Brand Management- Report on Brand Sense

7/22/2019 Brand Management- Report on Brand Sense

1/30

INSTITUTE OF BUSINESS

MANAGEMENT

Brand Report

Brand Sense

BUILD POWER FULL BRANDS THROUGH

TOUCH TASTE SMELL SIGHT AND SOUND

THE FIVE DIMENSIONAL BRAND

FEW WORDS BEFORE WE START

Bu!dn" or ana!#$n" a %rand t&rou"& t&s spe'(' perspe't)e o( ()e

d*ensons +as a re!at)e!# ne+ ter* to us as t&e students o( %randn"

#et +&en too, nto a''ount t&e +&o!e 'on'ept o( Brand sense- t&e 'on'ept

see*ed to %e +or,n" prett# "ood and +e o%ser)ed a !ot o( stron" and

su''ess(u! %rands +or,n" dre't!# or ndre't!#- 'ons'ous!# or

un'ons'ous!# n t&e sa*e +a#s n *eans +&!e %u!dn" and'o**un'atn" t&e*.

W&!e +or,n" on t&s report +e tred to ,eep n *nd t&s part'u!ar

'on'ept and t&en (nd a %rand +&'& s not on!# su''ess(u! %ut su''ess(u!

%e'ause t app!ed t&s 'on'ept or (ts on t&s 'on'ept o( BRAND SENSE so


2/30

+e!! t&at so*e &o+ ts su''ess s so!e!# and +&o!!# 'ontr%uta%!e to t&e

(a't t&at t&e# 'o*p!ete!# (u!(!! t&e de*ands and st#!e o( THE FIVE

DIMENSIONAL BRAND.

It +as a %t o( a tr',# /o% to a'tua!!# (nd a %rand +&'& "oes 'o*p!ete!#

+e!! +t& t&e 'on'ept %e'ause ( one %rand +as stron" at one sense t +as

+ea,er on t&e ot&er -( one %rand used t&e sense o( s"&t to per(e'ton t

&ad not&n" to do +t& t&e sense o( tou'& n taste.

A!so t&e sear'& +as a %t tou"&er %e'ause (e+ o( t&e )er# su''ess(u! and

stron" %rands +&'& +ere 'o*p!ete!# (u!(!!n" t&e 'rtera o( %en" ()e

d*ensona! %rands +ere a!read# *entoned n t&e *atera! +&'& +as

pro)ded to us (or &e!p.

An# &o+ +e (na!!# "ot &o!d o( a %rand +&'& +as not on!# a su''ess stor#

n ts part'u!ar *ar,et %ut ( )e+ed +t& ,een o%ser)aton t +as o%)ous

t&at t +as de)e!oped and esta%!s&ed n a )er# 'o*pre&ens)e and

deta!ed *anner under t&e 'on'ept o( unon$n" ()e senses to produ'e a

do*no e((e't +&'& s &"&!# n(!uen'n" and 'at' to t&e tar"eted

auden'es.

OLPER0S MIL122THE FIVE DIMENSIONAL BRAND.

3ust &a)e a !oo, at t&s t&n" n (ront

o( #our e#es and see +&at 'o*es to

#our *nd as a person +&o s

nterested n BRANDING.

W&o so e)er dd t dd t +t& a ))d

'on'ept o( +&at &e +ants and &o+ &e

+ants t. Be'ause +&at +e see &ere as

*!, 'ontann" tetra pa', s


3/30

un'on)entona! and )er# d((erent (ro* +&at +e &a)e %een used to o(

seen" n sa*e 'ate"or#.

But %e(ore ana!#$n" &o+ t&e ()e d*ensona! 'on'ept o( senses s %en"

app!ed to t&s part'u!ar *!, %rand and &o+ t &e!ped t&e %rand to str,e

a *ar,et +&'& +as a!read# o''uped %# t+o e4tre*e!# stron" and

su''ess(u! *!, %rands o( sa*e nature- !,e a +nd stor*- !ets see (e+ o(

t&e te'&n'a! n(or*aton asso'ated +t& OLPER0S.

ENGRO- THE PARENT COMPAN5

En"ro Foods Ltd &as 'rossed Rs 6 %!!on n sa!es (or ts O!per0s M!,-

!aun'&ed n Mar'& t&s #ear. T&e %!!on rupees *!estone +as a'&e)ed at

t&e end o( O't n !ess t&an 7 *ont&s o( t&e !aun'& o( t&e ne+ pa',a"ed

*!, %rand and %# t&e end o( 899: t&e sa!es ("ure s e4pe'ted to rea'& Rs

6.; %!!on- *ar,etn" dre'tor o( En"ro Foods Ltd- A! A,%ar sad Frda#.

He sad t&e 'o*pan# s no+ n t&e pro'ess o( settn" up anot&er

produ'ton p!ant n t&e 'entra! Pun/a% re"on- +&'& +!! e((e't)e!# dou%!e

t&e 'apa't# and (urt&er stren"t&en t&e %rand0s poston n t&e

*ar,etp!a'e.

O!per0s n o)er


4/30

W&en En"ro Foods !aun'&ed O!pers pa',a"ed *!, n 899?- *an# n

Pa,stan (ood and %e)era"e ndustr# t&ou"&t t&at t&e %rand +!! (!ounder

and u!t*ate!# (a! %en" una%!e to '&a!!en"e esta%!s&ed 'ate"or# !eaders.

T&e 'urrent resu!ts &o+e)er te!! a %randn" stor# t&at underdo" %rands

a'ross t&e "!o%e s&ou!d &ear. And t&e stor# s (u!! o( senses e)o,n"

nstru*ents used to *a,e t +or, %ot& (or t&e readers o( t&e stor# and t&e

users o( t&e %rand.

Brands !,e M!, Pa, @o+ned %# Nest!e and Ha!ee% M!, @(ro* Ha!ee%

Foods &ad !ed t&e dar# *ar,et n t&e +or!d0s (ourt& !ar"est *!,

produ'n" 'ountr# (or near!# t+o de'ades+t&out an# rea! sustaned

'o*petton. En"ro Foods- n 'ontrast- &ad on!# re'ent!# %een esta%!s&ed

%# En"roa tradtona! "ant n Pa,stans '&e*'a! and (ert!$er @#es-

chemicaland fertilizer ndustr#.

