The document discusses 10 traits of successful brands including recognizing strengths and weaknesses, identifying areas for improvement, and competitive benchmarking. It defines a brand report card as assessing customer benefits, relevance over time, appropriate pricing based on consumer perception of value, proper positioning in consumers' minds, consistency while staying relevant, logical brand portfolios and hierarchies, effective marketing activities to build brand equity, understanding what the brand means to consumers, sustained support through examples, and maintaining balance in brand equity management. Strong brands combine attributes, image, service, and intangibles to create an attractive whole in consumers' minds.

1. The Brand Report Card
Group 8 - Brand Baaja Baaraat
Bobade Prathamesh | Hiteshwar Gaur | Pragya Sancheti | Tanmay Sah

2. Ten Traits of successful
brands
● Recognize strengths and
weaknesses
● Identify areas for
improvement
● Competitive Benchmarking
What is a Brand
Report Card?

3. 1. Benefits
customer desire
Combining attributes,
image, service and
intangibles to create an
attractive whole

5. 2. Relevant
Stay on the leading edge
in the product arena and
tweak intangibles to fit
the times

7. 3. Pricing
Base pricing on
consumers perception of
Value

8. INR 30 for 750ml
INR 16 for 750ml

9. 4. Proper
Positioning
❏ Longest motorcycle
production run of all time
❏ Intense Customer Loyalty
❏ Very Long Waiting Times
Occupy particular niches
in consumers minds

10. ● Target Segment
● POP
● POD
● Tapped youth by
pitching freedom,
independence and
adventure
● Improved Fuel
Efficiency
● Built an aura about the
brand

11. 5. Consistency
Balance between continuity
in marketing activities and
change to stay relevant

12. 6. Portfolio and
hierarchy that
make sense
Different brands for
different market segments

13. Branded House vs House of Brands

14. 7. Marketing
activities to build
brand equity

15. A brand is made up of all marketing
elements that can be trademarked
Strong brands mix and match these
elements to enhance or reinforce
consumer awareness or brand image.
Different marketing activities build
brand equity by educating
customers about how, when & why
the product is used.
Advertising is a pull function to
create brand demand and trade
promotion a push medium
Coca Cola

16. 8.Understanding
what brands
means to
Consumers
Managers of strong brands
appreciate the totality of their
brand’s image
As a result managers should be
able to work with the brand with
confidence
Managers should also be clear
whether any given action will
dovetail nicely with the brand or
create friction.

17. Awareness (depth &
breadth)
Association in memory
(strong, favourable &
unique)
9. Sustained
Support
Examples

18. The value of
balance
Brand Equity
Management system

20. The Value of
Balance

21. Brand Equity as
a Bridge
Power of brand lies in the minds of
consumers
Consumer Knowledge is heart of
brand equity
Brand Equity is the Strategic
Bridge from past to future

22. Thank you.