Q1) Why regional brands are popular?

what happens to them when they make an attempt to

go national?
ANS:- Obvious reason of success of regional brands are :-
a) Perishability factor – Milk, ice cream and sweet brands
b) Climate, geological and historical reference factors- Assam Tea, Coorg Coffee,
Mysore Sandalwood, Lonawalla Chikki Etc
c) Language specific success stories – Lokmat, Sakara, dainik Bhaskar, etc

List of Brands which don’t fall in above category

- Paragon Chappal
- Popo Umbrella
- Laxmi Narayan Chiwda
- Gujrati Wafers
- Karachi Biscuits
- Haldiram
- Bavento Biscuits
- Baaghwaghri Chai
- V John Shaving Cream
- Socio Coldrinks
- Balaji Wafers
- Sajh Biscuit
- Chik Shampoo
- Bharti Soap
- Ghadi Detergent

Why Regional brands are so popular:-

- They understand local Markets
- Low Cost- Mfg, Packaging and distribution
- They offer high trade discount to channel partners
- Affiliation factor that arises out of cultural partners
- Availability factor
- Trust and reliability by local people
- First mover advantage
- It builds aspirational value into the product
- Thy mainly fall into fmcg sector
- Thy exploit weakness of national level brand
- They claim to have USP which is their selling point. For Ex- Ghadi detergent for fam
quality, boverto cola for unique test preferred by south Indian, karachi bakery biscuit
make exclusively only in amul butter.

What happens to regional brand when they made an attempt to go to national?

 - In the rarest of rare cases like Nirma and Ujala they do become national level brands
- They do spread on neighbouring cities and states
- They become takeover target
- Challenges of going national cold pressure on regional companies, they hesistate in
delegation and professionalisation. Fear of loosing control, creates problems in
expansion.
- In a desire to grow naturally without professinalisation results into loosing regional
market control
- In the takeover process they become regional warriors for MNC’s example brooke
bond red lable( HUL national level brand has created 3 roses brand in south). Tata tea
has konandevan tea , for conca cola acquision of thumps up was buying cut
competition and creating permanent additional soldier to take on pepsi in Indian
market
Conclusion of Power of regional brands
Not to grow is also a strategy
Biggest strength of regional brands is they are regional.
Q2) Write an essay on brand relationship.
ANS:-
Brand relationship is the repeated interactions between a brand and a customer that start to
reflect similar characteristics of relationships between people, such as love, connection,
interdependence, intimacy, and commitment. Many consumers have a strong brand
relationship with Apple, demonstrated by their affection towards and commitment to the
Apple brand, as well as the extent to which they feel like the coolness of the brand says
something about who they are. Many of these consumers, when it’s time to buy a new laptop,
they won’t even consider alternative brands
Brand Relationship with customers:-
- It begins with communication
- It is develop over a period of time
- Relationship is build on identity(Brand Personality)
- Relationship is built on trust
- Relationship is influenced by language, culture and some commonality
- Relations is all about connect factor, this connect factor is through multiple media
platforms- Movies, web series, facebook, twitter, Instagram, social work, objective is
to establish connection
- Brand relationship also has an ultimate objective of taking customers to the ultimate
buying decision
- Brand relationship is all about relevance
- Brands when they outlive their utility relationship ends or even if they are ahead of
time, relationship cannot be established
- Any brand relationshop depends upon levels of satisfaction of brand disappoints
relationship if about to be over
- Brand relationship is all about segmentation, wider the segmentation biger is the
market share
- Brand relationship is divided into B2B and B2C
- Relationship can move from transactional to emotional. It has to go to the level of
engagements and brand make an attempt to remain in the mind space.
- Map cap tap model of brand relationship
- Embody a unique character: You need to stand out in order to garner attention.
- Build trust: Trust is the cornerstone of any strong and enduring relationship.
- Make a mark: You need to leave an impression in people lives to gain special status.
- Tell a memorable story: You need to communicate who you are and what you stand
for to give consumers something to react to and embrace.
- Listen openly, respond selectively: Two-way communication is a defining aspect of a
strong and rich relationship.
- Inspire sharing and invite partnership: Relationships are inured and deepened by
shared action and mutual gain. That means being a source of social currency and
finding ways to insinuate yourself in consumers’ social lives.
- Act with purpose: Doing good together to further a cause that both the brand and the
consumer consider to be of vital importance is a highly effective way to build strong
relationships.
 Specifically, the index measures a brand’s ability to protect and grow its current market
share via a customer base who will:
• Facilitate a brand’s evolution by adopting its innovations more quickly, paying a
premium price for its products, and sharing their personal data;
• Act as a brand’s sales force multiplier by recommending it to others and advocating
on its behalf;
• Protect the brand from marketplace disruption by sticking with it in the face of
newcomer alternatives, defending it against critics, and forgiving its occasional
failures.

