BRAND MANAGEMENT

OF

IQBAL TAHIR
ROLL # MBA-13-31
SESSION (2013-2016)
MBA 6TH (MORNING)

DEPARTMENT OF BUSINESS ADMINISTRATION

BAHAUDDIN ZAKARIYA UNIVERISTY
SUB CAMPUS SAHIWAL

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 Table of Contents
Nature of Product..................................................................................................................................6
Product Strategy....................................................................................................................................6
1. Core Benefit...............................................................................................................................6
2. Basic product.............................................................................................................................7
3. Expected product.......................................................................................................................7
4. Augmented product...................................................................................................................7
5. Potential product........................................................................................................................7
Customer...............................................................................................................................................7
Company...............................................................................................................................................7
Competitor.............................................................................................................................................8
Why branding in PEPSI is necessary for consumers & manufacturers?................................................8
For Consumers..................................................................................................................................8
 Identification..........................................................................................................................8
 Psychological risk reduction..................................................................................................8
 Reduction in research process................................................................................................8
 Reliability/Durability.............................................................................................................8
For Manufacturers.............................................................................................................................9
 Identification..........................................................................................................................9
 Legal protection.....................................................................................................................9
 Promotion..............................................................................................................................9
 Source of competitive advantage...........................................................................................9
PEPSI BRAND ELEMENTS................................................................................................................9
 Brand Name...............................................................................................................................9
 Logos and Symbols....................................................................................................................9
 Slogan........................................................................................................................................9
 Spokesperson...........................................................................................................................10
 Jingles......................................................................................................................................10
 Packaging................................................................................................................................10
PEPSI BRAND CHALLENGES.........................................................................................................10
 Change in demand...................................................................................................................10
 Change in regulatory environment...........................................................................................10
 Financial problem....................................................................................................................10
 Economic conditions...............................................................................................................11

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  Suppliers..................................................................................................................................11
 Employees workforce..............................................................................................................11
 Intellectual property.................................................................................................................11
 Exchange rates.........................................................................................................................11
Strategic Brand Management Process.................................................................................................11
Identifying and developing brand plans...........................................................................................12
Designing and Implementing Brand Marketing Program................................................................13
Measuring and Interpretations Brand Performance..............................................................................13
PEPSI Value Chain Analysis...........................................................................................................13
Brand audit......................................................................................................................................14
Maintaining /Growing the Brand Equity by Taking Corrective Actions..............................................14
Brand Awareness of PEPSI.................................................................................................................15
Brand Imagery.....................................................................................................................................15
Brand Position.....................................................................................................................................16
Brand Mantra.......................................................................................................................................18
Steps of Brand Building......................................................................................................................18
Brand Performance..............................................................................................................................20
Brand Judgements...............................................................................................................................20
PEPSI Brand elements.........................................................................................................................22
Relationship Marketing.......................................................................................................................23
Permission Marketing..........................................................................................................................24
Design 4Ps in Market programs...........................................................................................................24
Integrated Marketing Communications...............................................................................................25
1. Advertising..............................................................................................................................26
2. Sales promotion.......................................................................................................................26
3. Public relations........................................................................................................................26
4. Direct marketing......................................................................................................................26
5. Personal selling........................................................................................................................26
Brand Knowledge................................................................................................................................27
Criteria for IMC program....................................................................................................................27
Brand measurement and management system.....................................................................................27
Brand Audit.........................................................................................................................................27
Brand inventory...................................................................................................................................28
Consumer mental mapping..................................................................................................................28
Brand equity management system/Brand charter/Brand Bible............................................................29

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Brand development review..................................................................................................................29
Sources of brand equity.......................................................................................................................29
Zaltmen metaphor elicitation technique (ZMET)................................................................................30
Five Dimensions of Brand Personality................................................................................................30
Brand awareness & recognition...........................................................................................................31
Brand relationship...............................................................................................................................31
Methods to evaluate brand equity........................................................................................................32
1. Conjoint analysis.....................................................................................................................32
2. Brand to brand comparative approach.....................................................................................32
3. Holistic method........................................................................................................................32
4. Multi attribute attitudinal method............................................................................................33

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 Brand Management

Brand

It is a name term, logo, symbol, design, sign or combination of these items

intended to identify goods and services of one seller or group of sellers and to
differentiate them from competitors. Brand name should create awareness,
promises, reputation or offer in the mind of target market.

