Tilak Maharashtra Vidyapeeth, Pune

(Deemed Under Section 3 of UGC Act 1956 Vide Notification

No. F.9-19/85 – U3 dated 24th April 1987 By the Government of India.)

Vidyapeeth Bhavan, Gultekdi, Pune – 411 037

CERTIFICATE

This is to Certify that the project titled

Final Brand Equity is a bonafide work carried
out by Mr./Ms. Ali Mohamad afzal a student
of Bachelor of Business Administration
Semester 6th, Specialization Marketing PRN.
07115004760 under Tilak Maharashtra
Vidyapeeth, in the year 2018.

Head of the Department Examiner Examiner

Internal External

Date:

Place : Vidyapeeth Seal

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 Certificate

TO WHOMSOEVER IT MAY CONCERN

(To be taken on Company’s Letter Head)

This is to certify that Mr./Ms. Ali Mohammad Afzal BBA Student of Tilak
Maharashtra Vidyapeeth, Pune has successfully completed their project work
for award of Bachelor Degree of Business Administration.

He / She has done the project on “Final Brand Equity”

Company Name

Company Seal

Designation

Signature

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 Certificate of Internal Guide

(To be given on Center’s Letter Head)

This is to certify that the project titled Final Brand

Equity is a bonafide work carried out by
Ali Mohammad Afzal a candidate for the
award of Bachelor of Business Administration of Tilak
Maharashtra Vidyapeeth, Pune under my guidance and direction.

Signature of guide

Name:

Date: Designation:

Place: Institute:

Project On

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 MARKET PERFORMANCE OF HERO & HONDA

Bachelor of Business Administration (Specialization)

Submitted in partial fulfillment of the requirements for award of Bachelor of Business

Administration of Tilak Maharashtra Vidyapeeth, Pune.

Submitted by
Ali Mohammad Afzal

PRN: 07115004760
of
GLOBAL EDUCATION TRUST

Tilak Maharashtra Vidyapeeth

Gultekdi , Pune 411037

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 CONTENTS

Sr. No. TITLES PAGE No.

1. Executive Summary 7

2. Chapter 1: Introduction to the study

 1.1 Objective of the project

 1.2 Hypothesis
 1.3 Limitations of the study

 1.4 Research Methodology

3.  Chapter 2: Introduction to Topic

 2.1 Brand Equity
 2.2 Aaker’s brand equity model
 2.3 Key elements of brand equity
 2.4 Brand loyalty
 2.5 Brand identity
 2.6 Brand image
 2.7 Brand Awareness
 2.8 Perceived quality
 2.9 Brand Association
 2.10 Real Drivers of Brand Equity
 2.11 Advantages of Brand Equity
 2.12 Building Brand Equity
 2.13 Measuring Brand Equity
 2.14 Brand Management Challenges in Changing
Times

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4. Chapter 3: Literature Survey/Review of the Literature

5. Chapter 4: Analysis of the Project

 4.1 Introduction of Adidas

 4.2 Introduction of Nike
 4.3 Cricket Equipment’s
 4.4 Adidas V/S Nike Cricket Shoes
 4.5 Observation
 4.6 Findings
 4.7 Limitations
6. Chapter 5: Conclusions & Suggestion

5.1 Conclusion

5.2 Suggestion

7. Appendix

 Questionnaires 84
 Bibliography

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 Executive Summary

This study contains “Brand equity with special studies to Adidas cricket shoes”. This
report gives a broad overview of brand equity of Adidas and a description about the
technique adopted in brand & brand value.
The objective of this study is that to study how to understand what brand marketing of
cricket shoes is. This study also helps to know analyze the scope of Adidas cricket shoes
& to know the present and future status of it, what are major requirement by player for
cricket shoes in India. And what is its effect of sports. This study also comprises of the
background of brand equity.

This study explains the principles and tools of brand equity.

The purpose of this study is to introduce the core philosophy and process involved in
brand equity. The principles and tools used in brand equity represent the essential
knowledge to sports marketers required.
This study demonstrates how the brand equity process is being conducted for
development and promotion of brand. This is because brand equity has created new
opportunities for promotion and marketing of brand. It will introduce some basic
branding concepts and will outline the brand equity framework that can be used as the
guideline structure.
An analysis has been made based on data collected. The methodology adopted for this
study was thorough structured questionnaire, which targeted cricket players from and
the sample size is 100. The data collected from respondent were analyzed thoroughly
and presented in the form of charts and tables.

From this project our hypothesis “Brand equity with special studies to Adidas cricket
shoes” it has also stated our hypothesis showing a positive from the players point of
view.

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 Chapter-1
Introduction of Topic

Adidas was founded in 1948 by Adolf Dassler, following the split of Gebrüder Dassler
Schuhfabrik between him and his older brother Rudolf. Rudolf later established Puma,
which was the early rival of Adidas. Registered in 1949, Adidas is currently based in
Herzogenaurach, Germany. Puma is also based in Herzogenaurach.

Objectives:

 To understand what brand marketing of cricket shoes is.

 To analyze the scope of Adidas cricket shoes.
 To know the present and future status of it.
 To know the major requirement by player for cricket shoes in India.
 To know the effects of sports in India

Hypothesis:

 Cricket in India is greatly affected by other sports in India.

 People are interested to play cricket rather than developing cricket in India.
 Need more comfortable cricket shoes with advance technology.

Limitation Of The Study:

 Use of other sports brand may be in demand.

 Increase in local sports brand.
 Cost for Adidas & Nike cricket shoes are high.

Research Methodology

 Comparative Analysis (Adidas V/S Nike)

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 Chapter-2
2.1 Brand equity

Brand equity is a phrase used in the marketing industry which describes the value of
having a well-known brand name, based on the idea that the owner of a well-known
brand name can generate more money from products with that brand name than from
products with a less well-known name, as consumers believe that a product with a well-
known name is better than products with less well known names.

Some marketing researchers have concluded that brands are one of the most valuable
assets a company has, as brand equity is one of the factors which can increase the
financial value of a brand to the brand owner, although not the only one. Elements that
can be included in the valuation of brand equity include (but not limited to): changing
market share, profit margins, consumer recognition of logos and other visual elements,
brand language associations made by consumers, consumers' perceptions of quality
and other relevant brand values.

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Consumers' knowledge about a brand also governs how manufacturers and advertisers
market the brand. Brand equity is created through strategic investments in
communication channels and market education and appreciates through economic
growth in profit margins, market share, prestige value, and critical associations.
Generally, these strategic investments appreciate over time to deliver a return on
investment. This is directly related to marketing ROI. Brand equity can also appreciate
without strategic direction. A Stockholm University study in 2011 documents the case of
Jerusalem's city brand. The city organically developed a brand, which experienced
tremendous brand equity appreciation over the course of centuries through non-
strategic activities. A booming tourism industry in Jerusalem has been the most evident
indicator of a strong ROI.

Brand equity is strategically crucial, but famously difficult to quantify. Many experts have
developed tools to analyze this asset, but there is no universally accepted way to
measure it. As one of the serial challenges that marketing professionals and academics
find with the concept of brand equity, the disconnect between quantitative and
qualitative equity values is difficult to reconcile. Quantitative brand equity includes
numerical values such as profit margins and market share, but fails to capture
qualitative elements such as prestige and associations of interest. Overall, most
marketing practitioners take a more qualitative approach to brand equity because of this
challenge. In a survey of nearly 200 senior marketing managers, only 26 percent
responded that they found the "brand equity" metric very useful

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Purpose

The purpose of brand equity metrics is to measure the value of a brand. A brand
encompasses the name, logo, image, and perceptions that identify a product, service,
or provider in the minds of customers. It takes shape in advertising, packaging, and
other marketing communications, and becomes a focus of the relationship with
consumers. In time, a brand comes to embody a promise about the goods it identifies—
a promise about quality, performance, or other dimensions of value, which can influence
consumers' choices among competing products. When consumers trust a brand and
find it relevant, they may select the offerings associated with that brand over those of
competitors, even at a premium price. When a brand's promise extends beyond a
particular product, its owner may leverage it to enter new markets. For all these
reasons, a brand can hold tremendous value, which is known as brand equity.

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 2.2 Aaker’s Brand Equity model

Type of model: Brand model (structure model)

Author(s): David. Aaker
Domain: Brand-added value/ brand equity

Aaker’s Brand Equity model

In his Brand Equity model, David A. Aaker identifies five brand equity components:
(1) Brand Loyalty,
(2) Brand Awareness,
(3) Perceived Quality,
(4) Brand Associations &
(5) Other Proprietary Assets.
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Aaker defines brand equity as the set of brand assets and liabilities linked to the brand
-its name and symbols -that add value to, or subtract value from, a product or service.
These assets include brand loyalty, name awareness, perceived quality and
associations. This definition stresses ‘brand-added value’; however, his model does not
make a strict distinction between added value for the customer/ consumer and added
value for the brand owner/ company.

This model can be used to get to grips with a brand’s equity and gain insight into the
relation between the different brand equity components and (future) performance of the
brand. Apart from the five components, the model also reflects indicators (and/or
consequences) of the pursued branding policy. It goes without saying that brand equity
will rise as brand loyalty increases, brand name awareness increases, perceived quality
increases, brand associations become 2 stronger (and more positive) and the number
of brand-related proprietary as-sets
Increase. The model also provides insight into the criteria that indicate to what degree
actual value is created with both consumer and company due the pursued branding
policy.