That today’s consumers are willing to do these things for brands — far beyond merely
purchasing it — is a clear sign that relationship building should be the cornerstone of any
brand’s marketing strategy.
Ques:- Write an essay on social side of a brand?
When we think of marketing on social media, we think of lively and interesting discussions
that make people want to engage with a brand. This usually doesn’t coincide with a mattress
company; after all, marketing campaigns that make people want to sleep are the opposite of
lively and engaging aren’t they? It would seem that when handled intelligently, it can be
incredibly lively as well as profitable.
In any branding exercise there is a limit to reach product features can be promoting such as
tea, water, ice cream, Many FMCGs products so companies go for above topic in six different
ways
- They promote social cause:- E.g.- Britannia took out Good day cause for Migrant
Labourers and distributed food packets to children impacted by Migrant labour crisis
- Brand take a stand
- They capitalise our current social issues:- E.g.- Amul is well-known for taking out
issues of national interest regularly on its Twitter handle through its Amul Girl
mascot.
- They participate as stakeholders to promote initiate of social cause
- By creating social ads they tried to reach out wider audience
- It is an attempt to diferenctiate
- Social side or a cause related marketing builds brand equity and goodwill
- Why product or a brand is very mandane(routinem non differentiate and notging
much t o talk about like water softdrinkm soap social cause gives purpose to ad
campaign
- Of this taen as a sustaona ble cause it gives new identity to the product
- It is a part of csr called concern for people planet and profit
- Govt also spends lot of money(centre and state) level for social causes

More Corporate Examples:

1. HUL created an advertisement to suggest save water initiative by putting a shower in a
village. It aimed to bring to light the plight of village folks walking long distance for
getting water.
2. In the month of Aug 2019, one of the customers of ZOMATO insisted on delivery from a
Hindu Boy & rejected a delivery from a Muslim boy. Zomato black listed that customer &
took a stand that “FOOD HAD NO RELIGION, FOOD ITSELF IS A RELIGION.”
3. In line with Govt. of India’s Swachch Bharat Abhiyan, companies like “HUL” (for their
Lifebuoy hand wash, Pure It water purifier & Domex toilet cleaner brands) capitalized on
these slogans to promote their products & so did Reckitt Benckiser for its Dettol brand.
4. Kolkata Times took an initiative to break century old social custom, “For Centuries, on the
last day of Durga Pooja, married women colour each other with Vermillion (Sindoor), the
symbol of bride’s pride. But while married women come together the rest of the sisterhood
looks on”. Widows & Transgender are not allowed. So, Kolkata Times launched campaign
to fight this social stigma and invited self-help groups of Widows, Transgender women to
participate in the festivities.
The Power of Social Media: Translating consumers’ likes and shares with brand
contribution is a great way to bank on the power of social media and many brands get
involved in the cause in deeper ways. There is a certain eagerness reflected in the cause
campaigns to make it big, to make it meaningful and bring about a significant change. The
use of digital media and social media has been a phenomenal one, compared to earlier years,
implying faith in the medium and its power to co-execute a people-driven initiative.
Platforms like Facebook, Twitter, Instagram and LinkedIn are helping customers interact
with brands on a personal level. If brands don’t utilize the power these platforms have, they
will be missing out on some big opportunities, not just in the present but in the future also
Different Side of Social Advertisements: -
1) Fast Track, the youth accessories brand from the house of Titan, created an advertisement
series called “Move on” but the message of humour was much stronger than the save water
campaign or awareness against keep teasing.
2) Health and hygiene brand, Savlon, on World Sight Day in 2018, introduced Braille
enabled packs of Savlon Antiseptic liquid to help the visually impaired people to identify and
access the product easily. A revolutionary way of giving back to society!
3) JSW talking about nerves of steel in women wrestlers.
Conclusion:
At Unilever, brands with a social mission, including Lifebuoy, grew 46% faster than the rest
of the business and delivered 70% of revenues from 2017 to 2018. The brand is now widely
associated with handwashing programs in the public mind, and its social programs have
helped it expand in African and Asian markets.

