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    Brand Equity

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    Sunil Ramavarapu
    The document discusses two brands - the Mumbai Dabbawalas brand and the Disney brand. For Mumbai Dabbawalas, it summarizes that they are a lunch delivery service that has been operating since 1880, delivers over 200,000 lunches daily using 5,000 workers, and has a record of over 98% on-time delivery. For Disney, it summarizes that it is one of the largest media companies in the world known for its movies, theme parks and merchandise, and that it ranks 14th on Interbrand's top 100 brands list and is valued at over $20 billion.

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    Brand Equity

    Uploaded by

    Sunil Ramavarapu
    363 views20 pages
    The document discusses two brands - the Mumbai Dabbawalas brand and the Disney brand. For Mumbai Dabbawalas, it summarizes that they are a lunch delivery service that has been operating since 1880, delivers over 200,000 lunches daily using 5,000 workers, and has a record of over 98% on-time delivery. For Disney, it summarizes that it is one of the largest media companies in the world known for its movies, theme parks and merchandise, and that it ranks 14th on Interbrand's top 100 brands list and is valued at over $20 billion.

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    Brand equity of Dabbawala and Disney by NMIMS students

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    The document discusses two brands - the Mumbai Dabbawalas brand and the Disney brand. For Mumbai Dabbawalas, it summarizes that they are a lunch delivery service that has been operating since 1880, delivers over 200,000 lunches daily using 5,000 workers, and has a record of over 98% on-time delivery. For Disney, it summarizes that it is one of the largest media companies in the world known for its movies, theme parks and merchandise, and that it ranks 14th on Interbrand's top 100 brands list and is valued at over $20 billion.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    363 views20 pages

    Brand Equity

    Uploaded by

    Sunil Ramavarapu
    The document discusses two brands - the Mumbai Dabbawalas brand and the Disney brand. For Mumbai Dabbawalas, it summarizes that they are a lunch delivery service that has been operating since 1880, delivers over 200,000 lunches daily using 5,000 workers, and has a record of over 98% on-time delivery. For Disney, it summarizes that it is one of the largest media companies in the world known for its movies, theme parks and merchandise, and that it ranks 14th on Interbrand's top 100 brands list and is valued at over $20 billion.

    Copyright:

    Attribution Non-Commercial (BY-NC)
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    Download as pptx, pdf, or txt
    of 20

    CREATING BRAND EQUITY

    Harit Agarwal (C001) Rahul Gupta (C018) Pratheek Muriki (C032) Pratyush Panda (C036) Sunil Ramavarapu (C041) Vijay Dosapati (C064)

    Brand Equity
    Added value endowed on the products Consumers perception thinking, feeling and actions towards brands Strategic bridge from a brands past to its future

    Mumbai Dabbawalas
    Dabbawala - Marathi word for a person who carries a box
    Started in 1880 as a service to British colonists Delivers 1.75-2 lakh dabbas daily by 4000-5000 dabbawalas Nominal fee charged and maintain utmost punctuality

    Estimated to grow at the rate of 5 to 10 % per year


    Registered under the trust Nutan Mumbai Tiffin Box Suppliers Trust (NMTBST)

    Brand Asset Valuator

    Brand Asset Valuator


    Energized Differentiation
    Home cooked food
    Timely delivery 98% on-time delivery

    Economical for the customers Environment friendly delivery

    Brand Asset Valuator


    Reliability

    Relevance

    Trustworthy
    Appeal of brand among locals Ubiquitous and visible

    Brand Asset Valuator


    Equality among employees

    Esteem

    No record of any employee disruptions

    Ethical way of doing business


    Efficiency without high technology No disturbance in delivery process

    Brand Asset Valuator

    Knowledge

    Household identity for quality service and timely delivery Glitch-free or one error in 16 million deliveries
    International Recognition TED talks, Prince of wales, BBC, Guinness book, Harvard & Wharton Case studies

    Brand Asset Valuator

    Disney
    The Walt Disney Company Founded by Walt Disney in 1923 Largest Media & Entertainment Corporation in the World Media Networks, Parks and Resorts, Studio Entertainment & Consumer Products Brand Value in 2013 - $ 20,548 m

    Brand Resonance Model

    Brand Salience

    Category: Leisure & Entertainment

    Presence: Media, Studio, Parks, Merchandise

    Identification: Logo, Disney Characters

    Need Satisfied: Provider of quality entertainment

    Brand Performance

    More than entertainment


    Ranks 14th in Interbrands 2013 Top 100 Brands

    N0.1 Amusement Attraction Brand of the year

    Durability : Intangible benefits, Experiential and Lasting Memories

    Great Customer Relationship Management

    Price : Premium Price, Choice, Value for money

    Brand Imagery
    User Profile
    Family Oriented Classic Universal

    Personality & Attributes


    Traditional Innovative Imaginative Magical Dream Adventurous & Entertaining Colorful

    Heritage
    Family oriented heritage Fond memories of interactions generations to generations

    Brand Judgment
    Quality
    Unparalleled Best theme resorts and interactive media Creative content and exceptional story telling

    Credibility
    Market leader Pioneer in production of animated cartoons

    Consideration
    Holiday Entertainment Education

    Brand Feelings
    Fun

    Excitement
    Warmth Holiday location

    Brand Resonance
    Disney Memberships
    Disney Club cards Disney Golf Members Disney Vacation Club

    Positive Attitudinal Attachments Community Development Engagement

    Brand Elements
    Memorable High Resolution Logo Characters: Mickey Mouse, Winnie The Pooh Likeable: Tagline:
    Disneyland: The Happiest Place on Earth, Where Dreams come true Magic Kingdom: The Most Magical Place on Earth

    Advertisements

    Transferable:
    Brand Extension Brand Value across the globe

    References:
    http://www.dabbawala.in/ http://en.wikipedia.org/wiki/Dabbawala http://articles.economictimes.indiatimes.com/2013-1009/news/42864162_1_dabbawalas-siemens-india-medium dinsey.com http://brandirectory.com/profile/walt-disney http://en.wikipedia.org/wiki/The_Walt_Disney_Company www.marketingweek.co.uk

    THANK YOU

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