final pjct

8/18/2019 Final Pjct

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BRAND AWARENESS

ABSTRACT

In today’s competitive world brand is playing an important role during the buying process

A customer pre!ers the product which has a good popularity among the mar"et

#he companies are !ocusing on ma"ing their brand to be "nown in a most widely manner

by the way o! ma"ing the customer aware regarding that particular brand

Brand awareness can be said to be as a reason !or a brand to be commonly accepted in the

mar"et I! a customer is aware o! a certain brand$ he will thin" to adopt it and become user

o! it

#he awareness which a customer got might be !rom various sources or ways which ma"es

the customer to "now about that brand

#he study is aimed to "now the !actors which are ma"es the #%S brand to get awareness

among the customers by which they are using that branded products and to "now what

level o! per!ormance o! the #%S brand the customers are e&periencing a!ter opting it

#his study helped me to !urther enhance my "nowledge regarding the concept o! brand

and its awareness which is a "ey !or any company and which helps in building the

company’s name and !ame in the mar"et

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INTRODUCTION

MARKETING

(ar"eting deals with identi!ying and meeting human and social needs +ne o! the shortest

de!initions o! mar"eting is 7meeting needs pro!itably8

#he American marketing association de!ines mar"eting as

7An organi9ational !unction and a set o! processes !or creating$ communicating$ and

delivering value to customers and !or managing customer relationships in ways that

bene!it the organi9ation and its sta"e holders8

BRAND

#he American marketing association de!ines a brand as

8A name$ term$ sign symbol$ or design$ or a combination o! them intended to identi!y the

goods or services o! one seller or group o! sellers and to di!!erentiate them !rom those o!

competitors8

A brand is thus a product or service that adds dimensions that di!!erentiate it in some way

!rom other products or services designed to satis!y the same need

BRAND AWARENESS

Brand awareness is consumers’ ability to identi!y the brand under di!!erent conditions$ as

re!lected by their brand recognition or recall per!ormance

Brand awareness is one o! the !undamental dimensions o! brand e:uity$ is o!ten considered

to be a prere:uisite o! consumers’ buying decision$ as it represents the main !actor !or

including a brand in the consideration set Brand awareness can also in!luence consumers’

perceived ris" assessment and their con!idence in the purchase decision$ due to !amiliarity

with the brand and its characteristics

#he choice o! brand !rom the consumers’ perspective can be "nown by having an idea on

the consumers’ behaviour and their view o! brands

#here are !our types o! consumer behaviour which are characteri9ed by the order o! the

three steps; "nowledge$ attitude and action



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BRAND AWARENESS

Rational behaviour: #hey start to get some "nowledge about the product and what the

mar"et may o!!er By evaluating the in!ormation they act< they may buy it or not

Unconciou behaviour: ,rom the attitude which comes !rom emotions and !eelings they!ind in!ormation about the product and !rom that they get "nowledge At last they have the

action$ their choice

!earne" behaviour: #hey choose a product they do not plan by their choice< they do it by

habit

Social behaviour: =i!estyle$ status and in!luence !rom others decide what product they

will buy

Brand awareness can be measured by showing a consumer the brand and as"ing whether

or not they "new o! it be!orehand 'owever$ in common mar"et research practice a variety

o! recognition and recall measures o! brand awareness are employed all o! which test the

brand name>s association to a product category cue #his came about because most mar"et

research in the 01th .entury was conducted by post or telephone$ actually showing the

brand to consumers usually re:uired more e&pensive !ace4to4!ace interviews

Brand building deals with name$ term$ sign$ symbol or design or a combination o! all these

which is intended to identi!y the goods or services o! one seller or a group o! sellers and to

di!!erentiate them !rom those o! the competitors

+ne o! the power!ul tools to improve brand awareness is advertising Advertising creates a

two dimensional awareness about the brand name and about the product category

.reating brand awareness is an important ob?ect in mar"eting in order to be part o! the

consumer’s consideration set #he consumer is seen as a passive audience$ who has little

time !or choosing a product

(otor bi"es are playing a "ey role as they are used !or various purposes right !rom

transportation to travelling It is having a very tremendous mar"et share in automobile

industry in india as india is ma?orly comprises o! middle class !amilies who can easily

a!!ord themselves !or a motor bi"e

#o opt a motor bi"e one has to be aware regarding which bi"e he should buy that can

match his re:uirements regarding purpose o! buying simultaneously with the money to be

paid !or it



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BRAND AWARENESS

#%S motors is the very oldest company in the motor bi"es segment in india (ore than 0@

million customers have bought a #%S product which shows the tremendous pre!erence o!

customers towards it

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BRAND AWARENESS

OB#ECTI$ES O% T&E STUD'

#o "now the !actors which ma"e the customers to gain awareness on #%S brand

#o measure and interpret the levels o! satis!action among customers regarding

#%S brand per!ormance

#o "now customers view regarding the publici9ing o! brand by them

#o "now the interest o! customers to be remain as a loyal to the brand or not

#o "now whether the company’s e!!ort to promote their brand were succeeded or

not



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BRAND AWARENESS

NEED %OR T&E STUD'

#he present world o! customer pre!erence is moving ahead by the name o! the brand they

"now .ustomers tend to pre!er those products which are having a good space in their

mind regarding its brand name

I! the product has a good brand name in the mind o! customer$ he will pre!er it

#he study goes through !inding out o! awareness regarding the #%S brand in the

customers who have opted it and the level o! satis!action they got by pre!erring it

#he !actors which ma"es the customers to gain awareness regarding the #%S brand are

also aimed to be "nown through study When the !actors are "nown regarding the brandawareness among customers they can be be viewed as the !actors which helps !or the

overall building o! brand e:uity

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BRAND AWARENESS

SCO(E O% T&E STUD'

#he study covers the views o! users o! the #%S branded bi"es in "urnool city

It aims at "nowing the !actors which are responsible !or the brand awareness o!

#%S

#he study covers the collection o! opinions and views o! customers relating to

pre!erence o! #%S brand in !uture



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BRAND AWARENESS

!IMITATIONS O% T&E STUD'

#he study is con!ined to the "urnool city only

#he view regarding a product o! #%S is ta"en into consideration as a view on #%S

brand

Some respondents re!use to respond and these respondents who won’t participate

in the survey might have a!!ected the result o! the study

Some respondents answered in a hurry manner and those views o! them may

actually not be their original views

#he sample was chosen randomly which might not be an actual representative o!

the total population

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BRAND AWARENESS

RESEARC& DESIGN

A research design is the blue print o! the study #he design o! a study de!ines the

!ollowing

• Study type

• R esearch :uestion

• 'ypotheses

• Independent and dependent variables

• E&perimental design

• Data collection methods and

• Statistical analysis plan

Research design is the !ramewor" that has been created to see" answers to research

:uestions

#he study is carried out in e)*lorator+ ,a+-


http://en.wikipedia.org/wiki/Research_questionhttp://en.wikipedia.org/wiki/Hypothesishttp://en.wikipedia.org/wiki/Dependent_and_independent_variableshttp://en.wikipedia.org/wiki/Design_of_experimentshttp://en.wikipedia.org/wiki/Hypothesishttp://en.wikipedia.org/wiki/Dependent_and_independent_variableshttp://en.wikipedia.org/wiki/Design_of_experimentshttp://en.wikipedia.org/wiki/Research_question


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BRAND AWARENESS

RESEARC& MET&ODO!OG'

$ARIAB!E

A variable is a measurable characteristic that varies It may change !rom group to group$

person to person$ or even within one person over time

In"e*en"ent $ariable .I$/ 0 De*en"ent $ariable .D$/

In an e&periment$ the independent variable is the variable that is varied or manipulated by

the researcher$ and the dependent variable is the response that is measured

An independent variable is the presumed cause$ whereas the dependent variable is the

presumed e!!ect

#he I% is the antecedent$ whereas the D% is the conse:uent

As concerning to this study the awareness regarding the brand o! #%S is a independent

variable whereas the behaviour o! the customers towards the brand regarding theawareness o! brand is dependent variable

(O(U!ATION1SAM(!ING UNIT

A population can be de!ined as including all people or items with the characteristic one

wish to understand Because there is very rarely enough time or money to gather

in!ormation !rom everyone or everything in a population$ the goal becomes !inding a

representative sample o! that population

#he study covers the people who own #%S branded motor bi"es in "urnool city

SAM(!E SI2E

1 respondents who owns #%S branded bi"e are choosen randomly



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BRAND AWARENESS

SAM(!ING

Sampling is concerned with the selection o! a subset o! individuals !rom within

a statistical population to estimate characteristics o! the whole population

(robabilit+ a3*lin4

A probability sample is a sample in which every unit in the population has a chance

/greater than 9ero6 o! being selected in the sample$ and this probability can be accurately

determined

Non *robabilit+ a3*lin4

Non probability sampling is any sampling method where some elements o! the population

have no chance o! selection or where the probability o! selection can>t be accurately

determined It involves the selection o! elements based on assumptions regarding the

population o! interest$ which !orms the criteria !or selection

SAM(!ING TEC&NI5UES

Si3*le ran"o3 a3*lin4

In a simple random sample /SRS6 o! a given si9e$ all such subsets o! the !rame are given

an e:ual probability ,urthermore$ any given pair o! elements has the same chance o!