David Aaker’s Brand Equity Model defines the five following brand equity
components:

1. Brand loyalty: The extent to which people are loyal to a brand is expressed in
the following factors:
-Reduced marketing costs (hanging on to loyal customers is cheaper than Charming
potential new customers)
-Trade leverage (loyal customers represent a stable source of revenue for the
distributive trade)
-Attracting new customers (current customers can help boost name awareness and
hence bring in new customers)
-Time to respond to competitive threats (loyal customers that are not quick to switch
brands give a company more time to respond to competitive threats)

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 2. Brand awareness: The extent to which a brand is known among the public,
which can be measured using the following parameters:
-Anchor to which associations can be attached (depending on the Strength of the brand
name, more or fewer associations can be attached to it, which will, in turn, eventually
influence brand awareness)
-Familiarity and liking (consumers with a positive attitude towards a brand, will talk
about it more and spread brand awareness)
-Signal of substance/ commitment to a brand.
-Brand to be considered during the purchasing process (to what extent does the brand
form part of the evoked set of brands in a consumer’s mind)

3. Perceived quality: The extent to which a brand is considered to provide good

quality products can be measured on the basis of the following five criteria:
-The quality offered by the product/ brand is a reason to buy it
-Level of differentiation/ position in relation to competing brands
-Price (as the product becomes more complex to assess, and status is at play,
consumers tend to take price as a quality indicator)
-Availability in different sales channels (consumers have a higher quality perception of
brands that are widely available)
-The number of line/ brand extensions (this can tell the consumer the brand stands for a
certain quality guarantee that is applicable on a wide scale)

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 4. Brand associations: Associations triggered by a brand can be accessed on the
basis of the five following indicators:
-The extent to which a brand name is able to ‘retrieve’ associations from the consumer’s
brain (such information from TV advertising)
-The extent to which association contribute to brand differentiation in relation to the
competition (these can be abstract associations, such as ‘vital-ity’, or associations with
concrete product benefits, such ‘will leave your washing cleaner’)
-The extent to which brand associations play a role in the buying process (the greater
this extent, the higher the total brand equity)
-The extent to which brand associations create positive attitude/ feelings (the greater
this extent, the higher the total brand equity)
-The number of brand extensions in the market (the greater this number, the greater the
opportunity to add brand associations)

5. Other proprietary assets:

Examples are patents and intellectual property rights, relations with trade
partners, and airlines’ landing slot (the more proprietary rights a brand has
accumulated, the greater the brands competitive edge in those fields)

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 2.3 Key Elements of Brand
Equity

Brand equity is a set of brand assets and liabilities linked to a brand, its name and
symbols that add to or subtract from the value provided by a product or service to a firm
and/or to that firm's customer. For assets or liabilities to underlie brand equity they must
be linked to the name and/or symbol of the brand. If the brand's name or symbol should
change, some or all of the assets or liabilities could be affected and even lost, although
some might be shifted to a new name and symbol.

The assets and liabilities on which brand equity is based will differ from context to
context. However, they can be usefully grouped into five categories:

1. Brand loyalty
2. Brand awareness
3. Perceived quality
4. Brand associations in addition to perceived quality
5. Other proprietary brand assets such as patents, trademarks, channel relationships,
etc.

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Brand Loyalty

Brand loyalty, long a central construct in marketing, is a measure of the attachment that
a customer has to a brand. It reflects how likely a customer will be to switch to another
brand, especially when that brand makes a change, either in price or in product
features. As brand loyalty increases, the vulnerability of the customer base to
competitive action is reduced.

Brand Awareness
People will often buy a familiar brand because they are comfortable with the brand. Or
there may be an assumption that a brand that is familiar is probably reliable, in business
to stay, and of reasonable quality. A recognized brand will thus often be selected over
an unknown brand. The awareness factor is particularly important in contexts in which
the brand must first enter the consideration set. It must be one of the brands that are
evaluated.

Perceived Quality
A brand will have associated with it a perception of overall quality not necessarily based
on a knowledge of detailed specifications. Perceived quality will directly influence
purchase decisions and brand loyalty, especially when a buyer is not motivated or able
to conduct a detailed analysis. It can also support a premium price which, in turn, can
create gross margin that can be reinvested in brand equity. Further, perceived quality
can be the basis for a brand extension. If a brand is well-regarded in one context, the
assumption will be that it will have high quality in a related context.

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Brand Association
The underlying value of a brand name often is based upon specific associations linked
to it. Associations such as Ronald McDonald can create a positive attitude or feeling
that can become linked to a brand such as McDonald's. If a brand is well positioned
upon a key attribute in the product class (such as service backup or technological
superiority), competitors will find it hard to attack.

Other Proprietary Brand Assets

The last three brand-equity categories we have just discussed represent customer
perceptions and reactions to the brand; the first was the loyalty of the customer base.
The fifth category represents such other proprietary brand assets as patents,
trademarks, and channel relationships.

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 2.4 Brand Loyalty

When consumers become committed to your brand and make repeat purchases over
time. Brand loyalty is a result of consumer behavior and is affected by a person's
preferences. Loyal customers will consistently purchase products from their preferred
brands, regardless of convenience or price. Companies will often use different
marketing strategies to cultivate loyal customers, be it is through loyalty programs (i.e.
rewards programs) or trials and incentives (ex. samples and free gifts).

Companies that successfully cultivate loyal customers also develop brand ambassadors
– consumers that will market a certain brand and talk positively about it among their
friends. This is free word-of-mouth marketing for the company and is often very
effective.

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 6 Steps to Build Brand Loyalty – Stay Top-of-Mind with Your
Customers

How do you build an enduring brand with loyal followers? As marketers, how do we
focus on mastering loyalty marketing initiatives, and stay relevant and consistent with an
amplified global competitive landscape?

One of the biggest challenges facing marketers is gaining and retaining

customers. According to Mark Di Somma, what customers need at first is awareness,
authenticity and excitement over the brand in order for a brand to gain top-of-mind. But
once customers are passionate about a brand, they need different things. They don’t
need to be sold to, according to Di Somma, nor do they need to be reminded that
they’re making the right choice every time they buy. They need to feel rewarded in
order to make the decision to lock-in and stay loyal to a brand. Often at times,
marketers offer no real sense of reward and ignore their loyal customers. So how do
you sustain the appeal for those who believe in your brand – establish brand loyalty.

Brand loyalty is built on the foundation of every interaction your customer has with your
service. The key to brand loyalty is to always meet or exceed expectations with every
customer encounter. When customers become loyal, they not only buy your
product/service, they become emotionally attached to your brand. They may
recommend your brand to their friends and families, develop an emotional connection,
and act as a brand evangelist. These recommendations known as “word-of-mouth”
marketing, continue to be most effective, as they can articulate the value proposition of
your brand, and address an emotional connection that resonates well with others.

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To help ensure your customers will remember your brand, we’ve outlined six (6) steps
to build brand loyalty:

1) Establish brand storytelling –

Create stories that communicate the personality, values and experiences of

your brand. Genone Murrary, Course Director in Internet Marketing at Sail
University, argues that companies should base these stories by analyzing and
understanding the personality, values and experiences of your
customers. Create a brand story that connects with your product/service and
target demographics. Don’t equate your brand story with a list of products,
services or prices. Build your brand story by determining what sets your
company apart from your competitors and what establishes a unique identity for
you (unique selling proposition – USP). Create brand storytelling and
experiences both in-person and online.

2) Connect with your customers –

Be present at touch points which matter most to your customers and provide an
emotional connection. As brands are battling for higher affinity, connect and
engage with your customers on a regular basis. Increase awareness amongst
your customers. Provide your customers with value and motivation and create a
community that builds buzz around your brand.

3) Anticipate their needs –

Don’t start selling to your customers, listen to their needs and focus on what
your customers want. Your customers are looking for the next experience, so
offer them additional value or incentives (i.e. loyalty cards or programs), as
these customers are typically more profitable and will most likely reciprocate by
staying loyal to your brand.

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4) Deliver on promise –

Make it a habit to deliver happiness every step of the way. Show your
customers that you truly care by surpassing their expectations. Offer something
new or exciting and stay true to your brand mission and promise.

5) Be consistent –

Consistently delivering the same message and performance through all lines of
business is reassuring and helps keep your brand top-of-mind. Being consistent
helps re-affirm your customers’ trust and credibility in your brand, and helps
provide clarity of distinction from competitors.

6) Deliver personalized experiences –

Digital marketing enables us to connect with customers in different ways. Drive

a strategy of conversational marketing that orchestrates one-to-one seamless
messaging across all channels. Profile, segment and analyze your customer
base and past buying patterns and create personalized, two-way interactions
with your customers that are relevant and customized. Don’t group your
customers as stats. Keep your focus on building customer relationships.

To establish brand loyalty you must live by your company’s core principles and
go above and beyond customer expectations. Go the extra mile to set your
brand apart from anyone else. Determine your company’s inside
advantage. Find something uncommon about your offering and find a way to
become well-known to your core customer base by offering a differentiation.
Kevin Roberts from Saatchi & Saatchi describes the goal of marketing as the
creation of “loyalty beyond reason.” Marketers should focus on creating more
brand loyalists and “brands that create an intimate emotional connection that
you simply can’t do without. Ever” Your existing customers are the most
valuable to your business, so start to create an emotional connection and
reward them.

