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A Project Report
On
Impact of Brand Positioning on Consumer Learning &
Brand Loyalty With

In the Partial fulfilment of the requirement of MBA programme under

the Faculty of Management Studies

Submitted By-
Kundan Kumar
(19MBA062)

PROJECT REPORT
2020-2021

NARAYANA ACADEMY OF MANAGERIAL EXCELLENCE

JAMUHAR, BIHAR
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DECLARATION

I, Kundan Kumar, Student of III Semester (MBA), Narayana Academy

of Managerial Excellence, Jamuhar, Bihar declare that the project on “Impact
of brand positioning on consumer learning & brand loyalty with BARNWAL
& BARNWAL Co.” is the result of my own efforts and it is based on data
collected and guidance given to me.

I have prepared it during my Summer Internship from March 2021 and

the project was completed on 23rd April 2021. This report is correct to best of
my knowledge and so far, has not been published anywhere else.

Kundan Kumar
MBA 3rd Semester
Roll No. 19MBA062
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PREFACE

It is said that without theory, practice is blind and without practice

theory is meaningless.

Hence practical training has been made integral part of the

management education in India. The summer training programmes are
designed to give a manager the future of the corporate happenings and work
culture.

It exposes the potential of the manager of the future to the actual tune of
the working environment present is dynamic organization.

Personnel management is that part of management concerned with the

people at work and with their relationships within the organization.

Training is the process of increasing the knowledge and skill for doing a
particular job. It is an organized procedure by which people learn knowledge
and skill for a definite purpose. The purpose of training is basically to bridge
the gap between job requirements and present competency of an employee.
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ACKNOWLEDGEMENTS

We think if any of us honestly reflects on who we are, how we got here,

what we think we might do well, and so forth, we discover a debt to others
that spans written history. The work of some unknown person makes our
lives easier every day. We believe it's appropriate to acknowledge all of these
unknown persons; but it is also necessary to acknowledge those people we
know have directly shaped our lives and our work.

I am greatly indebted to Mr. SAMBHU BARNWAL, C.E.O.,

BARNWAL & BARNWAL Co. who was my supervisor for his effective
supervision, dedication, availability and professional advice. I extend my
gratitude to Professor DR. ALOK KUMAR (Dean) & Faculty Mentor Mr.
Rajeev Kumar, Asst. Professor, Narayana Academy of Managerial Excellence,
Jamuhar, Bihar who guide me during my project work, therefore enriching
my research with knowledge. My appreciation finally goes to my classmates
with whom I weathered through the storms, giving each other encouragement
and for their positive criticism.

ABSTRACT
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In todays’ world, marketing has greatly evolved. Now companies know

that they need to keep the customer’s feedback in order to meet the satisfying
needs of the modern customers and among these customers driven activities,
branding has come out to be one of the most important one in order build a
strong customer base and to create a good impact of a brand image. The main
aim of this research paper is to ascertain the main impacts of branding on
consumer buying behaviour. During the research we have found that
branding plays an important role in the learning as well as the attitude
formation process which are likely taken place at the time of consumer buying
behaviour activities because of which consumers find out a direct link
towards the brand image, brand name or the company leading to maximum
sales as well as maximum satisfaction of consumers wants and needs. In the
research, the aspects of brand equity, brand awareness, brand loyalty and
brand image are also addressed along with the factors that affect the
consumer buying behaviour and to understand the concept and the different
behaviours of the consumers, a study has also been done with the help of an
online survey. The population of the study was around 40 people across India
and the method of selection was purposive as well as convenience sampling.
Also, the findings showed that focusing on brand features, the most important
element in building a successful brand in the was the QUALITY of the
products that brand offers. In collecting data about the phenomena, open and
close ended questionnaires were used to collect data from the respondent.

CONTENT

Chapter 1 Page
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Introduction
Chapter 2-
Chapter 3-

Chapter 4-Company Profile

 Products

 Digital Signature Certificate

 Trademark Registration
 ISO Certification
Chapter 5-

Chapter 6-
 Conclusion

CHAPTER 1
INTRODUCTION
Branding is acknowledged to be one of the most fascinating marketing
strategies used for the purpose of winning or overcoming competition. In
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today new marketing world, the time is flying and numerous changes are
taking place in the marketing strategies that are being adopted by the
companies which leeks in to sustain various competitive advantages. A
company will have a fast growth only if it has all the correct information
regarding the consumers buying behaviour and their habits. Companies are
now gradually shifting their focus from a product or market line to the
customers and their marketing activities and now they are paying much more
attention on the reaction that consumers display in regards to the 7P’s that
are- Product, Price, Promotion, Physical layout, Process and People. The
impact of increased non-branded information on consumer choice. Both the
eye tracking and recognition data provided some tentative evidence that
increasing the size of nutritional labels displayed on packaging may influence
consumer behaviour, by increasing attention to but reducing recognition of
certain brands. However, the observed effects were not statistically reliable,
indicating that the impact of nutritional information may not be significant.

1.1 Background of the study

“Brands are like human beings. They are born, fed and nurtured, made
strong and responsible so that they can be faithful friends of the people
(customers), form mutually beneficial and satisfying relationships with them
and become their companions for life. Such brands like BARNWAL &
BARNWAL CO., make their parents (organization or corporate) proud of
them. The best brands are the ones who help in forming and sustaining strong
long term “parent-brand-people” relationships. These brands form the
potential for present growth and future expansion. They help the
organizations conquer peaks at the time of booms and stay afloat and swim at
times of depression.”

The thesis considers the theoretical concepts of brands, brand equity

and brand building, brand strategy including unique, corporate, line
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extension, blend brand and brand portfolio strategies. In addition, empirical

part of the thesis covers background of BARNWAL & BARNWAL CO.,
portfolio, sales, distribution channels, social media and sustainability policy,
and the result of main research questions. The whole thesis is written in
cooperation with the company and their employees.

1.2 Objectives and delimitations

 To study the effect of brands on consumer buying behaviour in relation

to the company’s product.
 To analyse the branding strategies adopted by some of the company’s
best product to woo the consumers into buying their products.
 To do a comparative study of the branding strategies adopted by the
companies in the different type of product.

1.4 Scope of The Study

The study is conducted for 45 days in Barnwal & Barnwal Co., Kolkata.
The scope of the study is to comprehend the customer behaviour and
purchasing form of diverse products. This study also includes the brand
awareness and responsiveness level of Barnwal Co. services among the target
customers and methods to increase the brand remembrance on the top of the
attention of the customers. The core objective of the study is to comprehend
the marketing tactics at Company to make it extra effective and proficient and
to provide satisfaction to the customers.