selection as any other such pair

S+te3atic a3*lin4

Systematic sampling relies on arranging the study population according to some ordering

scheme and then selecting elements at regular intervals through that ordered listA simple

e&ample would be to select every 21th name !rom the telephone directory

Strati6ie" Sa3*lin4


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BRAND AWARENESS

Where the population embraces a number o! distinct categories$ the !rame can be

organi9ed by these categories into separate strata Each stratum is then sampled as an

independent sub4population$ out o! which individual elements can be randomly selected

Cluter a3*lin4

Sometimes it is more cost4e!!ective to select respondents in groups /clusters6 Sampling is

o!ten clustered by geography$ or by time periods ,or instance$ i! surveying households

within a city$ we might choose to select 211 city bloc"s and then interview every

household within the selected bloc"s

Quota sampling

In :uota sampling$ the population is !irst segmented into mutually e&clusive sub4groups$

?ust as in strati!ied sampling #hen ?udgement is used to select the sub?ects or units !rom

each segment based on a speci!ied proportion

Sa3*lin4 techni7ue ue" in thi tu"+

Simple random sampling method is adopted in the study and respondents are randomly

selected to collect opinions !rom them

T'(ES O% DATA

Data

In!ormation in raw or unorgani9ed !orm such as alphabets$ numbers$ or symbols that re!er

to$ or represent$ conditions$ ideas$ or ob?ects

Data is limitless and present everywhere in the universe

(ri3ar+ "ata

Data collected by the investigator himsel!F hersel! !or a speci!ic purpose

Ex: Data collected by a student !or hisFher thesis or research pro?ect


http://en.wikipedia.org/wiki/Mutually_exclusivehttp://en.wikipedia.org/wiki/Mutually_exclusivehttp://en.wikipedia.org/wiki/Stratified_samplinghttp://www.businessdictionary.com/definition/information.htmlhttp://www.businessdictionary.com/definition/form.htmlhttp://www.businessdictionary.com/definition/symbol.htmlhttp://www.businessdictionary.com/definition/symbol.htmlhttp://www.businessdictionary.com/definition/represent.htmlhttp://www.businessdictionary.com/definition/condition.htmlhttp://www.businessdictionary.com/definition/idea.htmlhttp://www.businessdictionary.com/definition/object.htmlhttp://www.businessdictionary.com/definition/object.htmlhttp://www.businessdictionary.com/definition/universe.htmlhttp://www.businessdictionary.com/definition/universe.htmlhttp://en.wikipedia.org/wiki/Mutually_exclusivehttp://en.wikipedia.org/wiki/Stratified_samplinghttp://www.businessdictionary.com/definition/information.htmlhttp://www.businessdictionary.com/definition/form.htmlhttp://www.businessdictionary.com/definition/symbol.htmlhttp://www.businessdictionary.com/definition/represent.htmlhttp://www.businessdictionary.com/definition/condition.htmlhttp://www.businessdictionary.com/definition/idea.htmlhttp://www.businessdictionary.com/definition/object.htmlhttp://www.businessdictionary.com/definition/universe.html


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BRAND AWARENESS

Secon"ar+ "ata

Data collected by someone else !or some other purpose but being utili9ed by the

investigator !or another purpose

Ex ; .ensus data being used to analy9e the impact o! education on career choice and

earning

DATA CO!!ECTION TEC&NI5UES

#he in!ormation necessary !or this research data collected by tapping primary and

secondary sources

#he sources are as !ollows;

(ri3ar+ Source

Respondents were as"ed to answer the :uestions o! the structured :uestionnaire

Secon"ar+ Source

a6 .ompany Websites

b6 Related In!ormation !rom Internet

c6 Related boo"s

TOO!S %OR DATA ANA!'SIS AND INTER(RETATION

#he measurement and evaluation o! the data is done using statistical tools and techni:ues

such as

• Simple percentage method



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BRAND AWARENESS

• -raphical representation

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BRAND AWARENESS

!ITERATURE RE$IEW

While studying the business world one can come to "now that most o! the business’s

ob?ective is to enhance their sales as well as their pro!its ,or this purpose organi9ations

try to encourage people towards its products and services !or purchase and customer

li!etime value means steam o! purchases over the li!e time period

Brand awareness passes on that how to aware current and potential customers towards

your product and service /-usta!son G .habot$ 0116 Brand awareness is the probability

that, consumers are familiar about the availability and accessibility of a company’s

product and service.

I! an organi9ation has a success!ul brand awareness it means that the products and services

o! the organi9ation have a good repute in the mar"et and simply acceptable /-usta!son G

.habot$ 0116#he awareness o! the brand plays a signi!icant role while purchasing a

product or service and may have control on perceived ris" evaluation o! consumers and

their level o! assurance about the buying decision due to awareness with the brand and its

uni:ueness #here must be a consideration o! brand while ma"ing a decision to purchase a

product or service$ i! there is nothing to be considered the probability is that there is

nothing to be chosen /Ba"er W$ H$ G Nedungadi$ 2C6

Brand awareness creates a great association in memory about a particular brand /Sto"es$

2C56#he importance o! brand awareness in the mind o! the customers can be evaluate at

various stages eg recognition$ recall$ top o! mind$ brand dominance /they only call that

particular brand6$ brand "nowledge /what brand means to you6 /Aa"er D $ 26

Brand awareness is very important because i! there will be no brand awareness no

communication and no transaction will be occur /ercy$ 2C6 Some o! the consumers canma"e rule to purchase only those brand which are !amous in the mar"et /Jeller$ 236

Brand awareness increase the brand loyalty$ consumer’s con!idence as well as consumer’s

purchases intention /Aa"er $ D$ 216

An important dimension o! brand e:uity is brand awareness$ very o!ten an undervalued

component Not only that awareness is almost a prere:uisite !or a brand to be included in

the consideration set /the brands that receive consideration !or purchase6$ but it also

in!luences perceptions and attitudes$ and can be a driver !or brand loyalty /Aa"er$ 226



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BRAND AWARENESS

Brand awareness is the !irst and prere:uisite dimension o! the entire brand "nowledge

system in consumers’ minds$ re!lecting their ability to identi!y the brand under di!!erent

conditions; the li"elihood that a brand name will come to mind and the ease with which it

does so /Jeller$ 236

Brand awareness is a measure o! the percentage o! the target mar"et that is aware o! a

brand name /Bovee et al$ 256

+rgani9ations can generate brand awareness by$ !irstly having a broad sales base$ and

secondly becoming s"illed at operating outside the normal media channels /Aa"er$ 26

Brand awareness is measured according to the di!!erent ways in which consumers

remember a brand$ which may include brand recognition$ brand recall$ top o! the mind

brand and dominant brand /Aa"er$ 26

Brand awareness as into !urther elaboration is the capacity o! consumers to recogni9e or

remember a brand$ and there is a lin"age between the brand and the product class$ but the

lin" does not have to be strong Brand awareness is a process !rom where the brand is ?ust

"nown to a level when the consumers have put the brand on a higher ran"< the brand has

become the 7top o! mind8 /Aa"er$ 226

Brand awareness is a "ey and essential element o! brand e:uity which is o!ten overloo"ed

/Aa"er$ 26$ and it is a prevalent selecting !actor among customers /.obb4Walgren et

al$ 256Aa"er /26 de!ines brand awareness as the durability o! a brand that

embedded in the customer memory #here!ore$ brand awareness will be created by

ongoing visibility$ enhancing !amiliarity and power!ul associations with related o!!erings

and buying e&periences /Jeller$ 2C6 Jeller /23$ 2C6 !urther argues that brand

awareness could in!luence customer decision ma"ing in buying goods via strong brand

association itta and Jatsanis /256 have argued that there is an inter4relationship

between brand awareness and brand association by asserting that the brand awareness o! a

product can be produced in the consumer’s mind prior to brand association o! the product

is built and embedded in the consumer’s memory

Jeller /23$ 2C6 argues that brand awareness does create impact on buyer decision

ma"ing process via brand association that embedded in the buyer memory

Brand awareness precedes the construction o! brand e:uity in the consumer mind set/'uang G SarigKllL$ 01226



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BRAND AWARENESS

T&EORETICA! %RAMEWORK

BRAND

A brand is a name$ term$ design or other !eature that distinguishes one seller>s product

!rom those o! others Brands are used in business$ mar"eting$ and advertising

Initially$ livestoc" branding was adopted to di!!erentiate one person>s cattle !rom another>s

by means o! a distinctive symbol burned into the animal>s s"in with a hot branding iron A

modern e&ample o! a brand is .oca4.ola which belongs to the .oca4.ola .ompany

In accounting$ a brand de!ined as an intangible asset is o!ten the most valuable asset on a

corporation>s balance sheet Brand owners manage their brands care!ully to create

shareholder value$ and brand valuation is an important management techni:ue that

ascribes a money value to a brand$ and allows mar"eting investment to be managed /eg;

prioriti9ed across a port!olio o! brands6 to ma&imi9e shareholder value Although only

ac:uired brands appear on a company>s balance sheet$ the notion o! putting a value on a

brand !orces mar"eting leaders to be !ocused on long term stewardship o! the brand and

managing !or value

&ISTOR' O% BRAND

#he word brand derives !rom the +ld Norse brandr meaning to burn 4 recalling the

practice o! producers burning their mar" /or brand6 onto their products

#he oldest generic brand$ in continuous use in India since the %edic period /ca 2211