Brandn" e4perts 'ou!d not *a"ne &o+

O!per0s 'ou!d dstan'e tse!( (ro* ts parent

'o*pan#0s n'red%!# unappet$n"-

'&e*'a!>!aden- and non>ed%!e roots. 5et-

%# t&e end o( 899?- sa!es (or O!per0s M!,

&ad rea'&ed Rs.6 %!!on @appro4*ate!# US

6< *!!on and n 8997- t&e %rand &as a

*ar,et s&are o( '!ose to 88 per'entse'ond

on!# to M!, Pa, @est*ated at ;9 per'ent. T&e 'rt's &ad to "rud"n"!#

a''ept t&at t&e ne+ entrant to t&e *u!t>%!!on rupee pa',a"ed *!,

'ate"or# *eant %usness.

T&e pa',a"ed *!, 'ate"or# +as or"nated n 676 %# @=uant!# na*ed

M!, Pa,- +&'& poneered tetra pa', *!, n Pa,stan. T&e supp!# '&ann)o!)ed 'o!!e'tn" *!, (ro* rura! areas a'ross Pun/a%- pro'essn" t&e

*!, t&rou"& UHT @U!tra>H"& Te*perature Pro'essn" treat*ent- and

se!!n" t to 'onsu*ers n un=ue!# 'o!ored tran"u!ar and re'tan"u!ar

pa',s des"ned to pro!on" t&e *!,0s =ua!t#. M!, Pa,0s M!, Pa',s +ere

)er# +e!!>re'e)ed and t&e %rand soon %e'a*e s#non#*ous +t& =ua!t#


5/30

*!,. Its (rst rea! 'o*petton 'a*e n t&e (or* o( Ha!ee%- +&'&

ntrodu'ed dstn't)e!# %!ue tetra pa',s to t&e *ar,et n 67?.

M!, Pa,- &o+e)er- (urt&er "re+ n stature +&en Nest!e used t to %rea,

nto Pa,stans *ar,etp!a'e. B# 899?- t&e dar# *!, 'ate"or# +as "ro+n"

at 89 per'ent annua!!#- and M!, Pa, and Ha!ee% +ere +e!!>entren'&ed

%rands +t& dstn't)e 'o!ors and %rand pro*ses o( pro)dn" &"&

=ua!t#- natura! and &ea!t *!,. M!, Pa, +as dent(ed %# ts "reen and

+&te pa',a"n"t&e 'o!ors o( t&e 'ountr#and o((ered a %rand %a',ed

+t& t&e stron" e=ut# o( Nest!e- 'oup!ed +t& ts o+n tradtona! &erta"e.

Ha!ee% +as re'o"n$ed as t&e %!ue %rand- and pro(essed to &a)e t&e

natura!!# t&',est *!,. Wt& t&e *ar,et do*nated %# t+o stron"-

(a*!ar- and +de!# respe'ted %rands- t&e *ar,etp!a'e appeared

'o*p!ete!# *per)ous to ne+'o*ers.

O!per0s- &o+e)er- stepped nto t&e (ora# %# !aun'&n" a *ass)e 'a*pa"n

t&at started o(( +t& an ntrodu'tor# s!'e>o(>!(e te!e)son 'o**er'a!

(eaturn" so*e o( t&e %""est stars n Pa,stan. B!!%oards +ent up at ,e#

!o'atons n t&e *a/or 'tes- and soon t&e %rand &ad %e'o*e a )o'e

a%o)e t&e *eda '!uttera )o'e t&at d((erentated O!pers %rand (ro*

t&e ot&ers.

E)dent!#- O!per0s &as +o,en up t&e 'o*petton. M!, Pa, responded +t&

'a*pa"ns o( ts o+n to rea((r* t&e post)e e=ut# o( ts %rand and &as

!ar"e!# (o'used on a *essa"e o( &ea!t&- )ta!t#- and stren"t& t&rou"&

=ua!t# *!,. Ha!ee% *p!e*ented a response as +e!!. Despte d+nd!n"

*ar,et s&are- Ha!ee% n'reased ts *ar,etn" n t&e *eda and

'o**t*ent to pro*otn" ts %rand. A!so- ne+'o*ers su'& as t&e

"ener'a!!#>na*ed Good M!, and Pa,o!a M!, &a)e tred penetrate t&e

*ar,et- %ut +t&out *u'& su''ess. Ra(e# 'o**ents on t&e n'reasn"!#

'o*pett)e !ands'ape- O!per0s s )er# stron" n ter*s o( 'onsu*er

=ua!t# per'epton2 our *ont&!# %!nd taste tests s&o+ t&at 'onsu*ers

rate O!per0s s"n('ant!# &"&er t&an M!, Pa, and Ha!ee%.

LET0S SEE HOW OLPER0sDID IT.


6/30

THE FIVE DIMENSIONAL APPROACHES TO BRANDING

W&en +e ta!, a%out senses +e ta!, a%out t&e ()e senses +&'& *a,e a!!

o( us a%!e to dent(# and re!ate to t&e su%/e'ts and e)ents +t& n our

en)ron*ent.

T&ese ()e senses are t&e sense o(

6. SIGHT

8. SOUND

. SMELL

;. TOUCH and


7/30

pa',a"ed *!,- and t&e %rand +as nstant!# dsasso'ated (ro* ts

'o*petton.

T&e %rand a!so +or,ed to ensure t esta%!s&ed an *a"e o( %en" a

&ea!t and natura! produ't. Its opt*st' and )%rant ta" !neGoodMornn" L(ea!on" +t& t&e un=ue red 'o!or- %e'a*e t&e sou! o( t&e

O!per0s %rand dentt# a'ross )arous *eda out!ets.

8. SENSE OF SOUND @O!per0s MIL1 THE

AUDIO BRAND

Un!,e ts 'o*pettors !,e Ha!ee% *!, +&'& used a part'u!ar son' tune

n t&er ad)ertse*ents +t& a (e*a!e sound do*natn" t&e audo

'!ppn"- OLPER0s !,e ts )sua! d((erentaton tred to sta# d((erent and

un=ue n ts son' e((e'ts as +e!!. In a!! t&e 'o**er'a!s o( OLPER0s *!,

t&e %rand &as *ana"ed to 'reate ts o+n separate dentt# %# usn"

nstru*enta! *us' +&'& s )er# %as' and '!ose to t&e nature +t&

nstru*ents !,e sttar n ta%!a used to e*p&as$es t&e o)er a!! aura o( a

produ't +&'& s '!ose to nature and &ea!t.

OLPER0s *!, don0t sn" out !oud t&at +e are )er# t&', *!,- t&e +a#

Ha!ee% does- rat&er t&e# &a)e /ust used )er# %as' #et 'at' *us' +&'&

p!a#s n %a', "round n a!! o( t&ere 'o**er'a!s and +t& n a )er# !ess

perod o( t*e one starts dent(#n" t&s *us' and ts '!ass# presen'e

+&en e)er t&e %rand OLPER0s 'o*es n #our *nd.

