According to AMA, "A brand is a customer experience represented by a collection of images
and ideas; often it refers to a symbol such as a name, logo, slogan, and
design scheme. Brand recognition and other reactions are created by
accumulation of experiences with the specific product or service, both
directly relating to its use, and through the influence of advertising,
design, and media commentary."
Vaseline whose parent company is HUL in India, quite a big and powerful. Its Vaseline petroleum jelly was the first to be launched in India
Brand Equity: It is the added value endowed on products and services. It may be reflected in the way consumers think, feel and act with respect to the brand, as well as in the prices, marker share and profitability the brand commands for the firm.
Brand Promise: It is the marketer’s vision of what brand must be and do for its consumers. What benefit it going to give to the customer so that they feel like associated with the brand. At the end of the day, the true value and future prospects of a brand rest with consumers, their knowledge about the brand and their likely response to marketing activity as a result of this knowledge.
There are three major elements which is Brand should convey:
Brand Awareness: To increase awareness and the availability of the brand and increase the brand name's retention in customers' mind
Brand Attitude: Under this brand should follow the attitude of a problem solver or problem avoider. Vaseline petroleum jelly in itself is product which projects the attitude of problem solver.
Brand Purchase Intent: Vaseline petroleum jelly because of its multipurpose uses has been attracting the customers over the years. The few things which make Vaseline better then its competitors.:
Vaseline whose parent company is HUL in India, quite a big and powerful. Its Vaseline petroleum jelly was the first to be launched in India
Brand Equity: It is the added value endowed on products and services. It may be reflected in the way consumers think, feel and act with respect to the brand, as well as in the prices, marker share and profitability the brand commands for the firm.
Brand Promise: It is the marketer’s vision of what brand must be and do for its consumers. What benefit it going to give to the customer so that they feel like associated with the brand. At the end of the day, the true value and future prospects of a brand rest with consumers, their knowledge about the brand and their likely response to marketing activity as a result of this knowledge.
There are three major elements which is Brand should convey:
Brand Awareness: To increase awareness and the availability of the brand and increase the brand name's retention in customers' mind
Brand Attitude: Under this brand should follow the attitude of a problem solver or problem avoider. Vaseline petroleum jelly in itself is product which projects the attitude of problem solver.
Brand Purchase Intent: Vaseline petroleum jelly because of its multipurpose uses has been attracting the customers over the years. The few things which make Vaseline better then its competitors.:
- works as a lip gloss.
- works very well on chapped lips.
- prevents battery corrosion.
- acts as a filter for camera lens.
- prevents car windows from freezing.
- helps in keeping colors intact in paintings.
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