A PROJECT REPORT ONBRANDING AND CONSUMER PREFERENCE TOWARDS SELECTED BRANDS

Project Report submitted inPartial fulfilment of the requirement for the award of degree of

BACHELOR OF COMMERCE

Under the esteemed guidance ofDr.N.A.Francis XavierM.Com,M.Phil,P.hd,PGDCA

Project AssociatesFelix Raja Reddy S.P.(Reg.No.083188)

Ramesh E(Reg.No.083176)Ashok Kumar G (Reg.No.083185)

Koti Reddy J(Reg.No.083110)

Department of CommerceAndhra Loyola College(Autonomous

Vijayawada

DECLARATION

We Declare that this Project Entitled “Branding and ConsumerPreference Towards Selected Brands” has been submitted by us

and that no Part of this Project Formed the basis for the Award ofany Degree, Diploma or other similar awards earlier.

Vijayawada,Dated:-3-2-2011

Felix Raja Reddy S.P.(Reg.No.083188)Ramesh E(Reg.No.083176)Ashok Kumar G (Reg.No.083185)Koti Reddy J(Reg.No.083110)

CertificateI hereby certify that this project entitled “Branding andConsumer Preference towards Selected Brands.” Is aGenuine and Bonafide record of work done by

Felix Raja Reddy S.P.(Reg.No.083188)Ramesh E(Reg.No.083176)Ashok Kumar G (Reg.No.083185)Koti Reddy J(Reg.No.083110)

Under my guidance andsupervision and submitted to Andhra Loyola College inPartial fulfillment of the requirements for the award ofthe degree of Bachelor of commerce.(Dr.N.A.Francis Xavier)

ACKNOWLEDGEMENT

We are sincerely grateful Dr.N.A.Francis Xavier,Head of theDepartment of Commerce, under whose able guidance this study isbeing undertaken.

We would also like to thank Ms.Nirmala Rani,Lecturer For HerGuidance.

Felix Raja Reddy S.P.(Reg.No.083188)

Ramesh E(Reg.No.083176)Ashok Kumar G (Reg.No.083185)

Koti Reddy J(Reg.No.083110)

INDEX

Chapter 1:-Title of Project

Tools used

Branding Concepts

Branding Techniques

Brand Perception

Chapter 2:- Literature

Chapter 3:- Research methodology

Chapter 4:- Brand Profiles

Chapter 5:- Analysis

Chapter 6:- Conclusion

Chapter 7:- Bibliography

Chapter 1:-

Title of Project

Tools used

Branding Concepts

Branding Techniques

Brand Perception

INTRODUCTION

Title of the Study

“Branding and Consumer Preference towards Selected brands”

Tools Used

Data Collection:-

Survey:-

The survey is a non-experimental, descriptive research method. Surveys can be useful when aresearcher wants to collect data on phenomena that cannot be directly observed (such as opinionson library services). Surveys are used extensively in library and information science to assessattitudes and characteristics of a wide range of subjects, from the quality of user-systeminterfaces to library user reading habits. In a survey, researchers sample a population. Basha andHarter (1980) state that "a population is any set of persons or objects that possesses at least onecommon characteristic." Examples of populations that might be studied are 1) all 1999 graduateof GSLIS at the University of Texas, or 2) all the users of UT General Libraries. Sincepopulations can be quite large, researchers directly question only a sample (i.e. a smallproportion) of the population.

Types of SurveysData are usually collected through the use of questionnaires, although sometimes researchersdirectly interview subjects. Surveys can use qualitative (e.g. ask open-ended questions) orquantitative (e.g. use forced-choice questions) measures. There are two basic types of surveys:cross-sectional surveys and longitudinal surveys. Much of the following information was takenfrom an excellent book on the subject, called Survey Research Methods, by Earl R. Babbie.

Cross-Sectional SurveysCross-sectional surveys are used to gather information on a population at a single point in time.An example of a cross sectional survey would be a questionaire that collects data on how parents

feel about Internet filtering, as of March of 1999. A different cross-sectional surveyquestionnaire might try to determine the relationship between two factors, like religiousness ofparents and views on Internet filtering.

Longitudinal SurveysLongitudinal surveys gather data over a period of time. The researcher may then analyze changesin the population and attempt to describe and/or explain them. The three main types oflongitudinal surveys are trend studies, cohort studies, and panel studies.

Representative Sampling

A sample is representative when it is an accurate proportional representation of the populationunder study. If you want to study the attitudes of UT students regarding library services, it wouldnot be enough to interview every 100th person who walked into the library. That techniquewould only measure the attitudes of UT students who use the library, not those who do not. Inaddition, it would only measure the attitudes of UT students who happened to use the libraryduring the time you were collecting data. Therefore, the sample would not be very representativeof UT students in general. In order to be a truly representative sample, every student at UTwould have to have had an equal chance of being chosen to participate in the survey. This iscalled randomization.

Question Design

It is important to design questions very carefully. A poorly designed questionnaire renders resultsmeaningless. There are many factors to consider.

Make items clear (don't assume the person you are questioning knows the terms you areusing).

Avoid double-barrelled questions (make sure the question asks only one clear thing). Respondent must be competent to answer (don't ask questions that the respondent won't

accurately be able to answer). Questions should be relevant (don't ask questions on topics that respondents don't care

about or haven't thought about). Short items are best (so that they may be read, understood, and answered quickly). Avoid negative items (if you ask whether librarians should not be paid more, it will

confuse respondents). Avoid biased items and terms (be sensitive to the effect of your wording on respondents).

The following list of 10 hints is useful while preparing a Survey…

1. Unless the nature of a survey definitely warrants their usage, avoid slang, jargon, andtechnical terms.

2. Whenever possible, develop consistent response methods.3. Make questions as impersonal as possible.4. Do not bias later responses by the wording used in earlier questions.

5. As an ordinary rule, sequence questions from the general to the specific.6. If closed questions are employed, try to develop exhaustive and mutually exclusive

response alternatives.7. Insofar as possible, place questions with similar content together in the survey

instrument.8. Make the questions as easy to answer as possible.9. When unique and unusual terms need to be defined in questionnaire items, use very clear

definitions.10. Use an attractive questionnaire format that conveys a professional image.

As may be seen, designing good questions is much more difficult than it seems. One effectiveway of making sure that questions measure what they are supposed to measure is to test them outfirst, using small focus groups.

Other Types of Surveys

Surveys can be divided into two broad categories: the questionnaire and the interview.Questionnaires are usually paper-and-pencil instruments that the respondent completes.Interviews are completed by the interviewer based on the respondent says. Sometimes, it's hardto tell the difference between a questionnaire and an interview. For instance, some people thinkthat questionnaires always ask short closed-ended questions while interviews always ask broadopen-ended ones. But you will see questionnaires with open-ended questions (although they dotend to be shorter than in interviews) and there will often be a series of closed-ended questionsasked in an interview.

We'll discuss the relative advantages and disadvantages of these different survey types inAdvantages and Disadvantages of Survey Methods.

. Questionnaires

When most people think of questionnaires, they think of the mailsurvey. All of us have, at one time or another, received a questionnairein the mail. There are many advantages to mail surveys. They are

relatively inexpensive to administer. You can send the exact same instrument to a wide numberof people. They allow the respondent to fill it out at their own convenience. But there are somedisadvantages as well. Response rates from mail surveys are often very low. And, mailquestionnaires are not the best vehicles for asking for detailed written responses.

A second type is the group administered questionnaire. A sample ofrespondents is brought together and asked to respond to a structuredsequence of questions. Traditionally, questionnaires were administeredin group settings for convenience. The researcher could give thequestionnaire to those who were present and be fairly sure that therewould be a high response rate. If the respondents were unclear about

the meaning of a question they could ask for clarification. And, there were often organizationalsettings where it was relatively easy to assemble the group (in a company or business, forinstance).

What's the difference between a group administered questionnaire and a group interview or focusgroup? In the group administered questionnaire, each respondent is handed an instrument andasked to complete it while in the room. Each respondent completes an instrument. In the groupinterview or focus group, the interviewer facilitates the session. People work as a group, listeningto each other's comments and answering the questions. Someone takes notes for the entire group-- people don't complete an interview individually.

A less familiar type of questionnaire is the household drop-off survey.In this approach, a researcher goes to the respondent's home or businessand hands the respondent the instrument. In some cases, the respondentis asked to mail it back or the interview returns to pick it up. Thisapproach attempts to blend the advantages of the mail survey and thegroup administered questionnaire. Like the mail survey, the respondent

can work on the instrument in private, when it's convenient. Like the group administeredquestionnaire, the interviewer makes personal contact with the respondent -- they don't just sendan impersonal survey instrument. And, the respondent can ask questions about the study and getclarification on what is to be done. Generally, this would be expected to increase the percent ofpeople who are willing to respond.

Interviews

Interviews are a far more personal form of research than questionnaires. Inthe personal interview, the interviewer works directly with the respondent.Unlike with mail surveys, the interviewer has the opportunity to probe orask follow-up questions. And, interviews are generally easier for therespondent, especially if what is sought is opinions or impressions.Interviews can be very time consuming and they are resource intensive. Theinterviewer is considered a part of the measurement instrument andinterviewers have to be well trained in how to respond to any contingency.

Almost everyone is familiar with the telephone interview. Telephoneinterviews enable a researcher to gather information rapidly. Most ofthe major public opinion polls that are reported were based ontelephone interviews. Like personal interviews, they allow for somepersonal contact between the interviewer and the respondent. And,they allow the interviewer to ask follow-up questions. But they alsohave some major disadvantages. Many people don't have publicly-

listed telephone numbers. Some don't have telephones. People often don't like the intrusion of acall to their homes. And, telephone interviews have to be relatively short or people will feelimposed upon.

Selecting the Survey Method

Selecting the type of survey you are going to use is one of the most critical decisions in manysocial research contexts. You'll see that there are very few simple rules that will make thedecision for you -- you have to use your judgment to balance the advantages and disadvantagesof different survey types. Here, all I want to do is give you a number of questions you might askthat can help guide your decision.

. Population Issues

The first set of considerations have to do with the population and its accessibility.

Can the population be enumerated?

For some populations, you have a complete listing of the units that will be sampled. For others,such a list is difficult or impossible to compile. For instance, there are complete listings ofregistered voters or person with active drivers licenses. But no one keeps a complete list ofhomeless people. If you are doing a study that requires input from homeless persons, you arevery likely going to need to go and find the respondents personally. In such contexts, you canpretty much rule out the idea of mail surveys or telephone interviews.

Is the population literate?

Questionnaires require that your respondents can read. While this might seem initially like areasonable assumption for many adult populations, we know from recent research that theinstance of adult illiteracy is alarmingly high. And, even if your respondents can read to somedegree, your questionnaire may contain difficult or technical vocabulary. Clearly, there are somepopulations that you would expect to be illiterate. Young children would not be good targets forquestionnaires.

Are there language issues?

We live in a multilingual world. Virtually every society has members who speak other than thepredominant language. Some countries (like Canada) are officially multilingual. And, ourincreasingly global economy requires us to do research that spans countries and language groups.Can you produce multiple versions of your questionnaire? For mail instruments, can you know inadvance the language your respondent speaks, or do you send multiple translations of yourinstrument? Can you be confident that important connotations in your instrument are notculturally specific? Could some of the important nuances get lost in the process of translatingyour questions?

Will the population cooperate?

People who do research on immigration issues have a difficult methodological problem. Theyoften need to speak with undocumented immigrants or people who may be able to identify otherswho are. Why would we expect those respondents to cooperate? Although the researcher maymean no harm, the respondents are at considerable risk legally if information they divulge shouldget into the hand of the authorities. The same can be said for any target group that is engaging inillegal or unpopular activities.

What are the geographic restrictions?

Is your population of interest dispersed over too broad a geographic range for you to studyfeasibly with a personal interview? It may be possible for you to send a mail instrument to anationwide sample. You may be able to conduct phone interviews with them. But it will almostcertainly be less feasible to do research that requires interviewers to visit directly withrespondents if they are widely dispersed.

. Sampling Issues

.

The sample is the actual group you will have to contact in some way. There are several importantsampling issues you need to consider when doing survey research.

What data is available?

What information do you have about your sample? Do you know their current addresses? Theircurrent phone numbers? Are your contact lists up to date?

Can respondents be found?

Can your respondents be located? Some people are very busy. Some travel a lot. Some work thenight shift. Even if you have an accurate phone or address, you may not be able to locate or makecontact with your sample.

Who is the respondent?

Who is the respondent in your study? Let's say you draw a sample of households in a small city.A household is not a respondent. Do you want to interview a specific individual? Do you want totalk only to the "head of household" (and how is that person defined)? Are you willing to talk toany member of the household? Do you state that you will speak to the first adult member of thehousehold who opens the door? What if that person is unwilling to be interviewed but someoneelse in the house is willing? How do you deal with multi-family households? Similar problemsarise when you sample groups, agencies, or companies. Can you survey any member of theorganization? Or, do you only want to speak to the Director of Human Resources? What if theperson you would like to interview is unwilling or unable to participate? Do you use anothermember of the organization?

Can all members of population be sampled?

If you have an incomplete list of the population (i.e., sampling frame) you may not be able tosample every member of the population. Lists of various groups are extremely hard to keep up todate. People move or change their names. Even though they are on your sampling frame listing,you may not be able to get to them. And, it's possible they are not even on the list.

Are response rates likely to be a problem?

Even if you are able to solve all of the other population and sampling problems, you still have todeal with the issue of response rates. Some members of your sample will simply refuse torespond. Others have the best of intentions, but can't seem to find the time to send in yourquestionnaire by the due date. Still others misplace the instrument or forget about theappointment for an interview. Low response rates are among the most difficult of problems insurvey research. They can ruin an otherwise well-designed survey effort.

