Presented by:-

Sumit singh Bisht – 0131pg016

Bharat Sehgal – 0131pg041

Palla goverdhan – 0131pg33

Monika Vats – 0131pg

Manuj Girdhar

Mental Map

Barbie

story

clothes

Latest trend

Style

funindependent toy

fashion

Doll

Career oriente

d

accessories

youth

Pink colo

r

childhood

Role model

flamboyance

Make up

beautiful

Long

hairmovi

es

Overview of the Case

Brand Mantra

Brand Function

Descriptive Modifier

Emotional Modifier

Entertainment

Pre- teen Girls

Aspiration , fascination

2.5

Customer-Based Brand Equity Pyramid

RESONANCE

SALIENCE

JUDGMENTS FEELINGS

PERFORMANCE IMAGERY

4. RELATIONSHIPS =

What about you and me?

4. RELATIONSHIPS =

What about you and me?

3. RESPONSE =

What about you?

3. RESPONSE =

What about you?

2. MEANING =

What are you?

2. MEANING =

What are you?

1. IDENTITY =

Who are you?

1. IDENTITY =

Who are you?

Customer-Based Brand Equity Pyramid

1. Salience Dimensions (Relates to the awareness of the brand)

Depth (Brand Recognition): only doll Breadth (Consumption

consideration) – fun toy, fashion, style Purchase – Barbie

Customer-Based Brand Equity Pyramid

Product Category Structure

Doll

Electronic

Non Electronic

watches

Dresses

Swing set

Horses and

carriage

Doll house

Video Game

s

Competitive Frame Of Reference

Target Audience - 3-12 yrs Girls Competitors – Disney princess , Local

Toy Manufacturer.

POP- plastic dolls POD- Highly adaptable to changing

Trend. Different range of accessories and apparels

Customer-Based Brand Equity Pyramid

2. Performance Dimension(relates to the satisfaction of customers functional need)

Primary characteristics- adult looking features, 11.5 inch height.

Supplementary – Hairstyles and Hair Color, skin tone , Clothes, Accessories.

Customer-Based Brand Equity Pyramid

Barbie is Reliable(53 yr old brand) and Durable

Barbie as a brand is Stylish and people really like the design up to some extent.

Price- Starting 3$

Customer-Based Brand Equity Pyramid

3. Imagery Dimension(relates to customer psychological needs)

User Profile: Demographic- 3 and above girlsPurchase :No stores of their own rely on retailers and

sold through online website.

Customer-Based Brand Equity Pyramid

4. Judgment Dimension(focus on customers opinion based on Performance and Imagery)

Brand Quality- satisfied customers Brand Consideration- Barbie as a

brand is in evoked set of a customers Brand Credibility: - Trustworthy - Likable by teenagers

Customer-Based Brand Equity Pyramid

5. Feelings Dimension(Customer emotional response and reaction to the brand)

Emotionally attached Fun games attached Barbie acts as a role model

Customer-Based Brand Equity Pyramid

6. Resonance Dimension(relationship level and level of identification of customer with a brand)

Behavioral Loyalty towards Barbie and Repeat purchase

Attitudinal Attachment: Sense of Community: Relationship

Customer-Based Brand Equity Pyramid

Active Engagement:Through its website- www.barbie.com

Primary Brand Elements

Brand Name- Barbie URL- www.barbie.com Logo- Jingle- I am Barbie girl in this Barbie

world Slogan- Be who you wanna be: Barbie Packaging- Light pink color box

rectangle shape

Brand Hierarchy Levels

Family Brand (Barbie)

Corporate Brand (Mattel)

Modifier: Item(Singing, Dancing, Twist and Turn Dolls)

Individual Brand (Barbie Doll)

Distribution

Exclusive stores of Mattel One level distribution. Through online websites.

3 factor model

Salience :- parent brand association,

Favourability:- Stylish & fashionable

Uniqueness:- a doll that represent the life style of American girls

4 factor model

Compelling –

Relevant –

Consistent –

Strong existing Attribute -