ASSIGNMENT ON BRAND MANAGEMENT

Understanding the brand equity of a major brand in terms of brand

awareness, brand recalling, brand recognition, brand loyalty, brand
association and perceived brand.

ASSIGNMENT ON FASHION MARKETING

STRATEGY
Apply three analytical tools i.e swot, bcg, and ge to study the firm
especially related to fashion

1. Nokia : The top brand in

India comes from Finland.
2. Colgate
3. Lux : Hindustan Unilver
Ltd
4. Lifebuoy : Hindustan
Unilver Ltd
5. Dettol : This is like Xerox.
90% of the people don’t
know alternative for Dettol.
There is one I know of
called Savlon. And
Lifebuoy has its own
product but Dettol is the
brand.
6. Horlicks
7. Tata Salt
8. Pepsodent
9. Britannia
10. Reliance Mobile :
Bummer. It is not Airtel but
it is Reliance Mobile. I am
sure most of the brand
value is coming from the
name Reliance.
11. Close-up
12.   Airtel
13.   State Bank of India
14. Glucon D
15. Clinic Plus
16. Pond’s
17.   LIC : People don’t
ask if you have insurance.
People ask if you have LIC.
Most of it can be attributed
to the closed economy of
India where LIC is the only
insurance company.
18.   Fair & Lovely
19.   BSNL
20.   LG
21. Good Knight
22.   Parle Products
23.   Bisleri – Again a
Xerox moment. People ask
for Bisleri water and then
choose Aquafina or Kinley
or whatever is availble. I
did not know Bisleri was a
brand until few years ago.
24.   Tata Tea
25.   Vicks : I cannot
think of an alternative to
this.
26.   Pepsi
27.   Ariel
28.   Dabur
29.   Frooti
30.   Vodafone
31. Mirinda
32.   Coca-Cola
33.   Hero Honda
34.   Bournvita
35.   Maggi
36.   Bata
37.   Tata Indicom
38.   Sony
39.   Thums Up
40.   Titan
41.   Surf
42.   Philips
43.   RIN
44.   Godrej
45.   Videocon
46.   Maaza
47.  
Amul
48.  
Samsung
49.  
Johnson
& Johnson
50.   Head & Shoulders
51.   Complan
52.   Sunsilk
53.   Samsung Mobile
Phones
54.   Fevicol
55.   Iodex
56.   All Out
57.   LG Mobile Phones
58.   Limca
59.   Cadbury
60.   Fanta
61.   Rasna
62.   Zandu Balm
63.   Dabur Amla
64.   Onida
65.   Asian Paints
66.   Cinthol
 67.   Moov
68.   Sony Ericsson
69.   7 Up
70.   Hajmola
71.   Amrutanjan Balm
72.   Tide
73.   Pantene
74.   Vim
75.   Wheel
76.   Parachute
77.   Boroplus
78.   Boost
79.   Vaseline
80.   Mortein
81.   Motorola
82.   Maruti
83.   Rexona
84.   Dove
85.   Sonata Watches
86.   Sunfeast
87.   Nirma
88.   Crocin
89.   Medimix
90.   Ujala
91.   VIP Luggage
92.   Bank of India
93.   HMT
94.   Sprite
95.   Pears
96.   Boroline
97.   Big Bazaar
98.   ICICI Bank
99.   Nestle
100. Bajaj Motorcycles.

 
Appendix. Brand equity
measures
These examples are taken from
the questionnair e for movie
theaters. All other product s and
brands were assessed using
similar or identical measures.
Price premium measure
Assume that a movie at (weak
brand) costs $3.50. How much
extra would you be willing to
pay
for the same movie at (strong
brand)?
(1) Up to 50 cents more
(2) Up to $1.00 more
(3) Up to $1.50 more
(4) Up to $2.00 more
(5) More than $2.00
Indirect brand equity measures
(1) Evaluate the quality of the
two movie theaters using the
following scale:
Inferior quality 1 2 3 4 5 6 7
High quality
Strong brand 1 2 3 4 5 6 7 Weak
brand 1 2 3 4 5 6 7
(2) Evaluate the quality of the
two theaters overall when
compared to all other theaters in
the
city. Use the following scale:
One of the worst 1 2 3 4 5 6 7
One of the best
Strong brand 1 2 3 4 5 6 7 Weak
brand 1 2 3 4 5 6 7
Please tell us how much you
agree or disagree with the
following statements about the
two
theaters. Evaluate each theater
separately using the following
scale:
Strongly disagree 1 2 3 4 5 6 7
Strongly agree
340 JOURNAL OF SERVICES
MARKETING, VOL. 15 NO. 5
2001
(3) This theater provides good
value for the money.
Strong brand 1 2 3 4 5 6 7 Weak
brand 1 2 3 4 5 6 7
(4) There are good reasons to go
to this theater rather than other
theaters.
Strong brand 1 2 3 4 5 6 7 Weak
brand 1 2 3 4 5 6 7
(5) When it comes to theaters,
this is the one I can trust.
Strong brand 1 2 3 4 5 6 7 Weak
brand 1 2 3 4 5 6 7
(6) When it comes to theaters,
this is the theater I am most
familiar with.
Strong brand 1 2 3 4 5 6 7 Weak
brand 1 2 3 4 5 6 7
&
JOURNAL