voluntary camp organized by the company in which students from India and abroad (Korea) participated in the community development service focusing on education and renovation works for the weaker section of the society. This event was supported by Field Services and Intercultural Learning (An Indian NGO), Work camp Organization (An NGO from Korea)

II} EDUCATIONAL AND VOCATIONAL TRAINING PROGRAM:
In this program Hyundai works for improving educational environment at different level by providing chairs, tables, and computers .etc. to the schools to facilitate the underprivileged students who lack such facilities. Under this program company in ASSAM provides training to the youth from different ITI’s and provides them with jobs.

III} MEDICAL CAMPS FOR NEIGHBORHOODS:
Here the company organizes medical camps in the villages (between Poonamalee and Kancheepuram in Tamil Nadu) by operating mobile health clinic by entering into agreement with different organizations (Sri Ramachandra Medical University) and taking help from hospitals for assistance purposes. The mobile clinics are equipped with Medical Officer, Pharmacist, Nurse, Attendant and an adequate amount of medicine stock.

IV} HYUNDAI DRIVING SCHOOL:
Company provided training to the un-employed youth in Kancheepuram and Thiruvallur districts in Tamil Nadu in three batches with each batch size consisting of 100 persons each since the year 2009

D} ESTEEM: It measures how well Hero corp is regarded and respected as brand among the customer’s. is seen as a B} ENERGY: It measures the HERO HONDA sense of momentum in the consumer market. It is generally done to attract the consumers to buy the products. VI} EXCAHNGE OFFERS: Here the people are given the option of exchanging their old motorcycle for the new motorcycle by paying some additional amount which computed after calculating the exchange value of the old car. E} KNOWLEDGE: .V} DISCOUNTS: In this process the company has given trade discount when the consumer purchases Hero honda products. C} RELEVANCE: It measures the breadth of Hero corp brand appeal. KEY COMPONENTS OF BRAND EQUITY A} DIFFERENTATION: It measures the degree to which HERO CORP different brand from its competitor’s.

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