PEPSI
Pepsi is produced and manufactured by PepsiCo. Created and developed in 1893 and
introduced as Brad's Drink, it was renamed as Pepsi-Cola on August 28, 1898, then to Pepsi
in 1961, and in select areas of North America.

Nature of Product
Pepsi is a carbonated soft drink .The market in Pakistan is surely dominated by Pepsi. It has
proven itself to be the no.1 soft drink brand in Pakistan. Now days Pepsi is recognized
Pakistanis national drink.

Product Strategy
There are five product levels:
 Core benefit
 Basic product
 Expected product
 Augmented product
 Potential product

1. Core Benefit
It is the service or benefit the product is offering. In case of Pepsi, a consumer is
buying the product to quench the thirst while dining at a restaurant, hotel or on a hot day.

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 2. Basic product
The core benefit triggers the basic product. For a Pepsi soft drink, the basic requirements are
soda fizz & sweetened.

3. Expected product
 These are attributes expected by the consumer from the product. In case of Pepsi, it must be
served chilled to get the real taste of the drink.

4. Augmented product
It is a differentiated product that is made to exceed a consumer's expectations. Pepsi offers
Diet Pepsi which is a non-sweetened soft drink for the ones who are health conscious but are
not ready to give up their loyalty for Pepsi while choosing a drink.

5. Potential product
This is where the company looks for innovate ways to satiate the consumer. It comes for a
new to the category/ sub-category and also hence forms a new life cycle. 
The above 5 levels unite with the 3C model and hence we get a better understanding of where
each of them lie in the model 

Customer
 The core benefit lies with the customer. It is a realization that the customer has. When he/she
is thirsty while having a meal at Dominos or McDonalds, only then a product like Pepsi
comes into play to satisfy the requirement and quench the thirst. Also, a customer has
minimum expectations from a product. In this case, it expects the drink to have fizz and be
served cold. This is what an expected product is.

Company
The basic product lies with the company, which, in this case is a carbonated soft drink that is
sweet in taste. In the growth stage of a product's life cycle, the company looks of ways to
innovate by coming out with new products to satisfy customers. In the case of Pepsi,
Mountain Dew was a new to the category product launched and it was a flavoured soft drink.
This is a potential product introduced in the market, with a new offering to the customer.

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Competitor
 Basic, augmented and potential product all three get elements from a competitor's point of
view. In a basic product, a competitor like Coca-Cola is also serving the same requirements
that Pepsi is. It is only slightly less sweet in taste. 

Why branding in PEPSI is necessary for consumers & manufacturers?

For Consumers
 Identification
Identification in term of well recognized brand in Beverage. . For a Pepsi soft drink,
the basic requirements are soda fizz & sweetened.

 Psychological risk reduction

Pepsi comes into play to satisfy the requirement and quench the thirst. Also, a
customer has minimum expectations from a product. Due to well recognized brand
Pepsi reduce the psychological factor of their consumers.

 Reduction in research process

When one is loyal customer of Pepsi then a pre decision made by consumer to
purchase Pepsi when demand occurred.

 Reliability/Durability
Pepsi has maintained reliability in its brand image and has been consistent in its
brand promise of refreshing drink for Youth.

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For Manufacturers
 Identification
Pepsi is a source of identification in case of Handling complaints, warranty and
carriage.

 Legal protection
Pepsi brand helps manufactures in case of its logo, slogan .patients, and copy rights,
its unique features like sweetness.
 Promotion
Pepsi brand helps manufacturers in case promoting their brands as a sign of quality
towards customers
 Source of competitive advantage
Pepsi brands help manufactures as a source of competitive advantage. Because Pepsi
have a very large variety of brands as compared to coke.

PEPSI BRAND ELEMENTS

Trademark able devices that serve to identify and differentiate the brand. Brand elements
including the Pepsi brand name, logo and symbol, slogan, spokesperson, and packaging work
together simultaneously to make Pepsi stand apart from its competitors.

 Brand Name
Highly recognizable
 Logos and Symbols

 Slogan
“Live it Abhi”

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  Spokesperson
Celebrity endorsers

 Jingles
Pepsi currently uses music in its commercials rather than a canned jingle. This can
hinder brand association and decrease memorability.

 Packaging
Sleek and modern

PEPSI BRAND CHALLENGES

 Change in demand
Demand for products may be adversely affected by changes in consumer
preferences and tastes or if Pepsi unable to innovate or market products
effectively.

 Change in regulatory environment

Changes in the legal and regulatory environment could limit Pepsi business
activities, increase in operating costs, reduce demand of Pepsi products or result
in litigation. 

