Assignment-3 (MM)

Download as docx, pdf, or txt
Download as docx, pdf, or txt
You are on page 1of 10

Assignment -3

SUMITTED TO
MA’AM TAHIRA UMAIR

SP18-BBA-123

M-Taqi-Abass
Top 10 Brands

1. Apple: 234,241$
Apple's brand value increased by 9% compared to last year. According to the
report, the brand owed its top position to its strengths such as differentiation,
management and participation.

2. Google: 167,713$
Google's brand value increased by 8% over the previous year. According to
Interbrand, the brand's strengths are its presence, interest and ability to

respond.

3. Amazon: 125,263$
Amazon's brand value increased by 24% over the previous year. With this
high rate of increase, Amazon became the brand that increased the brand value
among the top 10 brands. As Amazon's strengths, its ability to respond,
interest and presence came to the fore.
4. Microsoft: 108,847$
The company's brand value has increased by 17% compared to last year

thanks to strengths such as openness, attention and ability to respond.

5. Coca Cola: 63,365$

Coca-Cola's brand value fell by 4% this year, and with this statistic, the giant
beverage brand was the only brand among the top 10 brands to lose brand
value. According to Interbrand data, the company's brand value has been
steadily decreasing since 2014.
6. Samsung: 61,098$

Samsung has a market value of $ 284 billion and brand value has increased by
2% this year. According to Interbrand, the brand's strengths are its ability to
respond, attention and originality.

7. Toyota: 56,246$
According to Interbrand, the brand value increased by 5% compared to the
previous year. Interbrand based this brand's rise on interest, originality and
presence.

8. Mercedes-Benz: 50,832$
Mercedes-Benz increased its brand value by 5% over the previous year.
According to the report, the strengths of the brand are commitment, interest
and ability to respond.
9. McDonald’s: 45,362$
McDonald's brand value increased by 4% compared to last year. According to
Interbrand, brand’s strengths are commitment, differentiation and presence.

10.Disney: 44,352$
According to the report, Disney's brand value increased by 11% compared to
the previous year. Interbrand discovered that the brand's strengths are
differentiation, commitment and presence
Brand Elements

Slogan: "Where Dreams Come True"


 Memorable
o Consumer immediate thinks of Disney World upon hearing it.
 Meaningful
o Conveys the magic that they produce for consumers
 Very likeable due to the imagery it creates.
 Fairly transferable
 Adaptable
 Highly Protected

Characters
Ex: Mickey Mouse, Cinderella
 Memorable because they cause high brand recognition
 Meaningful because of the relationship to the brand
 Likeable because they aren't "characters" they are "real people"
 Transferable
o known worldwide
 Not very adaptable, small improvements over time
 Highly protected

Logo & Symbol


 Strong memorability
o immediate brand recognition
 Meaningful
 Likeability
o pleasant and happy to look at
 Transferability is very high
 Adaptability
o occasionally tweaked however never too extreme
 Incredibly protected.

Brand Name
 Extremely memorable
o recall and recognition are immediate
 Meaningful
o strong associations of happiness
 Likeable
 Transferable
o People all around the world know its name
 Not very adaptable
 Incredibly Protected

Branding Terms

1. Brand line
Brand line is a marketing term used to describe all the products sold under a
single brand name. New flavors, package sizes, nutritional content, or products
containing special additives are included in this definition. More than half of
all new products introduced each year are brand line extensions.

Example:
When a coffee manufacturer adds decaffeinated coffee to the same brand line
of coffee products already on the market (such as regular coffee and instant
coffee), a line extension has been made. Line extensions do not compete with
each other, since each answers different needs and thus appeals to a different
market.

2. Brand Mix
A brand mix, also referred as brand assortment, means the seller group all the
brand line that are made available to the buyer.

Example:
Pakistan Unilever offers the brand Surf excel that falls under the detergent
segment. They were introduced in line extensions like Surf excel easy wash,
Surf excel quick wash etc. That is all falls under the category of detergent's
section of the same brand. The whole grouping of products under the surf
excel brand would be a brand line. However, all the brand lines offer like
products dove, sunsilk, axe etc.

3. Brand extension
or brand stretching is a marketing strategy in which a firm marketing a
product with a well-developed image uses the same brand name in a different
product category.

Example:
Shift the form: Starbucks Frappuccino, Snickers Ice Cream Bars, Black &
Decker Role Play Tool Toys, Clorox Bleach Pen, Dial Hand Wash.

4. Sub-brand
A sub-brand is a brand within a brand. I sub-brand uses a unique name for a
product and service that can develop its own brand. Sub-brands have their own
customer expectations and personalities that are different from the parent
brand.