In order to ana!#$e t&at &o+ e((e't)e and su''ess(u! OLPER0s &as %een n

e)o,n" ts o+n presen'e %# usn" t&e sense o( sound +t& n t&e *nds

o( ts tar"et auden'e +e 'ondu'ted a sur)e# n d((erent out!ets.

We p!a#ed t&e son' %a',"round o( t&ree (a*ous *!, %rands n Pa,stan-

n'!udn" GOOD M!,- HALEEB M!, and OLPER0s *!,. It +as surprsn" to

,no+ t&at &o+ e((e't)e!# OLPER0s &as used sound to ts (a)our and

stren"t& t&at a!t&ou"& t&e (rst t+o %rands are sn"n" out !oud a%out


8/30

t&er na*es and &o+ "ood t&e# are- t&e s*p!e and '!ass# tune o( OLPER0s

and t&e ta" !ne 'a!!ed out !oud .e. SUBHA BA1HAIR JINDAGI +as eas!#

dent(a%!e %# 9K o( t&e tar"eted auden'e.

A!so +&en as,ed spe'('a!!# (ro* t&e* -:9K o( t&e 'onsu*ers spo,ea%out t&e 'at'&ness o( t&e tune OLPER0s used and &o+ t&e# !,e t and

dent(# to t as t&e sound o( a %rand +&'& %rn"s n !(e and )ta!t# o( a

&ea!t ne+ *ornn" and $est

(res&ness and /o# o( nature.

Resu!ts

Name # 20

Olpers 18

Haleeb 12

Good Milk 10

It s&o+s t&at 9K o( t&e tar"et auden'e re'o"n$n" t&e %rand dentt# o(

O!pers )a ts sound.

?9K ,no+s a%out t&e Ha!ee% and


9/30

As a Vsua! Brand

D/u'e se!e't t&e 'o!or o( t&er Lo"o apart (ro* t&e tradtona! 'o!or !,e

B!ue- red- Ind"o and "reen t&e# '&oose t&e 'o!or La)ender. W&'&

d((erentate t a*on" ot&ers.

T&er Ta" !ne a!so d((erent (ro* t&e ot&ers te!e'o**un'aton %rands

ta" !ne +&'& s )er# Opt*st' and ener"et'

IT0S FUN TO BE 5OUNG

T&at0s *a,e D/u'e Un=ue n t&e ndustr# a*on" t&er 'o*pettors.

As a Audo Brand

W&en #ou &t t&s +e%ste a(ter !oadn" #ou &eard t&e ro',n" *us' +&'&

s dre't!# asso'ated +t& t&e #oun" persons and +ords o( t&s son" s Its

Fun to 5oun" t&at s e4a't!# t&e sa*e as t&er Ta" !ne s.

As a Pa!pa%!e Brand

W&en #ou '&e', out t&e +e%ste #ou &ad t&e (ee!n"s t&at #ou are

ndu!"n" n t- #ou are tou'&n" ea'& and e)er# part o( t&e +e%ste

%e'ause t&e# n)o!)e t&er )stors n ea'& part o( t&e +e%ste.

As a Taste S*e!! Brand

T&e taste o( t&e +e%ste +&en #ou enter n t. It *a,es #ou #oun" andtota!!# (un !o)n" %e'ause n t&er +e%ste t&e# &a)e Ga*es- Mus'-

Con'erts- Co*pettons- Sports- Ne+s and ea'& and e)er#t&n" t&at #ou

suts #our taste and t "enerate t&e s*e!! o( don" so*et&n" to %e #oun".

As a +&o!e t s un=ue +e%ste ( +e ,!! t&e Lo"o o( t&e D/u'e- St!! t s

eas# to d((erentate t&e* (ro* t&er 'o*pettors %e'ause ea'& part o( t&e

+e%ste &as an e!e*ent o( %en" #oun" (ee!n".

T&e# a!so n)o!)e t&er 'usto*ers %# or"an$n" t&e a't)tes- 'on'erts

and "a*n" 'o*pettons (or t&e*.


10/30

;. SENSE OF SMELL @OLPER0s MIL1THE

OLFACTABLE BRAND

O!(a'tor# sense o( &u*an %en"s !,e ot&er 'arn)orous an*a!s s rea!!#

stron" and +&en +e ,eep t&e ps#'&o!o"'a! per'eptons o( &u*ans n

a''ount +&!e 'reatn" %rands- t +!! not %e a s*art *o)e to !ea)e t&s

rea!!# *portant sense asde and not ut!$e t to t&e %rands %ene(t.

W e %e!e)e t&at Sense o( s*e!! 'an %e e)o,ed and ut!$ed (or non ed%!e

%rands as +e!! e.". a '&!!ed roo* 'oo!ed %# a "ood ar 'ondtoner 'reates

a part'u!ar aro*a and ( 'o**un'ated +e!! %# a "ood ar 'ondtoner

%rand 'an rea!!# ser)e t&e purpose o( *a,n" t&at %rand dent(a%!e and

re*e*%er a%!e %# ts users and t&e# *"&t end up de)e!opn" a spe'a!%ond and !o#a!t# to t&at part'u!ar %rand as t e)o,es t&er o!(a'tor#

ner)es n t&e sa*e +a# as t e)o,es t&er ot&er senses !,e sense o( tou'&

and sense o( s"&t et'.


11/30

OLPER0s not on!# ut!$e t&s sense o( s*e!! n ts te!e)son ad)ertse*ent

%# 'reatn" t&e aro*a o( a &ea!t $est# *ornn" (u!! o( )%ran'# and

)ta!t#- t a!so n'orporates t&at aro*a n t&e produ't as +e!!.

W&en s*e!!ed ,een!# t possesses a )er# n'e aro*a +&'& s net&er toostron" (or a *!, %rand nor too undent(a%!e to *ss out on t&e sense o(

s*e!!.

W e as,ed t&e 'onsu*ers o( OLPER0s *!, as n &o+ do t&e# per'e)e t&e

s*e!! o( t&s produ't and does t *a,e t&e* pre(er t o)er t&e 'o*petn"

%rands. Most o( t&e* +ere )er# sure a%out t&e aro*a o( OLPER0s *!, and

a''ordn" to t&e* t a ,e# (a'tor (or t&e* to use t&e produ't espe'a!!# (or

tea %e'ause ot&er %rands espe'a!!# NESTLE +t& ron +as 'arr#n" a

re!at)e!# stron" s*e!! +&'& s not appre'ated %# *ost espe'a!!# (or

drn,n" purposes and (or *a,n" tea.