 Financial problem
Pepsi financial performance could suffer if they are unable to compete
effectively. Pepsi compete on the basis of brand recognition, taste, price, quality,
product variety, distribution, marketing and promotional activity, convenience,
service and the ability to identify and satisfy consumer preferences.

 Grow In Emerging and Developing Markets

Pepsi financial performance could be adversely affected if they are unable to
grow our business in emerging and developing markets or as a result of unstable

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 political conditions, civil unrest or other developments and risks in the markets
where Pepsi products are sold.

 Economic conditions
Unfavourable economic conditions may have an adverse impact on Pepsi
business results or financial condition.

 Suppliers
Pepsi operating results may be adversely affected by increased costs, disruption
of supply or shortages of raw materials and other supplies.

 Employees workforce
If unable to hire or retain key employees or a highly skilled and diverse
workforce, it could have a negative impact on Pepsi business. A portion of
workforce belongs to unions. Failure to successfully renew collective bargaining
agreements, or strikes or work stoppages could cause Pepsi business to suffer.

 Intellectual property 
Pepsi intellectual property rights could be infringed or challenged and reduce
the value of Pepsi products and brands and have an adverse impact on business,
financial condition and results of operations.

If not able to build and sustain proper information technology infrastructure,

successfully implement Pepsi ongoing business transformation initiative or
outsource certain functions effectively, business could suffer.

 Exchange rates 
Fluctuations in exchange rates may have an adverse impact on Pepsi business
results or financial condition.

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 Strategic Brand Management Process
 Identifying and developing brand plans.
 Designing and implementing brand marketing program.
 Measuring and interpretations brand performance.
 Maintaining and growing the brand equity by taking corrective actions.

Identifying and developing brand plans

 Brand Position
The brand position defined as how a brand wants its customers to perceive, think and
feel about the brand in the marketplace, is one of the single-most important aspects of
building a brand. Too many young Pepsi is the brand of refreshing non-alcoholic
beverages that offers a wide selection of products to hydrate and quench the thirst of
consumers while satisfying taste buds with sweet and bubbly formulas. The Pepsi
brand character is youthful, strong, aggressive, hip, forward-thinking, highly
reputable, and environmentally-conscious.

 Competitive Environment
While Pepsi continues to focus on a more diversified brand portfolio with many
leading brands in some of the fast growing beverage categories, it recognizes that its
largest competitor is Coca-Cola. Pepsi stated in its most recent annual report that “The
Coca-Cola Company is our primary beverage competitor. Pepsi also recognizes that
many of its snack and food brands hold significant leadership positions in the snack
and food industry worldwide while The Coca-Cola Company has significant
carbonated soft drink (CSD) share advantage in many markets.

 Points-of- Parity
Pepsi is world second largest Cola Company and it have refined brand history and
also be considered modern brand image. While in Coca-Cola world largest Cola
Company and strong brand history also be considered classic brand image.

 Points-of-Differences

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 In Pepsi Sweeter tasting cola with citrus undertones, Iconic and relevant brand
portfolio and Associated with adventure and fun and in Coca-Cola is not as sweet
with vanilla and acidic undertones Extensive brand portfolio and Associated with
happiness and joy

Designing and Implementing Brand Marketing Program

 Mixing and matching of Pepsi brand elements
Trademark able devices that serve to identify and differentiate the brand. Brand
elements including the Pepsi brand name, logo and symbol, slogan, spokesperson, and
packaging work together simultaneously to make Pepsi stand apart from its
competitors.

 Leveraging secondary associations

Some time it’s occurs a brand psychologically associated with other brand. In case of
Pepsi when name of Pepsi called then psychologically it’s relate to lays.

Measuring and Interpretations Brand Performance

PEPSI Value Chain Analysis
Value chain analysis is an analytical tool used to identify the ways in which
businesses create value for customers. The essence of value chain analysis is
illustrated
 Support activities
Firm infrastructure
Human resources
Technology development
Procurement

 Primary activities
Inbound logistics
Operations

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 Outbound logistics
Marketing & sales
Services

Brand audit
In this comparing step (1) with step (2) and after comparing results shows Pepsi is a
unique challenger brand to Coca-Cola and has the potential to continue to be a market
leader in the cola industry. Pepsi’s strong, aggressive, hip, forward-thinking, highly
reputable, and environmentally-conscious brand personality will enable the brand to
sustain its current consumers and open the door for new consumers to enjoy its
diverse product portfolio.