. Question Issues

Sometimes the nature of what you want to ask respondents will determine the type of survey youselect.

What types of questions can be asked?

Are you going to be asking personal questions? Are you going to need to get lots of detail in theresponses? Can you anticipate the most frequent or important types of responses and developreasonable closed-ended questions?

How complex will the questions be?

Sometimes you are dealing with a complex subject or topic. The questions you want to ask aregoing to have multiple parts. You may need to branch to sub-questions.

Will screening questions be needed?

A screening question may be needed to determine whether the respondent is qualified to answeryour question of interest. For instance, you wouldn't want to ask someone their opinions about aspecific computer program without first "screening" them to find out whether they have anyexperience using the program. Sometimes you have to screen on several variables (e.g., age,gender, experience). The more complicated the screening, the less likely it is that you can rely onpaper-and-pencil instruments without confusing the respondent.

Can question sequence be controlled?

Is your survey one where you can construct in advance a reasonable sequence of questions? Or,are you doing an initial exploratory study where you may need to ask lots of follow-up questionsthat you can't easily anticipate?

Will lengthy questions be asked?

If your subject matter is complicated, you may need to give the respondent some detailedbackground for a question. Can you reasonably expect your respondent to sit still long enough ina phone interview to ask your question?

Will long response scales be used?

If you are asking people about the different computer equipment they use, you may have to havea lengthy response list (CD-ROM drive, floppy drive, mouse, touch pad, modem, networkconnection, external speakers, etc.). Clearly, it may be difficult to ask about each of these in ashort phone interview.

Types of Questions

Survey questions can be divided into two broad types: structured and unstructured. From aninstrument design point of view, the structured questions pose the greater difficulties (seeDecisions About the Response Format). From a content perspective, it may actually be moredifficult to write good unstructured questions. Here, I'll discuss the variety of structuredquestions you can consider for your survey (we'll discuss unstructured questioning more underInterviews).

. Dichotomous Questions

When a question has two possible responses, we consider it dichotomous. Surveys often usedichotomous questions that ask for a Yes/No, True/False or Agree/Disagree response. There area variety of ways to lay these questions out on a questionnaire:

. Questions Based on Level Of Measurement

We can also classify questions in terms of their level of measurement. For instance, we mightmeasure occupation using a nominal question. Here, the number next to each response has nomeaning except as a placeholder for that response. The choice of a "2" for a lawyer and a "1" fora truck driver is arbitrary -- from the numbering system used we can't infer that a lawyer is"twice" something that a truck driver is.

We might ask respondents to rank order their preferences for presidential candidates using anordinal question:

We want the respondent to put a 1, 2, 3 or 4 next to the candidate, where 1 is the respondent'sfirst choice. Note that this could get confusing. We might want to state the prompt moreexplicitly so the respondent knows we want a number from one to 4 (the respondent might checktheir favorite candidate, or assign higher numbers to candidates they prefer more instead ofunderstanding that we want rank ordering).

We can also construct survey questions that attempt to measure on an interval level. One of themost common of these types is the traditional 1-to-5 rating (or 1-to-7, or 1-to-9, etc.). This issometimes referred to as a Likert response scale (see Likert Scaling). Here, we see how wemight ask an opinion question on a 1-to-5 bipolar scale (it's called bipolar because there is aneutral point and the two ends of the scale are at opposite positions of the opinion):

Another interval question uses an approach called the semantic differential. Here, an object isassessed by the respondent on a set of bipolar adjective pairs (using 5-point rating scale):

Finally, we can also get at interval measures by using what is called a cumulative or Guttmanscale (see Guttman Scaling). Here, the respondent checks each item with which they agree. Theitems themselves are constructed so that they are cumulative -- if you agree to one, you probablyagree to all of the ones above it in the list:

. Filter or Contingency Questions

Sometimes you have to ask the respondent one question in order to determine if they arequalified or experienced enough to answer a subsequent one. This requires using a filter orcontingency question. For instance, you may want to ask one question if the respondent hasever smoked marijuana and a different question if they have not. in this case, you would have toconstruct a filter question to determine whether they've ever smoked marijuana:

Filter questions can get very complex. Sometimes, you have to have multiple filter questions inorder to direct your respondents to the correct subsequent questions. There are a few conventionsyou should keep in mind when using filters:

try to avoid having more than three levels (two jumps) for any question

Too many jumps will confuse the respondent and may discourage them from continuing with thesurvey.

if only two levels, use graphic to jump (e.g., arrow and box)

The example above shows how you can make effective use of an arrow and box to help direct therespondent to the correct subsequent question.

if possible, jump to a new page

If you can't fit the response to a filter on a single page, it's probably best to be able to saysomething like "If YES, please turn to page 4" rather that "If YES, please go to Question 38"because the respondent will generally have an easier time finding a page than a specific question.

Response Format

The response format is how you collect the answer from the respondent. Let's start with a simpledistinction between what we'll call unstructured response formats and structured responseformats. [On this page, I'll use standard web-based form fields to show you how variousresponse formats might look on the web. If you want to see how these are generated, select theView Source option on your web browser.]

. Structured Response Formats

Structured formats help the respondent to respond more easily and help the researcher toaccumulate and summarize responses more efficiently. But, they can also constrain therespondent and limit the researcher's ability to understand what the respondent really means.There are many different structured response formats, each with its own strengths andweaknesses. We'll review the major ones here.

Fill-In-The-Blank. One of the simplest response formats is a blank line. A blank line can beused for a number of different response types. For instance:

Please enter your gender:

_____ Male

_____ Female

Here, the respondent would probably put a check mark or an X next to the response. This is alsoan example of a dichotomous response, because it only has two possible values. Other commondichotomous responses are True/False and Yes/No. Here's another common use of a fill-in-the-blank response format:

Please enter your preference for the following candidates where '1' = your first choice, '2' =your second choice, and so on.

_____ Robert Dole

_____ Colin Powell

_____ Bill Clinton

_____ Al Gore

In this example, the respondent writes a number in each blank. Notice that here, we expect therespondent to place a number on every blank, whereas in the previous example, we expect torespondent to choose only one. Then, of course, there's the classic:

NAME: ________________________

And here's the same fill-in-the-blank response item in web format:

NAME:

Of course, there's always the classic fill-in-the-blank test item:

One of President Lincoln's most famous speeches, the Address, only lasted afew minutes when delivered.

Check The Answer. The respondent places a check next to the response(s). The simplest formwould be the example given above where we ask the person to indicate their gender. Sometimes,we supply a box that the person can fill in with an 'X' (which is sort of a variation on the checkmark. Here's a web version of the checkbox:

Please check if you have the following item on the computer you use most:

modem

printer

CD-ROM drive

joystick

scanner

Notice that in this example, it is possible for you to check more than one response. Byconvention, we usually use the checkmark format when we want to allow the respondent toselect multiple items.

We sometimes refer to this as a multi-option variable. You have to be careful when you analyzedata from a multi-option variable. Because the respondent can select any of the options, you haveto treat this type of variable in your analysis as though each option is a separate variable. Forinstance, for each option we would normally enter either a '0' if the respondent did not check it ora '1' if the respondent did check it. For the example above, if the respondent had only a modemand CD-ROM drive, we would enter the sequence 1, 0, 1, 0, 0. There is a very important reasonwhy you should code this variable as either 0 or 1 when you enter the data. If you do, and youwant to determine what percent of your sample has a modem, all you have to do is compute theaverage of the 0's and 1's for the modem variable. For instance, if you have 10 respondents andonly 3 have a modem, the average would be 3/10 = .30 or 30%, which is the percent whochecked that item.

The example above is also a good example of a checklist item. Whenever you use a checklist,you want to be sure that you ask the following questions:

Are all of the alternatives covered? Is the list of reasonable length?

Is the wording impartial? Is the form of the response easy, uniform?

Sometimes you may not be sure that you have covered all of the possible responses in achecklist. If that is the case, you should probably allow the respondent to write in any otheroptions that may apply.

Circle The Answer. Sometimes the respondent is asked to circle an item to indicate theirresponse. Usually we are asking them to circle a number. For instance, we might have thefollowing:

In computer contexts, it's not feasible to have respondents circle a response. In this case, we tendto use an option button:

Capital punishment is the best way to deal with convicted murderers.

StronglyDisagree

Disagree Neutral Agree StronglyAgree

Notice that you can only check one option at a time. The rule of thumb is that you ask someoneto circle an item or click on a button when you only want them to be able to select one of theoptions. In contrast to the multi-option variable described above, we refer to this type of item asa single-option variable -- even though the respondent has multiple choices, they can only selectone of them. We would analyze this as a single variable that can take the integer values from 1 to5.

. Unstructured Response Formats

While there is a wide variety of structured response formats, there are relatively few unstructuredones. What is an unstructured response format? Generally, it's written text. If the respondent (orinterviewer) writes down text as the response, you've got an unstructured response format. Thesecan vary from short comment boxes to the transcript of an interview.

In almost every short questionnaire, there's one or more short text field questions. One of themost frequent goes something like this:

Actually, there's really not much more to text-based response formats of this type than writingthe prompt and allowing enough space for a reasonable response.

Transcripts are an entirely different matter. There, the transcriber has to decide whether totranscribe every word or only record major ideas, thoughts, quotes, etc. In detailed transcriptions,you may also need to distinguish different speakers (e.g., the interviewer and respondent) andhave a standard convention for indicating comments about what's going on in the interview,including non-conversational events that take place and thoughts of the interviewer.

Methods of Representing Collected Data

Pie chart

A pie chart (or a circle graph) is a circular chart divided into sectors, illustrating proportion. Ina pie chart, the arc length of each sector (and consequently its central angle and area), isproportional to the quantity it represents. When angles are measured with 1 turn as unit then anumber of percent is identified with the same number of centiturns. Together, the sectors create afull disk. It is named for its resemblance to a pie which has been sliced.

Bar chart

A bar chart or bar graph is a chart with rectangular bars with lengths proportional to the valuesthat they represent. The bars can be plotted vertically or horizontally.

Bar charts are used for plotting discrete (or 'discontinuous') data i.e. data which has discretevalues and is not continuous. Some examples of discontinuous data include 'shoe size' or 'eyecolour', for which you would use a bar chart. In contrast, some examples of continuous datawould be 'height' or 'weight'. A bar chart is very useful if you are trying to record certaininformation whether it is continuous or not continuous data.

Boxplot

In descriptive statistics, a box plot or boxplot (also known as a box-and-whisker diagram orplot) is a convenient way of graphically depicting groups of numerical data through their five-number summaries: the smallest observation (sample minimum), lower quartile (Q1), median(Q2), upper quartile (Q3), and largest observation (sample maximum). A boxplot may alsoindicate which observations, if any, might be considered outliers.

Boxplots display differences between populations without making any assumptions of theunderlying statistical distribution: they are non-parametric. The spacings between the differentparts of the box help indicate the degree of dispersion (spread) and skewness in the data, andidentify outliers. Boxplots can be drawn either horizontally or vertically.

Plot

A plot is a graphical technique for presenting a data set drawn by hand or produced by amechanical or electronic plotter. It is a graph depicting the relationship between two or morevariables used, for instance, in visualising scientific data.

What is a Brand?A brand is a product from a known source (organization). The name of the organization can alsoserve as a brand. The brand value reflects how a product's name, or company name, is perceivedby the marketplace, whether that is a target audience for a product or the marketplace in general

(clearly these can have different meanings and therefore different values). It is important tounderstand the meaning and the value of the brand (for each target audience) in order to develop

an effective marketing mix, for each target audience.

Any brand is a set of perceptions and images that represent a company, product or service.While many people refer to a brand as a logo, tag line or audio jingle, a brand is actually muchlarger. A brand is the essence or promise of what will be delivered or experienced.Importantly, brands enable a buyer to easily identify the offerings of a particular company.Brands are generally developed over time through:

Advertisements containing consistent messaging Recommendations from friends, family members or colleagues Interactions with a company and its representatives Real-life experiences using a product or service (generally considered the most important

element of establishing a brand)

Once developed, brands provide an umbrella under which many different products can beoffered--providing a company tremendous economic leverage and strategic advantage in

generating awareness of their offerings in the marketplace.

DEFINITION

The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol ordesign, or a combination of them intended to identify the goods and services of one seller orgroup of sellers and to differentiate them from those of other sellers.

According to Philip Kotler brand is defined as a name, term, sign, symbol, design, or acombination of them, intended to identify the goods or services of one seller or group of sellers

and to differentiate them from those of competitors”

Brand Management

Brand management begins with having a thorough knowledge of the term “brand”. Itincludes developing a promise, making that promise and maintaining it. It means defining thebrand, positioning the brand, and delivering the brand. Brand management is nothing but an art

of creating and sustaining the brand. Branding makes customers committed to your business. Astrong brand differentiates your products from the competitors. It gives a quality image to yourbusiness.

Brand management includes managing the tangible and intangible characteristics ofbrand. In case of product brands, the tangibles include the product itself, price, packaging, etc.While in case of service brands, the tangibles include the customers’ experience. The intangiblesinclude emotional connections with the product / service.

Branding is assembling of various marketing mix medium into a whole so as to give you anidentity. It is nothing but capturing your customers mind with your brand name. It gives animage of an experienced, huge and reliable business.

It is all about capturing the niche market for your product / service and about creating aconfidence in the current and prospective customers’ minds that you are the unique solution totheir problem.