Usn" t&e sense o( s*e!! %ot& n ter*s o( 'reatn" an aro*at' aura o(

(ra"rant and (res& *ornn" to a *!d!# p!easant aro*a o( t&e produ't

OLPER0s &as %een =uet su''ess(u! and t &as "reat!# &e!ped t&e %rand to

'reate and *antan ts spe'a! p!a'e n a &"&!# 'o*pett)e *ar,et.


12/30

OLPER0s *!, on t&e ot&er &and ddn0t opt (or 'o*petn" n t&s part'u!ar

area o( t&',ness and tred to *a,e ts o+n separate dentt# #et t&e#

(o'used on de)e!opn" a spe'a! 'rea*# te4ture +&'& *"&t not (ee! as

t&', as Ha!ee% %ut s re(res&n" s*oot& and o%)ous!# 'rea*#.

W&en as,ed *ost o( t&e 'onsu*ers o( OLPER0s *!,- +ere rea!!# (ond o(

ts te4ture and pre(erred t o)er an# ot&er %rand %e'ause t&e# (e!t t&at

t&e 'onssten'# and tou'& o( OLPER0s *!, s o( purt# and (res&ness +&!e

ot&er *!,s !,e Pa,o!a *!, (ee! et&er too t&n and d!uted to tou'& or (ee!

&ea)!# !oaded +t& e4tra n"redents and t&',enn" a"ents !,e HALEEB

MIL1.

So t&s su%t!e #et '!ear and pa!pa%!e 'onssten'# o( OLPER0s *!, *a,e t0s

postonn" stron" n t&e *nds o( ts 'onsu*er.

OTHER BRANDS WITH DISTINCT TOUCH

. ROSE PETAL TISSUES )s. FA5 TISSUES

RAOSE PETAL tssues are ,no+n (or t&er so(t and de!'ate tou'& and

a!t&ou"& t&e# &a)e a )er# n'e and (a*ous (ra"ran'e %ut t&e# are

dent(ed !o)ed and 'onsu*ed e)en at a &"&er pr'e %e'ause o( t&s

spe'a! (eature .e. t&e (ee!n" o( so(tness- (res&ness and de!'a'# t&e#

e)o,e n our sensor# re'eptors o( tou'&.

On t&e ot&er &and FA5 'ou!d ne)er 'o*e '!oser to a'tua!!# 'o*petn" +t&

t&e %rand ROSE PETAL despte t&e (a't t&at t ser)es t&e sa*e purpose

and &as *u'& !ess pr'e- /ust %e'ause o( t&e (a't t&at t&e sensatons t

pro)o,e on %en" tou'&ed are not rea!!# p!easant. FA5 tssues (ee! &ars&

and rou"& to tou'& and one doesn0t (ee! !,e usn" t (or an# aest&et'

'!eann" purposes.

T&us ROSE PETAL s t&e *ar,et !eader n t&s part'u!ar 'ate"or# as t &as

ut!$ed t&e sense o( tou'& to ts *a4*u* %ene(t.

. TAPAL DANEDAR TEA )s LIPTON 5ELLOW LABEL TEA


13/30

Tapa! s a )er# su''ess(u! %rand and ts su''ess to a !ar"e e4tent s

attr%uta%!e to t&e spe'a! danedar te4ture t posses- +&'& a!! o( ts

!o#a! 'onsu*ers re'o"n$e- appre'ate and as a *atter o( (a't t&e#

opt (or t&s %rand on!# %e'ause t&e ot&er %rands !,e supre*e and

Lpton do not posses t&s re*ar,a%!# un=ue and 'o*pre&end a%!e

danedar te4ture.

So tou'& s t&e ,e# to su''ess n 'ase o( t&s %rand and *an# ot&ers

+&'& use t&s aest&et' sensor# sense n t&e r"&t +a# to %u!d and

d((erentate t&er %rand.

?. SENSE OF TASTE @OLPER0s MIL1THE BRAND WITH

A DISTINCT TASTE

OLPER0s *!, &as 'o*e up +t& t&er o+n taste +&'& s dstn't and

'an %e d((erentated (ro* ot&er 'o*petn" %rands. Peop!e 'arr#

t+o d((erent and e4tre*e )e+s re"ardn" t taste. T&ose +&o !,e

t&e %rand !,e t not %e'ause o( ts apparent !oo,s %ut a!so %e'ause

t&e# t&n, t&at t &as t&e %est 'rea*# te4ture and so(t *!ds& #et

'rea*# taste +&'& s on!# present n t&s part'u!ar %rand. On t&e

ot&er &and users o( ot&er %rands !,e Ha!ee% and M!, pa', &a)e

a'tua!!# %en" !o#a! to t&ose %rands and ds'arded OLPER0s %e'ause

t&e# (nd t&e taste o( t not so appea!n" and =uet stron" (or t&er

taste %uds.

W&at e)er t&e 'ase s A DISTINCT TASTE &as ser)ed ts purpose n

'ase o( OLPER0s and &e!ped t a !ot to "an 'usto*ers !o#a!t#.

WHAT 1IND OF BRANDS SHOULD SCORE HIGH ON TASTE FACTOR


14/30

In *ost 'ases t0s t&e ed%!e %rands +&'& s&ou!d %e s'orn" &"& on

taste (a'tor &o+e)er n t&e +or!d o( %randn" +&ere +e are dea!n"

+t& sensor# and ps#'&o!o"'a! &u*an per'eptons- %rn"n" out a

taste (ro* no ed%!e produ'ts s not on!# poss%!e %ut s %ene('a!

too.

A *otor '#'!e %rand 'an not &a)e a taste- %ut a *otor '#'!e rde 'an

%e tast#- 'oo!- s+eet- s*oot& or e)en %tter. S*!ar!# a ar

'ondtoner or (rd"e %rand 'an0t %e &a)n" a taste %ut a roo* t&at

s 'oo!ed %# a part'u!ar %rand o( ar 'ondtoner or t&e (ruts +&'&

are %en" re(r"erated n a part'u!ar re(r"erator %rand 'an eas!#

%e des'r%ed as 'arr#n" a un=ue taste o( (res&ness and nature.

So %as'a!!# taste 'an %e added nto no ed%!e %rands too.

Its a!! a%out *a,n" 'onsu*ers %e!e)e n an aura and en)ron*ent

asso'ated +t& #our %rand and ( #ou do t r"&t #ou 'an *a,e t&e

'onsu*ers %e!e)e n non )s%!e and non e4stent too- /ust %e'ause

t&e 'o**un'aton &as *ade t&en per'e)e n a part'u!ar +a#.