1.5 Methodology Adopted:

Personal interaction with the employees, filling of questionnaires,

gathering information through internet surfing, observing the activities, etc.
were some of the primary methods adopted for research study.
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1.6 Contribution:

The research would help the company in refurbishing the loopholes

present in its marketing strategies as well as entire operations through strict
surveillance and understand the tactics to deal with the challenges posed by
the competitors for making the process of delivering a quality value to the
customer effective and profitable.

1.7 Literature Review:

The concept “brand image” has drawn significant attention from

academics and practitioners since it was put forward, because it played an
important role in marketing activities. Although brand image was recognized
as the driving force of brand asset and brand performance, few studies have
elaborated on the relationship between brand image and brand equity. Based
on the brand image theories, this study reviewed extant studies about the
impact of brand image on consumer from perspective of customer equity. It
also presented the shortcomings of current research and pointed out the
trends for future study.

The topic of consumer behaviour is one of the massively studied topics

by the researchers and marketers in the past and still being studied.
Researchers show different reasons as to why consumer behaviour has been
the topic of many academics and researchers. This chapter will introduce
some other areas of research background of consumer behaviour addressing
the works of researchers and marketers. Moreover, consumer decision making
process, in particular, five stages of consumer decision making process will be
discussed in detail.

1.8 Understanding consumer behaviour:

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Consumer behaviour refers to the mental and emotional process and

the observable behaviour of consumers during searching, purchasing and post
consumption of a product or service. It involves study of how people buy,
what they buy, when they buy and why they buy. It blends the elements from
psychology, sociology, socio psychology, anthropology and economics. It also
tries to assess the influence on the consumer from groups such as family,
friends, reference groups and society in general. There are several factors
affecting consumer buying behaviour, which can be broadly classified as: -

 Social Factors- Which refer to forces that other people exert and which
affect consumers’ purchase behaviour. These social factors include
culture and subculture, roles and family, social class and reference
groups.
 Psychological Factors- Which are internal to an individual and
generate forces within that influence her/his purchase behaviour. The
major forces include motives, perception, learning, attitude and
personality.
 Personal Factors- Which include those aspects that are unique to a
person and influence purchase behaviour. These factors include
demographic factors, lifestyle, and situational factors.

1.9 Understanding Branding:

Products are what companies make, but customers buy brands.

Therefore, marketers go for branding in order to distinguish their offerings
from similar products and services provided by their competitors.
Additionally, it carries an inherent assurance to the customers that the quality
of a purchase will be similar to earlier purchases of the same brand.
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Branding is a process, a tool, a strategy and an orientation.

 To build long term relationship with the customers

 Used as a differentiation strategy when the product cannot be easily
distinguished in terms of tangible features.
 A conscious customer satisfaction orientation process.

Kotler (1999) expands on the concept of identity by stating that a brand

is capable of conveying up to six different levels of meaning to a targeted
audience. This is known as the “Six Dimensions of The Brand”

Attributes A brand will communicate specific attributes, such as prestige.

Benefits A brand strengthens a product’s attributes by communicating a
set of benefits that makes it more attractive
Values A brand represents a company’s core values and belief system
Culture A brand is representative or target a target audiences’ socio-
cultural characteristics
Personality A Brand can project behavioural personality patterns of targeted
consumers
User The brand, in some cases, can emulate the end user

1.10 Effect of branding on consumer behaviour

A Consumer’s behaviour may be either positive or negative, depending
on the outcome of their learning and evaluating process. The evaluation
of consumer attitudes towards brands has quickly become a major part
in conducting marketing research. The development of positive
attitudes towards brands can lead to not only the sustaining of
competitive advantage, but in the bettering of the financial health of a
company. Branding has been found to be a key in formation of positive
attitudes
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towards products, especially those involving low-levels of consumer

involvement.
However, it has been noted that there are factors that might negate the
effects of the formation of positive attitudes. One being that the effects
of positive attitudes can dissipate should the consumer not purchase the
product within a certain timeframe. Another factor that might negate
the effects of positive attitudes might be an overtly high pricing policy,
which might have a contrary effect to the consumer’s positive attitudes
towards the brand and result in a non-sale.

1.11 Consumer perception:

It is basically a practice by which an entity picks, classify and
understand incentive / Stimuli into a momentous image of the brand.
How a consumer makes his / her interpretation about the brand that
how it will beneficial for them or might be harm them.

1.12 Brand Positioning:

It is basically defined as the product and brand attributes

communicated to the mind of the customers. As we know that every
customer is different and they have different ideas in their mind about
the brand or product and they have different expectations from the
brand or product.

1.13 Beneficial Positioning

It is basically defined as the beneficial attributes of the product

that how the product will be beneficial for the individual it plays a
vital role In oral care, hair care, skin care products and almost all the
FMCG’s adopt this form of positioning strategies in pushing their
products to the consumers.
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1.14 Surrogate/ Psychological Positioning

It is basically defined as the positioning created on a

psychological theme it is basically designed to make consumer
connections about exterior characteristic of a brand as for instance
something about the particular brand allows the consumer to come to
the individual finale not the features and benefits making of indirect
connections refers to vague side of the brand.

1.15 Competitive Positioning

It is defined as the positioning that focuses your product
,service and company aside from your rivals it is basically how a
brand or product is different from the other and how it will be
good in contrast with the alternatives it is how one differentiate the
offering and make value for market it is just about that making out a
mark in the competitive background placing your pledges in the
view and getting success and winning the minds in the market
place and getting the faith of the consumers being really known for
something innovative and exclusive.

1.11 Limitation of the Project:

 This project is limited due to time constraint as it involves a lot of
complex variables which require a detailed study over a period of time.
 The project did not cover the effect of branding on a very large scale.
Only a small population was studied, which may not be enough to
show correct picture.
 The consumers were very reluctant to answer the question and the
response may be biased.
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CHAPTER 2
COMPANY PROFILE

BARNWAL & BARNWAL Co. is a leading firm India providing

comprehensive business advisory services to start new business as well as
micro, small and medium enterprises. Whether you are planning to start a
business, have just started your business, or already have an old but
unprofitable business, we can provide you realistic, feasible and affordable
business advisory service based on your business domain, target customer,
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product type and market value, top competitors, manpower, marketing

strategy and several other factors.

Whether your aim is to turn your business into a profitable business, or

you want it to take to a new height, we can be one of your trusted partners
providing useful services ranging from digital marketing, software
development, creating marketing strategy, ensuring stringent product quality
or whatever support you need.

Being India's one of the prominent brands providing business advisory

service, we can literally change the graph trend of your business by analysing
your current business status, spotting out the underlying issues, finding
opportunities and finally implementing the possible solutions.

 Leadership and Management Skill

Get full control on your business to organize the processes and boost up
the productivity of your team. Hire our experts to learn leadership and
management skill is that you need to streamline the business processes and
increase profitability.