The aim of branding is to convey brand message vividly, create customer loyalty, persuade thebuyer for the product, and establish an emotional connectivity with the customers. Brandingforms customer perceptions about the product. It should raise customer expectations about theproduct. The primary aim of branding is to create differentiation.

Strong brands reduce customers’ perceived monetary, social and safety risks in buyinggoods/services. The customers can better imagine the intangible goods with the help of brandname. Strong brand organizations have a high market share. The brand should be given goodsupport so that it can sustain itself in long run. It is essential to manage all brands and buildbrand equity over a period of time. Here comes importance and usefulness of brand management.Brand management helps in building a corporate image. A brand manager has to oversee overallbrand performance. A successful brand can only be created if the brand management system iscompetent.

Following are the important concepts of brand management:

Understanding Brand - What is a Brand?

Brands are different from products in a way that brands are “what the consumers buy”, whileproducts are “what concern/companies make”. Brand is an accumulation of emotional andfunctional associations. Brand is a promise that the product will perform as per customer’sexpectations. It shapes customer’s expectations about the product. Brands usually have atrademark which protects them from use by others. A brand gives particular information aboutthe organization, good or service, differentiating it from others in marketplace. Brand carries anassurance about the characteristics that make the product or service unique. A strong brand is ameans of making people aware of what the company represents and what are it’s offerings.

To a consumer, brand means and signifies:

Source of product Delegating responsibility to the manufacturer of product Lower risk Less search cost Quality symbol Deal or pact with the product manufacturer Symbolic device

Brands simplify consumers purchase decision. Over a period of time, consumers discover thebrands which satisfy their need. If the consumers recognize a particular brand and haveknowledge about it, they make quick purchase decision and save lot of time. Also, they savesearch costs for product. Consumers remain committed and loyal to a brand as long as theybelieve and have an implicit understanding that the brand will continue meeting theirexpectations and perform in the desired manner consistently. As long as the consumers getbenefits and satisfaction from consumption of the product, they will more likely continue to buythat brand. Brands also play a crucial role in signifying certain product features to consumers.

To a seller, brand means and signifies:

Basis of competitive advantage Way of bestowing products with unique associations Way of identification to easy handling Way of legal protection of products’ unique traits/features Sign of quality to satisfied customer Means of financial returns

A brand, in short, can be defined as a seller’s promise to provide consistently a unique set ofcharacteristics, advantages, and services to the buyers/consumers. It is a name, term, sign,symbol or a combination of all these planned to differentiate the goods/services of one seller orgroup of sellers from those of competitors. Some examples of well-known brands are McDonald’s’, Mercedes-Benz, Sony, Coca Cola, Kingfisher, etc.

A brand connects the four crucial elements of an enterprise- customers, employees, managementand shareholders. Brand is nothing but an assortment of memories in customers mind. Brandrepresents values, ideas and even personality. It is a set of functional, emotional and rationalassociations and benefits which have occupied target market’s mind. Associations are nothingbut the images and symbols associated with the brand or brand benefits, such as, The NikeSwoosh, The Nokia sound, etc. Benefits are the basis for purchase decision.

Brand Name

Brand name is one of the brand elements which helps the customers to identify and differentiateone product from another. It should be chosen very carefully as it captures the key theme of aproduct in an efficient and economical manner. It can easily be noticed and its meaning can bestored and triggered in the memory instantly. Choice of a brand name requires a lot of research.Brand names are not necessarily associated with the product. For instance, brand names can bebased on places (Air India, British Airways), animals or birds (Dove soap, Puma), people(Louise Phillips, Allen Solly). In some instances, the company name is used for all products(General Electric, LG).

Features of a Good Brand Name

A good brand name should have following characteristics:

1. It should be unique / distinctive (for instance- Kodak, Mustang)2. It should be extendable.3. It should be easy to pronounce, identified and memorized. (For instance-Tide)4. It should give an idea about product’s qualities and benefits (For instance- Swift, Quick

fix, Lip guard).5. It should be easily convertible into foreign languages.6. It should be capable of legal protection and registration.7. It should suggest product/service category (For instance Newsweek).8. It should indicate concrete qualities (For instance Firebird).9. It should not portray bad/wrong meanings in other categories. (For instance NOVA is a

poor name for a car to be sold in Spanish country, because in Spanish it means “doesn’tgo”).

Process of Selecting a renowned and successful Brand Name

1. Define the objectives of branding in terms of six criterions - descriptive, suggestive,compound, classical, arbitrary and fanciful. It Is essential to recognize the role of brandwithin the corporate branding strategy and the relation of brand to other brand andproducts. It is also essential to understand the role of brand within entire marketingprogram as well as a detailed description of niche market must be considered.

2. Generation of multiple names - Any potential source of names can be used; organization,management and employees, current or potential customers, agencies and professionalconsultants.

3. Screening of names on the basis of branding objectives and marketing considerations soas to have a more synchronized list - The brand names must not have connotations,should be easily pronounceable, should meet the legal requirements etc.

4. Gathering more extensive details on each of the finalized names - There should beextensive international legal search done. These searches are at times done on asequential basis because of the expense involved.

5. Conducting consumer research - Consumer research is often conducted so as to confirm

management expectations as to the remembrance and meaningfulness of the brand names.The features of the product, its price and promotion may be shown to the consumers sothat they understand the purpose of the brand name and the manner in which it will beused. Consumers can be shown actual 3-D packages as well as animated advertising orboards. Several samples of consumers must be surveyed depending on the niche marketinvolved.

6. On the basis of the above steps, management can finalize the brand name that maximizesthe organization’s branding and marketing objectives and then formally register the brandname.

Brand Attributes

Brand Attributes portray a company’s brand characteristics. They signify the basic nature ofbrand. Brand attributes are a bundle of features that highlight the physical and personalityaspects of the brand. Attributes are developed through images, actions, or presumptions. Brandattributes help in creating brand identity.

A strong brand must have following attributes:

1. Relevancy- A strong brand must be relevant. It must meet people’s expectations andshould perform the way they want it to. A good job must be done to persuade consumersto buy the product; else inspite of your product being unique, people will not buy it.

2. Consistency- A consistent brand signifies what the brand stands for and builds customerstrust in brand. A consistent brand is where the company communicates message in a waythat does not deviate from the core brand proposition.

3. Proper positioning- A strong brand should be positioned so that it makes a place intarget audience mind and they prefer it over other brands.

4. Sustainable- A strong brand makes a business competitive. A sustainable brand drives anorganization towards innovation and success. Example of sustainable brand is Marks andSpencer’s.

5. Credibility- A strong brand should do what it promises. The way you communicate yourbrand to the audience/ customers should be realistic. It should not fail to deliver what itpromises. Do not exaggerate as customers want to believe in the promises you make tothem.

6. Inspirational- A strong brand should transcend/ inspire the category it is famous for. Forexample- Nike transcendent Jersey Polo Shirt.

7. Uniqueness- A strong brand should be different and unique. It should set you apart fromother competitors in market.

8. Appealing- A strong brand should be attractive. Customers should be attracted by thepromise you make and by the value you deliver.

Brand Identity - Definition and Concept

Brand identity stems from an organization, i.e., an organization are responsible for creating adistinguished product with unique characteristics. It is how an organization seeks to identifyitself. It represents how an organization wants to be perceived in the market. An organizationcommunicates its identity to the consumers through its branding and marketing strategies. Abrand is unique due to its identity. Brand identity includes following elements - Brand vision,brand culture, positioning, personality, relationships, and presentations.

Brand identity is a bundle of mental and functional associations with the brand. Associations arenot “reasons-to-buy” but provide familiarity and differentiation that’s not replicable getting it.These associations can include signature tune(for example - Britannia “ting-ting-ta-ding”),trademark colours (for example - Blue colour with Pepsi), logo (for example - Nike), tagline (forexample - Apple’s tagline is “Think different”),etc.Brand identity is the total proposal/promise that an organization makes to consumers. The brandcan be perceived as a product, a personality, a set of values, and a position it occupies inconsumer’s minds. Brand identity is all that an organization wants the brand to be considered as.It is a feature linked with a specific company, product, service or individual. It is a way ofexternally expressing a brand to the world.

Brand identity is the noticeable elements of a brand (for instance - Trademark colour, logo,name, and symbol) that identify and differentiates a brand in target audience mind. It is a crucialmeans to grow your company’s brand.

Brand identity is the aggregation of what all you (i.e. an organization) do. It is anorganization’s mission, personality, promise to the consumers and competitive advantages.It includes the thinking, feelings and expectations of the target market/consumers. It is a meansof identifying and distinguishing an organization from another. An organization having uniquebrand identity have improved brand awareness, motivated team of employees who feel proudworking in a well branded organization, active buyers, and corporate style. Brand identity leadsto brand loyalty, brand preference, high credibility, good prices and good financial returns. Ithelps the organization to express to the customers and the target market the kind of organizationit is. It assures the customers again that you are who you say you are. It establishes an immediateconnection between the organization and consumers. Brand identity should be sustainable. It iscrucial so that the consumers instantly correlate with your product/service.

Brand identity should be futuristic, i.e, it should reveal the associations aspired for the brand. Itshould reflect the durable qualities of a brand. Brand identity is a basic means of consumerrecognition and represents the brand’s distinction from it’s competitors.

Sources of Brand Identity

SYMBOLS- Symbols help customers memorize organization’s products and services. Theyhelp us correlate positive attributes that bring us closer and make it convenient for us to purchasethose products and services. Symbols emphasize our brand expectations and shape corporateimages. Symbols become a key component of brand equity and help in differentiating the brandcharacteristics. Symbols are easier to memorize than the brand names as they are visual images.These can include logos, people, geometric shapes, cartoon images, anything. For instance,Marlboro has its famous cowboy, Pillsbury has its Poppin’ Fresh doughboy, Duracell has itsbunny rabbit, Mc Donald has Ronald, Fed Ex has an arrow, and Nike’s swoosh. All thesesymbols help us remember the brands associated with them.

Brand symbols are strong means to attract attention and enhance brand personalities by makingcustomers like them. It is feasible to learn the relationship between symbol and brand if thesymbol is reflective/representative of the brand. For instance, the symbol of LG symbolize theworld, future, youth, humanity, and technology. Also, it represents LG’s efforts to keep closerelationships with their customers.

LOGOS- A logo is a unique graphic or symbol that represents a company, product, service, orother entity. It represents an organization very well and make the customers well-acquainted withthe company. It is due to logo that customers form an image for the product/service in mind.Adidas’s “Three Stripes” is a famous brand identified by its corporate logo.

Features of a good logo are:

a. It should be simple.b. It should be distinguished/unique. It should differentiate itself.c. It should be functional so that it can be used widely.d. It should be effective, i.e., it must have an impact on the intended audience.e. It should be memorable.f. It should be easily identifiable in full colours, limited colour palettes, or in black and

white.g. It should be a perfect reflection/representation of the organization.h. It should be easy to correlate by the customers and should develop customers trust in the

organization.i. It should not loose it’s integrity when transferred on fabric or any other material.j. It should portray company’s values, mission and objectives.

The elements of a logo are:

1. Logotype - It can be a simple or expanded name. Examples of logotypes including onlythe name are Kellogg’s, Hyatt, etc.

2. Icon - It is a name or visual symbol that communicates a market position. For example-LIC ’hands’, UTI ’kalash’.

3. Slogan - It is best way of conveying company’s message to the consumers. For instance-Nike’s slogan “Just Do It”.

TRADEMARKS- Trademark is a unique symbol, design, or any form of identification thathelps people recognize a brand. A renowned brand has a popular trademark and that helpsconsumers purchase quality products. The goodwill of the dealer/maker of the product alsoenhances by use of trademark. Trademark totally indicates the commercial source ofproduct/service. Trademark contribute in brand equity formation of a brand. Trademark nameshould be original. A trademark is chosen by the following symbols:

™ (denotes unregistered trademark, that is, a mark used to promote or brand goods);SM (denotes unregistered service mark)® (denotes registered trademark).

Registration of trademark is essential in some countries to give exclusive rights to it. Withoutadequate trademark protection, brand names can become legally declared generic. Genericnames are never protectable as was the case with Vaseline, escalator and thermos.

Some guidelines for trademark protection are as follows:

i. Go for formal trademark registration.ii. Never use trademark as a noun or verb. Always use it as an adjective.

iii. Use correct trademark spelling.iv. Challenge each misuse of trademark, specifically by competitors in market.v. Capitalize first letter of trademark. If a trademark appears in point, ensure that it stands

out from surrounding text.

Brand Image

Brand image is the current view of the customers about a brand. It can be defined as a uniquebundle of associations within the minds of target customers. It signifies what the brand presentlystands for. It is a set of beliefs held about a specific brand. In short, it is nothing but theconsumers’ perception about the product. It is the manner in which a specific brand is positionedin the market. Brand image conveys emotional value and not just a mental image. Brand image isnothing but an organization’s character. It is an accumulation of contact and observation bypeople external to an organization. It should highlight an organization’s mission and vision to all.The main elements of positive brand image are- unique logo reflecting organization’s image,slogan describing organization’s business in brief and brand identifier supporting the key values.

Brand image is the overall impression in consumers’ mind that is formed from all sources.Consumers develop various associations with the brand. Based on these associations, they formbrand image. An image is formed about the brand on the basis of subjective perceptions ofassociations bundle that the consumers have about the brand. Volvo is associated with safety.Toyota is associated with reliability.

The idea behind brand image is that the consumer is not purchasing just the product/service butalso the image associated with that product/service. Brand images should be positive, unique andinstant. Brand images can be strengthened using brand communications like advertising,packaging, word of mouth publicity, other promotional tools, etc.