S*!ar!# (e+ %rands +&'& are not ed%!e do need to 'arr# a "oodand a''epta%!e taste to %e ut!$ed and su''ess(u!. For e4a*p!e

S&e!d e)en (!o+ npp!es and teet&es are pre(erred %# *ot&ers o)er

ot&er !o'a! %rands %e'ause o( t&e (a't t&at t&e# 'arr# a p!easant

odor and un!,e ru%%er- *!d taste +&'& &e!ps a '&!d to a''ept t

+t&out resstan'e. On t&e ot&er &and so*e !o'a! %rands don0t +or,

on t&s aspe't and t&us 'arr# a %tter taste to t&e* a!on" +t& a

repe!!n" odor.

Hen'e o%)ous!# t0s *portant (or %rands to ,eep t&s 'onsderaton

at t&e top o( t&er %rand %u!dn" !st to "et to ,no+ t&er 'usto*ers

ps#'&o!o"'a! and ps'a! needs (ro* a part'u!ar produ't 'ate"or#

and n'orporate t nto t&er %rand.


15/30

FIVE BRANDS WHICH ARE HIGH ON TASTE FACTOR2..A SURVE5

CONDUCTED AT PAR1 TOWERS 1ARACHI.

As as,ed +t& n t&e report- +e 'ondu'ted a sur)e# n PAR1

TOWERS and as,ed a 'oup!e o( peop!e as n to te!! us t&at +&'&

%rand t&e# 'onsu*e and t&n, are &"& on taste (a'tor. Consu*ers

'a*e up +t& d((erent rep!es and a(ter 'o!!e'tn"- re'ordn" and-

*ana"n" t&e data- t %e'a*e apparent t&at 79K o( t&e 'onsu*ers

&a)e '&osen s*!ar %rands +&'& +ere 'onsu*ed and rated &"& n

taste.

T&e deta!s o( t&e sur)e# 'ondu'ted are atta'&ed n t&e append4.

T&ese ()e %rands +ere

6. CO1E

8. PEPSI

. 1FC

;. WALLS ICECREAM


16/30

T&e dea o( s*as&n" #our %rand s s*p!e. It0s a!! a%out dent(#n" t&e'o*ponents #ou +ant to %e (a*ous (or and !e)era"e t&e (a't t&at t&e!o"o s on!# a )er# s*a!! 'o*ponent o( #our o)era!! %rand )s%!t#.Consder +&at #our %rand s&ou!d %e +e!! ,no+n (or n ()e #ears t*e(ro* toda# and t&en 'onsstent!# %e"n to %u!d up t&e asso'aton +tour s"na!s. But %e 'onsstent and %e persstent.

For t&s purpose +e 'ondu't a =uestonnare %ased sur)e# and 'o*e up+t& t&e (o!!o+n" resu!ts

Smashing the Brand

0

2

4

6

8

10

12

# 10 9 10 8 9 7 8 10 10 9 8

PTV Nestle !ile"er $ell MotorolaMobile

%o!e&G

M'

(o!aldTele!or

Natio!al

ba!k o)

T&e resu!ts s&o+s t&at Lo"o p!a#s an *portant ro!e %ut t&e t&n"s +&'&are d((erent and un=ue and )ast!# used are dent(ed *ore. A''ordn" to

Martn Lndstor* t0s t*e to ,!! Lo"o %e'ause &e t&n,s and resear'&

s&o+s t&at s*as&n" #our %rand re=ures attenton to e)er# deta! %e#ond

t&e !o"o. It 'o)ers e)er# s"na!- e)er# tone- tou'& or s&ape o( #our

produ't- *er'&andsn" and e)en +rappn". O+nn" a s*as&a%!e 'o!or 'an

'reate e*otona! %onds.


17/30

7. T+e!)e %rands- 68 'o*ponents a''ordn"

to (" .6

P'ture Dn" Don"

Dn" Don" &as %een 'onsstent +t& a part'u!ar p'ture o( Cat as

t&e %rand0s dentt# sn'e *an# #ears. Dn" Don" &"&!# (o'uses on t&e

p'ture o( Cat on e)er# *ar,etn" too!. P'ture o( 'at s pro*nent on t&er

%!! %oards- T.V 'o**er'a!s and prnt *eda ad)ertsn"- pa',a"n" and

e)en nsde +rappers. It &as a'&e)ed a )er# "ood su''ess to %u!d stron"

%rand dentt# t&rou"& t&e spe'(' p'ture o( Cat.

Co!or Mo%!n, Ind"o

Mo%!n, s one o( t&e poneer G. S .M 'e!!u!ar 'o*panes n Pa,stan-

'apturn" !ar"est *ar,et s&are n 'e!!u!ar ndustr# o( t&e 'ountr#. Mo%!n,

ntrodu'ed ts post pad pa',a"e se!e'tn" a na*e o( 'o!or nd"o and t

rea!!# o+ns t&e 'o!or nd"o a!on" +t& ts %rand na*e. T&s &"&!#

su''ess(u! %rand s st!! 'onsstent +t& ts 'o!or and na*e.

S&ape Bo A*!a

Bo A*!a &as pro)ed t&e un=ue %rand dentt# +t& t&e s&ape o(

rounded %ott!es and spe'a!!# s&ape o( t&e 'ap rounded0. Bott!e s&ape o(Bo A*!a s&a*poo s so un=ue t&at e)en ( #ou re*o)e t&e st',er (ro*

t&e %ott!e %ut st!! #ou 'an eas!# re'o"n$e t&e %rand Bo A*!a due to ts

s&ape o( %ott!e.

Na*e AR5

AR5 &as %u!d so *u'& stron" %rand dentt# +t& na*e AR5- t&at

t (o!!o+s t&e strate"# to re*an 'onsstent +t& t&ere parent %rand na*e

AR5 n an# o( t&e produ't !ne.

T&e# +ere nta!!# n t&e %usness o( /e+e!r# and %u!d a )er# stron" %randna*e n t&e *ar,et as AR5 Go!d. T&en t&e# penetrated nto *an#

d((erent areas +t& t&er +e!! ,no+n %rand na*e AR5.

E.". AR5 d"ta!- AR5 One +or!d- AR5 %u!ders @Du%a AR5 Cas& and Carr#-

AR5 Go!d et'2

Lan"ua"e GEO


18/30

T&e *ost popu!ar pr)ate ne+s '&anne! o( Pa,stan Geo se!e'ted

t&e %rand na*e a''ordn" to t&e natona! !an"ua"e o( Pa,stan. T&e# used

t&e too! o( !an"ua"e n t&e %rand %u!dn" strate"#. T&e# se!e'ted a )er#

'at' and s*p!e +ord o( natona! !an"ua"e GEO. It s eas# to

pronoun'e t&e na*e o( %rand and eas# to understand t&e *eann".