B.E to 511 B.E6$ is the herbal paste "nown as .hyawanprash$ consumed !or its

purported health bene!its and attributed to a revered rishi /or seer6 named .hyawan #his product was developed at Dhosi 'ill$ an e&tinct volcano in northern India

#he Italians used brands in the !orm o! watermar"s on paper in the 23th century

Blind$ hallmar"s and silver4ma"ers> mar"s are all types o! brand

Industriali9ation moved the production o! many household items$ such as soap$ !rom local

communities to centrali9ed !actories When shipping their items$ the !actories would

literally brand their logo or insignia on the barrels used$ e&tending the meaning o! brand

to that o! a trademar"


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BRAND AWARENESS

Bass G .ompany$ the British brewery$ claims their red4triangle brand as the world>s !irst

trademar" #ate G =yle o! =yle>s -olden Syrup ma"es a similar claim$ having been

recogni9ed by -uinness World Records as Britain>s oldest brand$ with its green4and4gold

pac"aging having remained almost unchanged since 2CC5

Another e&ample comes !rom Antiche ,ornaci -iorgi in Italy$ which has stamped or

carved its bric"s /as !ound in Saint eter>s Basilica in the %atican .ity6 with the same

proto4logo since 232

.attle4branding has been around !or a long time #he term maveric"$ originally meaning

an un4branded cal!$ came !rom a #e&as pioneer rancher $ Sam (averic" $ whose neglected

cattle o!ten got loose and were rounded up by his neighbors *se o! the word maveric"

spread among cowboys and came to apply to unbranded calves !ound wandering alone

,actories established during the Industrial Revolution introduced mass4produced goods

and needed to sell their products to a wider mar"et 4 to customers previously !amiliar only

with locally4produced goods It :uic"ly became apparent that a generic pac"age o! soap

had di!!iculty competing with !amiliar$ local products #he pac"aged4goods manu!acturers

needed to convince the mar"et that the public could place ?ust as much trust in the non4

local product

ears Soap$ .ampbell>s soup$ so!t drin" .oca4.ola$ Huicy ,ruit chewing gum$ Aunt

Hemima panca"e mi&$ and Mua"er +ats oatmeal were among the !irst products to be

branded in an e!!ort to increase the consumer>s !amiliarity with their merits +ther

brands which date !rom that era$ such as *ncle Ben>s rice and Jellogg>s brea"!ast cereal$

!urnish illustrations o! the trend

Around 211$ Hames Walter #hompson published a house ad

e&plaining trademar" advertising #his was an early commercial e&planation o! what we

now "now as branding .ompanies soon adopted slogans$ mascots$ and ?ingles that began

to appear on radio and early television By the 2@1s$manu!acturers began to recogni9e the

way in which consumers were developing relationships with their brands in a

socialFpsychologicalFanthropological sense

B'EE(IREDD) INS#I#*#E +, (ANA-E(EN# S.IEN.E$ AD+NI /0123401256 2C

http://en.wikipedia.org/wiki/Bass_(beer)http://en.wikipedia.org/wiki/United_Kingdomhttp://en.wikipedia.org/wiki/Breweryhttp://en.wikipedia.org/wiki/Breweryhttp://en.wikipedia.org/wiki/Tate_%26_Lylehttp://en.wikipedia.org/wiki/Golden_Syruphttp://en.wikipedia.org/wiki/Italyhttp://en.wikipedia.org/wiki/Italyhttp://en.wikipedia.org/wiki/Saint_Peter's_Basilicahttp://en.wikipedia.org/wiki/Vatican_Cityhttp://en.wikipedia.org/wiki/Livestock_brandinghttp://en.wikipedia.org/wiki/Texashttp://en.wikipedia.org/wiki/Rancherhttp://en.wikipedia.org/wiki/Rancherhttp://en.wikipedia.org/wiki/Samuel_Augustus_Maverickhttp://en.wikipedia.org/wiki/Samuel_Augustus_Maverickhttp://en.wikipedia.org/wiki/Industrial_Revolutionhttp://en.wikipedia.org/wiki/Industrial_Revolutionhttp://en.wikipedia.org/wiki/Pears_Soaphttp://en.wikipedia.org/wiki/Campbell_Soup_Companyhttp://en.wikipedia.org/wiki/Campbell_Soup_Companyhttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Juicy_Fruithttp://en.wikipedia.org/wiki/Juicy_Fruithttp://en.wikipedia.org/wiki/Aunt_Jemimahttp://en.wikipedia.org/wiki/Aunt_Jemimahttp://en.wikipedia.org/wiki/Quaker_Oatshttp://en.wikipedia.org/wiki/Uncle_Ben'shttp://en.wikipedia.org/wiki/Kellogg_Companyhttp://en.wikipedia.org/wiki/James_Walter_Thompsonhttp://en.wikipedia.org/wiki/James_Walter_Thompsonhttp://en.wikipedia.org/wiki/James_Walter_Thompsonhttp://en.wikipedia.org/wiki/Trademarkhttp://en.wikipedia.org/wiki/Sloganhttp://en.wikipedia.org/wiki/Sloganhttp://en.wikipedia.org/wiki/Mascothttp://en.wikipedia.org/wiki/Mascothttp://en.wikipedia.org/wiki/Jingleshttp://en.wikipedia.org/wiki/Jingleshttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Televisionhttp://en.wikipedia.org/wiki/Bass_(beer)http://en.wikipedia.org/wiki/United_Kingdomhttp://en.wikipedia.org/wiki/Breweryhttp://en.wikipedia.org/wiki/Tate_%26_Lylehttp://en.wikipedia.org/wiki/Golden_Syruphttp://en.wikipedia.org/wiki/Italyhttp://en.wikipedia.org/wiki/Saint_Peter's_Basilicahttp://en.wikipedia.org/wiki/Vatican_Cityhttp://en.wikipedia.org/wiki/Livestock_brandinghttp://en.wikipedia.org/wiki/Texashttp://en.wikipedia.org/wiki/Rancherhttp://en.wikipedia.org/wiki/Samuel_Augustus_Maverickhttp://en.wikipedia.org/wiki/Industrial_Revolutionhttp://en.wikipedia.org/wiki/Pears_Soaphttp://en.wikipedia.org/wiki/Campbell_Soup_Companyhttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Juicy_Fruithttp://en.wikipedia.org/wiki/Aunt_Jemimahttp://en.wikipedia.org/wiki/Aunt_Jemimahttp://en.wikipedia.org/wiki/Quaker_Oatshttp://en.wikipedia.org/wiki/Uncle_Ben'shttp://en.wikipedia.org/wiki/Kellogg_Companyhttp://en.wikipedia.org/wiki/James_Walter_Thompsonhttp://en.wikipedia.org/wiki/Trademarkhttp://en.wikipedia.org/wiki/Sloganhttp://en.wikipedia.org/wiki/Mascothttp://en.wikipedia.org/wiki/Jingleshttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Television


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BRAND AWARENESS

(anu!acturers :uic"ly learned to build their brands> identity and personality such as

youth!ulness$ !un or lu&ury #his began the practice we now "now as branding today$

where the consumers buy the brand instead o! the product #his trend continued to the

2C1s$ and is now :uanti!ied in concepts such as brand value and brand e:uity Naomi

Jlein has described this development as brand e:uity mania

Bran" ele3ent

Brands typically comprise various elements such as

Na3e: #he word or words used to identi!y a company$ product$ service$ or concept

!o4o: #he visual trademar" that identi!ies a brand

Ta4line or catch*hrae: #he Muic"er ic"er *pper is associated with Bounty

paper towels

Gra*hic: #he dynamic ribbon is a trademar"ed part o! .oca4.ola>s brand

Sha*e: #he distinctive shapes o! the .oca4.ola bottle and o! the %ol"swagen

Beetle are trademar"ed elements o! those brands

Color: +wens4.orning is the only brand o! !iberglass insulation that can be pin"

Soun": A uni:ue tune or set o! notes can denote a brand NB.>s chimes provide a

!amous e&ample

Tate: Jentuc"y ,ried .hic"en has trademar"ed its special recipe o! eleven herbs

and spices !or !ried chic"en

Move3ent: =amborghini has trademar"ed the upward motion o! its car doors

Brand name

#he brand name is :uite o!ten used interchangeably with brand$ although it is more

correctly used to speci!ically denote written or spo"en linguistic elements o! any product