 Employee Management

A business cannot withstand the competition of the market without having

an efficient team of workforce. Whether its issue finding workers for your
factory, skilled employees for your office, training your team with a new
technology or machine, or improving workmanship, we can provide you
complete support to upscale your business.

 Systems & Processes

As a business grows, it becomes tougher to keep the departments

organized. So, after a certain stage, it demands developing realistic system
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and process which to streamline the various activities so that you can improve
productivity and reduce manhour wastage. Get in touch with our experts to
create compact and feasible system and process development.

 Branding

Establishing your business as a brand is a highly important to get return in

long term. With a vivid brand image, you can get handsome sales even when
you aren't involved in active sales and marketing. Let's have a discussion on
how to give your business a prominent brand identity.

 Marketing

A business grows steadily when you can create new markets for your
products and services. However, entering a new marketplace pushing
through other existing brands can be a tough game. We can help you making
it simpler though our proven tactics.

 Sales

Sales is the ultimate target of any business that will keep your business in
profit. However, it's a part where you can't get the desired success if you don't
have fool proof strategy and proper implementation of planning. Get our
expert's advice to rectify the issues in your plan and boost your sale.

 Customer Service

A sale isn't closed until you get a good feedback from your customer. So,
it's extremely valuable to contact your customer, know if they have any
complaints, solve that and get their satisfying review. With years of
experience, we know how to make it happen successfully. Get an
appointment and let's discuss on this.

 Funding Sources
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Without enough capital, no business person can executive their plans.

Several businesses get vanished every year just because of insufficient fund.
We can help these businesses getting the fund source - the lifeblood, and run
it successfully. Contact us for easy funding of your business.

 Accounts

Improper accounting is not only dangerous for your business, but also can
lead you to government penalties and extremely bad consequences. Hire our
experts to get professional quality support and guidance on your business
accounting.

 Management

Managing all the departments of a business can be one of the biggest

challenges which can increase your overhead, affect workmanship and
productivity. We have years of experience creating solid management plan
that works. Hire us to get advice on management skill development service.

 Knowledge Build-up

Let it be customer psychology, a new technology, support service,

customer handing or anything else, your in-depth knowledge can help you
survive in every adverse situation. Hire our services to educate your team
with any type of requirement of knowledge build-up.

Values they hold –

a. Integrity:

They believe in being straight, honest and fair with their clients, their
people and their suppliers.

b. Dedication:
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More attention; more commitment; more energy. They always strive to

achieve the highest standards in everything they do.

c. Curiosity:

They’re always curious. They listen. Because they believe that the only way
to generate new ideas is to have an open mind. They are never satisfied with
the status quo as there is always a better way.

d. Innovation:

It lies at the heart of everything they do. And they use it judiciously to
respond to the consumers changing needs. They are always searching for an
outstanding business building idea.

e. Rapidity:

They believe that today time is more valuable than money. And their
approach to business stands testament to this belief. Rapid decision making
and flexibility go hand in hand when it comes to advertising industry.

PRODUCTS

 DIGITAL SIGNATURE CERTIFICATE

Digital signatures are a standard element of most cryptographic

protocol suites, and are commonly used for software distribution, financial
transactions, contract management software, and in other cases where it is
important to detect forgery or tampering.

The Information Technology Act, 2000 has provisions for use of Digital
Signatures on the documents submitted in electronic form in order to
ensure the security and authenticity of the documents filed electronically.
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This is secure and authentic way to submit a document electronically. As

such, all filings done by the companies/LLPs under MCA21 e-Governance
programme are required to be filed using Digital Signatures by the person
authorised to sign the documents.

TYPE OF CERTIFICATES-

 Sign-
Sign DSC can only be used for signing documents. The most
popular usage of is signing the PDF file for Tax Returns, MCA and
other websites. Signing via DSC gives the assurance of not only the
integrity of the signer but also the data. It is proof of untampered and
unaltered data.
 Encrypt-
Encrypt DSC can only be used to encrypt a document, it is
popularly used in the tender portal, to help companies encrypt the
documents and upload. You could also use the certificate to encrypt
and send classified information. Encrypt DSC is fit for e-commerce
documents, legal documentation and sharing documents that are highly
confidential and contains information that needs to be protected. We
are selling Encrypt certificate as a standalone product as well.
 Sign & Encrypt-
Sign & Encrypt DSC can be used for both signing and encrypting.
It is convenient for users who need to authenticate and maintain the
confidentiality of the information shared. Its usage includes filing
government form and application.

VALIDITY OF THE CERTIFICATE-

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You could buy certificates with a validity up to three years. (The

validity is controlled by law, and you cannot buy certificates more than
three years and less than One year validity)
 Class 2 Digital Signature Certificate-
Class 2 Digital Signature (DSC) to individuals and organizations
DSC for both Indian and foreign applicant. The main function of this
certificate is to authenticate the details of the signer. It re-affirms the
already mentioned data of the user. It is used in various form-filling,
online registration, email attestation, income tax filing and etc. More
uses of Class 2 Digital Signature Certificates are given below.
o MCA e-filing
o Income Tax e-filing
o LLP registration
o GST application
o IE code registration
o Form 16 etc.
 Class 3 Digital Signature Certificate
Class 3 digital signature certificate according to IVG guideline which
is more secure in comparison to class 2 certificate, this is the safest of all
certificates. It is used in matters of high security and safety. It is mainly
used in online trading and e-commerce, where a huge amount of money
or highly confidential information is involved. If you opt for class 3
certificate, all applications which are created for Class 2, should be able
to recognize your certificates. Following are the main functions of Class
3 certificates –
o E-tendering
o Patent and trademark e-filing
o MCA e-filing
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o Customs e-filing
o E-procurement
o E-biding
o E-auction etc.
 PROCESSING METHODS-
 Aadhar-Based Paperless DSC-
Any applicant who is an Aadhaar card holder can apply for
the Digital Signature Certificates in a paperless manner using,
"Aadhaar Offline e-KYC'' procedure. Aadhar based KYC
verification process is paperless and digital knows your customer
(e-KYC) procedure, wherein the application is carried forward
after a digital verification of the applicant. The process of applying
for a DSC application to generate orders and downloading the
DSC is quick and can get completed within 15-20 mins.
 PAN Based Paperless DSC-
By opting for the PAN-based Paperless DSC, the applicant
can save on the relative cost. The process of obtaining the Pan-
based Paperless DSC is easy, fast, and followed by a quick video
verification, where the applicant needs to reflect their PAN card in
the video. The best advantage of this Pan-based Paperless DSC
generated after e-KYC verification is that one can apply for this
type of DSC online anytime or anywhere, giving the applicant the
gift of global convenience.
 GST Based Paperless DSC-
GST Based paperless Organisational DSCs (Digital Signature
Certificate) for Organisations having their exclusive GST
certificate. These certificates provide complete security by
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ensuring confidentiality to the information or documents with

Digital Signature when shared digitally.