Maintaining /Growing the Brand Equity by Taking

Corrective Actions
 Brand Portfolio
Through strategic acquisitions, partnerships, and new product developments, Pepsi has
expanded its brand portfolio over the past two decades to offer a variety of products for
every occasion and lifestyle. As a result, Pepsi-Cola today is the flagship brand in a
portfolio of liquid refreshment beverages that includes 14 billion-dollar brands and
carbonated soft drinks, juices, sports drinks and bottled waters.

 Brand Hierarchy
Pepsi’s primary brands include several variations and flavours of cola including Pepsi,
Diet Pepsi, Pepsi Max and various limited edition flavours. Pepsi current primary
brands come together to offer unique and refreshing colas that appeals to a broad
audience. Moreover, Pepsi extended sub-brand portfolio includes a variety of
beverages including Mountain Dew, Miranda, 7up stings energy drink All of Pepsi’s
brands cater to different market segments and rarely cannibalize each other’s sales.

 Brand expansion strategy

 Business Strategy-Integrated Cost Leadership/differentiated Strategy

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  Corporate Strategy-Brand Portfolio Strategy
 Creation of a new Global Nutrition Group
 Global Strategy-Strategic Alliance Strategy

Brand Awareness of PEPSI

 What is Brand Awareness?
Brand awareness is the public existence or recognition of the Brand. In other words,
how much the customer is aware about the Brand is termed as Brand Awareness.
Pepsi has maintained very good awareness for its brand in the market.

 Why brand awareness is important?

Brand Awareness is a key process to gain initial contact with customers, build
relationship & convert them to become loyal. If there is no brand awareness in
market, the brand would become useless. More the brand awareness is built more the
chances of success.

 Building brand awareness?

Building Brand Awareness is a process to advertise the brand to a level that every
customer of the market segment should know about the brand and its products.
Building Awareness involves messages, logos, symbols and taglines as well. Pepsi is
also keenly engaged in building its Brand Awareness to become Competitive. If
customers are unknown of the. brand, how they can attach with the brand. Pepsi is
also using advertising intensively for building its brand awareness. Besides this,
various other promotional strategies like sales promotion, sponsorships, and seasonal
campaigns are also used to build brand awareness

Brand Imagery
Brand imagery can be defined as the intangible associations of the brand. The Pepsi brand has
been effective in satisfying and fulfilling consumers’ psychological and social needs. Some
consumers feel that Pepsi has “leveraged more celebrity endorsements while Coca-Cola
utilizes their Americana brand image” Likewise, Pepsi consumers base their associations of

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the brand on the celebrities who promote and drink Pepsi cola products. Pepsi is most notable
for using high profile celebrities including Ali Azmat, shahid afridi , Misbah ul Haq, sanam
saeed, Mahira khan, Fawad khan, to intrigue and appeal to consumers’ social needs. The
celebrity endorsers are young, hip, fresh, and well-known in a community which creates an
ideal mental image of the actual consumers of the PEPSI brand.

Brand Position
“The brand position, defined as how a brand wants its customers to perceive, think and feel
about the brand in the market place. It is one of the single-most important aspects of building
a brand. Brand positioning is at the heart of marketing strategy. As a company that currently
operates in over 200 countries and territories, diversity and inclusion are essential to Pepsi’s
growth and success. Pepsi continuously strives to mirror and replicate the diversity of its
consumer base to have a better understanding of its consumers Rather than taking an
offensive approach, Pepsi utilizes niche positioning to focus on dominating a segment of the
soft drink In order to effectively connect with its consumers. The Pepsi brand character is
youthful, strong, aggressive, hip, forward-thinking, highly reputable, and environmentally-
conscious. Further investigations of the five distinct elements that compose Pepsi’s position
are subsequently outlined.

 Target Audience
Stronger overall focus on the consumer experience is elevating Pepsi’s connections
with consumers. Who exactly are these consumers that are most influenced and motivated by
the Pepsi brand? As evident in many of its advertisements and branding efforts, Pepsi has
historically targeted a younger, urban audience of single, active teenagers and young adults.
The majority of Pepsi’s market is comprised of aged 16 to 45 who are typically middle class,
middle income, and rural and urban dwellers. The Business Insider suggested that Pepsi fans
are less likely to have attended college or speak more than one language. Furthermore, Pepsi
has identified its consumers as those who are interested in sports and entertainment and are
proven brand loyalists.

