III.

Brand equity

Four sources of brand equity of a brand:

1. Brand awareness:
Brand awareness is a marketing term that describes the degree of consumer recognition of a
product or service by its name.
With massive expansion in other regions of the world and operating in the automobile
industry for many decades, now Honda has achieved its fair share of brand awareness
which makes its brand equity higher. Honda has manufacturing units all around the world
and comes in the top 5 manufacturers of cars around the world. Honda has its presence
globally in more than 100 countries and this has contributed towards its awareness. Further
proof of its awareness in the customers’ minds is its ranking in terms of valuable brands in
the world.
 Honda SH mode 

2. Brand loyalty:
Brand loyalty is the tendency of consumers to continuously purchase one brand's products over
another.
According to a survey conducted in 2010, Honda was ranked very high in terms of customer
loyalty and almost 68% of current customers are most likely to purchase Honda again.
That’s more than Ram, Ford, Kia, Hyundai and more mass market brand owners. It’s also
more than all premium brand owners.
This loyalty has for sure increased after all these years. It is first and foremost because of
the quality and innovation that they offer through their products, but it is also because of the
effort that they put in when it comes to maintaining long-term relationships with their
customers. Honda offers loyalty programs to their customers which provide them excellent
after-sales services which are very important in this industry. This helps them gain and retain
loyalty of their customers.

3. Perceived quality
Perceived Quality is the impression of excellence that a customer experiences
about a product, brand or business, derived through sight, sound, touch, …For
example, in a showroom, the customer would first take a glance around the
motorbike, then sit on the seat, and check the quality of the details.
Percentage of respondents who said a brand was committed to the customer or quality.

BRAND CUSTOMER COMMITMENT QUALITY COMMITMENT

Honda 71% 73%

Ford 62 65

Nissan 57 58
 Chevrole
56 56
t

Among seven major auto brands, consumers consider Honda to be the most
committed to customers and to product quality. Honda truly stands out by this
measure, being perceived as having much greater customer and quality commitment
than its chief rivals. Key to this accomplishment is that Honda has a reputation for
building good vehicles that perform well, are fuel efficient, and have strong reliability
histories.

4. Brand association
Brand association is anything which is deep seated in the customer's mind about
the brand. 
Hero Honda is one of the most successful brands of Honda in terms of brand
association. Hero Honda holds the record for most popular bike in the world by sales for Its
Splendor model. It is currently the largest producer of Two Wheelers in the world. The brand
attributes of Hero Honda as identified by the company are:
1. Performance
2. Passion
3. Commitment
4. Winning
5. R
obust portfolio across categories – A bike for every need!
Indian cricketers Irfan Pathan and Suresh Raina have mass appeal with the Indian youth
and stand for the brand attributes, and were signed on as brand ambassadors in 2006. Their
mass appeal was leveraged by the company to promote the brand and they featured in Hero
Honda’s ongoing campaign “Heroes for Heroes”, as part of which the “Mobike Pe Mobile”;
initiative was rolled out for customers.
Some Brand associations with some popular television series:
 https://fdocuments.in/document/final-hero.html (m vào link này r gõ ra, t lười nên cap thành
ảnh)

nguồn:
https://fdocuments.in/document/final-hero.html
https://www.consumerreports.org/cro/news/2010/05/survey-honda-perceived-to-be-tops-in-
customer-quality-commitment/index.htm
https://www.brandsvietnam.com/congdong/topic/1139-Cong-bo-bao-cao-ve-muc-do-pho-
bien-thuong-hieu-cua-thi-truong-xe-gan-may