Brand image develops and conveys the product’s character in a unique manner different from itscompetitor’s image. The brand image consists of various associations in consumers’ mind -attributes, benefits and attributes. Brand attributes are the functional and mental connections withthe brand that the customers have. They can be specific or conceptual. Benefits are the rationalefor the purchase decision. There are three types of benefits: Functional benefits - what do you dobetter (than others ),emotional benefits - how do you make me feel better (than others), andrational benefits/support - why do I believe you(more than others). Brand attributes areconsumers overall assessment of a brand.

Brand image has not to be created, but is automatically formed. The brand image includesproducts' appeal, ease of use, functionality, fame, and overall value. Brand image is actuallybrand content. When the consumers purchase the product, they are also purchasing it’s image.Brand image is the objective and mental feedback of the consumers when they purchase aproduct. Positive brand image is exceeding the customers expectations. Positive brand imageenhances the goodwill and brand value of an organization.

To sum up, “Brand image” is the customer’s net extract from the brand.

Brand Identity vs Brand Image

What is Brand Personality?

Brand personality is the way a brand speaks and behaves. It means assigning human personalitytraits/characteristics to a brand so as to achieve differentiation. These characteristics signifybrand behavior through both individuals representing the brand (i.e. it’s employees) as well asthrough advertising, packaging, etc. When brand image or brand identity is expressed in terms ofhuman traits, it is called brand personality. For instance - Allen Solley brand speaks thepersonality and makes the individual who wears it stand apart from the crowd. Infosys representsuniqueness, value, and intellectualism.

Brand personality is nothing but personification of brand. A brand is expressed either as apersonality who embodies these personality traits (For instance - Shahrukh Khan and Airtel, JohnAbraham and Castrol) or distinct personality traits (For instance - Dove as honest, feminist andoptimist; Hewlett Packard brand represents accomplishment, competency and influence). Brandpersonality is the result of all the consumer’s experiences with the brand. It is unique and longlasting.

Brand personality must be differentiated from brand image, in sense that, while brand imagedenote the tangible (physical and functional) benefits and attributes of a brand, brand personalityindicates emotional associations of the brand. If brand image is comprehensive brand accordingto consumers’ opinion, brand personality is that aspect of comprehensive brand which generatesit’s emotional character and associations in consumers’ mind.

Brand personality develops brand equity. It sets the brand attitude. It is a key input into the lookand feel of any communication or marketing activity by the brand. It helps in gaining thoroughknowledge of customers feelings about the brand. Brand personality differentiates among brandsspecifically when they are alike in many attributes. For instance - Sony versus Panasonic. Brandpersonality is used to make the brand strategy lively, i.e, to implement brand strategy. Brandpersonality indicates the kind of relationship a customer has with the brand. It is a means bywhich a customer communicates his own identity.

Brand personality and celebrity should supplement each other. Trustworthy celebrity ensuresimmediate awareness, acceptability and optimism towards the brand. This will influenceconsumers’ purchase decision and also create brand loyalty. For instance - Bollywood actressPriyanka Chopra is brand ambassador for J.Hampstead, international line of premium shirts.

Brand personality not only includes the personality features/characteristics, but also thedemographic features like age, gender or class and psychographic features. Personality traits arewhat the brand exists for.

Brand Loyalty

Brand Loyalty is a scenario where the consumer fears purchasing and consuming product fromanother brand which he does not trust. It is measured through methods like word of mouthpublicity, repetitive buying, price sensitivity, commitment, brand trust, customer satisfaction, etc.Brand loyalty is the extent to which a consumer constantly buys the same brand within a productcategory. The consumers remain loyal to a specific brand as long as it is available. They do notbuy from other suppliers within the product category. Brand loyalty exists when the consumerfeels that the brand consists of right product characteristics and quality at right price. Even if theother brands are available at cheaper price or superior quality, the brand loyal consumer willstick to his brand.

Brand loyal consumers are the foundation of an organization. Greater loyalty levels lead toless marketing expenditure because the brand loyal customers promote the brand positively.Also, it acts as a means of launching and introducing more products that are targeted at samecustomers at less expenditure. It also restrains new competitors in the market. Brand loyalty is akey component of brand equity.

Brand loyalty can be developed through various measures such as quick service, ensuring qualityproducts, continuous improvement, wide distribution network, etc. When consumers are brandloyal they love “you” for being “you”, and they will minutely consider any other alternativebrand as a replacement. Examples of brand loyalty can be seen in US where true Applecustomers have the brand's logo tattooed onto their bodies. Similarly in Finland, Nokiacustomers remained loyal to Nokia because they admired the design of the handsets or becauseof user- friendly menu system used by Nokia phones.

Brand loyalty can be defined as relative possibility of customer shifting to another brand incase there is a change in product’s features, price or quality. As brand loyalty increases,customers will respond less to competitive moves and actions. Brand loyal customers remaincommitted to the brand, are willing to pay higher price for that brand, and will promote theirbrand always. A company having brand loyal customers will have greater sales, less marketingand advertising costs, and best pricing. This is because the brand loyal customers are lessreluctant to shift to other brands, respond less to price changes and self- promote the brand asthey perceive that their brand have unique value which is not provided by other competitivebrands.

Brand loyalty is always developed post purchase. To develop brand loyalty, an organizationshould know their niche market, target them, support their product, ensure easy access of theirproduct, provide customer satisfaction, bring constant innovation in their product and offerschemes on their product so as to ensure that customers repeatedly purchase the product.

Brand Association

Brand Associations are not benefits, but are images and symbols associated with a brand or abrand benefit. For example- The Nike Swoosh, Nokia sound, Film Stars as with “Lux”, signaturetune Ting-ting-ta-ding with Britannia, Blue colour with Pepsi, etc. Associations are not“reasons-to-buy” but provide acquaintance and differentiation that’s not replicable. It is relatingperceived qualities of a brand to a known entity. For instance- Hyatt Hotel is associated withluxury and comfort; BMW is associated with sophistication, fun driving, and superiorengineering. Most popular brand associations are with the owners of brand, such as - Bill Gatesand Microsoft, Reliance and Dhirubhai Ambani.

Brand association is anything which is deep seated in customer’s mind about the brand.Brand should be associated with something positive so that the customers relate your brand tobeing positive. Brand associations are the attributes of brand which come into consumers mindwhen the brand is talked about. It is related with the implicit and explicit meanings which aconsumer relates/associates with a specific brand name. Brand association can also be defined asthe degree to which a specific product/service is recognized within it’sproduct/service class/category. While choosing a brand name, it is essential that the name chosenshould reinforce an important attribute or benefit association that forms it’s product positioning.For instance - Power book.

Brand associations are formed on the following basis:

Customers contact with the organization and it’s employees; Advertisements; Word of mouth publicity; Price at which the brand is sold; Celebrity/big entity association; Quality of the product; Products and schemes offered by competitors; Product class/category to which the brand belongs; POP ( Point of purchase) displays; etc

Positive brand associations are developed if the product which the brand depicts is durable,marketable and desirable. The customers must be persuaded that the brand possess the featuresand attributes satisfying their needs. This will lead to customers having a positive impressionabout the product. Positive brand association helps an organization to gain goodwill, andobstructs the competitor’s entry into the market.

Building a Brand Name Product or Service

At times, organizations are often inspired by a variety of ideas to create products and serviceswhich can be offered locally or globally. Generally, such products or services require theestablishment of a brand or company name. Often these brands include both logo and letteringand can do a long way in advertising such products or services. Therefore, one of the mostimportant steps in building a Brand is decide upon a brand name for the product or service onewishes to sell.

Branding is a process that allows an individual or a group of individuals the ability toprovide a brand image and lettering to an idea. Upon doing so, one has a better chance ofselling such items to a broader audience whether that be on a local or global level. Therefore,while the old adage “nothing happens until somebody sells something,” still stands true to someextent, at times almost seems as if the process of advertising and branding has overtaken thedesire to sell.

Although branding generally identifies the company and philosophies behind same, it can also berepresentative of those working for such a company. This is a good thing as it generates the righttype of audience to the product or service being sold based on personal relationships with thoserunning the company. Therefore, benefiting both the organizations selling the branded product orservice and the dealers buying same.

One of the most important steps in selling any product or service is the belief one holds inrelation to the item. Therefore, only those who strongly believe in the products and servicesoffered by the company are going to be good at selling same. Otherwise, one may want to workfrom an advertising or graphic artist perspective in relation to advertising rather than sales whenit comes to time to market same.

Another step is to build a brand that maintains loyalty with its customer base and has a strongcustomer service department. For, having such a department in today's world where one is bothexperienced and knowledgeable when it comes to helping others can be a rare find. So,companies who represent oneself has having a strong customer base and even stronger customerservice department are often more successful than those who do not.

A very important step in marketing a brand is to identify the target audience before creating thelogo and lettering in relation to marketing. This is because different age groups react differentlyto a variety of logo and lettering especially as so much is misrepresented by a variety of gangsand others using such material inappropriately. Therefore, if one can define the brand name, logoand lettering and present same to a marketing research review panel or the like, one may be ableto gain a better understanding of which audience one needs to direct their product or service to inorder to create the most sales.

Still, if one can communicate the use of their product or service clearly, establish trust withinthe community, be that locally or globally, aim marketing at the right audience, build a base of

buyers and customer loyalty and offer great customer service, then one is on their way to notonly creating and advertising an excellent brand but selling one as well.

Therefore, when looking for steps in building a brand, there are many steps which one cancomplete to help make the creation of such brand an easier task. These include, knowing youraudience, building your brand, finding a great logo and lettering to represent same, targeting theappropriate audience and placing a number of ads in as many online and offline advertisingvenues one can find. For, after doing so, one may just find that they are selling even moreproducts and services than one had ever dreamed possible.

Brand Equity

Brand Equity is the value and strength of the Brand that decides its worth. It can also be definedas the differential impact of brand knowledge on consumers response to the Brand Marketing.Brand Equity exists as a function of consumer choice in the market place. The concept ofBrand Equity comes into existence when consumer makes a choice of a product or a service. Itoccurs when the consumer is familiar with the brand and holds some favourable positive strongand distinctive brand associations in the memory.

Brand Equity can be determined by measuring:

Returns to the Share-Holders. Evaluating the Brand Image for various parameters that are considered significant. Evaluating the Brand’s earning potential in long run. By evaluating the increased volume of sales created by the brand compared to other

brands in the same class. The price premium charged by the brand over non-branded products. From the prices of the shares that an organization commands in the market (specifically if

the brand name is identical to the corporate name or the consumers can easily co-relatethe performance of all the individual brands of the organization with the organizationalfinancial performance.

OR, An amalgamation of all the above methods.

Brand Equity & Customer Equity

Brand Equity is defined as value and strength of the Brand that decides its worth whereasCustomer Equity is defined in terms of lifetime values of all customers.

Brand Equity and Customer Equity have two things in common-

Both stress on significance of customer loyalty to the brand

Both stress upon the face that value is created by having as many customers as possiblepaying as high price as possible.

But conceptually both brand equity and customer equity differ.

While customer equity puts too much emphasis on lower line financial value got from thecustomers, brand equity attempts to put more emphasis on strategic issues in managingbrands.

Customer Equity is less narrow alternative. It can overlook a brands optional value and theircapacity effect revenues and cost beyond the present marketing environment.

Just as customer equity can persist without brand equity, brand equity may also exist withoutcustomer equity. For instance I may have positive attitude towards brands - McDonald andBurger King, but I may only purchase from McDonald’s brand consistently.

To conclude, we can say brands do not exist without consumer and consumer do not existwithout brands. Brands serve as a temptation that utilizes other intermediaries to lure thecustomers from whom value is extracted. Customers serve as a profit-medium for brands toencash their brand value. Both the concepts are highly co-related.

Brand Extension - Meaning, Advantages and Disadvantages

Brand Extension is the use of an established brand name in new product categories. This newcategory to which the brand is extended can be related or unrelated to the existing productcategories. A renowned/successful brand helps an organization to launch products in newcategories more easily. For instance, Nike’s brand core product is shoes. But it is now extendedto sunglasses, soccer balls, basketballs, and golf equipments. An existing brand that gives rise toa brand extension is referred to as parent brand. If the customers of the new business havevalues and aspirations synchronizing/matching those of the core business, and if these values andaspirations are embodied in the brand, it is likely to be accepted by customers in the newbusiness.

Extending a brand outside its core product category can be beneficial in a sense that it helpsevaluating product category opportunities, identifies resource requirements, lowers risk, andmeasures brand’s relevance and appeal.

Brand extension may be successful or unsuccessful.

Instances where brand extension has been a success are-

i. Wipro which was originally into computers has extended into shampoo, powder, andsoap.

ii. Mars is no longer a famous bar only, but an ice-cream, chocolate drink and a slab ofchocolate.

Instances where brand extension has been a failure are-

i. In case of new Coke, Coca Cola has forgotten what the core brand was meant to standfor. It thought that taste was the only factor that consumer cared about. It was wrong. Thetime and money spent on research on new Coca Cola could not evaluate the deepemotional attachment to the original Coca- Cola.

ii. Rasna Ltd. - Is among the famous soft drink companies in India. But when it tried tomove away from its niche, it hasn’t had much success. When it experimented with fizzyfruit drink “Oranjolt”, the brand bombed even before it could take off. Oranjolt was afruit drink in which carbonates were used as preservative. It didn’t work out because itwas out of synchronization with retail practices. Oranjolt need to be refrigerated and italso faced quality problems. It has a shelf life of three-four weeks, while other soft-drinks assured life of five months.

