Sharad dholariya Brand management 3rd semester Submitted to: Prof.

Veronica
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Brand Attributes
Brand Attributes portray a companys brand characteristics. They signify the basic nature of brand. Brand attributes are a bundle of features that highlight the physical and personality aspects of the brand. Attributes are developed through images, actions, or presumptions. Brand attributes help in creating brand identity. A strong brand must have following attributes: 1) Relevancy- A strong brand must be relevant. It must meet peoples expectations and should perform the way they want it to. A good job must be done to persuade consumers to buy the product; else inspite of your product being unique, people will not buy it. 2) Consistency- A consistent brand signifies what the brand stands for and builds customers trust in brand. A consistent brand is where the company communicates message in a way that does not deviate from the core brand proposition. 3) Proper positioning- A strong brand should be positioned so that it makes a place in target audience mind and they prefer it over other brands. 4) Sustainable- A strong brand makes a business competitive. A sustainable brand drives an organization towards innovation and success. Example of sustainable brand is Marks and Spencers. 5) Credibility- A strong brand should do what it promises. The way you communicate your brand to the audience/ customers should be realistic. It should not fail to deliver what it promises. Do not exaggerate as customers want to believe in the promises you make to them. 6) Inspirational- A strong brand should transcend/ inspire the category it is famous for. For example- Nike transcendent Jersey Polo Shirt. 7) Uniqueness- A strong brand should be different and unique. It should set you apart from other competitors in market. 8) Appealing- A strong brand should be attractive. Customers should be attracted by the promise you make and by the value you deliver.

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1 - Apple Computer, Inc. is an American multinational corporation that designs and sells consumer electronics, computer software, and personal computers. The company's best-known hardware products are the Macintosh line of computers, the iPod, the iPhone and the iPad. Its software includes the OS X and iOS operating system; the iTunes media browser; and the iLife and iWork creativity and production suites. Apple is the world's thirdlargest mobile phone maker after Samsung and Nokia.

Established on April 1, 1976 in Cupertino, California, and incorporated January 3, 1977, the company was named Apple Computer, Inc. for its first 30 years. The word "Computer" was removed from its name on January 9, 2007, as its traditional focus on personal computers shifted towards consumer electronics. they have their own 364 retail store in the world.

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A ridiculous line of people waiting for the iPhone 3G outside of the Apple Store on 5th Ave. between 58th St. and 59th St., NYC, July 12, 2008.

Lots of new I pod model

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UNIQUENESS
They are manufacturing their products are unique in its own nature, not any other company have the key to be at top of the market by defeating the king of the Electronics company. Whatever they made 1st they do their product manufacturing formula patented & trademark

APPEALING
apple is a top brand, its design, its features and all are just the appealing for the iphone, ipad and ipod that make it most trusted brand in the world.

TAGLINE
Apple's first slogan, "Byte into an Apple", was coined in the late 1970s. From 19972002, Apple used the slogan "Think Different" in advertising campaigns. Although the slogan has been retired, it is still closely associated with Apple. 2) Volkswagen: You see the logo company logo, company is best in world. We will see the brand attributes of the Volkswagen.
Volkswagen is from Germany a car company

ESSENCE
Volkswagen is making car larger, faster and much more suited to today's modern world in terms of design.

UNIQUENESS
Volkswagen have a uniquesness in they introduce time to time their car modal with the good feature
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APPILING...
The company announced the goal of becoming the biggest automaker in the world. That positions them as a car thats reliable and a company thats permanent. Buyers feel comfortable knowing they will always be able to get parts, and the cars will retain their value.

Tag line.

3 ) proper poisoning :
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7-Up.The famous positioning of 7-UP as the "Uncola" perfectly positioned that product for those who did not want to consume cola drinks. For those who do (a confirmed Coca-Cola fanatic), the positioning of 7-UP had no appeal. But that's fine, since I am not their prospective customer anyway (even though THEY might consider me a prospect). - Courtesy of Steven "sbhoward" Howard Starbucks. I've been critical of Howard Schultz the turnaround CEO, but Howard Schultz the entrepreneur franchised "premium coffee," forever upgraded the "coffee shop" experience, and created one of the world's most powerful brands in the process. Swatch. The most famous example I can think of is Swatch. Created as a defense against low priced Japanese quartz watches that swamped the market, instead of competing on price, [parent company] SMH positioned the product as the famous "fashion watch," thereby creating a whole new market, much larger in size than the original watch market. - Courtesy of Ricky " rdewerk" de Werk Hyundai. Another fantastic example is Hyundai, a company that understands how to consistently move upstream through intelligent product positioning. Hyundai is increasingly creating havoc in the market for their competitors and
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finding ways to innovate, and develop value propositions that resonate with their customers and prospects. - Courtesy of Mikah "MikahDC" Sellers 1. Volkswagen is a good example of great product positioning. The company announced the goal of becoming the biggest automaker in the world. That positions them as a car thats reliable and a company thats permanent. Buyers feel comfortable knowing they will always be able to get parts, and the cars will retain their value. VWs ads position themselves by sh

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owing 20-somethings driving the cars, which appeals to the Millennial Market, the Net Generation, who will be buying cars now and for many years. 2.Virgin Airways positions itself as part of a bigger picture. They were early adopters of in-flight Internet access and individual movie screens. They now have plans to introduce space travel! Their founders philanthropy is legendary. Out-of-the-box thinking has positioned the company as a leading edge, responsible world corporation, rather than just a British corporation a position important, especially to young Americans. 3. Wal-Mart has positioned themselves as the go-to store for the masses. An amazing marketplace, Walmart carries everything from food to tires. And all for less money, a position that telegraphs to consumers that you can get everything you want here you dont need to shop around. 4. Michelin has positioned itself as upscale but affordable. A brand should be more than the product it sells and Michelin is a good example of this. Michelin Tires are used by racecar drivers, but Michelin achieved its position primarily by becoming the comprehensive authority on all things auto travel through its maps and guides, which are the best you can get. These qualities are extended in the consumers minds to Michelins tires. 5. General Electric is a good example of a company repositioning itself. GE is an international brand. By focusing the publics attention on the wind and water turbines they produce, they are aligning themselves with sustainable energy production. The company likes to talk about what GE is doing in other areas of energy production that cause even less environmental impact. In this way, the company hopes to reposition itself as a good guy.
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9) Sustainable : For example akash tablet luched in 3 year ago and we almost registred 2 to 3 time and they give a on website that we deliver 6 month in your home addresh ..but till the time we didnt got this tablet 10) Credibility : Johnson & Johnson ( JNJ - news- people ) (Tylenol) and Bridgestone ( BRDCY.PK - news -people ) have done successfully.

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