 Category Need

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 Since the 17th century when soft drinks were first marketed, there has been an
increased demand for carbonated beverages. Pepsi successfully entered the market
one century later as one of the leading providers of refreshing non-alcoholic
beverages. Over the years, Pepsi has evolved its brand as consumers’ wants and
demands have changed. To appeal to a large consumer demographic, Pepsi has
expanded its brand portfolio to fulfill the current category need.
 Key Brand Benefits
Brand benefits are the personal value and meaning that consumers attach to the
product of service attributes” (2013b, p. 49). When consumers are thirsty, need to
placate cola cravings, or are in need a boost of caffeine, Pepsi has an extensive
portfolio of products to satisfy fundamental beverage needs.
 Purchase Motivators
To reinvigorate its name sake brands after losing market share to Coca-Cola Co. in
recent years,” Pepsi has included a mix of artificial sweeteners in its colas and
continues to offer a bold, refreshing, and sweet tasting cola that many individuals find
appealing. Consumers of Pepsi products enjoy the variety of formulas and is the key
motivator for their purchases and loyalty to the brand.
 Brand Charter
Although Pepsi is considered to be a unique challenger brand of Coca-Cola, the
company continues to position itself on the cutting-edge of the beverage industry.
Rather than continuing to be dominated and overshadowed by its competitors, Pepsi
embraces an aggressive branding approach to communicate a hip and youthful brand
image to its consumers.
 Competitive Environment
While Pepsi continues to focus on a more diversified brand portfolio with many
leading brands in some of the fast growing beverage categories, it recognizes that its
largest competitor is Coca-Cola. Pepsi stated in its most recent annual report that “The
Coca-Cola Company is our primary beverage competitor. Other food and beverage
competitors include. The point of parity is that that they are two very famous fresh
soft Drinks. The point of difference is the image that they reflect Pepsi is trendier and
cool with an image of young people and celebritieswhie Coca-Cola is an emotional
brand. This is because of advertising campaigns both they spread.

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 Brand Mantra

It is a short 3 to 5 phrase, Brand Mantra slogan.

For Pepsi it was

1. Young
2. Celebrities
3. Fresh
4. Sports

Steps of Brand Building

Step 1: Brand Identity – Who Are You?

In this first step, your goal is to create "brand salience," or awareness – in

other words, you need to make sure that your brand stands out, and that
customers recognize it and are aware of it. You're not just creating brand
identity and awareness here; you're also trying to ensure that brand
perceptions are "correct" at key stages of the buying process. Pepsi’s brand
identity has transformed over the years, but primarily it has remained as a
youthful brand which empowers people to enjoy their youth.

Step 2: Brand Meaning – What Are You?

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 Your goal in step two is to identify and communicate what your brand
means, and what it stands for. The two building blocks in this step are:
"performance" and "imagery.""Performance" defines how well your product
meets your customers' needs. According to the model, performance consists
of five categories: primary characteristics and features; product reliability,
durability, and serviceability; service effectiveness, efficiency, and empathy;
style and design; and price."Imagery" refers to how well your brand meets
your customers' needs on a social and psychological l level. Your brand can
meet these needs directly, from a customer's own experiences with a
product; or indirectly, with targeted marketing, or with word of mouth.

Step 3: Brand Response – What Do I Think, or Feel, About You?

Your customers' responses to your brand fall into two categories: "judgments" and
"feelings." These are the two building blocks in this step.

 Your customers constantly make judgments about your brand and these fall into
four key categories:

 Quality: Customers judge a product or brand based on its actual and perceived
quality.

 Credibility: Customers judge credibility using three dimensions – expertise (which

includes innovation), trustworthiness, and likability.

 Consideration: Customers judge how relevant your product is to their unique

needs.

 Superiority: Customers assess how superior your brand is, compared with your
competitors' brands.

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 Customers also respond to your brand according to how it makes them feel. Your brand
can evoke feelings directly, but they also respond emotionally to how a brand makes them
feel about themselves. According to the model, there are six positive brand feelings:
warmth, fun, excitement, security, social approval, and self-respect.

Step 4: Brand Resonance –what about you and me?

It means different types of marketing activities are executed and especially it is taken care
of that activities remain consistent with each other. These activities are conducted
consistently with consideration of time frame to create an overall strong image about the
brand the vat could provide strongly competitive advantage. The slogan Live it Abdi,
does not urge you to drink Pepsi ‘right now’ as it may seem to suggest but seeks to give
the brand a new consumer resonating identity.