In this conte&t a brand name constitutes a type o! trademar" $ i! the brand name

e&clusively identi!ies the brand owner as the commercial source o! products or services


http://en.wikipedia.org/wiki/Brand_identityhttp://en.wikipedia.org/w/index.php?title=Brand_personality&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Brand_value&action=edit&redlink=1http://en.wikipedia.org/wiki/Brand_equityhttp://en.wikipedia.org/wiki/Brand_equityhttp://en.wikipedia.org/wiki/Trademarkhttp://en.wikipedia.org/wiki/Brand_identityhttp://en.wikipedia.org/w/index.php?title=Brand_personality&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Brand_value&action=edit&redlink=1http://en.wikipedia.org/wiki/Brand_equityhttp://en.wikipedia.org/wiki/Trademark


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BRAND AWARENESS

A brand owner may see" to protect proprietary rights in relation to a brand name through

trademar" registration and such trademar"s are called Registered #rademar"s

Brand identity

#he outward e&pression o! a brand including its name$ trademar"$ communications$ and

visual appearance is brand identity

Because the identity is assembled by the brand owner$ it re!lects how the owner wants the

consumer to perceive the brand and by e&tension the branded company$ organi9ation$

product or service #his is in contrast to the brand image$ which is a customer>s mental

picture o! a brand

Brand trust

Brand trust is the intrinsic >believability> that any entity evo"es In the commercial world$

the intangible aspect o! Brand trust impacts the behavior and per!ormance o! its business

sta"eholders in many intriguing ways It creates the !oundation o! a strong brand connect

with all sta"eholders$ converting simple awareness to strong commitment #his$ in turn$

metamorphoses normal people who have an indirect or direct sta"e in the organi9ation into

devoted ambassadors$ leading to concomitant advantages li"e easier acceptability o! brand

e&tensions$ perception o! premium$ and acceptance o! temporary :uality de!iciencies

Brand parity

Brand parity is the perception o! the customers that some brands are e:uivalent #his

means that shoppers will purchase within a group o! accepted brands rather than choosing

one speci!ic brand When brand parity is present$ :uality is o!ten not a ma?or concern

because consumers believe that only minor :uality di!!erences e&ist

E8(ANDING RO!E O% BRAND

It was meant to ma"e identi!ying and di!!erentiating a product easier$ while also providing

the bene!it o! letting the name sell a second rate product +ver time$ brands came to

embrace a per!ormance or bene!it promise$ !or the product$ certainly$ but eventually also

!or the company behind the brand #oday$ brand plays a much bigger role Brands have


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BRAND AWARENESS

been co4opted as power!ul symbols in larger debates about economics$ social issues$ and

politics #he power o! brands to communicate a comple& message :uic"ly and with

emotional impact and the ability o! brands to attract media attention$ ma"e them ideal

tools in the hands o! activists .ultural con!lict over a brand>s meaning have also been

shown to in!luence the di!!usion o! an innovation

BRANDING STRATEGIES

Co3*an+ na3e

+!ten$ especially in the industrial sector$ it is ?ust the company>s name which is promoted

leading to one o! the most power!ul statements o! branding; saying ?ust be!ore the

company>s downgrading E&actly how the company name relates to product and services

names is "nown as brand architecture Decisions about company names and product

names and their relationship depends on strategic considerations

In this case a strong brand name /or company name6 is made the vehicle !or a range o!

products /!or e&ample$ (ercedes4Ben9 or Blac" G Dec"er 6 or a range o! subsidiary brands

/such as .adbury Dairy (il"$ .adbury ,la"e or .adbury ,ingers in the *J6

In"ivi"ual bran"in4

Each brand has a separate name such as Seven4*p$ Jool4Aid or Nivea Sun which may

compete against other brands !rom the same company /!or e&ample$ ersil$ +mo$ Sur!

and =yn& are all owned by *nilever 6

Attitu"e bran"in4 an" iconic bran"

Attitude branding is the choice to represent a larger !eeling$ which is not necessarily

connected with the product or consumption o! the product at all (ar"eting labeled as

attitude branding include that o! Ni"e$ Starbuc"s$ #he Body Shop$ Sa!eway$ and Apple

Inc

#he color$ letter !ont and style o! the .oca4.ola and Diet .oca4.ola logos in English were

copied in to matching 'ebrew logos to maintain brand identity in Israel

Iconic brands are de!ined as having aspects that contribute to consumer>s sel!4e&pression

and personal identity Brands whose value to consumers comes primarily !rom having

identity value are said to be identity brands Some o! these brands have such a strong

identity that they become more or less cultural icons which ma"es them iconic brands


http://en.wikipedia.org/wiki/Brand_architecturehttp://en.wikipedia.org/wiki/Brand_architecturehttp://en.wikipedia.org/wiki/Mercedes-Benzhttp://en.wikipedia.org/wiki/Black_%26_Deckerhttp://en.wikipedia.org/wiki/Cadbury_plchttp://en.wikipedia.org/wiki/Cadbury_plchttp://en.wikipedia.org/wiki/Cadbury_Fingershttp://en.wikipedia.org/wiki/Kool-Aidhttp://en.wikipedia.org/wiki/Kool-Aidhttp://en.wikipedia.org/wiki/Niveahttp://en.wikipedia.org/wiki/Persilhttp://en.wikipedia.org/wiki/Lynx_(Deodorant)http://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/Consumption_(economics)http://en.wikipedia.org/wiki/Consumption_(economics)http://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Nike,_Inc.http://en.wikipedia.org/wiki/Starbuckshttp://en.wikipedia.org/wiki/Starbuckshttp://en.wikipedia.org/wiki/The_Body_Shophttp://en.wikipedia.org/wiki/Safeway_Inc.http://en.wikipedia.org/wiki/Safeway_Inc.http://en.wikipedia.org/wiki/Apple_Inc.http://en.wikipedia.org/wiki/Apple_Inc.http://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Diet_Cokehttp://en.wikipedia.org/wiki/Logohttp://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/Hebrew_languagehttp://en.wikipedia.org/wiki/Brand_architecturehttp://en.wikipedia.org/wiki/Mercedes-Benzhttp://en.wikipedia.org/wiki/Black_%26_Deckerhttp://en.wikipedia.org/wiki/Cadbury_plchttp://en.wikipedia.org/wiki/Cadbury_Fingershttp://en.wikipedia.org/wiki/Kool-Aidhttp://en.wikipedia.org/wiki/Niveahttp://en.wikipedia.org/wiki/Persilhttp://en.wikipedia.org/wiki/Lynx_(Deodorant)http://en.wikipedia.org/wiki/Unileverhttp://en.wikipedia.org/wiki/Consumption_(economics)http://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Nike,_Inc.http://en.wikipedia.org/wiki/Starbuckshttp://en.wikipedia.org/wiki/The_Body_Shophttp://en.wikipedia.org/wiki/Safeway_Inc.http://en.wikipedia.org/wiki/Apple_Inc.http://en.wikipedia.org/wiki/Apple_Inc.http://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Diet_Cokehttp://en.wikipedia.org/wiki/Logohttp://en.wikipedia.org/wiki/English_languagehttp://en.wikipedia.org/wiki/Hebrew_language


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BRAND AWARENESS

E&amples are; Apple$ Ni"e and 'arley Davidson (any iconic brands include almost

ritual4li"e behaviour in purchasing or consuming the products

9Nobran"9 bran"in4

Recently a number o! companies have success!ully pursued no4brand strategies by

creating pac"aging that imitates generic brand simplicity

#his no4brand strategy means that little is spent on advertisement

No brand branding may be construed as a type o! branding as the product is made

conspicuous through the absence o! a brand name #apa Amarilla or )ellow .ap in

%ene9uela during the 2C1s is another good e&ample o! no4brand strategy It was simply

recogni9ed by the color o! the cap o! this cleaning products company

Derive" bran"

In this case the supplier o! a "ey component$ used by a number o! suppliers o! the end4

product$ may wish to guarantee its own position by promoting that component as a brand

in its own right #he most !re:uently :uoted e&ample is Intel$ which positions itsel! in

the . mar"et with the slogan /and stic"er6 Intel Inside

Social 3e"ia bran"

In >#he Better (ousetrap; Brand Invention in a (edia Democracy> /01206 author and

brand strategist Simon ont posits that social media brands may be the most evolved

version o! the brand !orm$ because they !ocus not on themselves but on their users In so

doing$ social media brands are arguably more charismatic$ in that consumers arecompelled to spend time with them$ because the time spent is in the meeting o!