Advantages of Brand Extension

Brand Extension has following advantages:

1. It makes acceptance of new product easy.a. It increases brand image.b. The risk perceived by the customers reduces.c. The likelihood of gaining distribution and trial increases. An established brand

name increases consumer interest and willingness to try new product having theestablished brand name.

d. The efficiency of promotional expenditure increases. Advertising, selling andpromotional costs are reduced. There are economies of scale as advertising forcore brand and its extension reinforces each other.

e. Cost of developing new brand is saved.f. Consumers can now seek for a variety.g. There are packaging and labeling efficiencies.h. The expense of introductory and follow up marketing programs is reduced.

2. There are feedback benefits to the parent brand and the organization.a. The image of parent brand is enhanced.b. It revives the brand.c. It allows subsequent extension.d. Brand meaning is clarified.e. It increases market coverage as it brings new customers into brand franchise.f. Customers associate original/core brand to new product, hence they also have

quality associations.

Disadvantages of Brand Extension

1. Brand extension in unrelated markets may lead to loss of reliability if a brand name isextended too far. An organization must research the product categories in which theestablished brand name will work.

2. There is a risk that the new product may generate implications that damage the image ofthe core/original brand.

3. There are chances of less awareness and trial because the management may not provideenough investment for the introduction of new product assuming that the spin-off effectsfrom the original brand name will compensate.

4. If the brand extensions have no advantage over competitive brands in the new category,then it will fail.

Co-branding - Meaning, Types and Advantages andDisadvantages

What is Co-branding

Co-branding is the utilization of two or more brands to name a new product. The ingredientbrands help each other to achieve their aims. The overall synchronization between the brand pairand the new product has to be kept in mind. Example of co-branding - Citibank co-branded withMTV to launch a co-branded debit card. This card is beneficial to customers who can availbenefits at specific outlets called MTV Citibank club.

Types of Co-branding

Co-branding is of two types: Ingredient co-branding and Composite co-branding.

1. Ingredient co-branding implies using a renowned brand as an element in the productionof another renowned brand. This deals with creation of brand equity for materials andparts that are contained within other products. The ingredient/constituent brand issubordinate to the primary brand. For instance - Dell computers has co-branding strategywith Intel processors. The brands which are ingredients are usually the company’sbiggest buyers or present suppliers. The ingredient brand should be unique. It shouldeither be a major brand or should be protected by a patent. Ingredient co-branding leadsto better quality products, superior promotions, more access to distribution channel andgreater profits. The seller of ingredient brand enjoys long-term customer relations. Thebrand manufacture can benefit by having a competitive advantage and the retailer canbenefit by enjoying a promotional help from ingredient brand.

2. Composite co-branding refers to use of two renowned brand names in a way that theycan collectively offer a distinct product/ service that could not be possible individually.The success of composite branding depends upon the favourability of the ingredientbrands and also upon the extent on complementarities between them.

Advantages and Disadvantages of Co-branding

Co-branding has various advantages, such as - risk-sharing, generation of royalty income, moresales income, greater customer trust on the product, wide scope due to joint advertising,technological benefits, better product image by association with another renowned brand, andgreater access to new sources of finance. But co-branding is not free from limitations. Co-branding may fail when the two products have different market and are entirely different. If thereis difference in visions and missions of the two companies, then also composite branding mayfail. Co-branding may affect partner brands in adverse manner. If the customers associate anyadverse experience with a constituent brand, then it may damage the total brand equity.

Chapter 2

Literature

2.)LiteratureBrand StrategyStanding out amid a massive chorus of competitors is a challenge for any company in today’sbusiness climate. Want evidence? Look at any magazine, TV show or surf the Internet. Thenumber of offers and sales pitches one receives on a daily basis is simply staggering andincreasingly ineffective. It’s no wonder, then, why businesses are seeking new and moreeffective ways of increasing the influence of their brand strategy in the marketplace. A strongbrand strategy can increase the awareness of a company and its offerings in such a way thatestablishes strong feelings and reactions and a favorable view towards the company as a whole.To create this sort of “brand awareness” in your market, it takes skillful Brand Strategy know-how.

Successfully out-branding your competitors is a continuous battle for the hearts and minds ofyour customers. The proposition your brand strategy makes must be very compelling, attractiveand unique among competitive offerings. The proposition must also be consistently reinforcedthroughout all phases of an organization, from senior executives to customer service, researchand development, business development and even your business partners.

What entails a comprehensive and effective “Brand Strategy process?” That’s a much longeranswer than what we have space for here, plus it varies from industry to industry, but here aresome very basic guidelines about what makes a good Brand Strategy.

Brand Strategy—what’s the big deal?

Brand Strategy is nothing new. Yet, the expectations consumers have for a product or servicethey buy is stronger than it’s ever been. This is why companies interested in long-term successmust create the most promising, targeted brand experience possible.

Whether you know it or not, you already have a brand, and your customers are having a “brandexperience” when they interact with you, whether it be with your products and services or thepeople in your company. In order to craft this “brand experience” in a calculated way that isbeneficial for your company, you must have a strong understanding about what exactly a brandis.

Brand is the Alpha and Omega?

In other words, brand is the totality of your company and its business.

“A brand is the sum of the good, the bad, the ugly and the off-strategy,” says Scott White, one ofthe nation’s leading branding consultants and a valued expert companies like Sun Life Financialand Franklin Sports rely on. “It is your best and worst product. It is your best and worstemployee. It is communicated through award-winning advertising as well as those ads that

somehow slipped through the approval cracks and sank anything riding on them. It is your on-hold music and the demeanor of the receptionist who puts that valued client or prospect on hold.It is the carefully crafted comments by a CEO as well as negative buzz by the water cooler or inchat rooms on the Internet. Brand is expressed through written, audio and visual content. It isinterpreted through emotional filters every human being has—where anything can happen.Ultimately, you can’t control your brand. You can only hope to guide it.”

The Road to Branding Success?

Building on the inherent values of a brand should be the core of any branding strategy. If they’renot clear, get a good grip on them first. Is the brand about honesty or integrity? Quality? Howabout excellent communication and customer satisfaction?

Knowledge of a company’s values, at least in a literal context, is typically an internal matter; yet,those values become evident to everyone in contact with the company, from customers andprospective customers to business-to-business relationships and employee relations. Consistencyis the key here. If members of the organization aren’t accurately representing the values of thebrand, steps must be taken to rectify the chink in the armor. And unlike a brand’s key businessproposition, values should never change even though the landscape in which the companyoperates and even its products may.

Winning brand strategies starts with top-notch research?

With values set, a brand proposition is ready to be established. Objective and comprehensivebranding research are the keys here. At a minimum, both must be done to establish clarity on thebrand’s strengths and weaknesses, the target audience and the competition. If possible, brandingresearch should also be done on the brand’s industry, its history, the status of the market andpossibilities for future expansion.

Your target customer will determine your success?

If it’s only possible to do one body of brand research, discover as much as possible about yourtarget customer. Find out who they are and what their needs and desires are. Make it yourmission to get as detailed information as possible on their age, gender, income, shopping habits(online and off) and anything else of relevance you can determine. If you’re targeting a businessmarket, these criteria will differ, depending on the industry. Understanding your target marketand what they want is key to developing a winning brand. Knowing these things should also giveyou an idea for what communication medium and content would work to engage your market.

Other research you might want to do is find out what your competitors’ offerings are like. Howdo your offerings stack up? What can a customer get from your product that they can’t get fromanyone else? Find out these things, and you have the seeds for a winning branding strategy, notto mention great fodder for an ad campaign.

What does your brand promise?

The brand statement, often called the brand promise or proposition, is a derivative of brandingresearch. It states the benefit of buying and using your company’s products or services. Forclothing, it could be about style or comfort. For a car, it could be about safety or reliability.Whatever it is, it must be clear, engaging and presented in a context relevant to the customer.One example of an effective brand promise is that of BMW’s. It’s stated right in the company’stagline: The Ultimate Driving Machine.

Your promise should be golden

If your company’s products and service don’t live up to their brand promise, new customers willbecome lost customers and loyal customers might leave, too. Simply put, your deliverable, whatever that is, must follow through on the promise—in fact, it would be best if it actually over-delivered.

Your promise should be unexpected, but welcome

Don’t reuse something a competitor has already promised even if it works for your product orservice, and don’t be vague in trying to position your company favorably against yourcompetitors (such as saying you’re “the best pizza in town.”). Be specific because specific isexponentially more memorable. Besides, people expect you to be good. Otherwise, theywouldn’t give you their business.

Hearts and minds first, wallets later

Creating a positive emotional association in your market for your product or service is key. It cancreate want and desire by the mere mention of your brand, product or service name. Needless tosay, that’s powerful. For instance, the mere mention of Ben & Jerry’s conjures up images ofnumerous unique premium ice cream flavors and with the anticipation for your favorite (in mycase, Cherry Garcia). Such positive emotional associations are built over time through goodbranding practice and a time-tested relationship between you and your customer based onintrigue, trust, understanding and support.

To create a brand promise that creates such emotional connections, it should be:

1. Grounded in the brand’s core values2. Clearly relevant and engaging to your target market3. Able to create some sort of positive emotional attachment beyond just being “good”4. Repeated internally and externally within your organization5. Adaptable to the business climate6. Continually reinforced7. Consistent across advertising and marketing mediums8. Known and echoed by business partners

Developing Your Brand Strategy

Developing a brand strategy can be one of the most difficult steps in the marketing plan process.It's often the element that causes most businesses the biggest challenge, but it's a vital step increating the company identity.

Your brand identity will be repeatedly communicated, in multiple ways with frequency andconsistency throughout the life of your business.

Here are some steps taken from high level corporate strategy development which you can usetoday to shape the direction of your small or home business so that you stand for something inthe mind of the customer.

1. Survey the competition: You will need to make a survey of the market which you areentering into, looking at the related market categories and determining if a category existswhich will readily accommodate your product or service. Always bear in mind that ifyour product is narrowly defined, a category may not exist! This may mean that a part ofyour branding strategy will entail creating a new category.

2. Determine what it is that you wish to be known for: When we think of the word"virgin," what does it mean? We can think of a record store, an airline, a credit cardcompany and so the list can go on when in fact, a virgin is a person who has notexperienced sexual intercourse. "Virgin" stands for something in the mind of thecustomer and so this is the 1st thing the business owner needs to do -- determine whatyou wish the customer to think of when your company is mentioned.

3. Consider the name of the company: You may choose a name which relatesdirectly to the product or service which you produce however, this may limit yourbranding strategy if you decide to add some other service or product which is not in linewith the name. A name like "Virgin" gives a company the ability to provide differingservices under the same name.

4. Decide where in the market your product sits: Do you wish your product orservice to sit down near the commodity level or high up at the premium level? Productsdown at the commodity level (like bread and milk) are used interchangeably; people buybrown bread and not necessarily a brand of bread. However, when individuals go to buybeer or cigarettes, in nine cases out of ten, they will make a brand purchase - this comesfrom loyal customers and leads to long-term revenue generation.

5. Set your pricing strategy: After determining where in the market you wish to bepositioned, you will need to set your pricing accordingly. Always remember that pricingmust be made from the viewpoint of the customer. Often we price cheaply, thinking wewill attract more customers when in many cases, this only serves to promote the idea oflow price low quality!

Start your branding campaign from the outset following the process steps above to put yourbusiness on a more solid foundation for future growth and establishment in the marketplace andthe minds of the end user customers.

What Brands Must Do To Succeed?

Chapter 3Research methodology

Research Methodology

A.)Research Design

A research design is the specification of procedures for collecting & analysing data necessary tohelp identify the aptitude of consumers towards various Brands.

The Main Objective of our research Design is

Determining consumer Preference for the Selected Brands.

Comparative analysis of Brands preferred across various sections of people.

Evaluating reasons for brand Preference or Rejection.

Determine Future Scope to Develop The Brands selected.

B.)Research Methodology

1.) Sampling Products:-

Stratified geographic sampling is the method of selecting samples ar randomfrom the total population or sample size on the basis of determinants likeAge, Sex,Income and Status etc…

2.)Sources of Data:

A.)Primary Data:-

Data observed or collected directly from first-hand experience is called primary Data.

For Eg.Through Government Officers, Company Executives etc. Primary Data sources MayInclude Salesmen, Buyers, Middlemen, and Marketing Agents, Businessmen or even

competitors.

B.)Secondary Data:-

Secondary data is the data that have been already collected by and readily available fromother sources. Such data are cheaper and more quickly obtainable than the primary dataand also may be available when primary data cannot be obtained at all.

For Eg.Internal Company Records, Magazines, Books, Journals & Reports, Ledgers etc.

Population:

Consumers Living in Vijayawada.

Sample Size:

The Sample Size That is assumed for the Research is 100 Respondents in Vijayawada.

Need For The Study:-

Consumers of Today are swayed through Various Factors which determine their BrandPreference, There is a Need to study the Reasons affecting these preferences, Hence ThroughThis study We Hope to Enlighten the branding Agents on What works and What Doesn’t inRelation to Various Brands In Various Segments of Marketing.

Scope of Study:-

The Study is confined to The Selected brands.

The Study aims at Researching Brand Preferences only in two areas i.e. Vijayawadaand Tirupattur.

The Study Aims at Finding out the Consumer Preferences for the Selected Brandsamong Various People in Two Locations.

Importance Of Study:-

This Study is Necessary to Find out the scope for a Particular Brand among it’s TargetedCustomers.

The Brands May Know what to Improve and What is their main Selling point throughthis study

The Popularity of the Brand Can Be tested through this study.

Objectives of Study:

To Study The Consumer Preferences for the Selected Brands

To make a Detailed Study on the what works and What doesn’t for a Brand on an Area.