Brand Performance

Because Pepsi is a challenger brand in the beverage industry, the company must make
more diligent efforts to “ensure consumers’ experiences with the product at least. Pepsi
currently offers a variety of beverages its consumers want with quality and trusted
primary ingredients. For its consumers, the Pepsi website has an extensive ingredient
glossary that helps explain how each essential ingredient works together to create the
perfect beverage. Pepsi provides its customers soft drink at a price lower than most of the
non alcoholic drink.

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 Brand Judgements
 The Brand Judgement means, what customer decides with respect to the product? The
customers make the judgment about the product by consolidating his several
performances and the imagery associations with the brand. On the basis of these, the final
judgment is made about the product in terms of its Perceived Quality, Credibility,
Consideration, and Superiority. When consumers get a hold of a Pepsi Cola product, they
are expecting the sweet, citrusy flavour burst. Through taste, cheaper price and frequent
campaigns has also become one of the most famous brand as a non-alcoholic soft drink.

This opinion could be developed on the basis of 4 factors

1. Brand quality
2. Brand credibility
3. Brand consideration
4. Brand superiority

Factors effecting Brand equity to enhance Brand Value

investment in marketing programs

Quality of market programs

Quality of marketing programs means programs should be

1. Distinctive
2. Relevant to endorsing the brand
3. Try to achieve excellence in marketing programs
4. They must be integrated
5. Portray image of brand as a valuable product

Precise evaluation of customer perception

Market place conditions

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 Investor’s interest

PEPSI Brand elements

Brand Elements

Trademark able devices that serve to identify and differentiate the brand. Brand elements
including the Pepsi brand name, logo and symbol, slogan, spokesperson, and packaging
work together simultaneously to make Pepsi stand apart from its competitors.

Brand elements must be

 Memo ability
A necessary condition for building brand equity is achieving a high level of brand
awareness Pepsi has a highly recognizable brand name across the globe and is
inherently memorable and attention-getting which helps in overall consumption. The
brand has successfully positioned itself in the marketplace so that the Pepsi brand
name can be easily recalled by consumers.
 Meaningfulness
The colour red can be described as exciting, youthful, and bold while the colour blue
is associated with dependability, trust, and strength. The colours used in the Pepsi
logo and packaging are great indicators of the type of brand Pepsi aspires to be and

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 suggests the position taken by the company. Furthermore, the combination of colours
can ultimately persuade consumers to be able to properly identify Pepsi products.
 Likeability
Pepsi’s packaging is modern and sleek and is aesthetically pleasing which helps
identify the brand, convey descriptive persuasive information, facilitate transportation
and protection, assist in at-home storage, and aids in product consumption. Moreover,
Pepsi uses celebrities as its spokespeople which help the brand more fun and
interesting.
 Transferability
Because Pepsi is a global brand, its brand elements must be able to transfer through
various cultures and regions. Pepsi’s iconic symbol and logo as well its slogan are
easily transferable within various product categories and across geographic
boundaries and cultures. All three elements work together synonymously to
successfully introduce the Pepsi brand into new markets.

 Adaptability
Over the years, the Pepsi logo has adapted its image as well as its logo to aid in
product consumption. To remain contemporary and relevant to consumers, Pepsi has
embraced change as evident in its various logo forms. Below is the evolution of the
Pepsi logo which has proven its ability to adapt over time.

 Protect ability
The Pepsi brand is legally and highly protected from any unauthorized use. Its logo,
symbol, and brand name cannot be infringed by another company cannot utilize and
copy either the logo or the symbol.

Relationship Marketing

It is concerned with providing service additional benefits that could create a stronger
bond with consumer to increase the brand loyalty as well as brand resonance.

 Mass customization

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 An attempt is made to take care of needs and wants .it is tried that individual
differences and varying tastes & preferences are covered.

 One -to-One Marketing

Focus on individual consumers which could be detected
1. Data basis
2. Respond to consumer query and complaints
3. Try to customized products & services on the basis of feedback

Permission Marketing

Permission marketing is the privilege of delivering anticipated, personal, and relevant

messages to people who actually want them. Permission marketing means consumer
will allow to design and conduct particular marketing campaign. After that

Design 4Ps in Market programs

 Product
Main Aspect is to Build brand equity is
 perceived quality
 The customer's perception of the overall quality or superiority of a product or service
with respect to its intended purpose, relative to alternatives. If intended purpose is
fulfilled then perceived quality is high. Sweetness, better taste fresh beverages supply are
the Pepsi product qualities.