GEO a!so tres to ")e t&e 'oura"e and &ope to auden'es t&at +&ate)er s

t&e stuaton %ut ne)er ")e up and en/o# t&e !(e Geo- Har Pa! Geo.

Geo &as %e'o*e su''ess(u! %e'ause o( )er# nte!!"ent use o( !an"ua"e n

%rand na*e- %e'ause ts *an tar"et *ar,et s t&e popu!aton- +&o

understand t&e Urdu- so GEO &as used t&e Urdu !an"ua"e n t&e %rand

na*e.

I'on N,e

N,e s one t&e %est e4a*p!es (or %u!dn" t&er %rand dentt# t&rou"&t&e stron" 'on. T&e 'on o( N,e s &u"e!# +e!! re'o"n$ed around t&e

"!o%e. I'on o( N,e s so un=ue t&at t 'an %e s&o+ed n an# s$e %ut t

ne)er !ooses ts '!art#- %eaut# and dentt#.

N,e does not need to +rte !on" senten'es outsde t&e stores and out!ets

to s&o+ t&e presen'e o( ts %rands. But t on!# pastes *ar, o( ts 'on to

s&o+ t&e '!ents t&at ts *e N,e (or #ou.

Sound Ar Te!

Ar Te! Inda &as de)e!oped a '!ear %rand dentt# %# ts un=ue*us'a! sound. T&e *us' o( Ar Te! s arran"ed %# A.R Re&*an- one o( t&e

*ost su''ess(u! and popu!ar *us'ans o( t&e Inda. T&e sound o( *us' o(

Ar Te! s )er# *e!odous and un=ue. One 'an eas!# re'o"n$e t&e sound

o( Ar Te!. Ar Te! &u"e!# ad)ertsed t&s un=ue sound o( Ar Te! and %u!d

a stron" %rand dentt# due to un=ue sound.

Na)"aton TCS

TCS n !o'a! s'enaro s t&e un=ue ser)'es pro)der %rand t&at

ensures t&e na)"aton re*ans 'onsstent as t&er *essa"e 'rosses nea'& and e)er# *edu*. T&e# are Consstent re"ardn" Content

Stru'ture- Usa"e o( I'on Co!or 'odn"- Support setup n t&er Bro'&ures-

Out!ets and We%ste.


19/30

It a!so (o!!o+s t&e strate"# o( Custo*ers %e "uded n t&er pur'&ase

'&o'e %# %randed s#*%o!s or nstru'ton and t&e# a!so 'o)ers t&e

ntut)e strate"# too.

Be&a)or BAN1 ALFALAH LIMTEDT&e Carn" Ban,.

T&e BAN1 ALFALAH see*s a!+a#s &"&!# 'o**tted to (o!!o+ ts

pro*se n ta" !ne T&e Carn" Ban,. Ho+e)er t s e=ua!!# *portant (or

e)er# 'o*pan# to ta,e 'are o( ts sta,e &o!ders %ut t %e'o*es t&e *atter

o( pr*e *portan'e (or an or"an$aton !,e Ban, ALFALAH +&'&

pro*ses n t&er ta" !ne and %u!ds t&er %rand *a"e as t&e 'arn" %an,.

BAN1 ALFALAH &as re*aned 'onsstent +t& t&er 'arn" %e&a)or as a

%rand at e)er# pont n 'onta't +t& t&er sta,e &o!ders. Ban, ALFALAH

&as pro)ed ts 'arn" atttude and %e&a)or and %u!t )er# stron" %rand*a"e *an!# %e'ause o( ts %e&a)or as a %rand.

Ser)'e A"a 1&an Hospta!

T&e A"a 1&an Hospta! &as earned a &u"e %rand na*e n t&e &ea!t&

'are ndustr# *an!# %e'ause o( pro)en =ua!t# ser)'e and &ospta!t# at

ea'& and e)er# step.

A"a 1&an Hospta! s ,no+n (or !atest te'&no!o"# use n &ea!t& 'arede!)er# and &"&!# =ua!(ed and spe'a!$ed pro(essona!s to pro)de

Qua!t# Ser)'e and Hospta!t# to t&er '!ents. A!t&ou"& A"a 1&an

Hospta! &as e4panded t&er ser)'e net+or, and opened *an#

'onsu!taton '!n's and !a%orator# 'o!!e'ton ponts t&rou"&out t&e

'ountr# %ut t&e# are 'onsstent n t&er spe'(' area o( ser)'e- (or +&'&

t&e# are )er# +e!! ,no+n- Qua!t# Ser)'e and Hospta!t#. For t&at t&e#

are a''redted +t& 3CIA 'ert('aton.

Tradton Da!da

Da!da &as %een 'onsstent sn'e *an# #ears n ts e)er# *ar,etn"

strate"# to s&o+ t&e tradton o( %rand as t&e e*otona! re!atons&p

+t& Maa*ta %# ts ta" !ne Jahaan maamta wahanDalda.

A!t&ou"& +&ene)er t&e# '&an"e t&er TVCs %ut t&e# a!+a#s re*an

'onsstent +t& t&er tradtona! re!atons&p o( %rand +t& maamta. T&e#


20/30

B

on

d

En&an'e

St*u!ate

Lo#a!t#

S*as&a%

!t# 699

K

Qua!t

#

Fu!! Crea*

R'&ness UHT

M!,

Red W&te Co!our and

Fonds

P'ture o( &app# (a*!#

A!! purpose M!,

Lo#a!t#

S*as&a%!

t#

ne)er !et t "o out o( t&er %randn" 'a*pa"ns %e'ause t&s tradton &as

")en Brand Da!da a '!ear ed"e o)er ts 'o*pettors.

Rtua!s Lu4 St#!e A+ards

Lu4 St#!e A+ards e)o!)n" t&e Brand %ased rtua!. T&e# or"an$ed

t&er a+ard 'ere*on# a''ordn" to t&er na*e and on'e n a #ear so +&en

t&e endn" *ont& o( t&e #ear starts e)er#%od# !oo,n" (or t&e Lu4 St#!e

a+ard.

In sports arena Pa,stan 'r',et tea* *a,n" a round '&an and t&e#

re'te (e+ )erse o( Ho!# Quran and en'oura"e ea'& ot&er %e(ore "on" nto

t&e (e!d.

