brand valuation- hero honda
DESCRIPTION
A brand assessment study of hero honda motorcyclesTRANSCRIPT
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Brand ValuationGroup no 7Roll nos 13,21,51,62,77,95
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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.
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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.
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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.
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Brand EquityBrand-name awarenessBrand associationsPerceived qualityProprietary brand assetsBrand loyalty
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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.
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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
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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.
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Brand Asset ValuatorDIFFERENTIATIONKNOWLEDGESTATUSSTRENGTH
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Hero Honda - Financials
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Brand Valuation Calculations
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Brand Valuation Calculations=Rs. 4476 Cr.