Brand Equity Article

Presented by Surbhi Jindal

MOST TRUSTED BRANDS 2014

Brand Awareness in :- Horlicks Leads-MFD(Milk & Food Drinks) category. Titan Leads-Watches. Airtel Leads-Telecom. Colgate Leads-Oral Care. Maggi Leads-Food Category.

Praveen Kenneth- Chairman and MD of L&K Saatchi & Saatchi

‘’To build trust, you need to understand values that evoke emapthy and relevance.if you Don’t connect the brand with role in the consumers current life you can go wrong.Then All you are left with trying to change Marketing dynamics, and even big challenges’’

What is the criteria seen,heard and finally TRUSTED?

-Example :-MAGGI reinventions.

-Davendra Chawla -CEO Food Bazar

‘’NOKIA got disloged in mobile leadership and FOGG Disloged major deodrants brands demonstrates that changing pecking order in todays fast Paced world can be a matter of months not decades.’’Example: Mamy poko pants HUL P&G

-Understanding Consumer needs and insights.

Most Trusted Brands Methodology 2014

Respondent Profile:- Chief wage Earner-Housewife-adult female and male.

Coverage:- North- Delhi,lucknow,Chandigarh South-Chennai,Bengluru,vijaywada. East:- Kolkata,Patna,Bhubaneswar. West:-Mumbai,Ahmedabad,Indore.

Brands & attrubutes:- Quality, value for money, recommendations.

Brand EvaluationStage-1 Stage -2 Stage-3

The scale range would be:-1-not heard this brand2-have heard this brand3-know little about it.4-know it well.

Overall Rating:- each brand Indicates 10point scale.

1-stands for Extremely POOR2-stands for PERFECT

-Calculate Brand trust Score

-Brand sore*familarity scoreweight

Total no.of Brand scores

Total no. of Respondents

Sorted in Descending order to determine MOST TRUSTED BRANDS

10 CorporationsControlAlmost everything You buy