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Strategic Brand Management Assignment On Brand Measurement of "Amazon"
Strategic Brand Management Assignment On Brand Measurement of "Amazon"
on
Submitted By
Vishal Mehta
Roll No. 42
Session: 2020-22
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INDEX
Sl.
Title Pg. No.
No.
1. Introduction 3
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AMAZON
1. Introduction
Amazon.com was founded by Jeff Bezos in 1995. It started out as a place
for book lovers to buy books online. Bezos believed that only the internet
could offer customers the convenience of browsing a selection of millions
of books in one single sitting. During the first 30 days, Amazon.com
fulfilled orders for customers in 50 states in the U.S and 45 countries- all
shipped from his Seattle-area garage.
2. Brand Portfolio
The businesses and services that compose Amazon.com’s family brands
can be broken down into three major parts: CONSUMER BUSINESS,
SELLER BUSINESS and IT INFRASTRUCTURE BUSINESS.
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Brands under Consumer Business: The flagship brand “Amazon.com” goes
under this category, and there are several sub brands that qualify under
this categorization as well, such as Amazon Basics, Amazon Fresh, Amazon
Kindle, and Amazon WarehouseDeals, which are highly differentiated in
their offerings.
Brands under Seller Business: Brands that appear under this category
would include Amazon Services, Amazon Webstore, and Amazon Supply.
These brands target competitor businesses from big brick-and-mortar
retailers to small start-ups that offer similar services.
Brands under IT Infrastructure Business: Amazon Web Services (AWS) is
the major brand in this category. Targeted at enterprises, Amazon
leverages the sales of this brand through its other service, Amazon
Program Networks (APN).
I. Brand Inventory
a. Brand Elements
Logo- The logo that is known today has a yellow arrow underneath
the word “Amazon.com,” which begins at the letter ‘A’ and points
around to the letter ‘Z’. This image is intended to communicate
that Amazon sells everything from ‘A’ to ‘Z’, and the arrow itself is
shaped to resemble a smile, implying that customers would
experience enjoyment during their time shopping on the web site.
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Colors- The logo that is known today has a yellow arrow
underneath the word “Amazon.com,” which begins at the letter ‘A’
and points around to the letter ‘Z’. This image is intended to
communicate that Amazon sells everything from ‘A’ to ‘Z’.
o Amazon Basic
o Amazon Studios
o Amazon Fresh
o Amazon Kindle
o Amazon Warehouse
o Amazon Prime
o Amazon Student
o Amazon Mom
o One-Click Services
o Amazon Cloud Drive
o Amazon Instant Video
o Amazon App Store
o Amazon MP3
o Amazon Payments
o Amazon Web Services
o Amazon Entrepreneur Store
o Amazon Prime Air
o Amazon Mayday
o Amazon Publisher
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c. Pricing Strategy
The logo that is known today has a yellow arrow underneath the
word “Amazon.com,” which begins at the letter ‘A’ and points
around to the letter ‘Z’. This image is intended to communicate
that Amazon sells everything from ‘A’ to ‘Z’, and the arrow itself is
shaped to resemble a smile, implying that customers would
experience enjoyment during their time shopping on the web site.
o List Prices
o Price Matching
o Pre-order price guarantee
o Shopping Cart Prices
o Free Shipping
d. Distribution Strategy
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e. Communication Strategy
f. Advertising
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h. Customer Services
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Brand Resonance Pyramid
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Competitive Analysis
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