!undamental human drivers related to belonging and individualism We wear our physical

brands li"e badges$ to help de!ine us but we use our digital brands to help e&press who

we are #hey allow us to be$ to hold a mirror up to ourselves$ and it is clear We li"e what

we see

Multibran"


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BRAND AWARENESS

Alternatively$ in a mar"et that is !ragmented amongst a number o! brands a supplier can

choose deliberately to launch totally new brands in apparent competition with its own

e&isting strong brand In its most e&treme mani!estation$ a supplier pioneering a new

mar"et which it believes will be particularly attractive may choose immediately to launch

a second brand in competition with its !irst$ in order to pre4empt others entering the

mar"et #his strategy is widely "nown as multi4brand strategy

Individual brand names naturally allow greater !le&ibility by permitting a variety o!

di!!erent products$ o! di!!ering :uality$ to be sold without con!using the consumer>s

perception o! what business the company is in or diluting higher :uality products

.annibali9ation is a particular problem o! a multi4brand strategy approach$ in which thenew brand ta"es business away !rom an established one which the organi9ation also owns

#his may be acceptable /indeed to be e&pected6 i! there is a net gain overall Alternatively$

it may be the price the organi9ation is willing to pay !or shi!ting its position in the mar"et<

the new product being one stage in this process

(rivate label

rivate label brands$ also called own brands$ or store brands have become popular Where

the retailer has a particularly strong identity /such as (ar"s G Spencer in the *J clothing

sector6 this own brand may be able to compete against even the strongest brand leaders$

and may outper!orm those products that are not otherwise strongly branded

In"ivi"ual an" or4ani;ational bran"

#here are "inds o! branding that treat individuals and organi9ations as the products to be

branded ersonal branding treats persons and their careers as brands #he term is thought

to have been !irst used in a 2 article by #om eters ,aith branding treats religious

!igures and organi9ations as brands Religious media e&pert hil .oo"e has written that

!aith branding handles the :uestion o! how to e&press !aith in a media4dominated culture

Nation branding wor"s with the perception and reputation o! countries as brands

Detination Bran"in4

Destination Branding is the wor" o! cities$ states$ and other localities to promote to

themselves #his wor" is designed to promote the location to tourists and drive additional


http://en.wikipedia.org/wiki/Cannibalization_(marketing)http://en.wikipedia.org/wiki/Private_labelhttp://en.wikipedia.org/wiki/Own_brandhttp://en.wikipedia.org/wiki/Own_brandhttp://en.wikipedia.org/wiki/Store_brandhttp://en.wikipedia.org/wiki/Store_brandhttp://en.wikipedia.org/wiki/Marks_%26_Spencerhttp://en.wikipedia.org/wiki/Marks_%26_Spencerhttp://en.wikipedia.org/wiki/UKhttp://en.wikipedia.org/wiki/UKhttp://en.wikipedia.org/wiki/Personal_brandinghttp://en.wikipedia.org/wiki/Tom_Petershttp://en.wikipedia.org/wiki/Faith_brandinghttp://en.wikipedia.org/wiki/Faith_brandinghttp://en.wikipedia.org/wiki/Phil_Cookehttp://en.wikipedia.org/wiki/Phil_Cookehttp://en.wikipedia.org/wiki/Nation_brandinghttp://en.wikipedia.org/wiki/Cannibalization_(marketing)http://en.wikipedia.org/wiki/Private_labelhttp://en.wikipedia.org/wiki/Own_brandhttp://en.wikipedia.org/wiki/Store_brandhttp://en.wikipedia.org/wiki/Marks_%26_Spencerhttp://en.wikipedia.org/wiki/UKhttp://en.wikipedia.org/wiki/Personal_brandinghttp://en.wikipedia.org/wiki/Tom_Petershttp://en.wikipedia.org/wiki/Faith_brandinghttp://en.wikipedia.org/wiki/Phil_Cookehttp://en.wikipedia.org/wiki/Nation_branding


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BRAND AWARENESS

revenues into a ta& base #hese activities are o!ten underta"en by governments$ but can

also result !rom the wor" o! community associations #he Destination (ar"eting

Association International is the industry leading organi9ation

BRAND E8TENSION AND BRAND DI!UTION

#he e&isting strong brand name can be used as a vehicle !or new or modi!ied products ,or

e&ample$ many !ashion and designer companies e&tended brands into !ragrances$ shoes

and accessories$ home te&tile$ home decor $ luggage$ !urniture$ hotels$ etc

(ars e&tended its brand to ice cream$ .aterpillar to shoes and watches$ (ichelin to a

restaurant guide$ Adidas and uma to personal hygiene Dunlop e&tended its brand !rom

tires to other rubber products such as shoes$ gol! balls$ tennis rac:uets and adhesives

,re:uently$ the product is no di!!erent !rom what else is on the mar"et$ e&cept a brand

name mar"ing Brand is roduct identity

#here is a di!!erence between brand e&tension and line e&tension A line e&tension is when

a current brand name is used to enter a new mar"et segment in the e&isting product class$

with new varieties or !lavors or si9es When .oca4.ola launched Diet .o"e and .herry

.o"e they stayed within the originating product category; non4alcoholic carbonated

beverages rocter G -amble /G-6 did li"ewise e&tending its strong lines /such as ,airy

Soap6 into neighboring products /,airy =i:uid and ,airy Automatic6 within the same

category$ dish washing detergents

#he ris" o! over4e&tension is brand dilution where the brand loses its brand associations

with a mar"et segment$ product area$ or :uality$ price or cachet

BRAND AWARENESS

Brand awareness is the e&tent to which a brand is recogni9ed by potential customers$ and

is correctly associated with a particular product E&pressed usually as a percentage o!

the target mar"et$ brand awareness is the primary goal o! advertising in the early months

or years o! a product>s introduction

Brand awareness is related to the !unctions o! brand identities in consumers memory and

can be re!lected by how well the consumers can identi!y the brand under various

conditions Brand awareness includes brand recognition and brand recall per!ormanceBrand recognition re!ers to the ability o! the consumers to correctly di!!erentiate the brand


http://en.wikipedia.org/wiki/Fashionhttp://en.wikipedia.org/wiki/Fashion_accessoryhttp://en.wikipedia.org/wiki/Interior_designhttp://en.wikipedia.org/wiki/Interior_designhttp://en.wikipedia.org/wiki/Luggagehttp://en.wikipedia.org/wiki/Caterpillar_Inc.http://en.wikipedia.org/wiki/Michelinhttp://en.wikipedia.org/wiki/Michelinhttp://en.wikipedia.org/wiki/Adidashttp://en.wikipedia.org/wiki/Adidashttp://en.wikipedia.org/wiki/Puma_AGhttp://en.wikipedia.org/wiki/Dunlop_(brands)http://en.wikipedia.org/wiki/Dunlop_(brands)http://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Procter_%26_Gamblehttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Customerhttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Target_markethttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Product_life-cycle_management_(marketing)http://en.wikipedia.org/wiki/Product_life-cycle_management_(marketing)http://en.wikipedia.org/wiki/Fashionhttp://en.wikipedia.org/wiki/Fashion_accessoryhttp://en.wikipedia.org/wiki/Interior_designhttp://en.wikipedia.org/wiki/Luggagehttp://en.wikipedia.org/wiki/Caterpillar_Inc.http://en.wikipedia.org/wiki/Michelinhttp://en.wikipedia.org/wiki/Adidashttp://en.wikipedia.org/wiki/Puma_AGhttp://en.wikipedia.org/wiki/Dunlop_(brands)http://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Procter_%26_Gamblehttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Customerhttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Target_markethttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Product_life-cycle_management_(marketing)


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BRAND AWARENESS

they previously have been e&posed to #his does not necessarily re:uire that the

consumers identi!y the brand name Instead$ it o!ten means that consumers can respond to

a certain brand a!ter viewing its visual pac"aging images Brand recall re!ers to the ability

o! the consumers to correctly generate and retrieve the brand in their memory

Brand awareness is a customers> ability to recall and recogni9e the brand$ the logo and the

advertisements It helps the customers to understand to which product or service category

the particular brand belongs and what products and services sell under the brand name It

also ensures that customers "now which o! their needs are satis!ied by the brand through

its products Brand awareness is o! critical importance in competitive situations$ since

customers will not consider a brand i! they are not aware o! it

IM(ORTANCE O% BRAND AWARENESS

Awareness$ attitudes$ and usage /AA*6 metrics relate closely to what has been called the

'ierarchy o! E!!ects$ an assumption that customers progress through se:uential stages

!rom lac" o! awareness$ through initial purchase o! a product$ to brand loyalty In total$

these AA* metrics allow companies to trac" trends in .ustomer "nowledge and attitudes

Although the hierarchy o! e!!ects is considered as a one4way linear relationship$ these

three stages are not 7clear4cut8 #he causal lin" might be reversed #he usage could cause

the awareness while the attitudes can also in!luence the awareness ,or e&ample$ one

owned a Dell wireless mouse and had e&cellent using e&perience Such e&perience might

determine the one’s !avorite brand attitude toward Dell

Brand awareness plays a ma?or role in a consumer’s buying decision4ma"ing process

During this process$ the category need is stimulated !irst ,or e&ample$ we need to do !ood

shopping We will only write down the !ood categories$ li"e chocolate$ instead o! brand

names on our list We will scan the pac"ages o! chocolate on the shel! and recogni9e

di!!erent brands Such recognition might be based on the "nowledge o! an ac:uaintance or

!riend having used the product in the past or constant advertisement In this situation$

brand awareness does not re:uire brand recall because brand awareness may occur along

with brand recognition 'owever$ in other situations$ brand recall is re:uired ,or instance$

we are in a hurry and want to grab a bite at a !ast4!ood restaurant It is not possible !or us


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BRAND AWARENESS

to drive around and ma"e a decision We need to retrieve di!!erent !ast4!ood brands in our

memory$ choose one and go there directly In this situation$ constant advertisement is

important in consumers’ memory retrieval because the consumers are willing to go to the