 TRADEMARK REGISTRATION
A visual symbol like a word signature, name, device, label,
numerals, or combination of colors used by the owner of the trademark
for goods or services or other articles of commerce to distinguish it from
other similar goods or services originating from different businesses. A
trademark can be a word, symbol, logo, brand name, wrapper,
packaging labels, tagline, or a combination of these and are used by
manufacturers or service providers to identify their own products
and/or services. It is used to distinguish the owners’ products or
services from those of its competitors
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In India, trademarks are protected both under statutory law and

common law. The Trade and Merchandise Marks Act, 1940 (“TM Act,
1940”) was the first law in this regard in India, which was replaced later
by the TM Act, 1958. The Trade Marks Act, 1999 (“TM Act”) - which has
replaced the TM Act, 1958 - came into effect on September 15, 2003 and
is in compliance with the TRIPS obligations. The TM Act allows for the
registration of service marks and three-dimensional marks as well.
India
follows the NICE Classification of goods and services, which is
incorporated in the Schedule to the Rules under the TM Act.1 A Trade
Marks Registry had been established for the purposes of the TM Act,
1940, which has continued to function under the TM Act, 1958 and TM
Act. The Trade Marks Registry is under the charge of the Registrar of
Trademarks. The head office of the Trade Marks Registry is in Bombay
(Mumbai) and its branches are at Calcutta (Kolkata), Delhi, Madras
(Chennai), and Ahmedabad. The territorial jurisdiction of each office
has also been allocated.

In addition to trademarks, the following categories of marks can also

be registered under the TM Act:

 Certification marks are given for compliance with defined

standards, but are not confined to any membership. Such marks
are granted to anyone who can certify that the products involved
meet certain established standards. The internationally accepted
“ISO 9000” quality standard is an example of a widely recognized
certification mark.
 Collective marks can be owned by any association. The members
of such associations will be allowed to use the collective mark to
identify themselves with a level of quality and other
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requirements and standards set by the association. Examples of

such associations would be those representing accountants,
engineers or architects.

Who can apply for a trademark?

Any person which can be an individual, company, proprietor, or legal

entity claiming to be the owner of the trademark can apply. The application
for the trademark can be filed within a few days and you can start using the
“TM” symbol. And the time required for the trademark registry to complete
formalities is 8 to 24 months. You may use the ® (Registered symbol) next to
your trademark once your trademark is registered and the registration
certificate is issued. Once registered a trademark is valid for 10 years from the
date of filing, which can be renewed from time to time.

Is a registered Indian Trademark valid outside of

India?
No, an Indian Trademark may not be valid outside of India. It does not,
therefore, guarantee any protection in any other country. To acquire a
trademark in a different country a separate application must be filed in each
of these countries. Applications for registration in foreign countries can be
based on the Indian trade mark application. Convention priority may be
claimed if foreign applications are filed within six months after filing of the
Indian application. Such applications are made in terms of the International
Convention of Paris, as in the case of patents, but the period provided is
limited to six months.

What are the government fees applicable for

trademark registration?
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The government fees for trademark registration are Rs.9000 per

application per class for company. The government fees for trademark
registration are Rs. 4500 per application per class for individual.

Types of Trademark

A trademark is a combination of characters and numbers used by a

Company to claim its ownership and is designed to represent the products
and services offered by them. Several trademarks can be registered as the
product mark, service mark, collective mark, certification mark, shape mark,
sound mark, pattern mark. However, the purpose of these trademarks is to
become the identity that enables the customer to differentiate between the
goods and services. Here are the different types of Trademark.

1. Product Mark is used on goods or products rather than services. This

Trademark is used to recognize the origin of the product, and it helps
maintain the reputation of the business. The applications that are filed
under class 1-34 can be termed as Product marks as they represent
goods.
2. The Service Mark is similar to the product mark but used to represent a
service. The service distinguishes its Proprietor from the owners of the
other services. Service mark applications can be filed under the class 35-
45.
3. A Collective Mark is used to educate the public about certain
distinguishing features of a product or service used to represent a
collective. A group can use this mark as they are collectively protecting
the same goods and services. An association or a public institution can
be a mark holder. Usually, the standards of the products are fixed by
the regulatory owning the mark. Others associated should adhere to
specific standards while using this mark in the course of business. A
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famous collective mark in India is the Chartered Accountant

designation.
4. Certification Mark denotes the products' origin, material, quality, or
other specific details which the Proprietor issues. The primary purpose
of this certificate is to bring out the standard of the product to the
customers. This Certification mark is also used to uplift the product's
standard among the customers by showing that they have undergone
quality assurance tests. Packaged foods, toys, and electronics generally
have Certification marks.
5. Shape Mark is used to protecting the shape of a product so that the
customers find it related to a specific manufacturer and prefer to buy
the product. The product's particular shape can be registered once it is
recognized to have a unique shape —for instance, Coco cola bottles or
Fanta bottles.
6. Pattern Mark is specifically for those products that have design
patterns that come out as the product's identity. Patterns which are not
remarkable is rejected as it does not serve any purpose. To register a
pattern, it is necessary to show the uniqueness of that product.
7. A Sound Mark is a sound that can be associated with a product or any
service by a particular supplier. To be a registered sound mark, it is
necessary that people easily identify the sound when they hear it.
Sound marks are the sound mnemonic that appears at the beginning or
the end of the commercial. Just like the famous mark of IPL.

Figure 2: TRADEMARK FLOW CHART

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Nice Classification of goods & services-

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The International (Nice) Classification of Goods and Services is a system

for the purposes of the registration of marks was established by an Agreement
concluded at the Nice Diplomatic Conference, on June 15, 1957, and was
revised at Stockholm, in 1967, and at Geneva, in 1977. India acceded to the
Nice Agreement on September 7, 2019 and accordingly the current version of
the Nice Classification is used by the Indian trademark office for the purpose
of classification of goods and services while examining a trademark
application in India.

There are 45 classes in the Nice classification out of which, classes 1 to

34 categorize goods or products and classes 35 to 45 categorizes services. The
Nice classification provides a broad heading called “Class Header” which
gives a clear explanation as to the type of goods or services that are covered
under each class. The list of classes and the respective headings for
registration of trademark is given below.

Goods:

Class 1: Chemicals for use in industry, science and photography, as well as in

agriculture, horticulture and forestry; unprocessed artificial resins,
unprocessed plastics; fire extinguishing and fire prevention compositions;
tempering and soldering preparations; substances for tanning animal skins
and hides; adhesives for use in industry; putties and other paste fillers;
compost, manures, fertilizers; biological preparations for use in industry and
science.