Limitations

Due to Various Constraints such as Time and Cost.Extensive Research could not beconducted hence this study is Restricted only To Vijayawada and Trirupattur.

The Study Cannot Be Deemed Fully Accurate as The selected Sample Size is less.

The Data Collected Might Not Be entirely Accurate.

Chapter 4Brand Profiles

Brand Profiles

For This Study 25 Brands Have Been selected in Various Segments and Each Brand in aSegment has Been Analyzed in Competition with its rival Brand in the Same Category.

Now Let us have a Look In Brief about the Brands selected in This Study.

Category:-Soaps

1.)Brand Name:-Santoor

Santoor, the flagship sandalwood soap brand of Wipro Consumer Care and Lighting (WCCL)— the FMCG division of IT major Wipro — has become the largest soap brand in SouthIndia. Santoor has notched up a market share of 15.1% (value terms) in South India in the

first quarter of 2010, according to market research agency AC Nielsen’s figures. This wasachieved on the back of a strong distribution network and communication in rural areas

Some Facts About This Brand:-

Santoor is now the number one soap brand in South India (Market Share of 15.1% byvalue)

At the all-India level, Santoor continues to be the third largest soap brand with a 7.5%value market share in the first quarter of fiscal 2009-10.

Target Audience:-Women From 25 to 35 years of age.

A typical Santoor woman is someone who is between 25-35, is married and has a youngdaughter. She is aspirational towards her career and is typically shown as an achiever. Despitebeing married and having a daughter, she is someone who still wants to look good and young."Mistaken Identity" is a common theme in Santoor Advertising, where the 30+ femaleprotagonist is mistaken by others as someone in her early twenties because of her youngerlooking skin. She is shown as someone who is modern, confident, forward looking and at thesame time a believer a Indian values and traditions.

Benefits Sought: Wants to look young

Consumer understanding: The key insight behind Santoor is that a women irrespectiveof their age want to look good and have a younger looking skin. They want to concealtheir true age through their appearance. The second insight is haldi and chandan arenatural ingredients which are associated with skin beauty.

Positioning: Santoor promises younger looking skin. The promise is through naturalingredients like Chandan and Haldi which have traditionally been considered as good forthe skin.

2.)Brand Name:-Lux

Brand : LuxCompany: HLLAgency : JWT

Brand Count :190

Lux is a super brand that celebrated beauty across the world since 1925. The soap which wasendorsed by the beautiful film stars came to India in 1929. Lux has been the largest sellingpersonal wash brand in the country.

Lux was always changing with the times. Whether it be interms of the product or interms ofpromotions, the brand kept the consumers excited. Lux has two basic extensions interms ofsegments. Lux beauty soap and International Lux.Lux was initially a premium brand. Lux was being projected as an aspirational brand and theendorsements by stars further reinforced the positioning. The increasing competition in thesoap category forced Lux to rethink on its targeting strategy. The brand had a choice either tocompromise on market share and uphold the premium positioning or to retain the market shareand dilute the positioning. Lux wanted to ensure that the brand be positioned as premium butalso did not wanted to compromise on the share. Thus born International Lux which is thepremium variant and the affordable segment was catered by Lux beauty soap.Lux beauty soap is available in Four variants : Exotic Flower Petals,Fruit Extracts,Almond andSandal. Lux has a common ingredient of Milk cream in all the variants.

Although the brand enjoyed success and has sustained its leadership position, of late this brandhas been facing issues of stagnation. The stagnation is caused by the plethora of brandscompeting for the market share and the scope for differentiation has reduced to almost nil.Together with the rush for celebrities to endorse anything from salt to cars, Lux is finding itdifficult to sustain growth in this cluttered market

3.)Brand Name:-Lifebuoy

• Lifebouy is one of the oldest brand of HUL.• It is well positioned as “health and hygiene” soap.

. It was launched in 1895, and for over a 100 years, has been one of largest selling soap brandwithin the country.

. Lifebuoy is India’s largest selling soap brand and has been so for a long time now.

. It is the only soap brand to have ever crossed 100,000 tonnes in sales in a single year.

The brand has a mammoth user base of over 600 million consumers in India. Lifebuoy is the single largest soap brand — with 20 lakh soaps sold every day and an estimated

value of Rs 500 crore (600 million users annually). The brick red soap, with its perfume and popular Lifebuoy jingle have carried the Lifebuoy

message of health across the length and breadth of the country,

4.)Brand Name:-Dove

Become no 1 “cleansing” brand (in health & beauty sector) Sales : over $ 2.5 billion Coverage : 80 countries Products : cleansing bars, body washes, hand washes, face care, hair care, deodorants,

antiperspirant, & body lotion. Competitors: PNG’s Ivory, Kao’s jergens, & Beirsdorft’s Nivea. Change from Functional Benefit era to “The Dove Campaign Real Beauty) Unqualified success, coz give single identity to wide range of health & beauty products Unruly and unmapped world internet media Marketing commentator say that Dove’s management was abdicating its responsibility

to manage what was said about the brand and was putting its billion dollar asset at risk

5.)Brand Name:-Cinthol

*Cinthol is the most popular soap brand in GCPL’s product portfolio. The birth and launch of CintholDeodorant & Complexion soap took place on Independence Day of 1952 as the first deodorant soap.Since then, the flagship brand of Godrej Consumer Products Ltd. (GCPL) has come a long way.

*Ever since its launch in 1952, Cinthol has been the perfect embodiment of the expression'confidence personified'.

*Ever since its inception, the brand has taken the platform of protection from body odour.

Today in the market, Cinthol has three distinct variants, borne out of market needs and consumerstudies. Cinthol Deodorant & Complexion soap continues to operate in the 'healthy skin' category.

The soap offers numerous 'do-good' benefits such as total and complete skin protection.

*Cinthol Lime Fresh is a strong player in the 'freshness' category. The lime extract provides deepcleansing properties and the excellent long-lasting lime fragrance keeps one feeling fresh.

Cinthol Deo Soap is the latest offering from the Godrej stables. This new soap-on-the-block is aimedat satisfying a latent problem: hesitation to get close because of body odour. It has a unique longlasting deo formula that prevents body odour all day long. It comes in two exciting fragrances:Cologne and Spice that keep the user feeling fresh all day.

*Each of these sub-brands has helped extend the durability and youthfulness of the mother brand

Today, despite the presence of global corporations, the Cinthol brand has carved out a consumerbase of more than 17 million users (Source: NRS 2002). The soap market in India is determined to beof the order of Rs. 41.75 billion (Source: ACNielsen - RSA 2003) and Cinthol commands a turnover ofRs 1.05 billion (2003/04) with a market share of 2.5% by value (Source: ACNielsen - RSA 2003).

Category:-Mobile Phones

1.)Brand Name:Nokia

Nokia Corporation is a Finnish multinational communications corporation that is headquarteredin Keilaniemi, Espoo, a city neighbouring Finland's capital Helsinki. Nokia is engaged in themanufacturing of mobile devices and in converging Internet and communications industries, withover 132,000 employees in 120 countries, sales in more than 150 countries and global annualrevenue of over €42 billion and operating profit of €2 billion as of 2010. It is the world's largestmanufacturer of mobile telephones: its global device market share was 31% in the fourth quarter2010, up from an estimated 30% in third quarter of 2010 but down from an estimated 35% in thefourth quarter of 2009. Nokia's estimated share of the converged mobile device market was 31%in the fourth quarter, compared with 38% in the third quarter 2010. Nokia produces mobiledevices for every major market segment and protocol, including GSM, CDMA, and W-CDMA(UMTS). Nokia offers Internet services such as applications, games, music, maps, media andmessaging through its Ovi platform. Nokia's subsidiary Nokia Siemens Networks producestelecommunications network equipment, solutions and services. Nokia is also engaged inproviding free digital map information and navigation services through its wholly-ownedsubsidiary Navteq.

2.)Brand Name:Sony Erickson

Sony (esp Sony Ericsson mobiles) is one of the most recognised and leading bands in the worldtoday. It established its India operations in 1994 and heads its national operations from NewDelhi. Since its inception, it has experienced phenomenal growth and increasing reputationacross the country. Sony Ericsson mobiles is a joint venture established in 2001 by the Japaneseconsumer electronics company Sony Corporation and the Swedish telecommunications companyEricsson to make mobile phones.

Sony Ericsson mobiles enable you to have the same communication and computing power thatyou have in the office when you're on the move. Sony Ericsson mobiles can access the Internet,intranet, email and corporate network wherever you are in the world. Sony Ericsson's range ofmobiles and accessories are a class apart from others. It's easy to choose a design that fits intoone's budget and lifestyle needs, for the mobiles are desinged with the wide range of customersand usage in mind.

Other than mobiles, it manufactures a number of electronic equipments such as television andprojector home video and audio, digital photography, IT and computing, storage and recordingmedia, battery and chargers, accessories, and other areas.

3.)Brand Name:Samsung

In India, Samsung mobiles is managed by SAMSUNG Telecommunications India (STI), adesign and technology leader in the mobile market. In Sync with its thrust on introducinginnovative, consumer oriented, breakthrough technology products, Samsung announced its newbrand positioning for Samsung mobiles, which is reflected in its new, spunky, tagline - 'Next isWhat ?'. It is being used in all of 'Samsung Mobiles' communication material.

Samsung is the largest conglomerate in South Korea and a large multinational corporation,making it one of the leading companies in the world. Headquartered in Suwon, South Korea, it

currently has operations in over 100 countries. The name Samsung in fact means 'three stars' inKorean.

Samsung's business is actually composed of three different conglomerates united under oneSamsung Group. Samsung Electronics is part of the business conglomerate. Samsung Electronicsis also the world's largest electronics company. Samsung mobiles is a part of SamsungElectronics whose main areas of concern are Digital media, semiconductors,telecommunications, and digital LCD appliances. It is also a world leader in the field of liquidcrystal displays. In 2007, the company surpassed $100 million in sales, which was a sizable firsttime achievement in the company's history.

4.)Brand Name:Micromax

Micromax had made a humble beginning by introducing Micromax mobiles in the year 1991 inIndia. With this beginning, it has already made a mark today as the leading provider of wirelesstelephony solutions in the country. Micromax has concentrated on exhausitive R&D and led by afuturistic vision, the company has revolutionised the telecom sector in India by having generatedinnovative technologies.

With the introduction of Micromax mobiles in India, the company leads the way in creating life-enhancing mobile phone solutions and wireless technology that caters to the increasinglysophisticated needs of mobile users globally. The company uses the latest and cutting edgetechnology in India to bring pioneering and landmark solutions to the users in the mobile world.Micromax mobiles are amongst the most preferable mobile phones in the Indian marketpresently.

The company has nearly two decades of expertise and continuous research in India and strives toremain as the vanguard of technological advancement in the country in the quickest waypossible. Micromax mobile phones remain at the top spot today in India giving otherinternational brands surely a tough time.

5.)Brand name:LG

Apart from LG mobiles the LG brand is one of the most well-known in the world for differentelectronic products. Starting from television, kitchen products to mobile phones, LG has markedits presence as a leading player in consumer products. This world class technology leader hasinvolved in PC business recently apart from its huge mobile business in India.

With its inception in 1997, LG Electronic Pvt Ltd. has added number of consumer products to itsportfolio. LG mobiles offer range of CDMA handsets, GSM handsets, 3G handsets, and cellularphones. LG mobiles are economical and affordable which makes it most approachable brand inthe market for people from every class.

LG mobile has different models like Viewty, Shine, Dynamite, Pulse and Bullet. These highrange mobiles are embedded with advanced features and attractive enhancements. Shoot, playmusic, browse internet, connect with system, store data and many more, as the tag line reads,Life's good with LG.

Category:-Bike

1.)Brand name:-Bajaj

Bajaj Auto is one of the largest manufacturers and exporters of two wheeler and three wheelersin India. Bajaj is a very old Indian company and enjoys a traditional goodwill in the market.

Bajaj bikes and scooters have their own fan following. Bajaj bikes cover the market with BajajMotor Cycles & Bajaj Scooters. Bajaj bikes address the market across these two categoriesmotorbikes & scooters. All Bajaj two wheelers run on petrol and have a decent mileage. Bajajmotorbikes are popularly called, give great mileage & are fancied by the young and speedy.

Founded in 1926, at the height of India's movement for independence from the British, the grouphas an illustrious history. Bajaj Auto is ranked as the world's fourth largest two- and three-wheeler manufacturer & the Bajaj brand is well-known across several countries. Bajaj Auto hassmartly introduced new segments in the motorcycle market to take on its arch rival.

Bajaj bikes in India are real value for money, the best of service and quality at economic rate.Bajaj bikes are great for its pleasure driving and mileage. On the other hand Bajaj scooter is aneconomy vehicle, in the reach of common man, more so, anybody youngsters, adult, old evenladies can safely ride this.

2.)Brand name:-Yamaha

Yamaha Bikes entered India in 1985. In 1996, Yamaha Motors began a joint venture with theEscorts Group. By 2001 Yamaha Motor India no more needed an escort in the Indian market.Yamaha Motors set up the Yamaha Motor India Sales Pvt. Ltd. as a separate company to handlethe sales of Yamaha bikes in India in 2005.

Yamaha India is one of the most popular bikes manufacturers and is also one of the oldestmanufacturers of bikes in the country. Yamaha bikes in India have won several awards becauseof its excellent dedication in the manufacturing of high quality bikes. The two strokes, 100 cc,Yamaha RX-100 was one of the first lightweight fuel economic Japanese motorbike models inIndia. Current Yamaha bikes including the Yamaha Crux,Yamaha Alba,Yamaha G5,and YamahaGladiator are great buys against money.