 After Marketing services

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 After sales service refers to various processes which make sure customers are satisfied
with the products and services of the organization. The needs and demands of the
customers must be fulfilled for them to spread a positive word of mouth. After that
1. Take feedback from the consumers.
2. Make changing according to the feedback required.
3. Regularly take information from loyal customers.
4. Try to engage as many people as possible.

 Pricing
In this how a consumer could categorize the price of brand. Following strategies are
1. Price intensity
2. Flexibility
3. EDLP
4. Value based pricing strategy
5. Economy of scale
 Placement
Direct channels
Intermediaries are not involved and the product is sold through emails catalogues phone
personal contacts .following of
Indirect channels
1. Brand stores.
2. Exclusive or dedicated websites.
3. Factory outlets.
4. Catalogue retailers.
5. Manufacture and middlemen joint to gather for corporate advertising to enhance
brand equity.
6. Store with in a store.

 Promotion
Promotion refers to raising customer awareness of a product or brand, generating
sales, and creating brand loyalty.
a. Buy 1, Get 1 FREE

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 b. Discount
c. Coupons
d. Rebates
e. Promotional Pricing
f. Loyalty Programs
g. Sampling and Free Trials
h. Free Product

Integrated Marketing Communications 

Integrated Marketing Communications is a simple concept. It ensures that all forms

of communications and messages are carefully linked together. At its most basic
level, Integrated Marketing Communications, or IMC, as we'll call it, means integrating
all the promotional tools, so that they work together in harmony.
1. Advertising
Advertising is a paid form of nonpersonal communications about an organization, its
products, or its activities that is transmitted through a mass medium to a target audience. The
mass medium might be television, radio, newspapers, magazines,
Outdoor displays, car cards, and directories.
2. Sales promotion
It is an activity or material that offers customers, sales personnel, or resellers a direct
inducement for purchasing a product. This inducement, which adds value to or incentive for
the product, might take the form of a coupon, sweepstakes, refund, or display.
3. Public relations
It is a non personal form of communication that seeks to influence the attitudes, feelings, and
opinions of customers, noncustomers, stockholders, suppliers, employees, and political
bodies about the organization. A popular form is publicity, which is a nonpaid form of non
personal communication about the organization and its products that is transmitted through a
mass medium in the form of a news story. Obviously, marketers seek positive publicity.

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 4. Direct marketing
It uses direct forms of communication with customers. It can take the form of direct mail,
online marketing, catalogues, telemarketing, and direct response advertising. Similar to
personal selling, it may consist of an interactive dialog between the marketer and the
customer. Its objective is to generate orders, visits to retail outlets, or requests for further
information. Obviously, personal selling is a form of direct marketing, but because it is a very
personal form of communication, we place it in its own category.
5. Personal selling
It is face-to-face communication with potential buyers to inform them about and persuade
them to buy an organization’s product. It will be examined in detail in the next chapter.

Brand Knowledge
It is a function of awareness, which relates to consumers’ ability to recognize or recall
the brand, and image, which consists of consumers’ perceptions and of associations
for the brand
In IMC Brand knowledge have different levels
1. Brand exposure
2. Brand notice
3. Brand comprehension
4. Brand yielding
5. Brand intention
6. Actual brand behaviour

Criteria for IMC program

 Coverage - reach and impressions
 Contribution - main effects of communications on consumers
 Commonality - consistent and cohesive brand image in every communication
 Complimentary - linkages of different communications
 Versatility - degree of appeal to all aggregates

Brand measurement and management system

These systems are used to evaluate the brand performance & take necceassary actions
for improvements in brand image.

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 Brand Audit
It is a comprehensive examination of brand to identify the source of brand equity
strength in terms of brand resonance & competitive position in terms of brand loyalty.
Mostly brand audit is taken by third party.
It is a three step process
1. Reviewing the scope objective and approach to brand building.
2. Data collection.
3. Comparing the objective with actual performance.

Brand inventory
Current profile of the brand in term of brand strength & weakness. Both qualitative
and quantitative techniques are used. Mostly qualitative techniques are used for brand
audit in these are
1. Word association
2. Sentence completion
3. Empty balloons
4. Cartoon characters
5. Consumer from another plant
6. Personification
7. Card association
8. Photo sorts
9. Story telling
10. Role playing
11. Photo description
12. Detailed interview

Consumer mental mapping

Mental map describe brand association and responses to a particular brand for a target
market. Mental map describe association correlation or perception related to a
particular brand. Mostly qualitative techniques are used for mental mapping in which
used for mental mapping
1. Assessment of depth and breadth of brand awareness.
2. Uniqueness of brand association.
3. Strength of loyalty.