. OLPER0s Sensor# Brand P#ra*d


21/30

Sensor# Brand P#ra*d OLPER0sSensor# Brand P#ra*d

Sensor# %randn" s t&e ,e# to attan !o#a!t# and s*as&a%!t# o( t&e

%rands. To ren(or'e t&e sensor# re!atons&ps %rands tr# to st*u!ate

'usto*er needs %# 'apturn" < senses o( t&e &u*an nature. To a'&e)e a

st*u!us %rand &as to %e'o*e attra't)e- 'oo!- and 'at'. OLPER0s &as

done t&s +e!!- t&er pa',a"n" and 'o !our 'o*%naton s attra'tn" and

see*s to %e re(res&n". T&e# '!ear!# ")e t&e sensor# appea! to

'usto*er0s to use OLPER0s at e)er# o''ason and *a,e #our se!)es &app#.

T&er ad)ertse*ents are (as'natn" s&o+n" &app# (a*!# startn" t&er

da# +t& OLPER0s and /o#. T&er %!!%oards &a)n" red and +&te 'o!or are

too attra't)e and 'reate a((nt#.

To en&an'e t&e %rand t s *portant to ")e an e4tra (eature to %rand t&at

re(!e't t&e %rand- add dstn'ton and d((erentaton (ro* 'o*pettors

O!pers &as done t +t& ts 'o!ors @red and +&te +&!e ot&er %rands &a)e

t#p'a! pa',a"n" +t& "reen +&te and %!ue- so +&en 'onsu*ers "o to t&e

s&e!)es t&e red and +&te 'o!or attra't t&e*. O!pers &as ")en an e4tra

(eature to t&er *!, %# o((ern" (u!! 'rea* r'&ness and standard$ed UHT

@u!tra &eat treated *!, (or a &app# and &ea!t (a*!#.

O!pers 'o!ors and (onts @s"&t-)sua!s and ad)ertse*ents @sound 'rea*#

and so(t tou'& and #u**# test and (res& s*e!! 'apture ()e senses o(

&u*an nature and 'reate a((nt# (or t&e %rand.

To 'reate a !on" ter* %ond t&e# &a)e assured 'onsu*ers (or 699Kpre*u* =ua!t# and *a,e a)a!a%!e to ea'& and e)er# store (ro* a )!!a"e

store to a super *ar,et. T&e# &a)e tetra pa',s a)a!a%!e n 8


22/30

69. OLPER0s THE RELIGEOUS BRAND

Creatn" a %rand so stron" t&at t s&ou!d "o %e#ond t&e tradtona! ru!es

o( a 'usto*er and produ't and attan a spe'a! %ondn" and !o#a!t# (ro*

ts 'onsu*ers s a )er# d(('u!t and pansta,n" /o%.

It s rea!!# re=ured %# a %rand to sur))e n t&s 'o*pett)e en)ron*ent

to en'r'!e t&e !)es o( ts 'onsu*ers so 'o*p!ete!# t&at a!! t&er da!#

routne a'ts to t&er spe'a! rtua!s- %e!e(s- o''asons and spe'a!

*o*ents s&ou!d %e s&ared %# t&e %rand. On!# t&en a 'onsu*er 'an (ee! a

un=ue sense o( %e!on"n" +t& t&e %rand. T&e %rand s&ou!d %e so

stron"!# n'orporated n ts 'onsu*ers *nd t&at ts sense o( purpose-

aut&ent't# and re!a%!t# s&ou!d ne)er %e =uestona%!e n t&e *nd o(

t&e Consu*ers.

A %rand s&ou!d ")e t&e 'onsu*ers an *a"e o( a per(e't +or!d n +&'&

t&e %rand tse!( (ts to t&e per(e'ton. OLPER0s &as tred rea!!# &ard and

+e!! to "et t&at ,nd o( %ond +t& ts 'onsu*ers t&rou"& tar"etn" t&e* n

d((erent +a#s n *eans.

T&e %rand OLPER0s *!, +or,ed to ensure t&at t esta%!s&ed an *a"e o(

%en" a &ea!t and natura! produ't. Its opt*st' and )%rant ta" !ne

Good Mornn" L(ea!on" +t& t&e un=ue red 'o!or- %e'a*e t&e sou!

o( t&e O!per0s %rand dentt# a'ross )arous *eda out!ets.

Its ad)ertse*ents not on!# s&o+ed t&e *a"es o( ,no+n and (a*ous

peop!e usn" t t&us 'reatn" a 'e!e%rt# %ased trust %ut a!so

aut&ent'ated tse!( as a %rand +&'& ")es 699K pre*u* =ua!t# +&'& s

standard$ed UHT@ u!tra &eat treated *!,.

Ra(e# Nsar Ju%er- t&e *ar,etn" *ana"er (or En"ro Foods- sa#s- Fro*

t&e onset- +e +anted to ntrodu'e a true parad"*- %rn"n" t&e dar#

%rand to t&e (ore. T&e na*e tse!( *ade t sound !,e a (ore"n %rand-


23/30

")n" t&e per'epton o( =ua!t#- and +as un!,e an#t&n" pre)ous!#

e4peren'ed %# Pa,stan 'onsu*ers. Ra(e# 'ontnues- We +anted

'onsu*ers to 'onsder O!per0s as a 'onte*porar# and *odern %rand- and

a!! o( our 'o**un'aton and %rand attr%utes +ere "eared to+ard

ensurn" t&at end.

To a !ar"e e4tent- t&e# +ere su''ess(u!. It +as 'ertan!# a 'a*pa"n +t&

ts o+n un=ue dentt#- sa#s Fara& 3a*a!uddn- a *eda pro(essona!.

A!! o( t&er 'o**un'aton +as aest&et'a!!# on t&e *ar, and &ad a sense

o( s#ner"# a%out t- s&e e4p!ans.

T&e 'a*pa"n &"&!"&ted and e4panded upon t&e )arous o''asons n

+&'& *!, 'ou!d- and s&ou!d- %e en/o#edand ,ept dr)n" &o*e t&at

*essa"e t&rou"& ts )arous pro*otons. O!per0s %e'a*e t&e A!! Purpose

M!, and 'ou!d %e 'onsu*ed +t& %rea,(ast or %!ended +t& tea @ar"ua%!#

t&e *ost popu!ar %e)era"e (or t&e *asses n Pa,stan- and appre'ated

%# a!! *e*%ers o( t&e (a*!#.

En"ro Foods ut!$ed a d#na*' 'a*pa"n- and durn" Ra*adan @t&e

Mus!* *ont& o( (astn" *o!ded ts *essa"e to ta!, a%out t&e A!!

Purpose nature o( t&er %rand durn" %ot& Iftaar@%rea,n" o( t&e (ast at

dus, and Sehree@pre>da+n (ood %e(ore t&e (ast. We are a*n" to o+n

t&e re!"ous *ont& and our spe'a! edton pa',a"n"- Ra*adan re!e)ant

ATL @A%o)e t&e Lnete!e)son- rado- et'. and ta!or>*ade Iftaar

a't)atons- are a*ed at %u!dn" t&e ne'essar# asso'aton n 'onsu*ers0

*nds.