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 2.5 Brand Identity

Brand identity stems from an organization, i.e., an organization are responsible for
creating a distinguished product with unique characteristics. It is how an organization
seeks to identify itself. It represents how an organization wants to be perceived in the
market. An organization communicates its identity to the consumers through its branding
and marketing strategies. A brand 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 are not “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 (for example - Apple’s tagline is “Think different”),etc.

Brand identity is the total proposal/promise that an organization makes to consumers.

The brand can be perceived as a product, a personality, a set of values, and a position
it occupies in consumer’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 of externally 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 crucial means to grow your company’s brand.

Brand identity is the aggregation of what all you (i.e. an organization) do. It is an
organization’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 means of identifying and distinguishing an organization from
another. An organization having unique brand identity have improved brand awareness,

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motivated team of employees who feel proud working in a well branded organization,
active buyers, and corporate style. Brand identity leads to brand loyalty, brand
preference, high credibility, good prices and good financial returns. It helps the
organization to express to the customers and the target market the kind of organization
it is. It assures the customers again that you are who you say you are. It establishes an
immediate connection between the organization and consumers. Brand identity should
be sustainable. It is crucial 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. It should reflect the durable qualities of a brand. Brand identity is a basic means
of consumer recognition and represents the brand’s distinction from its competitors.

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 Kapferer's Brand Identity Prism

Jean-Noël Kapferer, professor of marketing strategy at the HEC Graduate School of

Management in France, developed the Brand Identity Prism and published it in his 1996
book, "Strategic Brand Management."

The Brand Identity Prism identifies six key elements that you should consider when
building your brand.

Your customers' own experiences and history shape the way that they see your brand.
They're constantly looking for clues about what your brand stands for, and how it will
make them feel if they commit to it.

Kapferer’s Brand Identity Prism, one of the most influential models of brand
communication, and how digital technologies are challenging older communication
models.

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Kapferer focuses attention on the sender receiver model, and how brands are senders
of information and consumers are receivers and vice versa.

This model needs to be looked at in detail for the digital age, as consumers are not only
connected to each other, they are hyper-linked to brands and any action that a brand
takes has to take, has to account for this speed and depth of responses. Hitting the
forward key takes no effort, and every false move has a much longer and deeper shelf
life than it used to. On the other hand, because consumers are so connected to brands,
those brands that have the digital connection worked out stand to gain by co-opting
consumers into the product development process, utilizing word of mouth to develop
communication strategy, and handle issues in real time.

Let’s take a look at each of the elements from the brand identity prism and how they
apply:

Physique:

This is the recognizable physical aspect of the brand. In terms of digital marketing, this
expands to include the online spaces that the brand inhabits and the community and
brandosphere that is nurtured and developed by the brand.

Personality:

The brands character when communication is expanded into the virtual world,
personality, values and tones of voice become all the more important. All interactions in
hyper-space, whether games or blogs, need to have the same personality. Once the
personality has been set, there would be many things that the brand cannot do online
just like, based on personality, people decide what to do and who to hang out with.

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Culture:

The system of values that the brand inherits from the company. In virtual terms, this
becomes all consuming, as the corporate entity needs to sort out its presence online,
and to decide how the brand will communicate with the TA. Company values are being
constantly assessed at all times by consumers before and after the purchase. (refer to
the McKinsey Consumer Journey Model detailed in the Notes)

Relationship:

The relation between brand and consumer, and also between consumers, and how the
brand facilitates this relationship. In the virtual world, of course your brand could be
facebook, and be the ultimate facilitator of relationships, or you might have to work at
building a relationship with consumers. Here, an interesting tribal insight comes into
play: Everyone does not have to be playing the same role to be friends; in fact in a
functioning tribe different people play different roles. Hence, it is not essential for the
brand to be an exact replica of its target audience in personality terms in order for it to
have a good relationship.

Reflection (of the consumer):

This is the stereotypical user of the brand. In Kapferers model, it is important for the
brand manager to know who the ideal consumer really is, and to focus communication
on this consumer. Online there will be many groups of consumers, who will engage with
the brand, but the reflected consumer is the one who the brand should seek to target,
and this reflected consumer should be used to engage the other groups. Brand
advocates and bloggers with the right personas can be used to engage online
audiences here.

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Self-image:

The mirror the target group holds up to itself. The ideal self of the consumer. Brands
must find and talk to the ideal self. In the virtual world most people put on their ideal self
on display, and so brands who connect in the avatar affected world will be the most
likely to succeed.

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 Sources of Brand Identity

1. SYMBOLS-

Symbols help customers memorize organization’s products and services. They help
us correlate positive attributes that bring us closer and make it convenient for us to
purchase those products and services. Symbols emphasize our brand expectations
and shape corporate images. Symbols become a key component of brand equity and
help in differentiating the brand characteristics. 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 its bunny rabbit, Mc
Donald has Ronald, Fed Ex has an arrow, and Nike’s swoosh. All these symbols help
us remember the brands associated with them.

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

2. LOGOS-

A logo is a unique graphic or symbol that represents a company, product,

service, or other entity. It represents an organization very well and make the
customers well-acquainted with the 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.

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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.

The elements of a logo are:

a) Logotype - It can be a simple or expanded name. Examples of logotypes

including only the name are Kellogg’s, Hyatt, etc.
b) Icon - It is a name or visual symbol that communicates a market position.
For example-LIC ’hands’, UTI ’kalash’.
c) Slogan - It is best way of conveying company’s message to the
consumers. For instance- Nike’s slogan “Just Do It”.

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TRADEMARKS-

Trademark is a unique symbol, design, or any form of identification that helps

people recognize a brand. A renowned brand has a popular trademark and that
helps consumers purchase quality products. The goodwill of the dealer/maker of
the product also enhances by use of trademark. Trademark totally indicates the
commercial source of product/service. Trademark contributes in brand equity
formation of a brand. Trademark name should be original. A trademark is chosen
by the following symbols:

TM (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. Without adequate trademark protection, brand names can become legally
declared generic. Generic names are never protectable as was the case with
Vaseline, escalator and thermos.

Some guidelines for trademark protection are as follows:

. Go for formal trademark registration.

i. Never use trademark as a noun or verb. Always use it as an adjective.
ii. Use correct trademark spelling.
iii. Challenge each misuse of trademark, specifically by competitors in
market.
iv. Capitalize first letter of trademark. If a trademark appears in point, ensure
that it stands out from surrounding text.

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 2.6 Brand Image

Brand image is the current view of the customers about a brand. It can be defined as a
unique bundle of associations within the minds of target customers. It signifies what the
brand presently stands for. It is a set of beliefs held about a specific brand. In short, it is
nothing but the consumers’ perception about the product. It is the manner in which a
specific brand is positioned in the market. Brand image conveys emotional value and not
just a mental image. Brand image is nothing but an organization’s character. It is an
accumulation of contact and observation by people 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 form brand image. An image is formed about the brand on the basis of subjective
perceptions of association’s 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 but also the image associated with that product/service. Brand images
should be positive, unique and instant. 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 its competitor’s image. The brand image consists of various associations
in consumers’ mind - attributes, benefits and attributes. Brand attributes are the
functional and mental connections with the brand that the customers have. They can be
specific or conceptual. Benefits are the rationale for the purchase decision. There are

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three types of benefits: Functional benefits - what do you do better (than others
),emotional benefits - how do you make me feel better (than others), and rational
benefits/support - why do I believe you(more than others). Brand attributes are
consumers overall assessment of a brand.

Brand image has not to be created, but is automatically formed. The brand image
includes products' appeal, ease of use, functionality, fame, and overall value. Brand
image is actually brand content. When the consumers purchase the product, they are
also purchasing its image. Brand image is the objective and mental feedback of the
consumers when they purchase a product. Positive brand image is exceeding the
customers’ expectations. Positive brand image enhances the goodwill and brand value
of an organization.

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 Brand Identity v/s Brand Image

Brand Identity Brand Image

1 Brand identity develops from the Brand image is perceived by the receiver
source or the company. or the consumer.

2 Brand message is tied together in Brand message is untied by the

terms of brand identity. consumer in the form of brand image.

3 The general meaning of brand The general meaning of brand image is

identity is “who you really are?” “How market perceives you?”

4 It’s nature is that it is substance It’s nature is that it is appearance oriented

oriented or strategic. or tactical.

5 Brand identity symbolizes firms’ Brand image symbolizes perception of

reality. consumers

6 Brand identity represents “your Brand image represents “others view”

desire”.

7 It is enduring. It is superficial.

8 Identity is looking ahead. Image is looking back.

9 Identity is active. Image is passive.

10 It signifies “where you want to be”. It signifies “what you have got”.

11 It is total promise that a company It is total consumers’ perception about the

makes to consumers. brand.

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 2.7 Brand Awareness

Brand awareness is the probability that consumers are familiar about the life and
availability of the product. It is the degree to which consumers precisely associate the
brand with the specific product. It is measured as ratio of niche market that has former
knowledge of brand. Brand awareness includes both brand recognition as well as brand
recall. Brand recognition is the ability of consumer to recognize prior knowledge of
brand when they are asked questions about that brand or when they are shown that
specific brand, i.e., the consumers can clearly differentiate the brand as having being
earlier noticed or heard. While brand recall is the potential of customer to recover a
brand from his memory when given the product class/category, needs satisfied by that
category or buying scenario as a signal. In other words, it refers that consumers should
correctly recover brand from the memory when given a clue or he can recall the specific
brand when the product category is mentioned. It is generally easier to recognize a
brand rather than recall it from the memory.