Yamaha Bike in India has constantly shifting gears to transform the market from utility topleasure and lifestyle. Yamaha India provides us with a great range of bikes at excellent prices.The prices are justified to the unique style and mechanism.

3.)Brand Name:-Hero Honda

Hero Honda Motors Limited is a two wheeler manufacturer based in India. Hero Honda is ajoint venture between the Hero Group of India and Honda of Japan. The company is the largesttwo wheeler manufacturer in India and also has been referred to as the world's biggestmanufacturer of 2-wheeled motorized vehicles since 2001, when it produced 1.3 millionmotorbikes in a single year. The 2006 Forbes 200 Most Respected companies list has HeroHonda Motors ranked at 108.

In 2010, it was reported that Honda planned to sell its stake in the venture to the Munjal family.

Company profile

“Hero” is the brand name used by the Munjal brothers for their flagship company Hero CyclesLtd. A joint venture between the Hero Group and Honda Motor Company was established in1984 as the Hero Honda Motors Limited At Dharuhera India. Munjal family and Honda groupboth own 26% stake in the Company. In 2010, it was reported that Honda planned to sell itsstake in the venture to the Munjal family.

During the 1980s, the company introduced motorcycles that were popular in India for their fueleconomy and low cost. A popular advertising campaign based on the slogan 'Fill it - Shut it -Forget it' that emphasised the motorcycle's fuel efficiency helped the company grow at a double-digit pace since inception. The technology in the bikes of Hero Honda for almost 26 years(1984–2010) has come from the Japanese counterpart Honda

Hero Honda has three manufacturing facilities based at Dharuhera, Gurgaon in Haryana and atHaridwar in Uttarakhand. These plants together are capable of churning out 3 million bikes peryear.Hero Honda has a large sales and service network with over 3,000 dealerships and servicepoints across India. Hero Honda has a customer loyalty program since 2000, called the HeroHonda Passport Program.

Company Performance

During the fiscal year 2008-09, the company sold 3.7 million bikes, a growth of 12% over lastyear. In the same year, the company had a market share of 57% in the Indian market. HeroHonda sells more two wheelers than the second, third and fourth placed two-wheeler companiesput together. Hero Honda's bike Hero Honda Splendor, the world's largest-selling motorcycle forthe years 2001-2003, selling more than one million units per year.

4.) Brand Name:-TVS Motors

TVS Motor Company is the third largest two-wheeler manufacturer in India and is amongthe world's top ten. It is the flagship company of the parent TVS Group employing over40,000 people with an estimated 15 million customers. It manufactures motorcycles,scooters, mopeds and auto rickshaws. It is India's only two-wheeler company to have wonthe Deming Prize awarded for commitment to quality control, received in 2002.

5.)Brand Name:-Suzuki

Suzuki Motor Corporation is a Japanese multinational corporation that specializes inmanufacturing compact automobiles, a full range of motorcycles, All-Terrain Vehicles (ATVs),outboard marine engines, wheelchairs and a variety of other small internal combustion engines.

Suzuki is the 12th largest automobile manufacturer in the world, employs over 45,000 people,has 35 main production facilities in 23 countries and 133 distributors in 192 countries.

Company profile

Suzuki two wheelers first entered India in collaboration with TVS motors. TVS Suzuki mopedsruled the mopeds niche until other competitors started showing up. The 100 cc Ind-Suzuki wasthe first Suzuki motorcycle on Indian roads. Suzuki Motorcycles are catering to the needs anddemands of the bike lovers across the country.

Suzuki Motorcycle India Pvt. Ltd., independent of TVS, is marketing the Suzuki Heat Alloy, andSuzuki Zeus brands in the Indian market. Keen to establish an identity separate from the TVStag, and retain and grow its market share, Suzuki bikes in India is focusing on futuristictechnologies, which have been an instant hit with youngsters enthralled by speed and power.

Suzuki bikes have gained tremendous name and fame due to their excellent power, performance,fuel efficiency, and elegant style. The top selling Suzuki Bikes in India are Suzuki Access,Suzuki heat alloy wheel, Suzuki Zeus 125EU etc. Suzuki Bikes in India has the experience andexpertise that makes Suzuki Bike consistent performer.

Category:-Cars

1.) Brand Name:-Maruthi

Maruti Udyog Limited, established in 1981 by an Act of the Parliament holds a major share ofthe Indian market and caters to almost every market segment with economic models. Withopening up of the economy and re-entry of foreign competitors in the domestic car market,

Maruti India has highly efficient cars and faces a tough challenge, the company is continuouslyimprovising Maruti car models to maintain its lead.

There are many models of Maruti cars in India like the Maruti Alto and Maruti Swift with itspetrol variants targets the middle class consumer with car prices between rupees two lakhs fiftythousand and three lakhs fifty thousand and four lakhs and six lakhs respectively.

Other successful small and big Maruti cars in India models that have ruled the hearts of millionsof Indians are Maruti Baleno, Maruti Esteem, Maruti Gypsy, Maruti Versa, Maruti Wagon R,Maruti Zen, Zen Estilo etc. Maruti cars have dominated the roads in the past, in present, andpromises to do so in the future also with its highly efficient cars.

2.) Brand Name:-Hyundai Motors

Hyundai Cars in India are delivered from Hyundai Motor India Limited, a wholly ownedsubsidiary of Hyundai Motor Company. Hyundai India is the second largest car manufacturer inIndia. It markets a great number of Hyundai car variants particularly in the passenger car section.The Hyundai Car variants are marketed in six segments. Hyundai India has great plans for thefuture. Hyundai India envisages the employment of 800 odd people in the period of 2 years.Hyundai cars in India have offered a wide scope in the R&D segment.

Hyundai India is also looking forward to undertake application oriented strategic research inInformation and Communication Technologies like Software, Telemetric and SimulationSystems. Hyundai car is well known for its user friendly drive, fuel efficiency and easymaneuverability. Hyundai Car provides engineering services through Computer Aided Designing& Computer Aided Engineering.

Hyundai Cars in India have managed to secure very skilled research personnel to create newtechnologies. Hyundai Car has focus on future-oriented automobiles and improvised products,ideally suited to various regions. Hyundai India has also been a pioneer in manufacturing familyoriented small cars well suited for the Indian roads. Eco friendly cars and hybrid beauties aresoon going to be a reality at Hyundai India.

3.) Brand Name:-Tata Motors

Tata needs no introduction to the Indian customer. Tata Motors was successful in producing thefirst indigenously designed Indian car, the Tata Indica, which was not the result of any foreigncollaboration. Strongly attuned to the Indian mindset, Tata cars, including Tata Indigo, TataSumo, Tata Safari, Tata Indica, Tata Nano and the Tata Indigo Marina, deliver what theypromise.

4.) Brand Name:-Toyota Motors

Toyota is the second biggest auto manufacturer of the world. Toyota cars came to India in 1997through collaboration with the Kirloskar group. Toyota India, with their excellent car modelsincluding Toyota Innova, Toyota Land Cruiser Prado, Toyota Camry, Toyota Corolla, and thenow discontinued Toyota Qualis has won Indian hearts with their practiced philosophy of puttingthe "Customer first.".

5.) Brand Name:-Honda Motors

Honda cars in India are manufactured and marketed through Honda Siel Cars India Ltd., (HSCI),a joint effort of Honda Motor Co. Ltd. Japan and Siel Ltd. Honda City, the first Honda car for theIndian market, was launched by HSCI in 1997. Honda cars, including both sedans and SUVmodels are popular in India. Honda cars in the Indian market have been exhibiting record salesof year after year as Honda car in India has earned itself a very remarkable reputation forreliability.

Honda cars have sleek looks, are comfortable, and have successfully built a reputation of beinghighly maneuverable and environment friendly. All Indian Honda car models run on petrol.Honda's cars are strongly associated with advanced design and technology, apart from itsestablished qualities of durability, reliability and fuel-efficiency.

Honda Car in India has models like Honda City ZX and Honda Civic which primarily targeted atthe middle class consumer. Honda followed up the success of its middle-class friendly Hondacars with higher-end and costlier models including both SUVs and sedans. Currently, HondaIndia produces Honda City, Honda Civic, and Honda Accord models, while Honda CRV is stillfully imported from Japan.

Category:-Pens

1.) Brand Name:-Reynolds

Reynolds pens have supported generations of students through their studies. A global brand,Reynolds is part of a $7 billion, Fortune 500 group called Newell Rubbermaid. The Reynoldsrange extends from writing instruments to gift sets and art material today. Available at armslength in India through a wide distribution network, Reynolds is also present in high footfallshopping areas through it's retail venture Write Site.

2.) Brand Name:-Cello:-

Cello Writing Instruments. The makers of India’s favourite Cello pens, are a part of Rs.800crore (us$ 182mn.) Cello Group. Lauded as one of the world’s best and India’s largest penmanufacturer’s and well known for its dynamism and spirit of innovation, Cello ceaselesslyendeavours to bring in the newest and the best of technology to set new benchmarks in qualityand innovates constantly to blaze new trails in the market place.

3.) Brand Name:-Montex

1976 is the year when it started its journey, and three decades later, Montex has written its ownhistory. it began by manufacturing precision-finished nibs at one part of the world, and today weare recognized as a global brand name when it comes to writing implements. At the time, itfocused its energies on exports, and catered to thousands of writers, in Africa, Asia, Australia,Europe and North and South America. Under the visionary leadership of our Chairman, RamanJain, its business grew exponentially within a short period, and its expanded into manufacturingball-point pens and accessories like plastic and metal refills, feeder sections, cap liners and evenink cartridges.

4.)Brand Name:-Linc

Linc is a writing-implement and stationery manufacturing and retailing company.

5.) Brand Name:-Parker

George S Parker, the founder, had previously been a sales agent for the John Holland Gold PenCompany. He received his first fountain pen related patent in 1889. In 1894 Parker received apatent on his "Lucky Curve" feed, which was claimed to draw excess ink back into the pen bodywhen the pen was not in use. The Lucky Curve feed was used in various forms until 1928.

From the 1920s to the 1960s, before the development of the ballpoint pen, Parker was eithernumber one or number two in worldwide writing instrument sales. In 1931 Parker created Quink"quick drying ink" which eliminated the need for blotting and led to the development of the mostwidely used model of fountain pen in history (over $400 million worth of sales in its 30 yearhistory) the Parker 51. Manufacturing facilities were set up over the years in Canada, UnitedKingdom, Denmark, France, Mexico, USA, Pakistan, India and Argentina. Parker pens werefrequently selected (often as favorite pens of the signers) to sign important documents such asthe World War II armistices, and commemorative editions were sometimes offered.

Chapter 5Analysis

Analysis

Here We Can Find the Results of the Sample Survey Conducted Among 100 participants .

The Above Graph Depicts the Total No of People Surveyed Based on Gender, We can clearlysee That out of total 100 Respondents 30 were female and 70 were of the male Gender.

Total No of Participants Based on Age group

The Above Graph Clearly States The No of Consumers Who participated in Our Survey Basedon Age groups From 5 to 15,15-25,25-35,35-45,45-55,55-65 and 65-75.

Category:- Soaps

a.)Consumer Preference for Soaps

Interpretation

From The Above Graph it is Very Much Clear That Santoor is The market leader in SoapsCategory With 43% of the Total Consumers Surveyed Opting for it, Lux comes Second with18%,Next comes Dove with 16%,Folowed By Lifebuoy with 12 % and Cinthol Follows with11%.We can Say That Santoor Leads The Pack in Soap Category.

B.)Consumer Preference in the Category of Soaps Based onAge Group

Interpretation:-

This graph depicts the total number of consumers divided on the basis of the age group theybelong to. The age of consumers included in the sampling activity ranged from 5 years to 75years. Accordingly the age groups 5 to 15, 15 to 25, 25 to 35, 35 to 45, 45 to 55, 55 to 65 and 65to 75 have been formulated. From The above Graph we can clearly see The ConsumerPreferences for the selected soap brands according to age group, It can be seen That in the Agegroup of 5-15 santoor soap is the Preferred leader in soaps, Lifebuoy and Cinthol Come secondwith Dove getting no Takers. In the Next Age Group of 15 to 25 Santoor Leads Again Becauseof its family image and Lux comes second With Dove Following suit and Lifebuoy and cintholused equally. In the Age group of 35 to 45 santoor leads once more followed by dove and closely

followed by cinthol,in the remaining age groups too santoor leads the pack but it is strange tonote that people in the age group of 65 to 75 did not prefer santoor.

Santoor Leads the Pack as It has A Honest Family appeal and Due to the Feel Good Factoramong Families

C.)Consumer Preference in the Category of Soaps Based onGender

.

Interpretation:-

It can be clearly seen from the above graph that out of the Totally 70 males Surveyed 31 malespreferred santoor,Followed by Dove with 14 Males Endorsing it, Followed By Lifebuoy with 12males, Lifebuoy Comes next and Then Comes Lifebuoy with 8 people and Cinthol with 5 males.

In Females, Santoor Leads again with 12 Females Choosing it among 30 Females surveyed, Luxcomes Next with 6 matched By cinthol with 6 once again Lifebuoy Follows suit with4 and last isdove with 2.Santoor Is the Preferred soap For Both Female and Male.

Category:-Pens

a.)Consumer Preference for Pens

Interpretation

From The Above Graph it is Very Much Clear That Reynolds isThe market leader in Pens Category With 33% of the TotalConsumers Surveyed Opting for it, Cello comes Second with23%,Next comes Montex with 20%,Folowed By Linc with 14 %and Parker Follows with 10%.We can Say That Reynolds LeadsThe Pack in Pens Category.

