BRAND MANAGEMENT

• ASSIGNMENT ON

1) BRAND BUILDING MODELS

2) WHEEL OF USAGE EXPERIENCE AND DRIVING
WHEEL
3) PILLARS OF STRONG BRANDS
- By
Nikhil joshi

Oshal Laddha
 BRAND BUILDING MODELS
(1)
PRODUCT
UNIQUE ME
TOO

WELL-KNOWN
SUPPLYING
CO.

UNKNOWN
CO.
 PRODUCTIVITY
(2)
LOW
HIGH

HIGH
MARKET
INNOVATION

LOW
 VOLUME
(3)
LOW
HIGH
, HYATT
SUNFEAST DURAC
ELLON
HIGH PALACE
WHEELS
REGENCY
DARK FANTASY,
MARKET
GINGER HOTELS
INNOVATION
DUKES,
 (4)
LOW PRICE-DIFFERENCIATION HIGH

HIGH

PRODUCT
IMAGE
DIFFEREN-
CIATION

LOW
WHEEL OF USAGE
EXPERIENCE
FFFFFFFF
 1) CORE PRODUCT
What the buyer really buying was small payload
vehicles

which can carry goods of less than one-ton load

over short distances.

A smaller vehicle that can navigate through

narrow roads and by lanes of cities, small towns
and villages to service the feeder routes.

A truck in mini size with a competitive price tag

and high quality standards.
 2) FORMAL PRODUCT
Low maintenance
Low operating costs
Higher driver safety
Better driving comfort
Bigger Cargo bed
Low turning radius to navigate the
narrow lanes and by lanes of villages
and towns.
Customers were ready to pay higher
 3) AUGMENTED
PRODUCT
• The Tata Ace carries a 36000-km/12-
month warranty.
• As the vehicle may operate only
within a limited radius, the service
points had to be closer to the
vehicle’s operating routes.
• For this purpose the company
augmented
by training automobile garages that
 4) POTENTIAL PRODUCT
• The sporty, car-like features ensured
comfort in ride and handling. The
overall design, fit and finish
differentiated the vehicle from the
three-wheelers and at the same time
bestowed social prestige to the
owner as well as the driver of the
vehicle.
 DRIVING WHEEL OR
COMMUNICATION WHEEL
The vehicle was Advertised using the
symbol of a baby elephant with the tag
 PILLARS OF STRONG
BRANDS
LOW EMOTIONAL RELATIONSHIP
HIGH
STRON
VOLTAS
HIGH FAIR AND GOOGLE, NIKE G LTD
BRAND
HANDSOME, PANTENE , (2000-01),
SPICEJET, HEAD& &
AMUL KOOL SHOULDERS V O LT A S MOSER
LONG TIME TO BUILD STRONG LT D BAER
(1992-
BRANDS 93

COGNITIVE
RELATIONSHIP DD
NETWORK ,
DHAR
HP DIGITAL A,
CAMS,
TORTOISE