T&us OLPER0s put n a !ot o( e((orts on re!atn" and tar"etn" 'onsu*ers

e*otona! %e!e(s to poston tse!( as a *!, %rand +t& FULL CREAM

RICHNESS- ALL PURPOSE MIL1 - FOR THE WHOLE FAMIL5. T&us de!)ern"

a *essa"e o( aut&ent't#- un=ue sense o( %e!on"n" and a '!ear )son

+t& a sense o( purpose.

So not on!# t&e %ond o( a (a*!# see*ed to %e stren"t&enn" %ut "oes nto

a *ode o( 'e!e%ratn" !o)e and !(e +t& OLPER0s.


24/30

Ot&er a)enues o( BTL @Be!o+ t&e Lne%ro'&ures- (!#ers- et'. &a)e a!so

'ontr%uted to t&e %rand0s su''ess. T&e World of Olpers- (or e4a*p!e-

n)o!)es rea'&n" out to t&e d((erent !o'atons n )arous 'tes and

&a)n" t&e &ouse+)es part'pates n !earnn" and s&o+'asn" *!,>%ased

re'pes. T&e ntenton s to pure!# %u!d tra! e4peren'essa#s Ra(e#.

We are n our t&rd #ear- and so (ar +e &a)e &ad '!ose to


25/30

dar# (ar* n t&e 'ountr#. T&e 'o*pan#0s reputaton as a !o'a! "ant

a't)e!# n)o!)ed +t& 'o**unt# +e!(are n re*ote areas &as a!so %een a

post)e add>on (or En"ro Foods

66. OLPER0S2. A HOLISTIC BRAND

O!pers s tr#n" to poston t&er %rand as HSP %rand. T&e# used a

s#ste*at' approa'& %# asso'atn" t&er %rand +t& t&er 'onsu*ers %#

")n" a '!ear sense o( %e!on"n" t&rou"& t&er pa',a"n"-

ad)ertse*ents- rtua!s n'!udn" Ra*adan and Ed Son' ad)ertse*ents.

T&e# &a)e ta,en t&e po+er (ro* t&er 'o*pettor .e. M!, Pa', as +e

*entoned n &stor# t&at a(ter s&ort t*e o( !aun'& t&e sa!es +ent 6

%!!on t&e# pro)e t&er aut&ent't# %# assurn" t&er 'onsu*ers t&at t&e

%rand s =ua!t# re"stered. T&e# &a)e pro)ed t&er per(e'ton and

'onssten'# %# sa#n" t&at e)er# step o( O!pers (ro* 'o!!e'ton to pa',a"e

s resear'& %ased @B# Mr. Ra(e# Mar,etn" *ana"er and t&e *!, s u!tra

&eat treated +&'& s sa(e (or sa(e and &ea!t !(e. T&e p'ture o( &app#

(a*!# on t&er pa',a"n" +or,s as sensor# appea! to t&er 'usto*ers.

O!pers s not !o"o 'entr' ts s*as&a%!t# s&o+s t&at ts po+er s

e*%edded n e)er# aspe't o( t&e %rand. O!pers F)e sense sensor# appea!

*a,e t re'o"n$a%!e. Its *essa"e A!! Purpose M!,- sound Good

Mornn" !(e *a,es a %ond +t& t&e 'onsu*ers. O!pers &as used e)er#

'&anne! o( 'o**un'aton (ro* BTL to ATL and on!ne- a!! &a)e t&er

ad)ertse*ents to 'o**un'ate +t& t&er 'onsu*ers. In our resear'&

Smashing Olpers Brand

HSP

Religious Branding Sensory Branding


26/30

+&en +e as,ed 'onsu*ers ( t&e O!pers +ou!d %e s&ort n t&e *ar,et-

+&at #ou +!! %e #our response- t&e# sad +e +!! appea! (or ts return.

O!pers de)e!op )sua!s a''ordn" to t&e tradton and (est)a!s to 'reate

stron" re!atons&p +t& t&er 'onsu*ers. O!pers &as '!ear!# de(ned

'o*pettors .e. M!, Pa', and Ha!ee%.

Su""estons (or OLPER0s

O!per0s &as to *a,e so*e a't)tes to *a,e t&e re!atons&p *ore stron"

(or e4a*p!e o((er an a't)t# to *a,e so*e t&n" (ro* O!pers and ")e

re+ards to +nnn" re'pes.

As t&e# sa# n t&er *essa"e A!! Purpose M!, t&e# s&ou!d sponsor Jau=

and Masa!a '&anne!0s s+eet 'orner.

T&e# s&ou!d ")e s*art o((ern"s to 'onsu*ers to attra't t&e* *ore.

T&an, 5ou

Sur)e#

Part I 8. Ro!e does Sound P!a# n Brand Identt#

The Survey was conduct at the different outlets (Makro & !ha"s#. $n the Survey we

ask the followin! %uestions after playin! the Tunes of O!pers- Ha!ee% and GoodM!,.

. 'an you identify the rands related to these tunes)

*. +hat do you feel when you listen this tunes)


27/30

3. ,ow do you associate yourself with the -rand)

+e also did the uestionnaire ased survey in order to know the association

thin! more clearly. 0or that purpose we play sounds of different rands and ask

them to identify and their association with particular rand.

These -rands are:

Inte! Wa!!s Tu!!o O! Naurus State L(e

To our surprise these all rands are 112 identified and people epress their

associations re!ardin! them which help us to know the association factor with the

rand.

4ame: 5555555555555555555 Si!nature: 555555555555555555555

Sur)e#

Part I ?. Taste Fa'tor

A SURVE5 CONDUCTED AT PAR1 TOWERS 1ARACHI.

%uestions

. 'an u please tell us your five favorite rands on the asis of Taste)

a c d e


28/30

*. +hat you like aout its Taste)

Spices

S

pices

S

pices

S

pices

S

pices

Sweet S

weet

S

weet

S

weet

S

weet

Crisp

y

C

rispy

C

rispy

C

rispy

C

rispy

Saltis

h

S

altish

S

altish

S

altish

S

altish

Stron

g

S

trong

S

trong

S

trong

S

trong

Other

s

O

thers

O

thers

O

thers

O

thers

3. ,ow you rate them on taste factor)

i. 5555555555555555555 ii 55555555555555555 iii 555555555555555

iv 5555555555555555555 v555555555555555555

4ame: 5555555555555555555 Si!nature: 555555555555555555555

6. Smash the 7o!o

.


29/30

*.

3.

8.

9.

.

6.

;.


30/30

Documents

Brand Management- Report on Brand Sense