Brand awareness is improved to the extent to which brand names are selected that is
simple and easy to pronounce or spell; known and expressive; and unique as well as
distinct. For instance - Coca Cola has come to be known as Coke.

There are two types of brand awareness:

1. Aided awareness- This means that on mentioning the product category, the
customers recognize your brand from the lists of brands shown.
2. Top of mind awareness (Immediate brand recall)- This means that on
mentioning the product category, the first brand that customer recalls from his
mind is your brand.

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The relative importance of brand recall and recognition will rely on the degree to which
consumers make product-related decisions with the brand present or not. For instance -
In a store, brand recognition is more crucial as the brand will be physically present. In a
scenario where brands are not physically present, brand recall is more significant (as in
case of services and online brands).

Building brand awareness is essential for building brand equity. It includes use of
various renowned channels of promotion such as advertising, word of mouth publicity,
social media like blogs, sponsorships, launching events, etc. To create brand
awareness, it is important to create reliable brand image, slogans and taglines. The
brand message to be communicated should also be consistent. Strong brand
awareness leads to high sales and high market share. Brand awareness can be
regarded as a means through which consumers become acquainted and familiar with a
brand and recognize that brand.

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 5 Keys to Raising Brand Awareness

Billions of dollars are spent every year on brand strategies, in the attempt to make
consumers aware of different brands. From soft drinks to mobile phones, brand
awareness influences which products people buy and which brands they trust. Building
brand awareness is the first step for any company serious about its brand strategy.
Increased consumer awareness is only one element of developing a brand strategy, but
it is the most important one. The marketer’s goal is to set the brand apart from its
competition, to single it out and convince consumers of the brand’s merit. To that end a
company should develop a brand strategy that includes the following 5 steps:

1. Establish a Simple, Consistent Brand Message

This is should be the core message behind the brand, the one thing that the marketer
wants customers to remember. This message should be repeated in all materials and
advertising. It should be easy to understand and short, but getting the message across
clearly nonetheless.

2. Use a Distinctive, Timeless Logo

This is the most basic aspect of branding and plays a key role in enabling consumers to
easily identify a product. The main goal of the logo is to convey the attributes of the
brand to potential customers. The logo is in itself a small advertisement for a business.
Logos inform customers about the brand and thus make the products on which it is
placed distinctive. Constantly changing a logo defeats its purpose, so a logo should be
designed to last a long time without becoming dated.

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3. Develop an Internet Presence that Supports the Brand Strategy

Most marketers are aware of the Internet’s power, which means that a modern marketer
will need a thorough understanding of online technologies and marketing tactics in order
to compete. They will need to know how to use social media and have an understanding
of search engine optimization as both of these things are needed to build brand
awareness in the modern era. The internet provides vast resources and its brand-
building possibilities are limited only by the creativity of advertisers. If successful, an
Internet presence can provide a means to effectively get the attention of a large number
of people without spending a lot of money.

4. Build Brand Loyalty with Target Market

Creating a community around a brand is one of the basic principles of brand awareness.
This involves connecting with people and creating positive feelings about the brand.
Community-building can be done via offers of free merchandise, coupons and even
sponsored local events. Engaging social media users is another important aspect of
building brand loyalty. Of course, providing a consistently good product or service is
essential. The object is to make the brand memorable in a good way and to keep it
memorable by constantly reminding consumers of the brand message and logo.

5. Excel at Customer Service

Being efficient and courteous is no longer enough. Adequate customer service is the
standard for most businesses, it will therefore be necessary to consistently go above
and beyond to build brand awareness. This means excellent customer care both before
and after the sale along with exceeding expectations in all areas of service

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 2.8 Perceived quality

Perceived quality can be defined as the customer's perception of the overall quality or
superiority of a product or service with respect to its intended purpose, relative to
alternatives. Perceived quality is, first, a perception by customers. It thus differs from
several related concepts, such as:

a) Actual or objective quality: the extent to which the product or service delivers superior
service
b) Product-based quality: the nature and quantity of ingredients, features, or services
included
c) Manufacturing quality: conformance to specification, the "zero defect" goal

Perceived quality cannot necessarily be objectively determined, in part because it is a

perception and also because judgments about what is important to customers are
involved. An evaluation of washing machines by a Consumer Report expert may be
competent and unbiased, but it must make judgments about the relative importance of
features, cleaning action, types of clothes to be washed, and so on that may not match
those of all customers. After all, customers differ sharply in their personalities, needs,
and preferences.

Perceived quality is an intangible, overall feeling about a brand. How-ever, it usually will
be based on underlying dimensions which include characteristics of the products to
which the brand is attached such as reliability and performance. To understand
perceived quality, the identification and measurement of the underlying dimensions will
be useful, but the perceived quality itself is a summary, global construct.

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DIMENSIONS OF PERCEIVED QUALITY: THE PRODUCT CONTEXT

1. Performance: How well does a washing machine clean clothes?

2. Features: Does toothpaste have a convenient dispenser?
3. Conformance with specifications: What is the incidence of defects?
4. Reliability: Will the lawn mower work properly each time it is used?
5. Durability: How long will the lawn mower last?
6. Serviceability: Is the service system efficient, competent, and convenient?
7. Fit and finish: Does the product look and feel like a quality product?

DIMENSIONS OF PERCEIVED QUALITY: THE SERVICE CONTEXT

1. Tangibles: Do the physical facilities, equipment, and appearance of personnel imply

quality?
2. Reliability: Will the accounting work be performed dependably and accurately?
3. Competence: Does the repair shop staff have the knowledge and skill to get the job
done right? Do they convey trust and confidence?
4. Responsiveness: Is the sales staff willing to help customers and provide prompt
service?
5. Empathy: Does the bank provide caring, individualized attention to its customers?

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 2.9 Brand Association

Brand Associations are not benefits, but are images and symbols associated with a
brand or a brand benefit. For example- The Nike Swoosh, Nokia sound, Film Stars as
with “Lux”, signature tune 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 relating perceived qualities of a brand to a known entity. For
instance- Hyatt Hotel is associated with luxury and comfort; BMW is associated with
sophistication, fun driving, and superior engineering. Most popular brand associations
are with the owners of brand, such as - Bill Gates and 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 to being positive. Brand associations are the attributes of brand which come into
consumers mind when the brand is talked about. It is related with the implicit and
explicit meanings which a consumer relates/associates with a specific brand name.
Brand association can also be defined as the degree to which a specific product/service
is recognized within its.

Brand associations are formed on the following basis:

 Customers contact with the organization and its 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;

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  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 features and attributes satisfying their needs. This will lead to customers
having a positive impression about the product. Positive brand association helps an
organization to gain goodwill, and obstructs the competitor’s entry into the market.

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 2.10 Real Drivers of Brand Equity

The ultimate goal of brand equity building is to move the consumer from brand
awareness to brand insistence. Brand insistence model incorporates five elements that
drive a consumer to insist upon a particular brand to meet his or her needs – brand
awareness, accessibility, value, relevant differentiation, and emotional
connection. These five areas of emphasis and activity are the primary drivers of
consumer brand insistence, critical in becoming a category-of-one-brand where there
are No Substitutes.

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Awareness: First, consumers must be aware that there are different brands in the
product categories in which your brand operates. Next, they must be aware of your
brand. Ideally, your brand should be the first one that comes to their minds within
specific product categories and associated with key consumer benefits. Consumers
should be able to identify which products and services your brand offers. They should
also be able to identify which benefits are associated with the brand. Finally, they
should have some idea of where your brand is sold.

Accessibility: Your brand must be available where consumers shop. it’s much easier
for consumers to insist upon your brand if it is widely available. Slight brand preference
goes a long way toward insistence when the brand is widely available. The importance
of convenience cannot be underestimated in today’s world.

Value: Does your brand deliver a good value for the price? Do consumers believe it is
worth the price? Regardless of whether it is expensive or inexpensive, high end or low
end, it must deliver at least a good value.

Relevant Differentiation: This is the most important thing a brand can deliver.
Relevant differentiation today is a leading-edge indicator of profitability and market
share tomorrow. Does your brand own consumer-relevant, consumer-compelling
benefits that are unique and believable?

Emotional Connection: First, the consumer must know your brand. Then he or she
must like your brand. Finally, the consumer must trust your brand and feel an emotional
connection to it. There are many innovative ways to achieve this emotional connection
from advertising and the quality of front line consumer contact to consumer membership
organizations and company-sponsored consumer events.

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 2.11 Advantages of Brand Equity

Brand equity is the value of a company's name and reputation. From an accounting
perspective, it is the difference between a company's total worth and the book value of
its assets. In general, achieving strong brand equity translates to a higher value
perception in the marketplace.

Brand equity is the intangible value added to a product by the effective use of promotion
and other marketing tools. On dimensions like image, distribution and physical design, it
can provide strong competitive advantages in product categories where most
alternatives provide the same benefits.

Image: Brand image is the "personality" that people associate with a product. It adds to
brand equity by creating an emotional connection between consumers and what they
buy. When people can relate to a brand, they tend to stay loyal to it over time. This
advantage is hard for competitors to overcome, even with strong price discounts. For
example, women who want to feel alluring are more likely to buy lipstick with a sexy
image, whether or not the product looks better or lasts longer than alternatives.