!irst brand that can be recalled

#he eventual goal o! most businesses is to ma"e pro!its and increase sales Businesses

intend to increase their consumer pool and encourage repeat purchases Apple is a brilliant

e&ample o! how there is a very high recognition o! the brand logo and high anticipation o!

a new product being released by the company An iod is the !irst thing that pops into our

minds when we thin" o! purchasing an mp3 player Iod is used as a replaceable noun to

describe an mp3 player ,inally$ high brand awareness about a product suggests that the

brand is easily recogni9able and accepted by the mar"et in a way that the brand is

di!!erentiated !rom similar products and other competitors Brand building also helps in

improving brand loyalty

MEASURES O% BRAND AWARENESS

Ai"e" A,arene: #his type o! awareness is generated in a consumer When as"ed about

a product category$ i! the consumer is aided with a list o! company names and he

recogni9es the company !rom the given set it is categori9ed as aided awareness

S*ontaneou a,arene: When as"ed about a product category$ the consumers are as"ed

to list brands they "now without any cues

To* o6 the 3in" A,arene: When the name o! the company is automatically recollected

because the consumer very promptly associates the brand with the product category$ it is

called a top o! the mind awareness o! the product It’s the !irst brand name listed by the

consumers when as"ed to name brands they "now without any cues

Strate4ic a,arene: +ccurs when a brand is not only top4o!4mind to consumers$ but also

has distinctive :ualities which consumers perceive as ma"ing it better than other brands in

the particular mar"et #he distinction/s6 that set a product apart !rom the competition isFare

also "nown as the *ni:ue Selling oint or *S

Channels of Brand Awareness


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BRAND AWARENESS

#here are many ways to generate brand awareness in the consumers which are listed

below

A"vertiin4: #he activity or pro!ession o! producing in!ormation !or promoting the sale

o! commercial products or services Advertising is used through various media to generate

brand awareness within consumers #hey can be aired as radio ads$ television

commercials$ internet etc

Guerrilla Mar is a registered trademar" o! author Hay =evinson who

populari9ed it through his several >-uerrilla> boo"s

It is an out o! the ordinary way o! mar"eting a product =ow4cost channels can be utilised

to generate a high level o! interest in the product and create brand awareness *tilisation

o! personal contacts is the most popular way o! guerrilla mar"eting roduct lacement is

an advertising techni:ue used by companies to subtly promote their products through a

non4traditional advertising techni:ue$ usually through appearances in !ilm$ television$ or

other media



28/65

BRAND AWARENESS

A !ormal agreement between the product manu!acturer and a media company can be

generated through which the media company also receives an economic bene!it$ usually in

the !orm o! a !ee #he media company in return will showcase the product through any o!

the various means they have available to ma"e the brand stand out Some people$ however$

consider product placement to be deceptive and unethical

,or e&ample$ .oca4.ola could pay a given !ee to have the title character drin"ing a .o"e$

instead o! a epsi beverage$ or #oyota might pay to have one o! the characters drive their

newest automobile Social (edia is the most contemporary and cost4e!!ective way o!

creating a brand awareness with an online audience (any companies use social media

li"e ,aceboo"$ )ou#ube$ blogs etc

C&A!!ENGES

(aintaining Brand Awareness is a very important aspect in mar"eting a company It is

imperative and very help!ul to analy9e the response which the audience has towards the

change in pac"aging$ advertising$ products and messages sent across through various

means Wor"ing towards creating an image in the minds o! the consumers is not the last

thing a company should aim to do Inviting consumer !eedbac" and maintaining a constant

presence in the mar"et is e:ually essential Availability o! the product to the consumer is

one such way o! doing this

#he consumer should not have to come loo"ing !or a product when he is in need o!

ma"ing a second purchase o! the product Dealerships and outlets at convenient places

should ma"e the consumer thin" o! the brand as the most convenient and best solution to

their needs o! !ul!illments

While brand awareness scores tend to be :uite stable at aggregate level$ individual

consumers show considerable propensity to change their responses to aided recall based

brand awareness measures

,or unaided recall based brand awareness measures$ consumers’ brand awareness remain

relatively stable



29/65

BRAND AWARENESS

,or top o! mind recall measures$ consumers give the same answer in two interviews

typically only 51O the time

= KE'S TO RAISING BRAND AWARENESS

Billions o! dollars are spent every year on brand strategies$ in the attempt to ma"e

consumers aware o! di!!erent brands ,rom so!t drin"s to mobile phones$ brand awareness

in!luences which products people buy and which brands they trust Building brand

awareness is the !irst step !or any company serious about its brand strategy Increased

consumer awareness is only one element o! developing a brand strategy$ but it is the most

important one #he mar"eter’s goal is to set the brand apart !rom its competition$ to single

it out and convince consumers o! the brand’s merit #o that end a company should develop

a brand strategy that includes the !ollowing 5 steps;

>- Etablih a Si3*le? Conitent Bran" Mea4e

#his is should be the core message behind the brand$ the one thing that the mar"eter wants

customers to remember #his message should be repeated in all materials and advertising

It should be easy to understand and short$ but getting the message across clearly

nonetheless

@- Ue a Ditinctive? Ti3ele !o4o

#his is the most basic aspect o! branding and plays a "ey role in enabling consumers to

easily identi!y a product #he main goal o! the logo is to convey the attributes o! the brand

to potential customers #he logo is in itsel! a small advertisement !or a business =ogos

in!orm customers about the brand and thus ma"e the products on which it is placed

distinctive .onstantly changing a logo de!eats its purpose$ so a logo should be designed to

last a long time without becoming dated

- Develo* an Internet (reence that Su**ort the Bran" Strate4+

(ost mar"eters are aware o! the Internet’s power$ which means that a modern mar"eter

will need a thorough understanding o! online technologies and mar"eting tactics in order


http://advertising.e-miles.com/http://advertising.e-miles.com/


30/65

BRAND AWARENESS

to compete #hey will need to "now how to use social media and have an understanding o!

search engine optimi9ation as both o! these things are needed to build brand awareness in

the modern era #he internet provides vast resources and its brand4building possibilities

are limited only by the creativity o! advertisers I! success!ul$ an Internet presence can

provide a means to e!!ectively get the attention o! a large number o! people without

spending a lot o! money

- Buil" Bran" !o+alt+ ,ith Tar4et Mar


31/65

BRAND AWARENESS

INDUSTR' (RO%I!E

TWOW&EE!ER INDUSTR';

#he !eeling o! !reedom and being one with the Nature comes only !rom riding a two4

wheeler Indians pre!er the two wheelers because o! their small manageable si9e$ low

maintenance$ and pricing and easy loan repayments Indian streets are !ull o! people o! all

age groups riding a two4wheeler #he populace sees motori9ed two wheelers as a symbol

o! status #hus$ in India$ we would see swan"y !our wheels ?ostling with our ever reliable

and sturdy steed; the two4wheeler

#wo4wheeler is one o! the rare industries$ which is capital as well as labor intensive #he

setting up o! a green !ield venture and ancillary networ" re:uire enormous capital

investment #he assembly operation is highly labor intensive

#wo4wheeler production entails an assembly o! over 11 components$ including those

sourced !rom vendors F independent service /about 141O6 In the engine plant$ engine

components /castF !orged parts6 are machined and assembled along4with other components #he engine is then trans!erred to the main plant and assembled with the body

and bought out components

Engine is the heart o! an automobile #he !unction o! an automobile engine is to convert

chemical energy o! the !uel into mechanical energy$ to power the vehicle In the engine$

petrol and air mi&ture is burnt !rom the spar" ignited by a spar" plug in a cylinder #he

combustion builds up pressure$ which pushes the piston #he reciprocal movement o! the piston /riveted to a cran"sha!t6 is converted in rotating motion #he power is transmitted

!rom the cran"sha!t to the wheels by a mechanism o! gears

#he engines can be broadly classi!ied as two and !our stro"e engines based on number o!

stro"es used to produce a single power sto"e In a !our4stro"e engine 4 suction$

compression$ power and e&haust operations are carried out by !our di!!erent stro"es o! the

piston #here!ore !our4stro"e engine produces one power sto"e out o! every !our stro"es o!

the piston In a two4stro"e engine one power stro"e is produced out o! every two stro"es o!

the piston



32/65

BRAND AWARENESS

Scooters originated in Italy and were designed !or ladies$ particularly nuns It has no bar in

the !ront and the engine and wheels are covered !or the convenience o! women riders #he

scooter engine is sha!t driven

In India$ Ba?a? Auto started scooter manu!acturing in 20 in collaboration with iaggio$