Class 2: Paints, varnishes, lacquers; preservatives against rust and against

deterioration of wood; colorants, dyes; inks for printing, marking and
engraving; raw natural resins; metals in foil and powder form for use in
painting, decorating, printing and art.
 P a g e | 29

Class 3: Non-medicated cosmetics and toiletry preparations; non-medicated

dentifrices; perfumery, essential oils; bleaching preparations and other
substances for laundry use; cleaning, polishing, scouring and abrasive
preparations.

Class 4: Industrial oils and greases, wax; lubricants; dust absorbing, wetting
and binding compositions; fuels and illuminates; candles and wicks for
lighting.

Class 5: Pharmaceuticals, medical and veterinary preparations; sanitary

preparations for medical purposes; dietetic food and substances adapted for
medical or veterinary use, food for babies; dietary supplements for human
beings and animals; plasters, materials for dressings; material for stopping
teeth, dental wax; disinfectants; preparations for destroying vermin;
fungicides, herbicides.

Class 6: Common metals and their alloys, ores; metal materials for building
and construction; transportable buildings of metal; non-electric cables and
wires of common metal; small items of metal hardware; metal containers for
storage or transport; safes.

Class 7: Machines, machine tools, power-operated tools; motors and engines,

except for land vehicles; machine coupling and transmission components,
except for land vehicles; agricultural implements, other than hand-operated
hand tools; incubators for eggs; automatic vending machines.

Class 8: Hand tools and implements, hand-operated; cutlery; side arms,

except firearms; razors.

Class 9: Scientific, research, navigation, surveying, photographic,

cinematographic, audio-visual, optical, weighing, measuring, signalling,
detecting, testing, inspecting, life-saving and teaching apparatus and
instruments; apparatus and instruments for conducting, switching,
 P a g e | 30

transforming, accumulating, regulating or controlling the distribution or use

of electricity; apparatus and instruments for recording, transmitting,
reproducing or processing sound, images or data; recorded and downloadable
media, computer software, blank digital or analogue recording and storage
media; mechanisms for coin-operated apparatus; cash registers, calculating
devices; computers and computer peripheral devices; diving suits, divers’
masks, ear plugs for divers, nose clips for divers and swimmers, gloves for
divers, breathing apparatus for underwater swimming; fire-extinguishing
apparatus.

Class 10: Surgical, medical, dental and veterinary apparatus and instruments;
artificial limbs, eyes and teeth; orthopaedic articles; suture materials;
therapeutic and assistive devices adapted for persons with disabilities;
massage apparatus; apparatus, devices and articles for nursing infants; sexual
activity apparatus, devices and articles.

Class 11: Apparatus and installations for lighting, heating, cooling, steam
generating, cooking, drying, ventilating, water supply and sanitary purposes.

Class 12: Vehicles; apparatus for locomotion by land, air or water.

Class 13: Firearms; ammunition and projectiles; explosives; fireworks.

Class 14: Precious metals and their alloys; jewellery, precious and semi-
precious stones; horological and chronometric instruments.

Class 15: Musical instruments; music stands and stands for musical
instruments; conductors’ batons.

Class 16: Paper and cardboard; printed matter; bookbinding material;

photographs; stationery and office requisites, except furniture; adhesives for
stationery or household purposes; drawing materials and materials for artists;
paintbrushes; instructional and teaching materials; plastic sheets, films and
bags for wrapping and packaging; printers’ type, printing blocks.
 P a g e | 31

Class 17: Unprocessed and semi-processed rubber, gutta-percha, gum,

asbestos, mica and substitutes for all these materials; plastics and resins in
extruded form for use in manufacture; packing, stopping and insulating
materials; flexible pipes, tubes and hoses, not of metal.

Class 18: Leather and imitations of leather; animal skins and hides; luggage
and carrying bags; umbrellas and parasols; walking sticks; whips, harness and
saddlery; collars, leashes and clothing for animals.

Class 19: Materials, not of metal, for building and construction; rigid pipes,
not of metal, for building; asphalt, pitch, tar and bitumen; transportable
buildings, not of metal; monuments, not of metal.

Class 20: Furniture, mirrors, picture frames; containers, not of metal, for
storage or transport; unworked or semi-worked bone, horn, whalebone or
mother-of-pearl; shells; meerschaum; yellow amber.

Class 21: Household or kitchen utensils and containers; cookware and

tableware, except forks, knives and spoons; combs and sponges; brushes,
except paintbrushes; brush-making materials; articles for cleaning purposes;
unworked or semi-worked glass, except building glass; glassware, porcelain
and earthenware.

Class 22: Ropes and string; nets; tents and tarpaulins; awnings of textile or
synthetic materials; sails; sacks for the transport and storage of materials in
bulk; padding, cushioning and stuffing materials, except of paper, cardboard,
rubber or plastics; raw fibrous textile materials and substitutes therefor.

Class 23: Yarns and threads for textile use.

Class 24: Textiles and substitutes for textiles; household linen; curtains of
textile or plastic.

Class 25: Clothing, footwear, headwear.

 P a g e | 32

Class 26: Lace, braid and embroidery, and haberdashery ribbons and bows;
buttons, hooks and eyes, pins and needles; artificial flowers; hair decorations;
false hair.

Class 27: Carpets, rugs, mats and matting, linoleum and other materials for
covering existing floors; wall hangings, not of textile.

Class 28: Games, toys and playthings; video game apparatus; gymnastic and
sporting articles; decorations for Christmas trees.

Class 29: Meat, fish, poultry and game; meat extracts; preserved, frozen, dried
and cooked fruits and vegetables; jellies, jams, compotes; eggs; milk, cheese,
butter, yogurt and other milk products; oils and fats for food.

Class 30: Coffee, tea, cocoa and artificial coffee; rice, pasta and noodles;
tapioca and sago; flour and preparations made from cereals; bread, pastries
and confectionery; chocolate; ice cream, sorbets and other edible ices; sugar,
honey, treacle; yeast, baking-powder; salt, seasonings, spices, preserved herbs;
vinegar, sauces and other condiments; ice (frozen water).

Class 31: Raw and unprocessed agricultural, aquacultural, horticultural and

forestry products; raw and unprocessed grains and seeds; fresh fruits and
vegetables, fresh herbs; natural plants and flowers; bulbs, seedlings and seeds
for planting; live animals; foodstuffs and beverages for animals; malt.

Class 32: Beers; non-alcoholic beverages; mineral and aerated waters; fruit
beverages and fruit juices; syrups and other non-alcoholic preparations for
making beverages.

Class 33: Alcoholic beverages, except beers; alcoholic preparations for making
beverages.