Distribution: Another dimension of brand equity is the value that consumers associate
with the stores where the product is available. This offers a particularly significant
competitive advantage for a premium brand, which can be showcased on its own in
specialty or luxury retail outlets. Distribution can also build a brand's equity by making it
more accessible than alternatives. This is why some supermarkets offer home delivery,
while snack food firms seek to place vending machines in as many locations as
possible.

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Physical Design: Often brand equity is expressed in a product's distinctive physical
design, adding value by being innovative, easier to use or more attractive than
alternatives. For example, e-reader brands compete by offering color screens in smaller
and lighter devices. Antiperspirant, soap and other functionally similar toiletries often try
to set themselves apart on the basis of unique packaging and/or dispensing
mechanisms. Department stores build brand equity in part by offering on-site services
like valet parking.

Loyal Customers: One of the strongest competitive advantages a company has is loyal
customers. True loyalty often means customers pay more and go out of their way to buy
from your company or to buy your products. High brand equity is a key quality to
generate loyalty. Brands such as Oakley sunglasses, Gucci handbags and Apple have
developed loyal followings on the strength of brands known for elite equality, unique
designs and innovative leadership.

Greater Profits: Brand equity, by definition, means a product line has greater value
with your name or logo on it than it would with a generic or unknown label. Thus, high
brand equity puts you in a better position to achieve high price points in the marketplace
while maintaining or growing demand. With customers willing to pay extra for a name
they trust or value, your gross profit should be strong relative to generic alternatives.
Even with a slightly higher cost basis to achieve quality and service excellence, high
brand equity allows you to generate strong returns.

Expansion Opportunities: High brand equity also puts you in the driver's seat for long-
term growth. By leveraging the value of your brand, you can expand into new markets,
extend your brand with new store concepts or products and increase your revenue
streams. Apple has leveraged its brand equity in mobile technology to launch multiple
tech devices and new generations of each every few years. Retailers such as Gap and
Pottery Barn have extended their primary offerings with "Kids" branded extensions of
their stores.

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Bargaining Power: As a product reseller, brand equity also gives you a leg up in
negotiating with manufacturers or distributions. Once vendors see customers clamoring
for anything bearing your name or knocking down your store doors, they will want to
work with you. This allows you to negotiate from a position of strength since your name
is integral to long-term success of the product. Discount giants Walmart and Target
carry significant bargaining power with suppliers because of their industry dominance.

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 2.12 Building Brand Equity

Business owner understands the importance of brand equity, even if they may not be
able to define the idea. Marketing-speak aside, brand equity is how your customer
recognizes why you are different and better than the alternative.

Brand equity is built on that customer's direct experience with your product or service.
This experience, repeated over time, creates equity or value in your brand. And it
serves as shorthand in the buyer's mind that separates you from everyone else.

Brand equity is what creates loyalty that carries beyond price or the occasional product
or service bump in the road. It is the quality that motivates your customers to
recommend their friends or colleagues to you.

Five Steps to Building Brand Equity:-

1. Clarify your position

The first step to building brand equity is to define your positioning: the single thing your
company stands for to your customers. Single is the operative word here. Good
positioning forces hard choices.

To define your brand position, get the key leaders in your company together. Decide
what makes you different and better than your competition. This might sound blindingly
obvious, but most small businesses are too busy responding to customers or making
payroll to do a lot of introspection.

You don't need an agency or consultant to get started. There are a couple of good
exercises out there that you can do on your own. A simple one that I like is the
Positioning XYZs:

"We are the only X that solves Y problem in Z unique way."

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Where,

 X is the category of the company, product, or service or other offering you've

chosen to own.
 Y is the unmet need of your target audience.
 Z is the differentiation, advantage, or key positive distinction you have over your
competition.

2. Tell your story

Clear positioning is critical, but positioning statements are internal touchstones, not
external expressions. Your next job is to make it interesting, to imbue the rational
positioning with emotion.

All brands are stories, and a good way to get started is to document and share your
best corporate stories: the founding insight of the company, the times you went to
extraordinary lengths to take care of a customer, or the background behind the big
product breakthrough.

The good news is that with ubiquitous broadband access and Web-based applications,
it is within every company's grasp to share these stories more broadly through rich-
media video and audio.

B.Good (www.bgood.com), a small restaurant chain in Boston, has done this well. It's a
burger joint that promises "real food," positioning itself against the typical fast-food
burger and experience. The real food story begins with the stories of the "real people,"
the founders whose corporate values are based on their experiences growing up at their
uncle's restaurant. You're reminded of these stories when you're in the restaurant or
checking store hours online.

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3. Bring it to life

Once you have the story, you need to bring it to life. Make sure that the way your
company looks and feels to the outside world matches that truth. This leads to
questions about your corporate identity: Do the basics (starting with your name and
logo) make the impression you want? And your broader system for communicating to
the market: Web site, brochures, your retail environment.

A client of mine talked about his Web site as a "corporate veil" that obscured what made
the company special. Does your corporate identity reveal the best truth about your
business, or does it hide it?

4. Start building brand before they buy

Think beyond the transaction. Brands begin at the transaction level, but the brand
experience goes much deeper. The opportunity to create a brand impression starts long
before the buying decision. The principle is a simple one: Give away an artifact of your
brand for free. In the professional services world, this means a taste of your service or
your intellectual property. Here are two creative examples:

Igor is a naming consultancy based in San Francisco. It has built a methodology—and a

client list that rivals those of much-larger branding agencies. That methodology is laid
bare in a 100-page guide to naming that it gives away—without any registration
requirements—on its Web site.

This move is both generous, in the spirit of Web content "wanting to be free," and also
incredibly shrewd. The naming guide is rich, detailed, and outlines a very clear process
for naming. Igor understands that giving away IP (intellectual property) doesn't cost it
business—but it is its lead business generator.

It doesn't have to be just IP. Peet's the coffee retailer, allow customers to send their
friends an "eCup," an email redeemable for a free cup of coffee. This is an ingenious
way to enable the fiercely loyal customers of Peet's to promote the brand themselves.

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5. Measure your efforts

Here are a few direct ways to measure the progress of your brand:

 Ask your customers. Survey a subset of customers, prospective customers,

and (ideally) people who chose a competitor over you. You'll be surprised at how
candid people will be about your strengths—and your weaknesses. Make sure
you ask the most important question in any customer research: Would you
recommend us to a friend or colleague? Research (check out
www.netpromoter.com) has shown that the willingness to recommend is the most
important indicator of brand health. This research can be done quite cheaply
online, using free or near-free tools like KeySurvey or SurveyMonkey.

 Check your search rankings. I don't know all of what Igor measures, but I do
know it fares very well in what is perhaps the most important measure of them
all: organic search results. Type "product naming" on Google and chances are
you'll see Igor come up in the top three listings (the earned ones in the middle,
not the paid ones on the top or side).

 Monitor the social media conversation. In most categories, consumers are

holding a very active and candid conversation about the brands they love and
hate. Check out what they're saying about you in blogs, bulletin boards, and
vendor-rating Web sites.

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 2.13 Measuring Brand Equity

For any marketers, it is of supreme importance to understand a consumer mind and

also current level of brand knowledge among consumers because this understanding
lays foundation for formulation of marketing communication strategies. Hypothetically,
marketers should be able to construct such mind print; but as this knowledge resides in
consumer mind, task become difficult. Marketers should be able to measure how much
marketing programs have succeeded in changing customer buying habits. The solution
is to develop techniques, which can convert emotional data into qualitative and
quantitative data for analysis. A particular attention is required to design measurement
system for source of brand equity.

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Measuring Source of Brand Equity

Most evaluations of Brand Equity involve utility estimation. Specifically, we attempt to

measure the value (utility) of a product’s features and price level and also measure the
overall utility of a product when including brand name. The difference between total
utility and utility of the product features is the value of the brand.

According to a customer-based brand equity perspective, the indirect approach to

measuring brand equity attempts to assess potential sources for brand equity by
measuring consumer mindset or brand knowledge.

The indirect approach is useful in identifying what aspects of the brand what aspect of
the brand knowledge may potentially cause the differential response that creates brand
equity in the marketplace. Because any one measure typically only captures one
particular aspect of brand knowledge, multiple measures need not to be employed to
account for the multi-dimensional nature of brand knowledge:

Brand awareness can be accessed through a variety of aided and unaided memory
measures that can be applied to test brand recall and recognition; brand image can be
accessed through a variety of qualitative and quantitative techniques. We next review
several these various approaches.

I. Qualitative Research Techniques –

There are many different ways to uncover and characterize the types of associations
linked to the brand. Qualitative research techniques are often employed to identify
possible brand associations and sources of brand equity. Qualitative research
techniques are relatively unstructured measurement approaches whereby range
possible consumer responses are permitted. Consider the following three qualitative
research techniques that can be employed to identify source of brand equity.

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 1. Free Association –

The simplest and often most powerful way to profile brand association involves free
association tasks whereby subjects are asked what comes to mind when they think of
the brand without any more specific probe or cue than perhaps the associated product
category (e.g. “what does the Relox name mean to you?” or “Tell me what comes to
mind when you think of Rolex watches.”)

2. Projective Technique –

Uncovering the sources of brand equity requires that consumers’ brand knowledge
structures be profiled as accurately and completely as possible. Unfortunately, under
certain situations, consumers may feel that it would be socially unacceptable or
undesirable to express their true feelings.

