PowerPoint Presentation

Brand Analysis: NaMo1-byAyushi RohiraJeevan M.Nishant PrakashYash Bhambhwani1Category Analysis: Brand NaMos Category was Full of Alternatives with Distinct Differentiation Points2CATEGORY ANALYSISINTERNAL BRAND STRENGTHEXTERNAL BRAND STRENGTH

Internal Substance but low Market AcceptanceRaised smaller but relevant issuesFailed marketing Campaigns against Champion BrandHigh Internal Substance & Market AcceptanceHigh Brand RecallClear DifferentiationHigh on Brand Equity (Gujarat Model)Hollowed Substance & Low Market AcceptanceLow Brand RecallSmall target customer groupNo Brand RelevanceHollowed Substance but High Market AcceptanceHigh Brand Recognition among target customersIn case of RaGa: Bad Customer Relationship Management

2The Kapferers Model Applied to Brand NaMo3KAPFERER MODELPhysique:

DeterminedVisionaryExemplarySternDisciplinarianReflection:

OptimistOpportunistGrowth driverBrings about prosperity

Relationship:

Promise of a better tomorrowPromise of opportunitiesPromise of growth

Personality:

Excellent oratorCharismatic Highly proactiveQuick decision makerHuge following

Culture:

Strong follower of religionEmpathetic towards social issuesStrong patriotSelf image:

Person of great principlesHumble beginningsStrategic recovery from the tarnished image

Source for picture: http://businesstoday.intoday.in/story/case-study-strategy-tactics-behind-creation-of-brand-narendra-modi/1/206321.html3More on Brand Associations for Brand NaMo4Key Points on the level of Brand Association of Brand NaMo:Definition: Anything (images, symbols) that is deep-seated in the minds of the customers about the brandInstant recall with a catchy acronym NaMo and the Achche Din Aane Wale Hain catchphrasesBasis of formation of Brand Association with NaMo:Contact with the organization and its employees: Mass rallies, Chai pe Charcha and large scale efforts for ground-level work in terms of campaigns, door-to-door activities etc.Advertisements: Catchy advertisements during major sporting events telecasted on TV and during popular TV serials efforts to capture a larger share of the customers mind-share Word of mouth publicity: Based on the above two, WoM further reinforced the effortsPrice: The only price that the customers were paying was in terms of trust and hopeCelebrity/big entity association: Numerous rallies, private meetings and conferences featured public endorsement of the brand by various celebritiesQuality of the product: Proven growth-oriented track record with the Gujarat ModelCompetition Products & Offerings: Weak and fragmented opposition with very little to offer in terms of raising key issues that were important to the customerPOP ( Point of purchase) displays: Information booths at the polling stations for Brand RecallASSOCIATIONSThe Aakers Model Applied to Brand NaMo5ProductOrganizationSymbolPersonAAKER MODELSatisfies primary needsHigh qualityDurableLong lastingNon elasticHomogeneous (religion)Instant recallHigh recognitionRich historyStrong teamHigh quality serviceFrequent complaintsHighly responsiveIndependentWeak feedback system

Excellent oratorCharismatic Highly proactiveQuick decision makerHuge followingMan with ideals

More on Brand Relevance for NaMo and How the Competition was Made Irrelevant6BRAND RELEVANCEBrand Identity:Early Declaration of PM Candidature and image makeoverHighlighting main competitors failures and fragmented oppositionBrand Recognition: Dedicated Team to handle all communications and strategize on making NaMo a national brandMarketing Efforts (Next Slide):More than 5,000 events and 470 political ralliesUse of Imagery, Songs, Symbols & Brand Heritage (Gujarat Model)Communicate Differentiation:Focus away from parent brands earlier strategy of religion based politicsIdentify customer needs (Growth & Development) and channelize all communication in that directionInnovative ideas for campaigning resonated with different image

Higher Credibility & VisibilityTaking the brand name forward: The Modi KurtaThe symbolic kurta with half sleeves, buttoned up standing collar and fine net detailing on the shoulder seam, or a full-sleeved one with buttoned cuffs both trademarks of Gujarat chief minister Narendra Modi have given impetus to the launch of what is now known as Modi Kurta, and sold by the clothing chain Jade BlueThis in turn will increase the brand value through merchandizing 7

Measuring Delivery of Brand Promise: The NaMoMeterThe brand NaMo has now been established in the minds of the citizens and all eyes will be on the work that the new government carries out under brand NaMoThe successes as well as debacles of the new policies, etc will directly have an impact on the brand using parameters like NaMoMeter (akin to the hugely popular Obameter)Future of the Brand: Kya Brand NaMo ke Acche din aane wale hain?THE FUTUREThank You !8