Class 34: Tobacco and tobacco substitutes; cigarettes and cigars; electronic
cigarettes and oral vaporizers for smokers; smokers’ articles; matches.
 P a g e | 33

Services:

Class 35: Advertising; business management; business administration; office

functions.

Class 36: Insurance; financial affairs; monetary affairs; real estate affairs.

Class 37: Construction services; installation and repair services; mining

extraction, oil and gas drilling.

Class 38: Telecommunications services.

Class 39: Transport; packaging and storage of goods; travel arrangement.

Class 40: Treatment of materials; recycling of waste and trash; air purification
and treatment of water; printing services; food and drink preservation.

Class 41: Education; providing of training; entertainment; sporting and

cultural activities.

Class 42: Scientific and technological services and research and design relating
thereto; industrial analysis, industrial research and industrial design services;
quality control and authentication services; design and development of
computer hardware and software.

Class 43: Services for providing food and drink; temporary accommodation.

Class 44: Medical services; veterinary services; hygienic and beauty care for
human beings or animals; agriculture, aquaculture, horticulture and forestry
services.

Class 45: Legal services; security services for the physical protection of
tangible property and individuals; personal and social services rendered by
others to meet the needs of individuals.

Figure 3: Trademark Certificate of KORYO (Sample Copy)

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 ISO CERTIFICATION

An Overview
 P a g e | 35

ISO certification certifies that a management system, manufacturing

process, service, or documentation procedure has all the requirements for
standardization and quality assurance. ISO (International Organization for
Standardization) is an independent, non-governmental, international
organization that develops standards to ensure the quality, safety, and
efficiency of products, services, and systems.

ISO certifications exist in many areas of industry, from energy

management and social responsibility to medical devices and energy
management. ISO standards are in place to ensure consistency. Each
certification has separate standards and criteria and is classified numerically.
For instance, the ISO certification we currently hold at Mead Metals is ISO
9001:2015.

ISO providing guidelines for companies in terms of product quality,

health, and performance. An ISO registration enhances the reputation of your
service or product there are different types of ISO certification like ISO 9001,
ISO 14001, ISO 5001, etc.

QMS is structured framework of policies, processes and procedures for

planning and execution in the core business areas of an organization. ISO
9001:2015 is the international standard for QMS. It is globally recognized and
accepted and can be implemented by all small, medium and large enterprises
to enhance efficiency, quality and profits. It also helps in reducing waste, and
lowering costs.

There are numerous types of ISO certification in India that are listed below:

ISO 9001:2015- Quality Management System

OHSAS 18001 – Occupational Health & Safety Management System

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ISO 37001 – Anti-bribery control systems

ISO 31000 – Risk Management

ISO 27001 – Information Security Management System

ISO 10002 – Compliant Management System

ISO 14001:2015 – Environment Management System

ISO 26000 – Social Responsibility

ISO 28000 – Security Management

ISO 22008 – Food Safety Management

SA 8000 – Social accountability

EnMS EN 16001 ISO 50001 – Energy Management

SO/IEC 17025 – Testing and calibration laboratories

SO 13485 – Medical devices

ISO 639 – Language codes

ISO 4217 – Currency codes

ISO 3166 – Country codes

ISO 8601 – Date and time format

ISO 20121 – Sustainable events

ISO/IEC 27001 – Information protection control

The process for obtaining ISO certification in India is explained in

detail below:

 Make an Application
 P a g e | 37

Once the entrepreneur or application has selected the ISO standard and
ISO certification body, need to make an application in a prescribed form
(depends on the ISO registrar). The application should contain rights and
obligations of entrepreneur and certification body parties and includes
liability issues, confidentiality, and access rights.

 Documents Review by Registrar

The ISO certification body will review all the quality manuals and
documents related to various policies and procedures being followed in the
organisation. Review of existing works will help the ISO registrar to identify
the possible gaps against the requirements stipulated in the ISO standards.

 Determination of Pre-assessment Needs

The Pre-assessment is an initial review of the Quality Management System

in an organisation to identify any significant weakness or omissions in the
system and registrar will provide the organisation with an opportunity to
correct the deficiencies before the regular registration assessment is
conducted.

 Prepare an Action Plan

After the ISO registrar notified the existing gaps in the organisation, the
applicant or entrepreneur has to prepare an action plan to eliminate these
gaps. The action plan should contain the list of the required tasks to be
performed to meet the Quality Management System

Note: The entrepreneur may need giving training to employees to work efficiently to
achieve quality management system. Make all the employees in the organisation to aware
of the ISO standards concerning work efficiency and quality standards.

 Onsite Inspection or Audit

The ISO registrar will conduct a physical onsite inspection to audit the
changes made in the organisation.
 P a g e | 38

During the audit, if the registrar finds anything that does not meet with the
requirements of the ISO standards, registrar determines the severity and issue
findings. Audit findings are usually called as nonconformities and fall into
one of two categories depending on severity.

A Minor Non-conformance – It deals with minor infractions of procedures or

minor failures of the system in meeting the ISO standards.

A Major Non-conformance – It deals with issues where the nonconforming

products are likely to reach the customers or where there is a breakdown in
the quality system that results in an inefficient system in meeting the
requirements of the standards.

 Final audit

The registration cannot proceed until all significant nonconformities are

closed and verified by the Registrar. This usually involves a re-audit of the
affected areas and, of course, the associated costs.

 Get ISO Certificate

After all, non-conformities are addressed, and all the findings are updated
in the ISO audit report, the registrar will grant the ISO certification.

 Surveillance Audits

Surveillance audit will be conducted primarily to ensure that the

organisation is maintaining ISO quality standards. It will be performed from
time to time.

Advantages of ISO certification bodies

Given below are the advantages of choosing an accredited ISO certification

body:
 P a g e | 39

 Always provide you the confidence of getting the service that closely
meets your requirements.
 It differentiates the market and leadership by showing to others
credible evidence of good practice.
 Through this you may get a chance to win a new business since the use
of accredited conformity assessment services is increasingly a
stipulation of specifiers in both the public and private sector;
 Helps to identify the best practice since the certification body needs to
have an appropriate knowledge of your business sector.
 It has the ability to control the cost with the help of knowledge transfer
since accredited certification bodies can be a good source of impartial
advice.
 You can gain access to overseas markets since certificates issued by
them are recognized well and accepted throughout the world by
choosing an accredited body for certification.
 Apart from this, it demonstrates due diligence in the event of legal
action.
 Last, it reduces paperwork and increases efficiency by reducing the
relevance of re-audit your business.