Projective techniques are diagnostic tools to uncover the true opinions and feelings of
consumers when they are unwilling or otherwise unable to express themselves on these
matters.

3. Ethnographic and Observational Approaches –

Fresh data can be gathered by directly observing relative actors and settings.
Consumers can be unobtrusively observed as they shop or as they consume products
to capture every shade of their behavior. Marketers such as Procter & Gamble seek
consumers’ permission to spend time with them in their homes to see how they actually
use and experience products.

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II. Quantitative Research technique –

Although quantitative measures are useful to identify and characterize the range of
possible associations to a brand, more quantitative portrait of the brand often is also
desirable to permit more confident and defensible strategic and tactical
recommendations.

Quantitative research typically rings out some type of verbal responses from
consumers, quantitative research typically employees various types of scale questions
so that numerical representations and summaries can be made.

Quantitative measures are often the primary ingredient tracking studies that monitor
brand knowledge structures of consumer’s overtime.

1. Awareness –

Brand awareness is related to the strength of a brand in memory, as reflected by

consumers’ ability to identify various brand elements (i.e., the brand name, logo,
symbol, character, packaging, and slogan) under different conditions.

2. Recognition –

In short recognition processes require that consumers be able to discriminate a

stimulus – a word, object, image, etc. – as something they have previously seen.
Brand recognition relates to consumers’ ability to identify the brand under a variety
of circumstances and can involve identification of any of the brand elements.

3. Recall –

Brand recall relates to consumers’ ability to identify the brand under a variety of
circumstances. With brand recall, consumers must retrieve the actual brand element
from memory when given some related probe or cue. Thus brand recall is a more

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demanding memory task than brand recognition because consumers are not just
given a brand element and asked to identify or discriminate it as one they had or had
not already seen.

4. Image –

Brand Awareness is an important first step in building brand equity, but usually not
sufficient. For most customers in most situations, other considerations, such as the
meaning or image of the brand, also come into play. One vitally important aspect of
the brand is its image, as reflected by the associations that consumers hold toward
the brand. Brand associations come in many different forms and can be classified
along many different dimensions

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 2.14 Brand Management Challenges in Changing Times

Last few decades have changed our world beyond recognition. There has been
unprecedented progress in all spheres of life. Technology and scientific advancement
has played major role affecting all parts of the economy, politics as well as markets.
With globalization and opening of markets we see a sea of changing in the way
business is conducted and organizations are structured. Global and open markets have
changed the structure of consumer economy. The financial mechanisms that aid in
trade and consumer buying too have impacted the consumer’s buying habits. Online
trading and buying, online payments, mobile banking etc have empowered the
customers to make their choices and buying decisions at their discretion.

Marketer’s job has always been very challenging, but the complexities that they face in
the market today are different from the earlier times. With markets opening up the
competition from ‘Me Too’ brands have increased considerably. Brands face
competition from local brands as well as foreign brands and generic products as well.

With brand logo and image being central to brand, the brand logo, color and image or
design hold the key to the brand image as perceived and recalled by the consumers.
Good brand management calls for strengthening and re-affirming this brand image
association with the consumers at all times. Any slight change in the brand image be it
the color, logo or image, the consumer loyalty gets affected resulting in change of
buying decision by the consumer. As the consumer perceives an image and associates
a pleasant or unpleasant experience with a particular brand, the consumer perception
management is a very important part of brand management. With the changes in the
technology and lifestyle, the expectations of the consumers with reference to the brand
image too changes. Consumers are likely to expect trendy, stylish and modern brand
images that go with the current trends rather than an outdated logo that is perceived to
be old fashioned. While the brand logos and image have to be modified to suit the latest
trends and reach out to the customer, the logos have to retain elements of the old brand

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components mainly of colors, image etc in modified but familiar pattern so that the
consumers continue to recognize and recall the old brand familiarity and image.

Over the years with change in communication, publishing and electronic media, the
advertising and promotion of brands too have had to change and keep up with the new
trends. Traditional mass advertising of brands is no longer prevalent. The concept of
personalized and customized advertising to the target customers is in. On one hand the
consumer segment has become highly fragmented and warrants that the brand
communication reaches out to the consumers at an individual and customized manner.
On the other hand, the consumer behavior and expectations too have changed.
Consumers expect much more from the brand than ever before. Consumers today are
very demanding in terms of their expectations of the product as well as of the brand
reputation, image and value etc. The well informed customers of today, having access
to electronic media like to ask for more information, compare with competition and arrive
at their decision based on rationalization. The brand communication has to take into
account the change in consumer’s buying process and position the brand image as well
as the communication accordingly to the individual customers.

Social Media networks provide an interactive platform for the brand managers and
consumers to interact with one another. The social media networks are participant
driven and the consumers have access to a larger audience to discuss, share, question
and voice their opinions. Thus this media provides an exciting as well as challenging
platform for brand managers to position their brands, to engage the consumers to get to
know the brand, to get the already consumers to influence the others positively and
build loyal communities supporting the brand.

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 Chapter-3
Literature review
In David Aaker's path breaking book, Managing Brand Equity, managers discovered the
value of a brand as a strategic asset and a company's primary source of competitive
advantage. Now, in this compelling new work, Aaker uses real brand-building cases
from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to
demonstrate how strong brands have been created and managed.
A common pitfall of brand strategists is to focus on brand attributes. Aaker shows how
to break out of the box by considering emotional and self-expressive benefits and by
introducing the brand-as-person, brand-as-organization, and brand-as-symbol
perspectives. The twin concepts of brand identity (the brand image that brand
strategists aspire to create or maintain) and brand position (that part of the brand
identity that is to be actively communicated) play a key role in managing the "out-of-the-
box"brand.
A second pitfall is to ignore the fact that individual brands are part of a larger system
consisting of many intertwined and overlapping brands and sub-brands. Aaker shows
how to manage the "brand system" to achieve clarity and synergy, to adapt to a
changing environment, and to leverage brand assets into new markets and products.

Adidas AG is an holding company for the Adidas Group, which is engaged in sports
footwear, apparel and accessories. The Retail Business segment comprises the own-
retail and e-Commerce activities of the Adidas and Rebook brands. The Other
Businesses segment comprises the brands TaylorMade-Adidas Golf, Rockport,
Reebok-CCM Hockey and other centrally managed brands. Furthermore, it diversifies
its activities by geographical regions into Western Europe, European Emerging Markets,
North America, Greater China, Other Asian Markets and Latin America. As of December
31, 2011, it operated a total of 173 subsidiaries and affiliated companies located in
Germany and abroad. In June 2012, it announced that its TaylorMade-Adidas Golf
business segment acquired Adams Golf, Inc.

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 Chapter 4

Analysis

4.1 Introduction of Adidas

Adidas AG is a German multinational corporation that designs and manufactures sports

clothing and accessories based in Herzogenaurach, Bavaria, Germany. It is the holding
company for the Adidas Group, which consists of the Reebok sportswear company,
TaylorMade-Adidas golf company (including Ashworth), Rockport, and 9.1% of FC
Bayern Munich. Besides sports footwear, Adidas also produces other products such as
bags, shirts, watches, eyewear, and other sports- and clothing-related goods. Adidas is
the largest sportswear manufacturer in Germany and Europe and the second biggest
sportswear manufacturer in the world.

Adidas was founded in 1948 by Adolf Dassler, following the split of Gebrüder Dassler
Schuhfabrik between him and his older brother Rudolf. Rudolf later established Puma,
which was the early rival of Adidas. Registered in 1949, Adidas is currently based in
Herzogenaurach, Germany. Puma is also based in Herzogenaurach.

The company's clothing and shoe designs typically feature three parallel bars, and the
same motif is incorporated into Adidas's current official logo. The company revenue for
2012 was listed at €14.48 billion.

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History & Background

In 1925, in a small German village, the world got its first taste of Adidas. It was there, in
a village by the name of Herzogenaurach, located 12 miles to the north and the west of
Nuremberg, that those simple three stripes were brought to life by Adidas' founder,
Adolf "Adi" Dassler. Adi created Adidas after realizing the need for performance athletic
shoes. Adidas began small, producing soccer and running shoes, which ironically
enough are still the main products that Adidas is known for. Adidas has continued to
gain momentum through the years. Many attribute this to Adidas' quality, styling and
reputation. Adidas is currently the largest supplier of athletic shoes in Europe. Adidas
ranks second worldwide, with their products selling in almost 200 countries. In 1994
alone, Adidas sales totaled 3 billion dollars. In late 1995, Adidas went public with its
stock. It was a tremendous success and continues to trade internationally. Adidas
posted an amazing 40% increase in net sales in the first half of 1997. The Dassler
family has a rich heritage in shoes. Adi's brother, Rudolf went on to create the puma
brand in 1948 after a dispute with Adi. And, another Adi Dassler, who just happens to
be the grandson of the founder of Adidas, has launched his own shoe company, A. D.
One. This specializes in adventure and sub-urban footwear.

ADOLF DASSLER

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 Adidas Cricket

In the 1990s, Adidas signed world's iconic batsman Sachin Tendulkar of India and made
shoes for him. Tendulkar still wears Adidas shoes while playing matches. Since 2008,
Adidas has sponsored the cricket bat used by Sachin Tendulkar. It created a new bat,
'Adidas MasterBlaster Elite', personalized for him.