Italy With the passage o! time$ scooters have ta"en considerable position in domestic

transport as they are considered as rugged yet sa!e !amily vehicle #his perception was due

to a larger board area$ which can be used to carry groceries and a better carrying capacity$

which helps in driving three adults on the vehicle But the scooters su!!ered !rom poor

aesthetics$ low !uel e!!iciency and di!!iculty in driving

#he introduction o! ABS body along with variometric transmission by Jinetic 'onda

changed the perception leading to a shi!t in demand !rom moped users li"e youngsters and

wor"ing women

(otorcycle 4 the name is evolved !rom motorised cycle A motorcycle has an engine$

wheels and chain e&posed (oreover$ it is chain driven #wo4stro"e motorcycles are

positioned as power bi"es by ma"ing use o! their high power delivery to cater the young

generation ,our4stro"e motorcycle is positioned as !uel4e!!icient and environment !riendly

vehicle

(opeds 4 the motorcycle with pedals is the entry4level two4wheeler (opeds are the

cheapest category o! two wheelers$ having low power compared to scooters and

motorcycles (opeds are most popular amongst college students$ ladies and low4income

households #hese vehicles cost in the range o! Rs20$111 and onwards (opeds are

predominantly used !or small distance transportation (opeds are also used as the second

vehicle in the !amily along with car or scooterFmotorcycle

Autoric"shaw$ as the name #%S JIN- PQ indicates is a motorised cycle ri"shaw$ a three4

wheeler #he shortage o! personal and mass commute transport in the country$ easy

maneuverability on narrow and crowded roads and low operation costs gave rise to

e&ponential growth !or three4wheeler industry in the country #hree4wheelers are also used

as goods transport vehicles !or small distance transportation within the city limits

#he Indian three4wheeler industry is dominated with petrol and new cng engine vehicles



33/65

BRAND AWARENESS

But the dominance was threatened to an e&tent with the introduction o! diesel engines

!rom .rompton -reaves$ which provides a bene!it o! low operating cost But higher

vibration and maintenance cost lead to drop in sales o! diesel engine three4wheelers

#wo4wheelers emit harm!ul pollutants such as carbon mono&ide and hydrocarbons #he

emission norms are becoming stringent the world over In India$ the norms are being

implemented in two phases While the !irst phase Euro 2 norms have become applicable

since April 2$ even more stringent norms Euro 0 has came into e!!ect !rom April 2$

0111



34/65

BRAND AWARENESS

COM(AN' (RO%I!E

#%S (otor .ompany was established in 222 by Shri# % Sundaram Iyengar As one o!

India’s largest industrial entities it epitomi9es #rust$ %alue and Service And (-B #vs was

establish in 2C With steady growth$ e&pansion and diversi!ication$ #%S commands a

strong presence in Serviceing o! two4wheelers$ auto components and computer

peripherals We also have vibrant businesses in the distribution o! heavy commercial

vehicles passenger cars$ !inance and insurance #he year 2C1 is one to be remembered !or

the Indian two4wheeler industry$ with the roll out o! #%S 51$ India>s !irst two4seater

moped that ushered in an era o! a!!ordable personal transportation ,or the Indian

Automobile sector$ it was a brea"through to be etched in history #%S (otor .ompany is

the !irst two4wheeler servicing and saling o! the #vs products

#%S (otor .ompany has one o! the most e&tensive networ"s with over 511 dealers and

0511 .ustomer touch points and (-B is one o! them #%S is the two4wheeler industry to

measure customer satis!action$ audited by e&ternal consultants o! international repute

#hey have ta"en care to standardi9e !acilities across all customer touch points *p

gradation o! !acilities and continuous improvement in all processes is givenimportance

#he company also ta"es an active part in imparting training and capability building in all

areas including sales$ service and business management All our dealers are connected

through the e&tended networ" o! SA

MISSION

#he mission statement indicates what an organi9ation wants to achieve An organi9ation

e&ists to accomplish something or achieve something

#he mission statement may be changed periodically to ta"e advantage o! new

opportunities or respond to new mar"et conditions It is combination o! several things

.ustomer service o! the highest order

%alue !or money to the customers

ro!essionalism in carrying out business

*se o! technology to improve service standards

Increase mar"et share



35/65

BRAND AWARENESS

Winning consumers’ heart

$ISION

.ompany’s vision is crystal clear and mind !rame very directed “To improve the quality of

life through technology And continue to grow at a healthy pace$ year a!ter year$ decade

a!ter decade

GOA!S

#o consolidates its position as a global player in the two wheelers mar"et

#o leverage technological s"ills to drive growth

COMMITMENT

#o customers

#o people

#o community

#o share holders

$A!UES

#he top management believes that human resources are e&tremely important resources

and ensured that they are treated more humanely

ersonnel policies are !ramed to !acilitate employee wel!are and development

Seniors ta"e active interest in their ?uniors and help them learn then ?ob

#op management all seniors do believe that employee’s behavior can be changed and

developed at any stage o! their li!e

CU!TURE

,amily "ind o! relationship respective each other and trust each other

Wor" together and become help!ul to each other to wor" as a team



36/65

BRAND AWARENESS

+pen culture every employee has !reedom see top management people at any time

ORGANISATIONA! C&ART

Chair3an 0 M-D (r %enu Srinivasan

Director (r -opal Srinivasan

(r #JBala?i

(r N -anga Ram

(r .RDua

(r ' =a"shmanan

(r # R rasad

(r JSBa?pai

(rei"ent JNRadha"rishnan

$ice (rei"ent S-(urali

Secretar+ #SRa?agopalan

&ea" O66ice

#%S (otor .ompany Hayala"shmi Estate % ,loor$

C$ 'addoas Road$ .hennai41111

%actor+

#%S (otor .ompany

+ Bo& No 'arita$ 'osur 43521



37/65

BRAND AWARENESS

5UA!ITATI$E OB#ECTI$ES

At #%S (otor .ompany$ every department wor"s in tandem to produce :uality products

#he people !orm the pillars o! support$ strengthening the overall :uality standards and

moving towards total customer satis!action

In our :uest to achieve world 4class levels in :uality as well as improvements in design

and processes$ the company has !ormed special tas" !orces to monitor :uality related

per!ormance #he basic tenets o! #M($ including Daily wor" management$ olicy

management$ Jai9en /continuous improvement6$ #raining and standardi9ation are

!ollowed across our organi9ation

#hey believe that Muality is the responsibility o! all employees< the :uality o! their

products and conse:uently the !uture o! their company is a direct result o! the everyday

actions o! their employees$ in all departments and at all levels

AC&IE$EMENTS

• India’s !irst 0 seater 51cc (oped #%S 51$ launched in Aug 2C1

• ,irst Indian .ompany to introduce 211cc Indo4Hapanese motorcycles in

Sept 2C@

• =aunched India>s !irst indigenous Scooterette /sub4211 cc variomatic

scooters6$ #%S Scooty in Hune 2@

• Introduced India>s !irst catalytic converter enabled motorcycle$ the 221cc Shogun

in Dec 2

• =aunched India>s !irst 54speed motorcycle$ the Shaolin in +ct 2

• =aunched #%S ,iero$ India’s !irst 251 cc$ @ stro"e motorcycle in April 0111

• =aunched #%S %ictor$ @4stro"e 221 cc motorcycle$ in August 0112$ India’s !irst

!ully indigenously designed and manu!actured motorcycle

• =aunched #%S .entra in Hanuary 011@$ a world4class @4stro"e 211 cc motorcycle

with the revolutionary %#4i Engines !or best4in4class mileage

• =aunched #%S Star in Sept 011@$ a 211 cc motorcycle which is ideal !or rough

terrain



38/65

BRAND AWARENESS

AWARDS

Asian Networ" !or Muality Award 011@

#%S Scooty ep won the prestigious >+utstanding Design E&cellence Award> !rom

Business World and National Institute o! Design

Star o! Asia Award to (r %enu Srinivasan$ .(D #%S (otor .ompany by

Business Wee"

%enu Srinivasan$.hairman and (anaging Director$ #%S (otor .ompany was

'onored with Doctorate in Science by *niversity o! Warwic"$ *J

Best (anaged .ompany award !rom Business #oday$ one o! India’s leading

business maga9ines

(ost Investor !riendly company by Business #oday$ one o! India’s leading

business maga9ines

Ac"nowledged by the Hapanese !or Muality

#%S (otor .ompany have been awarded the prestigious and coveted Deming

ri9e$ instituted by H*SE /*nion o! Hapanese Scientists and Engineers6 #%S

(otor .ompany is the only 04wheeler company in the world to have received this

award

#%S (otor .ompany was also awarded the prestigious #( E&cellence award 4

,irst category by Hapan Institute o! lant (aintenance /Him6$ rated as the

benchmar" in #( e&cellence in India

RESEARC& AND DE$E!O(MENT

#he #%S (otor .ompany RGD team has a strong pool o! technical talent supported by

state4o!4 the4 art in!rastructure capable o! developing new and innovative designs

+ur RGD team has developed the revolutionary %ariable #iming Intelligent /%#4i6

Engines$ one o! the most innovative technologies developed in the two4wheeler industry

+ur RGD Engineers have published multiple technical papers in international con!erences

on engine and vehicle technologies #hey also have a number o! patents to their credit

SOCIA! RES(ONSIBI!IT'



39/65

BRAND AWARENESS

#o give bac" to society$ #%S (otor .ompany has !ormed and !unded the Srinivasan

Services #rust to underta"e all activities relating to community development

#his e&tended arm o! the company believes in social responsibility and has involved itsel! in several community development initiatives that have signi!icantly improved the

standard o! living o! the people in 52 adopted villages across the country

&EA!T&

'ealth is one o! the main !ocus areas o! the Srinivasan Services #rust Dental care camps<

eye camps$ health chec"4up and nutrition programs are conducted #he initiative also