B.)Consumer Preference in the Category of Pens Based onAge Group

Interpretation:-

This graph depicts the total number of consumers divided on the basis of the agegroup they belong to. The age of consumers included in the sampling activityranged from 5 years to 75 years. Accordingly the age groups 5 to 15, 15 to 25, 25to 35, 35 to 45, 45 to 55, 55 to 65 and 65 to 75 have been formulated. From Theabove Graph we can clearly see The Consumer Preferences for the selected Penbrands according to age group, It can be seen That in the Age group of 5-15Reynolds is the Preferred leader in Pens, Cello and Montex Come second withLinc Next and Last By Parker which has No Takers. getting no Takers. In the NextAge Group of 15 to 25 Reynolds Leads Again Because of its Use and EffectivePricing and Cello and Montex come second With Linc Following suit and parkerComing Last. In the Age group of 35 to 45 Reynolds leads once more followed byParker,in the remaining age groups too Reynolds leads the pack but it is strange tonote that people in the age group of 65 to 75 prefer parker .

Reynolds Leads The pack In Pens Followed By Cello And Then Montex,Linc andParker.Use of Parker is Less as it is Expensive.

C.)Consumer Preference in the Category of pens based onGender

.

Interpretation:-

It can be clearly seen from the above graph that out of the Totally 70 males Surveyed 24 malespreferred Reynolds, Followed by Cello with 15 Males Endorsing it, Followed By Montex with13 males Then Comes Linc with 9 people and parker with 8 males.

In Females, Reynolds Leads again with 11 Females Choosing it among 30 Females surveyed,Montex comes Next with 7 matched By Cello with 6. Linc Follows suit with 5 and last is Parkerwith 4. Reynolds Is the Preferred Pen For Both Female and Male.

Category:-Cars

a.)Consumer Preference for Cars

Interpretation

From The Above Graph it is Very Much Clear That Maruthi is The market leader in CarsCategory With 63% of the Total Consumers Surveyed Opting for it, Hyundai comes Secondwith 11%,Next comes Toyota with 9%,Followed By tata with 9 % and Honda Follows with8%.We can Say That Maruthi Leads The Pack in Cars Category.

B.)Consumer Preference in the Category of Cars Based on Age Group

Interpretation:-

This graph depicts the total number of consumers divided on the basis of the age group theybelong to. The age of consumers included in the sampling activity ranged from 5 years to 75years. Accordingly the age groups 5 to 15, 15 to 25, 25 to 35, 35 to 45, 45 to 55, 55 to 65 and 65to 75 have been formulated. From The above Graph we can clearly see The ConsumerPreferences for the selected Cars brands according to age group, It can be seen That in the Agegroup of 5-15 maruthi is the Preferred leader in Cars, Hyundai and Toyota Come next with tataFollowing them, Honda has No Takers. In the Next Age Group of 15 to 25 Maruthi Leads AgainBecause of its Use and Effective Pricing and Hyundai and Toyota come second With HondaFollowing suit and TataComing Last. In the Age group of 35 to 45 Maruthi leads once More inthe remaining age groups too maruthi leads the pack .

Maruthi Leads The pack In Cars Followed By Hyundai And Then Toyota.

C.) Consumer Preference in the Category of Cars based on Gender

.

Interpretation:-

It can be clearly seen from the above graph that out of the Totally 70 males Surveyed 45 malespreferred Maruthi, Followed by Hyundai with 8 Males Endorsing it, Followed By Toyota with 7males Then Comes Honda with 7 people and Tata with 4 males.

In Females, Maruthi Leads again with 20 Females Choosing it among 30 Females surveyed,Hyundai comes Next with 3 matched By tata with 3. Toyota Follows suit with 2 and last isHonda with 1.

Maruthi Is the Preferred Car For Both Female and Male.

Category:- Motorbikes

a.)Consumer Preference for MotorBikes

Interpretation

From The Above Graph it is Very Much Clear That Hero Honda is The marketleader in Motor Bikes Category With 36 % of the Total Consumers SurveyedOpting for it, Bajaj comes Second with 30%, Next comes TVS with 17%,FollowedBy Yamaha with 15 % and Suzuki Follows with 2%.We can Say That HeroHonda Leads The Pack in Motorbikes Category.

B.)Consumer Preference in the Category of Motor Bikes Based on AgeGroup

Interpretation:-

This graph depicts the total number of consumers divided on the basis of the age group theybelong to. The age of consumers included in the sampling activity ranged from 5 years to 75years. Accordingly the age groups 5 to 15, 15 to 25, 25 to 35, 35 to 45, 45 to 55, 55 to 65 and 65to 75 have been formulated. From The above Graph we can clearly see The ConsumerPreferences for the selected Motor Bikes brands according to age group, It can be seen That inthe Age group of 5-15 There are Zero Takers as it consists of school Children. In the Next AgeGroup of 15 to 25 Hero Honda Leads Again Because of its Use and Effective Pricing andYamaha Follows. In the Age group of 35 to 45 Hero Honda leads once More in the remainingage groups too Hero Honda leads the pack .

Hero Honda Leads The pack In Motor Bikes Followed By Hyundai And Then Toyota.

C.) Consumer Preference in the Category of MotorBikes based onGender

.

Interpretation:-

It can be clearly seen from the above graph that out of the Totally 70 males Surveyed 23 malespreferred Bajaj, Followed by Hero Honda with 21 Males Endorsing it, Followed By Yamahawith 14 males Then Comes TVS with 5 people and Suzuki with 1male.

In Females, Hero Honda Leads with 11 Females Choosing it among 30 Females surveyed, TVScomes Next with 10 Followed By Bajaj with 4. Suzuki Follows suit with 1 and last is Yamahawith No Takers.

Hero Honda Is the Preferred Motorbike For Both Female and Male.

Category:- Mobile Phones

a.)Consumer Preference for Mobile Phones

Interpretation

From The Above Graph it is Very Much Clear That Nokia is The market leader in MobilePhones Category With 58 % of the Total Consumers Surveyed Opting for it, Sony Ericsoncomes Second with 15%,Next comes Micromax with 11%,Followed By LG with 8 % andSamsung Follows with 8%.We can Say That Nokia Leads The Pack in Mobile Phones Category.

B.)Consumer Preference in the Category of Mobile Phones Based onAge Group

Interpretation:-

This graph depicts the total number of consumers divided on the basis of the age group theybelong to. The age of consumers included in the sampling activity ranged from 5 years to 75years. Accordingly the age groups 5 to 15, 15 to 25, 25 to 35, 35 to 45, 45 to 55, 55 to 65 and 65to 75 have been formulated. From The above Graph we can clearly see The ConsumerPreferences for the selected Mobile Phones brands according to age group, It can be seen That inthe Age group of 5-15 Nokia is Preferred. In the Next Age Group of 15 to 25 Nokia Leads AgainBecause of its Use and Effective Pricing and Sony Ericson Follows. In the Age group of 35 to 45Nokia leads once More in the remaining age groups too Nokia leads the pack.

Nokia Leads The pack In Mobile Phones Followed By SonyEricson And Then Micromax.

C.) Consumer Preference in the Category of Mobile Phones based onGender

.

Interpretation:-

It can be clearly seen from the above graph that out of the Totally 70 males Surveyed 44 malespreferred Nokia, Followed by Sony Ericson with 11 Males Endorsing it, Followed By Micromaxwith 10 males Then Comes LG with 5 people and Samsung with 3males.

In Females, Nokia Leads with 14 Females choosing it among 30 Females surveyed, Samsungcomes Next with 5 Followed By Sony Ericson with 4. LG Follows suit with 3 and last isMicromax with 1 Female endorsing it.

Nokia Is the Preferred Mobile -Phone For Both Female and Male.

Chapter 5Conclusion

Conclusion:-

From The above analysis we can summarise that the importance ofbranding has again be signified only a product with a recognsisable

brand name can survive in the market a brand inorder to survive in themarket must be one which is recognisible,relevant,catchy and

Memorable.For any brand to Be successful it has to have the followingconditions.

1.) Brand Must be recognisable2.) The Name must be catchy

3.) The Brand Has to Be Branded as a Good Brand4.)The Features associated with The Product must Be Good

5.) The Brand Must Have Relevant Characteristics.

Thus We Hope that Through this project we Have Managed to analysethe Aspect of Branding and Have contributed to the Aspect of Branding.

Thank you!!

Felix Raja Reddy S.P. (Reg.No.083188)Ramesh E (Reg.No.083176)

Ashok Kumar G (Reg.No.083185)Koti Reddy J (Reg.No.083110)

Annexure

Here you Can Find the Survey Data based on which Analysis was done

Age Groups Gender

Male Female Total

5 to 15 7 3 10

15 to 25 30 15 45

25 to 35 20 2 22

35 to 45 2 1 3

45 to 55 7 3 10

55 to 65 2 3 5

65 to 75 3 2 5

70 30 100

Key

M Male

F Female

Category: - Soaps

Santoor Lux Lifebuoy

M F T M F T M F T

4 1 5 1 1 2 1 1 2

13 5 18 4 3 7 2 1 3

10 2 12 4 1 5 4 0 4

1 1 2 0 0 0 0 0 0

2 1 3 2 0 2 1 1 2

1 1 2 1 1 2 0 1 1

0 1 1 0 0 0 0 0 0

31 12 43 12 6 18 8 4 12

Dove Cinthol

M F T M F T

1 0 1 0 0 0

5 1 6 0 2 2

3 1 4 3 0 3

2 0 2 1 0 1

1 0 1 1 1 2

1 0 1 0 1 1

1 0 1 0 2 2

14 2 16 5 6 11

Category:-Cars

Maruthi Hyundai Toyota

M F T M F T M F T

0 0 0 0 0 0 0 0 0

21 9 30 4 3 7 1 1 2

12 2 14 4 0 4 4 0 4

1 1 2 0 0 0 0 0 0

5 2 7 0 0 0 1 1 2

2 3 5 0 0 0 0 1 1

3 2 5 0 0 0 0 0 0

44 19 63 8 3 11 6 3 9

Tata Honda

M F T M F T

0 0 0 0 3 3

3 1 4 1 1 2

2 1 3 3 0 3

1 0 1 0 0 0

1 0 1 0 0 0

0 0 0 0 0 0

0 0 0 0 0 0

7 2 9 4 4 8

Category:-Mobile Phones

Nokia Sony Ericson Samsung

M F T M F T M F T

4 1 5 2 1 3 0 1 1

18 7 25 4 2 6 2 2 4

10 2 12 3 0 3 1 0 1

2 1 3 0 0 0 0 0 0

3 1 4 2 1 3 0 1 1

2 2 4 0 0 0 0 1 1

3 2 5 0 0 0 0 0 0

44 14 58 11 4 15 3 5 8

Micromax LG

M F T M F T

1 0 1 0 0 0

4 1 5 2 3 5

4 0 4 2 0 2

0 0 0 0 0 0

1 0 1 1 0 1

0 0 0 0 0 0

0 0 0 0 0 0

10 1 11 5 3 8

Category: motor Bikes

Bajaj Hero Honda Yamaha

M F T M F T M F T

0 0 0 0 0 0 0 0 0

10 1 11 7 5 12 13 0 13

10 0 10 7 2 9 1 0 1

0 0 0 2 1 3 0 0 0

2 1 3 4 1 5 0 0 0

0 2 2 1 0 1 0 0 0

1 0 1 0 2 2 0 0 0

23 4 27 21 11 32 14 0 14

Suzuki TVS

M F T M F T

0 0 0 0 0 0

0 0 0 0 9 0

1 0 1 1 0 1

0 0 0 0 0 0

0 1 1 1 0 1

0 0 0 1 1 0

0 0 0 2 0 0

1 1 2 5 10 15

Category:Pens

Reynolds Cello Montex

M F T M F T M F T

4 1 5 1 1 2 1 1 2

13 0 13 6 5 11 8 3 11

4 2 6 4 1 5 4 0 4

1 1 2 0 0 0 0 0 0

2 1 3 2 0 2 1 1 2

1 1 2 1 1 2 0 1 1

0 2 2 1 0 1 0 0 0

25 8 33 15 8 23 14 6 20

Linc Parker

M F T M F T

1 0 1 0 0 0

5 1 6 0 2 2

3 1 4 3 0 3

0 0 0 1 0 1

1 0 1 1 1 2

1 0 1 0 2 2

1 0 1 0 0 0

12 2 14 5 5 10

Chapter 7Bibliography

Bibliography

Books Consulted

. Emotional Branding: The New Paradigm forConnecting Brands to People by Marc Gobe

. The 22 Immutable Laws of Branding by Al Ries andLaura Ries

. Unleashing the IdeaVirus by Seth Godin

. Experiential Marketing by Bernd Schmitt

. Building Strong Brands by David A. Aaker

Websites Consulted

http://Wikipedia.orghttp://Managementstudyguide.comhttp://citehr.comhttp://managementparadise.comhttp://businessweek.com

Questionnaire

Name:___________________Age____Sex_____Occupation_________

Product:-Soap

a.)Santoor☐ b.)Lux☐ c.)Lifebuoy☐ d.)Cinthol☐ e.)Dove☐

Product:-Pens

a.)Reynolds☐ b.)Parker☐ c.)Cello☐ d.)Montex☐ e.)Linc☐

Product:-Mobile Phones

a.)Nokia☐ b.)Samsung☐ c.)LG☐ d.)Sony Ericson☐ e.)Micromax☐

Product:-Motor Bikes

a.)Bajaj☐ b.)Suzuki☐ c.)Yamaha☐ d.)Hero Honda☐ e.)TVS☐

Product:-Cars

a.)Maruthi☐ b.)Hyundai☐ c.)Honda☐ d.)Toyota☐ e.)Tata☐