Figure 4: ISO Certificate 24by7 Publishing (Sample Copy)

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CHAPTER 3
 P a g e | 41

LITERATURE REVIEW

The present era is of 21st century and to plug-in the theme of any of the
offering either it is a tangible good or an intangible service. Positioning
has a very vital role to play in it. Positioning is basically related to a mind
of a human being how a particular service or physical good or product is
designed to target the audience who are the consumers it is basically how
the marketers play with the mind of the audience to make sure the concept
and picture they want to communicate to the target audience. The
most effective weapon to achieve efficient positioning is TVC
(Television commercials). To get rid of the flaws of the major
positioning idea it is very significant to distinguish among brand
positioning and planned or to reach a certain level positioning.
Positioning is basically an aggressive market status of any brand in
opposition to its opponent. (Porter & Evans, 1996). Brand positioning is
the brand icon that builds in consumer mind by his or her idea it is
basically shaped from side to side consumer psychoanalysis whether
normal or exciting (Zinkhan & Dobni, 1990). To get better ideas of brand
positioning a discrepancy between conventional, real and clear
positioning needs to be drawn. Expected or predictable positioning is
how the consumers evaluate the brand it is basically the perceived value
from the consumer side. The actual or authenticated positioning is
basically the positioning the company or a brand tends and wants the
consumer to perceive the gadgets used to form it is the TVC
television commercials, advertising the main weapon to make the
positioning (Krishnan, Lilien & Rangaswamy, 2003). Marketing wires a
bridge for positioning (Dillon & Seggev, 1986). As far as any
illustration commercial is concerned it consists of a distinctive &
inventive element the innovative part contains the brand information,
 P a g e | 42

which is represented to grab the attention of the consumer, and so it is

directed to the brand positioning (Easingwood & Mahajan, 1989).
Rivkin and Trout (1996) gave their support to the commercial with
images only and without any positioning claim that is associate to the
mind frame of the consumer give the consumer refusal cause on the way
to purchase the particular product or brand since they find no need to buy
that. Therefore the disparity intended or projected and actual or
authenticated positioning what is essentially converse mendacity in the
carrying out of the advertisement plan (Blankson, Kalafati & Roth, 2007).
Sustaining the authenticated or genuine positioning as confined in the ad
as well as the word of mouth and intuitive thinking about the brand
consumers build their own observation or perception about the brand and
position the conclusions about the brand inside their minds this is
apparent or perceived positioning which basically point out the bundle
of emotions ,feelings ,values, view points and impressions consumer
thinks for the brand compared to the rivals of that particular brand
(Ellson, Ries & Trout, 1986). Recognize apparent or positioning may
vary depending upon the individualism of the consumers because
consumer may interpret the exact positioning information as the brand
claims in a different way depending on their personal understanding
and their personal school of thoughts, values or practice circumstances
(Friedmann & Lessig, 1987; Schiffman & Kanuk, 2007). Preliminary a
brand’s positioning is a long term process which may goes for 3 to 5
years with huge investments particularly in advertisements (Bhat &
Reddy, 1998) choosing companies wrong positioning strategies may
decreases their sales because of the un sufficient from the consumers view
point not differentiating the brand from the competitors brands it also
runs the perceived value of harming the brand positioning. Menacing
problems might be occur if the projected positioning is very well
 P a g e | 43

selected but the implementation that is the authenticated or actual

positioning fall short to produce an outcome in
a successful perceived positioning by consumers. Although the
combination of the two wrong positioning can be result in a sound strategy
as it can be compromised the positioning effectiveness selecting the wrong
positioning
strategy (Poor projected positioning) and poor authenticated or actual
positioning. The consequence of ambiguity for different brands features
or property in more broad-spectrum defined like brand position in
the attribute aspect on consumer selection has been the center of economics
comes close to to branding efficiently. Ambiguity hits consumer
perceptions or standpoint of brand features the difference of their
viewpoint and their knowledge worth. The writing in the two i.e.
financial side and marketing has pointed on quality vagueness which is
evaluated and designed as a multiple assemble. Aaker (1991) other
factors remain constant the brand with strong demand are connected
with highest seeming superiority which refers to trust for excellence.
Uncertainty
about quality also involves that there is a difference with end user
viewpoint about quality for a provided consumer it builds consumer
apparent risk and consumer become a risk unenthusiastic in most of
the circumstance. Risk aversion an attitude of the consumer hits the
consumer decision-making in several means (Rao & Bergen 1992;
Shimp & Bearden, 1982). Risk Averse consumers are afraid of vague
commodities assessment. In the circumstance brands minimize professed
risk by consistent mark of quality (Redem & Swait, 1998; Montgomery &
Wernerfelt, 1992). When there is quality vagueness for the brand
particularly in the occurrence of risk aversion consumer’s start
searching more knowledge and reviews about the product quality prior
 P a g e | 44

to making the judgment to get it. (Money, Gilly & Graham, 1998;
Shipm & Bearden,
1982). Trustworthiness is defined as the believability of an individual
purpose at a specific time. Trustworthiness has major parts. Expertise &
dependability (Rao & Ruekkert, 1994; Wernerfelt, 1988).
On the whole brand trustworthiness or brand standing is the brand
belief by the consumer that the information or knowledge that is
communicated and positioning that has been created in the brand it
requires that consumers supposed the brand as having the capacity and
eagerness to deliver on a regular basis that has been promised as it can
leads to the signals of brands because if there would be no promise
fulfilling the brand
equity might be erased or eliminated. The researches in the past also
said about the link of brand selection to different cultural extent (Cray
& Mallory, 1998; Trompenaars & Hampden-turner, 1997; Voich, 1995)
significant effort on cultural cross assessment scheme recognize different
characteristic of cultures that can vary the brand choice as the concept
is given by Hofstede. He conducted the research in organizational
setup the value he define more or less connected with the consumer
behavior like consumer tipping behavior or attitude (Lynn, Zinkhan &
Harris 1993 ). A significant trait of a brands position in a product
grouping is how similar or differentiated the brand is perceived to be in
contrast with the other brands available in the market and in evaluation
with the product category. For a positioning of a brand that is newly born
or bit old several choice are there for the marketers initially he can make a
positioning of the brand different in the overall market. By this
advancement the brand is positioned and it shows a mix features and
characteristics of the product in the grouping with different products
and it shows as better on the differentiating the features of the product
 P a g e | 45