!ocuses on primary health$ maternal health$ child4care and leprosy eradication

IN%RASTRUCTURE DE$E!O(MENT

#he .ompany is actively involved in the community development o! the villages by

providing in!rastructure !acilities such as housing$ sanitation$ roads$ drains$ bus shelters$

medical center and natural resources management

%UTURE %OCUS

We will have pro!itable operations overseas$ especially in Asian mar"ets$ capitali9ing on

our e&pertise in the areas o! manu!acturing$ technology and mar"eting#he .ompany will

hone and sustain its cutting edge o! technology by constant benchmar"ing against

international

(RODUCTS (RO%I!E

T$S Scoot+ (e*

#%S Scooty ep launched by #%S (otor .ompany has been designed "eeping in mind

the needs o! the upwardly mobile and modern woman Its newly re!ined 1cc engine along

with other host o! enhancements ma"e it more pepped up as well as sporty$ ?ust right !or



40/65

BRAND AWARENESS

young girls With its TEP stand> technology it is much lighter and proves to be o! superb

convenience !or women riders #hough a mar"ed change has been made in its power$

Scooty ep retains its trendy and se&y loo"s A whole lot o! rich !eatures have also been

incorporated in the new Scooty ep$ li"e greater storage !acility$ mobile charger$ lights

under the seat storage and !luorescent ignition "ey slot #%S Scooty ep signi!ies

!reedom and is a more bubbly and cute scooterette

#he ep lus Scooty comes in dual te&ture colors and arresting graphics #he #%S Scooty

ep lus is available in in"$ -reen$ Red$ Blue$ Blac"$ White colors

T$S Scoot+ Teen; Electric

It is one o! the electric moped !rom the competitors product#vs #een9 have 1cc engine

(otor rated power is C11w and motor rated tor:ue is 33nm U 251 rpm (otor rated

voltage is @C % Its wheelbase is 2001 mm Its average on the road is @1 Scooty #eenP

have so many additional innovate li"e =ow charge indicator$ uncture resistant tyres$

mobile charger$ EaPy center stand$ etc It is available in .arnation Red$ =ily =ilac$ #ulip

Blac" colors

T$S Star

#he #%S Star is powered by a @4stro"e 211cc engine that generates ma&imum power o!

551 "W /5 bhp6 U 511 rpm and a ma&imum tor:ue o! 5 Nm U 5111 rpm #his bi"e

has been specially designed !or the economy section o! the nation Although the style and

loo"s o! #%S Star might be minimal$ its per!ormance is impressive

#he #%S Star is e:uipped with single4spine !rame and telescopic !or"s as !ront suspension

and dual shoc" absorbers at the rear that assures smooth riding e&perience on the uneven

roads With a wheelbase o! 2051 mm$ the bi"e also o!!ers a steady and com!ortable ride

T$S A*ache

#he 'onda Apache is a 251 cc$ @ stro"e engine$ motorcycle that assures a ma&imum

power o! 5 Jw F /23 bhp6 U C511 rpm and a ma&imum tor:ue o! 203 Nm U 111

rpm #he glossy body panels give it a very chic appearance And its brawny engine ma"es

B'EE(IREDD) INS#I#*#E +, (ANA-E(EN# S.IEN.E$ AD+NI /0123401256 @1


41/65

BRAND AWARENESS

it loo" very masculine and sporty$ which is what ma"es this bi"e a hot !avorite among the

youth Since the bi"e is e:uipped with shorter wheelbase$ driving in the tra!!ic becomes

easier !or the rider Its suspension power provides a great riding e&perience even on the

roc"y roads

T$S A*ache RTR >

#he 'onda Apache is a 25cc$ @ stro"e engine$ motorcycle that assures a ma&imum

power o! 222 "wU C511 rpm and a ma&imum tor:ue o! 232nm U 111 rpm #he

glossy body panels give it a very chic appearance And its brawny engine ma"es it loo"

very masculine and sporty$ which is what ma"es this bi"e a hot !avorite among the youth

Since the bi"e is e:uipped with shorter wheelbase$ driving in the tra!!ic becomes easier !or

the rider Its suspension power provides a great riding e&perience even on the roc"y roads

Its wheelbase is 2311 mm

T$S STAR CIT' >>

#%S star city 221 introduced by #%S (otor .ompany has got the new version o! the221cc engine along with an electric start option #he other uni:ue !eature o!!ered by this

bi"e is the air suspension system which wor"s on gas !illed shoc" absorbers !or better

riding e&perience #%S star city 221cc is the machine o! choice !or those who are on a

loo"out !or style$ power and per!ormance #he !uel tan" has an aircra!t styled !uel !iller

lid Small cowls have been placed below each side o! the tan" !illing up the void between

the tan" and the engine ,airing bits and tan" have been decorated with smart dual tone

decals #he pillion !ootrests have been ingenuously mounted on attractive aluminum sub

!rame sections$ below which runs a heat4shielded silencer in chrome

Available in Red$ Blue$ Blac" and Silver colors

TVS Jupiter

Its high per!ormance 221cc .%#4i engine generates a pic" up o! 141"mph in ?ust 0

seconds and the econometer helps in ma&imi9ing mileage as per the choice and boost up

power$ delivers 0Jmpl Best4in4.lass (ileage #he uni:ue ass4By Switch helps in easy



42/65

BRAND AWARENESS

overta"ing and sa!e on the highways or no4horn 9ones Its durable$ =ight weight and

stylish tubeless tyres provide superior road grip and tension4!ree long rides

It has as much large leg space that one can put =- gas cylinder hori9ontally and drivewithout inconveniency #he e&ternal !uel !ill enables to !ill petrol without getting out o!

your seat and the accessible "ic" start is close to !eet so that the scooter can be start

without getting out o! the seat



43/65

BRAND AWARENESS

>- Chart ho,in4 6ro3 ,hen re*on"ent are uin4 bi


44/65

BRAND AWARENESS

Bi


45/65

BRAND AWARENESS

• 21O have used 'onda bi"es in the past

• O have used Ba?a? bi"es in the past

• No one have used Jinetic bi"es in the past

• 3O have used )amaha bi"es in the past

• 3O have used Jawasa"i bi"es in the past



46/65

BRAND AWARENESS

- Chart ho,in4 ,hat re*on"ent ,ill coni"er be6ore bu+in4 a bi


47/65

BRAND AWARENESS

- Chart ho,in4 ho, re*on"ent co3e to


48/65

BRAND AWARENESS

=- Chart ho,in4 ,hich touch *oint re*on"ent have been e)*oe" to

Source No- o6 re*on"ent (ercenta4e

E&hibitions 2@ 2555O

oint o! sales 23 2@@@O

Showrooms 1 O

Sales representatives 3 333O

,hi.itions "oint o/ sa#es Shorooms Sa#es re'resentati)es

0

10

20

30

40

50

0

0

Inter*retation:

+ut o! 1 respondents

• 2O have been e&posed to e&hibitions

• 2@O have been e&posed to point o! sales

• O have been e&posed to showrooms

• 3O have been e&posed to sales representatives

B'EE(IREDD) INS#I#*#E +, (ANA-E(EN# S.IEN.E$ AD+NI /0123401256 @C


49/65

BRAND AWARENESS

- Chart ho,in4 ho, 6a3iliar the re*on"ent are ,ith T$S be6ore bu+in4 it

!evel o6 6a3iliarit+ No- o6 re*on"ent (ercenta4e

E&tremely !amiliar 2C 0111O

%ery !amiliar 3 @333O

(oderately !amiliar 02 0333O

Slightly !amiliar 20 2333O

,treme#y /ami#iar Very /ami#iar Moderate#y /ami#iar S#i$ht#y /ami#iar

0

5

10

15

20

25

30

35

40

45

Inter*retation:


• 01O are e&tremely !amiliar with #%S be!ore buying it

• @3O are very !amiliar with #%S be!ore buying it

• 03O are moderately !amiliar with #%S be!ore buying it

• 2@O are slightly !amiliar with #%S be!ore buying it

F- Chart ho,in4 ,hat re*on"ent li


50/65

BRAND AWARENESS

%actor No- o6 re*on"ent (ercenta4e

.olour 2 0222O

rice 02 0333O(ileage 3 @111O

Design 2@ 2555O

o#o&r "rice Mi#ea$e %esi$n

0

5

10

15

20

25

30

35

40

Inter*retation:


• 02O li"es the colour o! #%S

•

03O li"es the price o! #%S

• @1O li"es the mileage o! #%S

• 2O li"es the design o! #%S



51/65

BRAND AWARENESS

- Chart ho,in4 the level o6 a4reene re4ar"in4 the *rice o6 T$S

!evel o6 a4reene No- o6 re*on"ent (ercenta4e

Strongly agree 0 3111O

Agree 3 @333O

.an’t say 21 2222O

Disagree 2111O

Strongly disagree 5 555O

Stron$#y a$ree ($ree ant say %isa$ree Stron$#y disa$ree

0

5

10

15

20

25

30

35

40

45

Inter*retation: +ut o! 1 respondents

• 31O

final pjct

Documents