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 4. Position in terms of brand resonance.
5. Strength of favorability.

Brand equity management system/Brand charter/Brand Bible

Documents containing the relevant guidelines to the marketing managers to help deciding
marketing activities .Following are these
1. Why we are branding.
2. How are small it is a resource for company.
3. Scope of the key brand is associated products as well as competitive product.
4. Diff b/w actual and desired brand equity.
5. How brand equity is measured.
6. Strategic guidelines/suggestion to improve equity.
7. Detail of marketing programs.
8. Miscellaneous issues such as use of trade mark logo etc.
Brand development review
1. Review the brand sensitive material.
2. Review the status of key brand initiatives.
3. Review the damages/affects by brand sensitive projects.
4. Review the new product and distribution strategies with respect to core brand
values.
5. Resolve brand positioning conflicts.
Sources of brand equity
In this qualitative techniques are used
1. Who buys our product?
2. Who make the buying decision?
3. Who influence the decision?
4. What need is to be satisfied?
5. Why customer are buy to a particular product?

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 6. What social factor may influence?
7. Does customer life style influence?
8. What is perception about our product?
9. What kind of persons mostly using our products?
10. What is customer attitude towards our product?

Zaltmen metaphor elicitation technique (ZMET)

The Zaltman metaphor elicitation technique (ZMET) is a patented market research
tool. ZMET is a technique that elicits both conscious and especially unconscious
thoughts by exploring people's non-literal or metaphoric expressions. This technique
is based on beliefs that consumer often have sub conscious motives for their
purchasing behavior exact preferences may be unaware by consumer him/herself. a
detail psychological profiling is required and following projective techniques are used
1. Story telling
2. Expand the frame
3. Sensory metaphor
Metaphoric responses are elicited about a particular research topic.
4. Vignette
Use mind’s eye to create a story about research.
5. Digital image
Integrating different images to create a visual summary.

Five Dimensions of Brand Personality

The Five Dimensions of Brand Personality is a framework to describe and measure
the personalit of a brand in five core dimensions, each divided into a set of facets. It is
a model to describe the profile of a brand by using an analogy with a human being.
THE FIVE CORE DIMENSIONS AND THEIR FACET
These are:

1. Sincerity

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 (Down-to-earth, honest, wholesome, cheerful)

2. Excitement

(Daring, spirited, imaginative, up-to-date)

3. Competence

(Reliable, intelligent, successful)

4. Sophistication

(Upper class, charming)

5. Ruggedness

(Outdoorsy, tough)

Brand awareness & recognition

Identifying the brand from within the variety of the brands. Both are based on brand
perception and recall abilities. Both could be influenced by the packaging of the
brand. The effect of packaging could be affected by following factors
a. Shelf space
b. package size
c. Visibility
d. Design elements
e. Distance from point of sale
f. Angle from which brand could be identified
g. Walking speed

Brand relationship
Attachment of customers with regard to a specific brand may constitute brand
relationship
It includes
1. Behavioural loyalty

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 2. Attitudinal attachment
3. Sense of community/commonality
4. Active engagement
Brand dynamics
It includes aggregation of different elements to show the strength of relationship
of a brand with different elements. Brand dynamics consist of 5 steps
1. Awareness
2. Relevance
3. Performance
4. Advantage
5. Bonding

Methods to evaluate brand equity

1. Conjoint analysis
A survey based multivariate technique that enable marketers to profile the consumers’
decision process with respect to products and brands. Various steps are
1. Need identification
2. Identification of alternative
3. Evaluation of alternative
4. Post purchase behaviour

2. Brand to brand comparative approach

In this method different competitive brands are compared one to one basis to evaluate the
brand effectiveness.

Blind testing
Customer examines a product with or without brand identification or shuffled identification
to report about features quality taste of brand. Example difference between Pepsi and coke
taste. Mostly brand are recognized with a particular features and mostly customers find it
hard to distinguish that features among competing brands.

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3. Holistic method
They are psychological in nature and customers are asked to judge the overall value of the
brand in terms of either abstract utility or concrete financial terms. Those customers ask
to rate level of satisfaction or determine amount he or she is willing to pay for a particular
brand. To evaluate financial term data from scanner panels are also used.

4. Multi attribute attitudinal method

It is a psychological testing which used comprehensive combination of different attributes
and there affect on customer perception. Including the attributes which may not
necessarily be part of core product. Difference evaluated between subjectively perceived
attributes and attributes related to a particular brand.

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