• A brand has evolved from being an object, idea, and experience, to now brand as a
relationship, defining the collaborative and reciprocal roles of the company and its
customers & moving towards a more “human-to-human” relationship & shared value.
• Brands also serve as corporate citizens and live in society and it is always beneficial
for brands to have a two-way relationship of more-give-than-take with the society.
• Almost any brand can embrace a social mission that supports the business and makes
a real contribution, even a brand whose relationship to that mission is subtle or
fraught.
• Effective social programs for brands will be long-term and challenging and will
involve many stakeholders, including governments and NGOs, employees, customers,
and communities—and perhaps even competitors.
• Any brand that connects a purpose to its business and enhances its social impact, can
achieve greater engagement, differentiation, and loyalty.
• Companies that follow triple bottom-line method, i.e., concern for people, profits and
planet, will achieve sustainable brands and long-term customer advocacy.
Ques:- What is brand equity? how it is measured? what enhances brand equity?
ANS:- Brand equity refers to a value premium that a company generates from a product with
a recognizable name when compared to a generic equivalent. Companies can create brand
equity for their products by making them memorable, easily recognizable, and superior in
quality and reliability. Mass marketing campaigns also help to create brand equity.
When a company has positive brand equity, customers willingly pay a high price for its
products, even though they could get the same thing from a competitor for less. Customers, in
effect, pay a price premium to do business with a firm they know and admire. Because the
company with brand equity does not incur a higher expense than its competitors to produce
the product and bring it to market, the difference in price goes to their margin. The firm's
brand equity enables it to make a bigger profit on each sale.
A general example of a situation where brand equity is important is when a company wants to
expand its product line. If the brand's equity is positive, the company can increase the
likelihood that customers might buy its new product by associating the new product with an
existing, successful brand. For example, if Campbell's releases a new soup, the company is
likely to keep it under the same brand name rather than inventing a new brand. The positive
associations that customers already have with Campbell's make the new product more
enticing than if the soup has an unfamiliar brand name. Below are some other examples of
brand equity.
Tylenol
Manufactured since 1955 by McNeil (now a subsidiary of Johnson & Johnson), Tylenol is a
first-line treatment for mild to moderate pain.1 EquiTrend studies show that consumers trust
Tylenol over generic brands.2 Tylenol has been able to grow its market with the creations of
Tylenol Extra Strength, Tylenol Cold & Flu, Children's Tylenol, and Tylenol Sinus
Congestion & Pain.
Kirkland Signature
Started in 1995, the Kirkland Signature brand by Costco has maintained positive growth,
representing a growing portion of the company's overall sales.3 Signature encompasses
hundreds of items, including clothing, coffee, laundry detergent, food, and beverages. Costco
even provides members with exclusive access to cheaper gasoline at its private gas stations.
Adding to Kirkland's popularity is the fact that its products cost less than other name brands.
How it measured:-
More than consumers knowing your name, brand awareness also demonstrates the popularity
of your brand in the market. When consumers are talking about your brand and products -
conversation share - this indicates awareness. Use consumer intelligence to measure and
prove how much brand awareness you’re generating. Include…

• Customer reviews - Google, G2, Amazon, Yelp, Tripadvisor

• Brand mentions - social media, blogs, press
• Surveys and focus groups
 • Search volume for brands and products
• Foot traffic to your store/website

what enhances brand equity

1. Brand Loyalty: Brand loyalty—central construct in marketing, is a measure of the
attachment that a customer has to a brand. It reflects how likely a customer will switch to
another brand, especially when that brand makes a change, either in price or in product
features. As brand loyalty increases, the vulnerability of the cus-tomer base to competitive
action is reduced.
2. Brand Awareness: People will often buy a familiar brand because they are comfortable
with the brand. Or there may be an assumption that a brand that is familiar is probably
reliable, in business to stay, and of reasonable quality. A recognized brand will thus often be
selected over an unknown brand. The awareness factor is particularly important in contexts in
which the brand must first enter the consideration set. It must be one of the brands that are
evaluated.
3. Perceived Quality: A brand will have associated with it a perception of overall quality not
necessarily based on the knowl-edge of detailed specifications. Perceived quality will directly
influence purchase decisions and brand loyalty, especially when a buyer is not motivated or
able to conduct a detailed analysis.
It can also sup-port a premium price which, in turn, can create gross margin that can be
reinvested in brand equity. Fur-ther, perceived quality can be the basis for a brand extension.
If a brand is well regarded in one context, the assumption will be that it has high quality in a
related context.
4. Brand Association:The underlying value of a brand name is often based on specific
associations linked to it. Associations such as Ronald McDonald can create a positive attitude
or feeling that can become linked to a brand such as McDonald’s. If a brand is well
positioned on a key attribute in the product class (such as service backup or technological
superiority), competitors will find it hard to attack.
5. Other Proprietary Brand Assets:The last three brand equity categories we have just
discussed represent customers’ perceptions and reactions to the brand; the first is the loyalty
of the customer and the fifth category represents other proprietary brand assets such as
patents, trademarks and channel relationships. Brand assets will be most valuable if they
inhibit or prevent competitors from eroding a customer base and loyalty.
These assets can take several forms. For example, a trademark will protect brand equity from
competitors who might want to confuse customers by using a similar name, symbol, or
package. A patent, if strong and relevant to customer choice, can prevent direct competition.
A distribution channel can be controlled by a brand because of a history of brand
performance.