It is a complete analysis of IMC Campaign done by Motorola. Starting from the background of the brand I have covered brand identity, touch-points, brand values, objectives, promotional platform, brand prism, Campaign Evaluation, brand rejuvenation and brand equity.

1. Presented By:
Amit Sekhar PGCM4(1403)
Tonmoy Bora PGCM4(1432)Submitted to: Prof S. Nanda

2. History

3. Brand IdentityBrand Identity
As a
symbol
As a
person
As an
organization
Brand as
a product
•Youth
•Colorful
•Innovative
•Trendy
•Customizati
on
•Global
•Source of
Communi
cation
•Less
Expensive
•Flagship
phone
•Google
Company
•Letter
“M”
David Aaker’s framework of brand identity

4. Sift from boring to colorful interaction
• Outdated Brand
Image
• Technological
Personalization
• Competitive
Advantage
Brand as a symbol

5. Brand Message/ Values
• Moto - “Designed by you”
Individualization
Consumer-centricity
Innovation
Affordability

9. Social Media

14. Logo
Microcomputers
Personality
Culture
Self image
Reflection
Relation
Brand Identity Prism –Motorola
Like David Beckhum
Global
Designed by you
Trendy
Younger brand
Colorful
Vibrant
Connected
Social Media
Campaign,
Youtube, billboards,
websites, customer
oriented
Physical product

15. Brand Rejuvenation

16. Brand
Equity
Brand Awareness: TV
ads, Social media
promotion, Website
Brand Loyalty: Twitter:
453k followers
Facebook: 8,865,828
likes
Brand Association:
Quality + Perceived
value