(Dickson & Ginter, 1987). Secondly similarly based on the differentiating

perspective it is like differentiating the brands from the other brands
includes an effort to generate a different submarket for the newly born
brand. With this
approach an effort is made to setup the brand apart from the generic
grouping slightly than to position the brand within the entire market as
in the 1st phase the differentiating features is used to build a solid
perception of difference and it makes that the brand is in a class by itself.
A subtype is consequently a brand exclusive enough in contrast with the
other brands in the market that a fine distinct perceptual state line
differentiates it from the other rival brands upsetting marketing behaviors
like brand changing and going for another better brand. (Day, Shocker,
& Srivastava, 1979; Srivastava, Alpert & Shocker, 1984). Quality that is
perceived is the universal evaluation by the consumer that they judge
about the better product or brand. (Zeithml,1988).
Contradictory prove whether best quality perceptions of the center
brand boost consumer assessments of an addition owing to the relocate of
positive quality associations from the center brand to the addition. Center
brand quality to forecast addition and center brands assessments may not
be adequate when used in segregation Journal of Marketing and Consumer
Research ISSN 2422-8451 An International Peer-reviewed Journal Vol.14,
2015 (Aaker & keller, 1990). The recommendations are the best fit
judicious move of center brand quality to the addition (Aaker & Keller,
1990; Bottomley & Doyle, 1996). Comparatively it is also been planned
that the impact of fit on addition or extension and center brand
assessments is temperate by the point of quality (Keller & Aaker ,1992).
Last viewpoint is assumed and symbolized in the proposed framework
specially forecasted that the professed quality of the center brand
temperate the affiliation among fit and consumer assessments for the
 P a g e | 46

extensions i.e. addition and the center brand. The vital mechanism of
positioning are the picking up the right customer targets , picking up
the competitor targets and briefing down the competitive advantage as
it is the unique attribute that the brand holds against its rivals which
is very important in gaining the trust of the consumers and making a
positive perception for consumers (Brooksbank, 1994). Being a manager of
the brand as it holds a very significant role to play to make a brand
to success or a failure he or she must have the confidence in the
brand and must communicate the perception of the brand to the target
consumer’s mentality.
(Ghodeswar, 2008). In creating a positioning strategy and to make it a
successful weapon marketer must make sure and deem the target market
and communicate to them that how the product is better from the other
available rival brands and how it will be beneficial for them (Gwin &
Gwin, 2003). Association with the marketing is in fashion for more than
decades (Harger & Egan, 2006).
Its promoter see it as an growing model that guarantee so much and so
in a way customer satisfaction and customer loyalty the best prominent
definitions to relationship marketing as attracting and keeping
customer in the extended term. The motive is to alter buyer actions and
standing from informal comes a crossing, through marketing interference.
Association marketing favors satisfied that can no longer be only rising,
selling and carrying products where the importance given to the
customers rather than keeping them. It is more or less getting anxious
with the expansion and protection of jointly pleasing relationships
with customer (Buttle, 1996) and clutches the customers keeping
trustworthy (Gummesson, 1994;
Bulger, 1999). In classify to obtain touching competitive advantage on the
market the brand must be understood and get by the target prospects. The
 P a g e | 47

consequence of the successful positioning strategy is the representation

of
the clear image in the mind of the consumer that what it means to them
and what they perceived for it. A clear identification inside mind of the
consumer about the brand is the most significant goal in marketing.
The
marketing attempt is that a company focused on getting a desired
position in a target consumers mind. A marketer must be keen to make
a difference between the actual positioning and the desired thinking
because the reluctant among the two is pretty thin and could lead to
give a brand a grand success or huge defeat. A sturdy brand and a
durable position should be manage and achieve jointly by any small and
medium enterprise (SME) because they can differentiate among the
survivors from the moldy, the champion from the rabble and the
influential from the chaser it clearly meant that the product form
package size and price as compared to competition today we are in an
era where the significant value of both the tangible characteristics of the
product to the company image regardless to it. Positioning has its origin in
the wrap up products where the concept called product positioning the
main theme of positioning is to create a right message in the audience
mind and to grab their confidence about the particular brand.
 P a g e | 48

CHAPTER 4
CONCLUSION, DISCUSSION, IMPLIACTIONS
AND FUTURE RESEARCH

 Conclusion

The importance of brand positioning has its role in consumer’s

perception and to attract them to buy certain brand and to buy it again and
again as the study tells much for brand positioning and its vital importance
these days one should don’t forget that every consumer is different from
the other every consumer has a different school of thought while going to
buy the product or service for a particular brand some goes for quality,
some goes for brand and they show loyalty for the particular brands and
some buy randomly not thinking any think they just consume it and forget
it and so on and do forth the process goes on and on. The findings of this
research really enlightened the positioning of the brand and its importance
as the findings showed that Consumer Showed positive behaviour and
perception when they have seen television commercials of certain brands
and they tend to be positive on the surrogate positioning which revolves
on human psychology they perceive on a positive note for these
positioning of the brand whereas the competitive positioning which
always showed the brands strategy which always ends in a fighting and to
prove one another brand best of the best consumers perception for them is
negative or may be neutral to some extend same is the case with the case
with the beneficial positioning where the marketers more emphases on
selling products to masses regardless of the quality and customer loyalty.
 P a g e | 49

The conclusion revealed that as a marketer one should think holistically

and to make consumer remember their products and brands for decades
they should sell the quality and to gain the confidence of the consumer so
as many giant brands are doing in the world and they have phenomenal
rating when comes to the brand positioning as a brand the company must
spend time on the R&D and educate the consumers in their ads whether
print or visual that what the brand is for them for this companies must
keep on educating the employees to win the consumers as it is made for
them .

 Discussions
There are 3 hypotheses in this research i.e., H: 1 (Beneficial positioning)
H:2 (Surrogate positioning) H:3 (Competitive positioning) out of 3, 2 is
rejected and one is accepted it showed that Surrogate positioning have the
positive impact on consumer perception therefore it is accepted whereas
the competitive and beneficial positioning have the negative impact on
consumer perception therefore it is rejected.

 Implications
The implication of this research study is concerned one can really get
best of it because it really spelled out the hard core reality that how
consumer perceive about certain brands and what urge them to buy more
and what make them delight and satisfied and for which brand they like to
do the long discussions and promotions as a marketer one should never
forget word of mouth of the consumers it is really major weapon to make
the brand success full as the study suggests that the psychological I.e.
surrogate positioning has shown the positive impact on consumer
perception while the competitive and beneficial positioning showed
negative perception of consumers by this assessments one can say that the
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marketers must be focus on the vision of their brand that where they want
to see their brand. This research suggest that they should seek an umbrella
where they can make a strategy in a way that will be an innovative and
exclusive thing in the market because these days the consumers are really
conservative about the quality, brand name , brand image and the promise
the brand do with their consumers so there is a roam available is a market
and for that being a marker one should try to fill that gap in the industry
which are missing this study can really help out to implement and to think
out of the box one cannot be as a copycat this research can create a certain
image In the mind of the consumer that what position exemplifies as a new
brand In a market one can implement this study and take a deep help out
of it.

 Future research

By analysing this research one can come to the point that in future
aspect the research can be pursued regarding what are the parameters on
which consumer accept or reject the brand. Moreover, how they perceive a
new brand in the market and what are their expectations from a brand. The
question regarding how positioning triggers the consumer to buy product
of particular brand could also be answered in future researches.
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