In 2008, Adidas made their move into English cricket market by sponsoring English
batting star Kevin Pietersen after the cancellation of his lifetime deal with Woodworm,
when they ran into financial difficulties. The following year they signed up fellow
England player Ian Bell, Pakistan opening batsman Salman Butt and Indian Player
Ravindra Jadeja. Having made cricket footwear for many years, the company finally
entered the field of bat manufacture in 2008. Now the range includes Pellara, Incurza,
Libro and M-Blaster.

Currently the sponsored cricketers include Sachin Tendulkar, Suresh Raina, Lasith
Malinga, Kieron Pollard and Dwayne Bravo.

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Adidas manufactures uniforms for the England cricket team. Adidas signed with Cricket
South Africa in 2011 and the uniforms worn by South African Cricket Team during and
after the Cricket World Cup 2011 will be manufactured by the German giant. The
Australia cricket team was previously sponsored by Adidas till late 2011. Now they also
sponsor the South Korea national cricket team.

In the Indian Premier League (IPL), Adidas are the official apparel sponsor for the
teams Mumbai Indians, Delhi Daredevils.

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 4.2 Introduction of Nike

Nike, Inc. is an American multinational corporation that is engaged in the design,

development and worldwide marketing and selling of footwear, apparel, equipment,
accessories and services. The company is headquartered near Beaverton, Oregon, in
the Portland metropolitan area, and is one of only two Fortune 500 companies
headquartered in Oregon. It is one of the world's largest suppliers of athletic shoes and
apparel and a major manufacturer of sports equipment, with revenue in excess of
US$24.1 billion in its fiscal year 2012 (ending May 31, 2012). As of 2012, it employed
more than 44,000 people worldwide. The brand alone is valued at $10.7 billion, making
it the most valuable brand among sports businesses.

The company was founded on January 25, 1964 as Blue Ribbon Sports by Bill
Bowerman and Phil Knight,[1] and officially became Nike, Inc. on May 30, 1978. The
company takes its name from Nike, the Greek goddess of victory. Nike markets its
products under its own brand, as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike
Skateboarding, and subsidiaries including Hurley International and Converse. Nike also
owned Bauer Hockey (later renamed Nike Bauer) between 1995 and 2008, and
previously owned Cole Haan and Umbro. In addition to manufacturing sportswear and
equipment, the company operates retail stores under the Nike town name. Nike
sponsors many high-profile athletes and sports teams around the world, with the highly
recognized trademarks of "Just Do It" and the Swoosh logo.

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History & background

Nike, originally known as Blue Ribbon Sports (BRS), was founded by University of
Oregon track athlete Philip Knight and his coach Bill Bowerman in January 1964. The
company initially operated as a distributor for Japanese shoe maker Onitsuka Tiger
(now ASICS), making most sales at track meets out of Knight's automobile.

According to Otis Davis, a student athlete whom Bowerman coached at the University of
Oregon, who later went on to win two gold medals at the 1960 Summer Olympics,
Bowerman made the first pair of Nike shoes for him, contradicting a claim that they were
made for Phil Knight. Says Davis, "I told Tom Brokaw that I was the first. I don't care
what all the billionaires say. Bill Bowerman made the first pair of shoes for me. People
don't believe me. In fact, I didn't like the way they felt on my feet. There was no support
and they were too tight. But I saw Bowerman make them from the waffle iron, and they
were mine."

In 1964, in its first year in business, BRS sold 1,300 pairs of Japanese running shoes
grossing $8,000. By 1965 the fledgling company had acquired a full-time employee and
sales had reached $20,000. In 1966, BRS opened its first retail store, located at 3107
Pico Boulevard in Santa Monica, California next to a beauty salon, so its employees no
longer needed to sell inventory from the back of their cars. In 1967, due to rapidly
increasing sales, BRS expanded retail and distribution operations on the East Coast, in
Wellesley, Massachusetts.

By 1971, the relationship between BRS and Onitsuka Tiger was nearing an end. BRS
prepared to launch its own line of footwear, which would bear the Swoosh newly
designed by Carolyn Davidson. The Swoosh was first used by Nike on June 18, 1971,
and was registered with the U.S. Patent and Trademark Office on January 22, 1974.

In 1976, the company hired John Brown and Partners, based in Seattle, as its first
advertising agency. The following year, the agency created the first "brand ad" for Nike,
called "There is no finish line," in which no Nike product was shown. By 1980, Nike had

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attained a 50% market share in the U.S. athletic shoe market, and the company went
public in December of that year.

Together, Nike and Wieden+Kennedy have created many print and television
advertisements, and Wieden+Kennedy remains Nike's primary ad agency. It was
agency co-founder Dan Wieden

who coined the now-famous slogan "Just Do It" for a 1988 Nike ad campaign, which
was chosen by Advertising Age as one of the top five ad slogans of the 20th century
and enshrined in the Smithsonian Institution.[12] Walt Stack was featured in Nike's first
"Just Do It" advertisement, which debuted on July 1, 1988. Wieden credits the
inspiration for the slogan to "Let’s do it," the last words spoken by Gary Gilmore before
he was executed.

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 4.3 Cricket Equipments

Adidas Cricket Equipments-

Adidas bats Adidas cricket pads

Adidas cricket gloves

Adidas cricket shoes

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Nike Cricket Equipments-

Nike cricket shoes

Nike bats

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 4.4 Adidas V/S Nike Cricket Shoes

Adidas howzat FS Mens Nike Opener II Mens Cricket

Cricket Shoes Shoes

Adidas 22YDS Lo IV Mens Nike Yorker II Cricket Shoe

Cricket Shoes

Adidas Twenty2Yards AR Nike Lunardominate White

Mens Cricket Shoes Cricket Shoes

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 4.5 Observation

1. What is your role while playing cricket?

a) Bowler
b) Batsmen
c) Wicket keeper

Cricket Players

Wicketkeeper
20%

Bowler
53% Bowler
Batsmen
Batsmen
27%
Wicketkeeper

It is very clear information from the pie chart that there are many youngsters playing ‘the
Gentlemen game’ which is popularly known as Cricket. Out of which most of the players
prefer bowling as their role in game as analysis says that 53% of people like to bowl.
Though most of them like bowling but there are some of good player who like to bat &
keep behind the stump. There are 27% & 20% of the batsmen & wicket keeper
respectively as above chart mentions.

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 2. What kind of cricket shoes you are using?
a) Metal spikes
b) Rubber spikes
c) Half metal spikes

TYPES OF SHOES

HALF METAL SPIKES

27%

METAL SPIKES
53%
METAL SPIKES
RUBBER SPIKES RUBBER SPIKES
20% HALF METAL SPIKES

From the data of number of cricket player who play their role in game it is the evidence
of above pie chart that most of the players prefer full metal spikes shoes i.e 53%. These
53% players are mostly fast or spin bowler who prefer metal spikes shoes. As local
grounds are not so good, there are number of players who also play with rubber spikes
shoes or half metal & half rubber spikes shoes.

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 3. Which is your current brand for shoes?
a) Nike
b) Adidas
c) Puma
d) SG
e) Other please specify

Current Brand
12

10

0
Nike Adidas Puma SG Others

Evident in the bar chart here the most of the players are currently using Adidas shoes
as per the survey conducted. As there are some of the local player who prefers Indian
local cricket brand which SG cricket & similarly Puma has been used by players. Nike is
one of the expensive brand hence there are less number of players are using it & other
product ESS, Asics, Balls, etc are also used by youngsters.

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 4. If you want to buy new shoes then which brand you will prefer?
a) Nike
b) Adidas
c) Puma
d) SG
e) Other please specify

Preference Brand

Others
3%
SG Nike
13% 20%

Nike

Puma Adidas
14% Puma
SG
Others

Adidas
50%

From the information given in this doughnut chart taken from the survey of the local
cricket players it shows that 50% of the players want to buy Adidas cricket shoes. There
are also some amount players which are 20% who wants to buy Nike shoes & 14% of it
wants Puma cricket shoes. The upcoming players who have recently started with this
game wants to prefer SG as their brand & other 3% of players prefer other brands like
Asics, ESS & many other.

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 5. Do you purchase shoes frequently or what interval?
a) 6 months
b) 1 year
c) 1 year 6 months
d) Or more

Interval

or more
6 months
4%
14%
1yr 6 months
31%

6 months
1 year
1yr 6 months
1 year
51% or more

From the above pie chart it is the evidence of the survey that 51% of the cricket players
change their shoes after the gap of 1 year. There are players who use their shoes for a
longer time which is 31% of them uses it for 1year 6 months. But the player who wants
to stay away from injury they change their shoes after every 6 months & 14% of them
can afford it.

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 6. Which of this brand is most comfortable?
a) Nike
b) Adidas
c) Puma
d) Reebok
e) Other please specify

Comfortable Brand
Others
Reebok 7%
3%

Nike
Puma 33%
17% Nike
Adidas
Puma
Reebok
Others

Adidas
40%

From the information, it has been evident of above pie chart which proves that survey
conducted of the cricket player says that 40% of the players feels Adidas is one of the
most comfortable cricket shoes. Whereas 33% of them feel Nike is more comfortable.
There are some player who finds that Puma is comfortable shoes compare to others.

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 7. Do you feel that Adidas is good brand for local player? Why?
 Yes
 No

18

16

14

12

10

0
YES NO

From the information collection after the survey done of people playing professional
cricket it was proved that Adidas is a good brand for the local player by maximum vote
given ‘Yes’ to Adidas but there were some of them who said ‘No’ to Adidas as a good
brand for local players, due to its hard sole which causes knee injury.