Example:
Toyota is breaking my heart with the management of its Prius sub-brand. As
cool in the eco-friendly community as Tesla is today, Prius was equally cool
ten years ago. A decade ago, if you wanted to be seen as helping the
environment, then you drove a Toyota Prius. The brand was the leader in
environmentally friendly transportation.

5. Parent Brand
A parent brand is an existing brand that gives rise to a brand extension by
supporting the allied products/services by sharing its brand identity. All the
brands created under the parent brand have some important features related to
the existing brand along with certain differentiated factors.

Example:
Nestle Maggi which a very strong brand in the noodles category which got
extended to new product categories like ketchup and soups with the names
Maggi ketchup and Maggi Soups, respectively. Also, the parent brand has
extended its product into different variants and flavors as well.

6. Family brand
Family branding refers to a marketing strategy that promotes a family of
products or services under an umbrella brand. This is different from individual
branding that promotes each product in a stand-alone fashion. As a business
owner, you can get some advantages with family branding, such as a cost-
effective promotion for various lines, capitalizing on grouping products and
building brand awareness.

Example:
Often, an insurance agency has several lines of insurance it offers. It could
also offer certain financial services or bank products. Local insurance agencies
usually work on promoting one line of insurance that is the easiest to capture a
client and later to add lines of business to the client portfolio. If the agency
used family branding, it would promote the agency brand as your all-inclusive
place to find the insurance you need from home, auto, life and even business.
The agency strategy would be to get clients with more lines of insurance off
the bat rather, than promote one at a time.

7. Line Extension
Line extension refers to the expansion of an existing product line.

Example:
A soft drink manufacturer might introduce a "Diet" or "Cherry" variety to its
cola line, while a toy manufacturer might introduce new characters or
accessories in its line of action figures. In short, line extension adds variety to
its existing product for the sake of reaching a more diverse customer base and
enticing existing customers with new options.

8. Category Extension
Category or Brand Extension is a strategy by which, a company uses the same
brand to enter into a completely unrelated product segment. The company
leverages on the brand equity and success of its existing brand to introduce the
new product to increase market acceptance.

Example:
Godrej which was originally known for locks and cupboards through category
extension leveraging on the brand name “Godrej” entered into product
segments like refrigerators, furniture and real estate.

9. Brand Variant
Brand Variant means offering different versions of the same product which are
different in terms of price, flavor, quality, color, nutrients, etc. under the
company’s brand name. It can leverage the brand popularity for
diversification.

Example:
 Kellogg’s make different types of cornflakes like Crunchy Nut (Roasted
Nut and Honey) and Crunchy Nut (Golden Honey Nut Flakes)
 Domino’s Pizza Quick Svc Restaurant which offers Pizza under the names
of Domino’s Pizza Restaurant-Quick Svc, Domino’s Pizza Restaurant-
Quick Svc Cheeseburger Pizza, Domino’s Pizza Restaurant-Quick Svc
Bread Bowl Pasta, Domino’s Pizza Restaurant-Quick Svc Cheesy Bread
and Domino’s Pizza Restaurant-Quick Svc Buffalo Chicken Pizza.

10.Licensed Product
A product in which the licensee has been permitted to use the product/ brand is
a licensed product. It could also mean licensing an intangible asset such as a
brand.

Contracts are drawn out between the product/brand owner and a


company/individual who wants to use it for an agreed period of time in a
designated territory.

Example:
In India Arvind Mills is the licensed manufacturer of Jan sport, Wrangler,
Nautica brands.

11.Brand Dilution
Brand dilution is when a company’s brand equity diminishes due to an
unsuccessful brand extension, which is a new product the company develops
in an industry that they don’t have any market share in, like Reese’s Puff
Cereal or Gerber’s baby clothes.

Example:
Even though Pillsbury is known for producing foodstuffs, their frozen
microwave popcorn couldn’t compete with Orville Redenbacher or General
Mills’ Pop Secret because their product positioning of being “frozen for
freshness” didn’t offer enough value. Sure, sticking your popcorn in the
freezer is convenient (I guess), but that benefit pales in comparison to
enjoying a better-tasting popcorn, and it diluted Pillsbury's brand equity.

12.Brand Portfolio
The Brand Portfolio refers to an umbrella under which all the brands or brand
lines of a particular firm functions to serve the needs of different market
segments. In simple words, brand portfolio encompasses all the brands offered
by a single firm for sale to cater the needs of different groups of people.

Examples:
To better explain what a brand portfolio looks like, consider the Hilton brand.
In addition to the Hilton Hotels and Resorts brand, the company also owns
numerous other business entities, which are all grouped under the brand
portfolio name Hilton Worldwide. A few of the other brands under Hilton
Worldwide include the Waldorf Astoria Hotels and Resorts, Embassy Suites
Hotels and Homewood Suites.

You might also like