Brand ValuationGroup no 7Roll nos 13,21,51,62,77,95

What is a Brand?A brand is a name, term, sign, symbol, or design which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.

Brand CharacteristicsA Brand is a PromiseA Brand is different from the ProductA Brand is a PerceptionA Brand cannot be measured in absolute termsA Brand is symbolic , it signifies the consumers dreams.A Brand differentiates one product or company from another.A Brand identifies the product and its source or maker.A Brand often has a certain association and image.A Brand is an Asset to the companyA Brand can be valued even though it is intangible.A Brand can be traded , Bought , Sold , acquired.

The Making of a BrandSelect a name and symbol.Create awareness and brand identity. Position the brand. Create a brand image.Enhance the image by creating trust.Sustain the Image by constant delivery.

Brand EquityBrand-name awarenessBrand associationsPerceived qualityProprietary brand assetsBrand loyalty

CASE Hero Honda The CompanyEstablished in 1984 , Headed by the Munjal Brothers , under their flagship company Hero Cycles.3000 strong dealer network countrywideSales 3.28 million bikes in 2008-09 , with net profit of Rs. 1281.7 Cr.Named the Worlds biggest motorcycle company in 2001 when it produced 1.3 million bikes in a year.Labour Friendly Organization - The philosophy with regard to labour management is "Hero is growing, grow with Hero.Successful Implementation of Japanese Lean Manufacturing techniques.

CASE Hero Honda The BrandAn effective logo:

Communicates a brands image and positioning.

Is simple, distinctive, and relevant.H from Hondas logoName of flagship companyHero CyclesCollaboration withHonda motors JapanPartial symbol of Honda IC engineCylinder head

Brand ImageHero cycles have established themselves as reliable and trustworthy manufacturers of Bicycles.Honda is the manufacturer of the worlds best 4 stroke IC engines for motorbikesThe amalgamation implies Reliability of Hero and Quality of Honda.Hero Honda is the worlds biggest motorcycle manufacturing company.Brand Loyalty is the highest in the world with 3 million subscribers to the Hero Honda Passport loyalty program.

Brand Asset ValuatorDIFFERENTIATIONKNOWLEDGESTATUSSTRENGTH

Hero Honda - Financials

Brand Valuation Calculations

Brand Valuation Calculations=Rs. 4476 Cr.