CREATING BRAND EQUITY

Harit Agarwal (C001) Rahul Gupta (C018) Pratheek Muriki (C032) Pratyush Panda (C036) Sunil Ramavarapu (C041) Vijay Dosapati (C064)

Brand Equity
Added value endowed on the products Consumer’s perception thinking, feeling and actions towards brands Strategic bridge from a brand’s past to its future

Mumbai Dabbawalas Dabbawala .Marathi word for “a person who carries a box” Started in 1880 as a service to British colonists Delivers 1.75-2 lakh dabbas daily by 4000-5000 dabbawalas Nominal fee charged and maintain utmost punctuality Estimated to grow at the rate of 5 to 10 % per year Registered under the trust Nutan Mumbai Tiffin Box Suppliers Trust (NMTBST) .

Brand Asset Valuator .

Brand Asset Valuator Energized Differentiation Home cooked food Timely delivery – 98% on-time delivery Economical for the customers Environment friendly delivery .

Brand Asset Valuator Reliability Relevance Trustworthy Appeal of brand among locals Ubiquitous and visible .

Brand Asset Valuator Equality among employees Esteem No record of any employee disruptions Ethical way of doing business Efficiency without high technology No disturbance in delivery process .

Brand Asset Valuator Knowledge Household identity for quality service and timely delivery Glitch-free or one error in 16 million deliveries International Recognition – TED talks. Guinness book. BBC. Prince of wales. Harvard & Wharton Case studies .

Brand Asset Valuator .

Studio Entertainment & Consumer Products Brand Value in 2013 .548 m .Disney The Walt Disney Company Founded by Walt Disney in 1923 Largest Media & Entertainment Corporation in the World Media Networks.$ 20. Parks and Resorts.

Brand Resonance Model .

Parks.Brand Salience Category: Leisure & Entertainment Presence: Media. Merchandise Identification: Logo. Disney Characters Need Satisfied: Provider of quality entertainment . Studio.

Brand Performance More than entertainment Ranks 14th in Interbrand’s 2013 Top 100 Brands N0. Choice. Experiential and Lasting Memories Great Customer Relationship Management Price : Premium Price. Value for money .1 Amusement Attraction Brand of the year Durability : Intangible benefits.

Brand Imagery User Profile • Family Oriented • Classic • Universal  Personality & Attributes • • • • • Traditional – Innovative Imaginative Magical – Dream Adventurous & Entertaining Colorful Heritage • Family oriented heritage • Fond memories of interactions – generations to generations .

Brand Judgment Quality • Unparalleled • Best theme resorts and interactive media • Creative content and exceptional story telling Credibility • Market leader • Pioneer in production of animated cartoons Consideration • Holiday • Entertainment • Education .

Brand Feelings  Fun  Excitement  Warmth  Holiday location .

Brand Resonance Disney Memberships • Disney Club cards • Disney Golf Members • Disney Vacation Club Positive Attitudinal Attachments Community Development Engagement .

Winnie The Pooh Likeable: • Tagline: • Disneyland: The Happiest Place on Earth.Brand Elements Memorable • High Resolution Logo • Characters: Mickey Mouse. Where Dreams come true • Magic Kingdom: The Most Magical Place on Earth • Advertisements Transferable: • Brand Extension • Brand Value across the globe .

indiatimes.wikipedia.dabbawala.References: • http://www.in/ • http://en.uk .com/2013-1009/news/42864162_1_dabbawalas-siemens-india-medium • dinsey.org/wiki/The_Walt_Disney_Company • www.com/profile/walt-disney • http://en.economictimes.wikipedia.com • http://brandirectory.marketingweek.org/wiki/Dabbawala • http://articles.co.

THANK YOU .

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