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 8. What advance technology you want to prefer for cricket shoes?
a) Flexo technology
b) Pro-direct
c) Turf bowling
d) Trainers
e) Other please specify

Advance Technology

Others
20%

Flexo technology
Pro-direct
Turf bowling
Trainer
13% Flexo technology Trainer
57%
Others

Turf bowling
3%
Pro-direct
7%

It is clear from the information in this pie chart that the 57% of the players want flexo
technology in their cricket footwear so it can help in improving their performance. There
are 13% the players who demand for trainers shoes which are without any spikes on it
which can improve their running between wickets. The 7% & 3% of players wish for pro-
direct & turf bowling type of technology respectively. Remaining 20% of the players
demand for other latest pattern of shoes technology like gel technology.

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 9. Which of these is most trusted brand?
a) Nike
b) Adidas
c) Puma
d) Reebok
e) Other please specify

Trusted Brand

Others
10%
Reebok
0%
Nike
30%
Puma
17%
Nike
Adidas
Puma
Reebok
Others

Adidas
43%

From the information of the pie chart above it has been evident that 43% of players
think that Adidas cricket shoes are most trusted brand can be used. Whereas 30% of
them also trusted on Nike’s cricket footwear. There are 17% of player who trust on
Puma & remaining 10% of them trust on different brands like SG, Asics, Balls.

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10. Which tagline of Adidas make you feel energetic or enthusiastic?
a) Impossible is Nothing
b) Dear self keep going
c) Play to win
d) Adidas is all in

Tagline

Adidas is all in
7%
Impossible is Nothing
Play to win
33%
27%

Impossible is Nothing
Dear self keep going
Play to win
Adidas is all in
Dear self keep going
33%

It was very clear by the survey that most of the players like & ready except Adidas
as their cricket shoes brand. When it was asked to them which tagline of Adidas
makes you feel energetic or enthusiastic there was a turf choice for players to
choose one of them. It was turf because two of this tagline was selected the most as
33% to ‘Impossible is Nothing’ & ‘Dear self keep going’. But this was not only choice
‘Play to win’ also got 27% of likes by the players.

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11. As a cricketer what do you think about Adidas shoes & what do you expect from
them?

Ans: From the information collected through survey of players playing cricket it has
been proved that Adidas cricket shoes are the most selected, comfortable & trustable
product for professional cricketer. Adidas the most liked brand just because of its
designs looks of shoes, comfort ability & advance technology used by them. But with
some amazing compliment, players also told about its drawback. These drawbacks are
hard sole of shoes & the expensive market value. The hard sole of shoes make
uncomfortable & can be reason of cramp or knee injuring. Another reason is expensive
market value which de-motivates local players to buy Adidas shoes.

So the only suggestion by these players is to soften the sole to get more comfortable &
decrease some cost that local player can have advantage of Adidas cricket shoes.

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 Players Reviews

“Having an Adidas shoes in our legs is like

heaven on feet. Much softer, easier &
excellent comfort.”

Ramesh Chopra

“Adidas is an excellent brand which

can’t be compared”

Abhisekh Panchal

“Adidas has its own route where ever they

wanna land, no comparison just two word its
an Awesome Kickass Shoes”.

Zohum Trunkwala

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 Professional Players reviews

“Up until now, this has been THE BEST day of

our lives. I never could have imagined that I
would meet Sachin in person. A dream come
true. Thank you Adidas!”

Sachin Ramesh Tendulkar

(Cricketer-India)

“I am happy to be part of the Adidas

exclusive global family and I am pleased that my
achievements have been recognized in this
manner. ‘Adidas’ does go a step further and
complements my technicality and fitness levels
with technologically advanced and performance-
driven footwear.”

Lasith Malinga

(Cricketer-Sri Lanka)

'To use Adidas cricket bat in Surrey

match'

Kevin Pietersen

(Cricketer-England)

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 4.6 Findings

 As my project was all related to brand & brand equity with special studies of
Adidas v/s Nike cricket shoes the response came through survey made the clear
picture that Adidas shoes are more effective than others branded shoes. The
response to Adidas shoes was effective just because they use latest technology
& they make sure about players comfort level with their shoes.

 Before knowing about brand first found the main stream of the players in cricket,
kind of the shoes they are using & asked about current brand for shoes. The
result was majorly there are bowlers who use full metal spikes in which people
are using Adidas shoes more.

 When it was asked them about the period they use a single pair of shoes & brand
they will prefer in future. They response was most of the player use their shoes
mostly for a year or less & player would just love to get Adidas shoes in future.

 As this survey conduct for local players & brand which they feel comfortable for
the use in local ground which responded that Adidas is a good brand for local
player but the only suggestion was the sole are too hard for local grounds. As the
players feel more comfortable with flexo technology or gel technology where the
sole of shoes is flexible & softer.

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 The information through survey of players playing cricket it has been proved that
Adidas cricket shoes are the most selected, comfortable & trustable product for
professional cricketer. Adidas the most liked brand just because of its designs
looks of shoes, comfort ability & advance technology used by them. But with
some amazing compliment, players also told about its drawback. These
drawbacks are hard sole of shoes & the expensive market value. The hard sole
of shoes make uncomfortable & can be reason of cramp or knee injuring.
Another reason is expensive market value which de-motivates local players to
buy Adidas shoes.

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 Limitations

In attempt to make this project authentic and reliable, every possible aspect of the topic
was kept in mind. Nevertheless, despite of fact constraints were at play during the
formulation of this project. The main limitations are as follows:

 Due to limitation of time only few people were selected for the study. So the
sample of consumers was not enough to generalize the findings of the study.

 The main source of data for the study was primary data with the help of self-
administered questionnaires. Hence, the chances of unbiased information are
less.

 People were hesitant to disclose the true facts.

 The chance of biased response can’t be eliminated though all necessary steps
were taken to avoid the same.

 Due to reasons like shortage of time, availability of adequate resources this

research could not give accurate picture about the opportunities and threats that
of brand equity, but this study can be helpful in pointing the areas where the
brand equity of Adidas cricket shoes was concentrate and go for further
research.

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 Chapter5

Conclusion & Suggestions

5.1 Conclusion

Building brand equity for any company is highly expensive because it needs
strong brand quality which brings its consumer.

In brand equity, majorly company concentrate on building brand identity which

will make brand image & brand loyalty from people point of view.

While doing this project I have learned many things about brand & brand equity.
Brand is not only the name of it; it’s much more than that. It includes its identity,
image, goodwill & many more things.

As I was studying related to brand equity of cricket shoes the response of those
players made my view clear that Adidas is the most popular of all of them but
response for Nike was also not bad.

As the players are most focused & conscious about their game & their kit. There
were players who truly keep the faith on particular brand which make them most
comfortable & prevent them from injury. But some of them like to keep changing
as per the change market.

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 5.2 Suggestion

 The brand identity & brand image of Adidas has been well maintain since many
years with their product quality, design, material used, advance technology &
many more. Adidas is an leading brand for the sports apparels.

 It creates the attitude that drives all athletes to overcome barriers & surpass
limits. The true athlete is not discouraged by the impossible, but is drawn to it as
a challenge, as a dare.

 It can be integrated with the popular culture like Nike because big success
stories with personalities like Emil Zatopek, Mohammed Ali trying to spread that
“There is nothing between you & success ,so exceed you own expectations &
limitations & earn it”

 Create more endorsement program with professional athletes for sports

performance of products.

 Focus on marketing efforts at large sporting events on key products.

 Tie up with local manufacturer to get critical information.

 To design high quality shoe meant for use by local players.

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 Appendix

Questionnaires.

Project Questionnaires

Topic Name: Brand equity with reference to Adidas cricket shoes

Name: __________________________________________

Age Group

 18-20
 20-25
 25-30

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1. What is your role while playing cricket?
 Bowler
 Batsmen
 Wicket keeper

2. What kind of cricket shoes you are using?

 Metal spikes
 Rubber spikes
 Half metal spikes

3. Which is your current brand for shoes?

 Nike
 Adidas
 Puma
 SG
 Other please specify

4. If you want to buy new shoes then which brand you will prefer?
 Nike
 Adidas
 Puma
 SG
 Other please specify

5. Do you purchase shoes frequently or what interval?

 6 months
 1 year
 1 year 6 months
 Please specify

6. Which of this brand is most comfortable?

 Nike

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 Adidas
 Puma
 Reebok
 Other please specify

7. Do you feel that Adidas is good brand for local player? Why?
 Yes
 No

8. What advance technology you want to prefer for cricket shoes?

 Flexo technology
 Pro-direct
 Turf bowling
 Trainers
 Other please specify

9. Which of these is most trusted brand?

 Nike
 Adidas
 Puma
 Reebok
 Other please specify

10. Which tagline of Adidas make you feel energetic or enthusiastic

 Impossible is Nothing
 Dear self keep going
 Play to win
 Adidas is all in
 Other please specify

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11. As a cricketer what do you think about Adidas shoes & what do you expect from
them?

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 6.2 Bibliography

 Managing Brand Equity by David A. Aaker (Kindlie Edition), Published by Simon

& Schuster (1991)

 Building Strong Brands by David A. Aaker, Published by Simon & Schuster

(1996)

Webliography

 http://www.adidas.com.my/goallin

 www.nike.com/in/en_in

 http://www.adidas.com/cricket

 http://www.forbes.com

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