BRAND MANAGEMENT
1. American Express, British Airways, Ritz-Carlton, and Federal Express are strong service brands that have existed for years. However, marketing services is challenging as they are less tangible than products and more likely to vary in quality depending on people providing them. Explain how the above mentioned service brands have used branding to address intangibility and variability problems?
2. AMUL has earned strong brand equity against its competitors in the dairy category by offering high quality products at affordable prices. AMUL’s wide range of products is easily accessible and resonates deeply with its customers for its strong corporate values. Comment on the strategies AMUL has adopted for successfully creating a brand image of a healthy, reliable, fun-loving and youthful brand.
3.a. Brand Mantra has profound implications for marketing of a brand. The Brand Mantra anchors the brand in the right direction. Nike is a brand with keen sense of what is represents and its Brand Mantra is “authentic athletic performance”. Explain how Nike exemplifies its Brand Mantra.
3.b. Zomato is one of the largest food delivery platforms in India. The company’s app provides its customers with a hassle-free, fast and reliable delivery experience. The ‘unprecedented’ interest in its initial public offering (IPO) and its stellar debut on stock market best explains its acceptance and tremendous success in the food delivery space. Explain how digital platform based brands like Zomato create customer engagement?
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