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Title of Assignment:

Sonic- The Amazing Quantum Science Product

Name of Trainee: By Chong Chien Chien

An individual Human Resource assignment submitted to the ASET Programme

Sonic Logo-The Amazing Quantum Science Product

Introduction I am Chong Chien Chien, the founder of Sonic, manufacturing pendants. This is a brand new product in the market that benefits all human mankind, made from selected volcanic lava with 70 different kinds of minerals using Japanese technology that produces scalar energy to unclump blood cells, improve blood circulation and increases inhalation of oxygen, improves body immune system, improves healing and reduces radiation. My brand logo is The Amazing Quantum Science Product. I am targeting at all ages of life, be it the working professionals, students, old age people, sports people and etc. Everyone wants to be in the pink of health but, because of environmental pollutions, fast food delivery, high voltage cable, frequent usage of mobile phones, computers, televisions, electrical home gadgets, emission of CO2, stress in daily activities, rat race and unhealthy lifestyle, we face health issues. We tend to move faster everyday but neglect our own health. Advanced technology puts us at risk of everything stated above. Although we are in the technological era, but life is not as promising as compared to our ancestors. Therefore, as the new marketer of Sonic pendant, I will discuss about how to develop my brand equity, branding my promise and whether I decide to diversify my product range or stay put in the target market. As I am the new entrant in the market, I do face intense competition from Diamoney and Avon Jewelry who focuses at elegancy and exquisite craftsmanship while my pendant is towards improving the health of human being.

Brand Equity Brand equity is a marketing term referring to a product associated with some brand name. This examines how the product performs in the test market and how it impacts on the knowledge of the customer about that product. The brand plays an important role in building the knowledge and awareness of the customer and the choices they make regarding that product. Brand equity marks the significance of a brands value and the reaction of a customer towards the brand. Marketing research shows that brand equity is important in building the brand name of the company in the long run. (http://brandingbusiness.org/what-is-brand-equity/). The brand can be said to have good consumer brand equity when consumers respond well to it depending upon a combination of recognition, associations, perceptions and judgments made by the consumer. Brand equity can be regarded as an indicator of the success of a brand in the minds of the consumer. (http://www.brandchannel.com/papers_review.asp?sp_id=1460) Brand elements have to be easily recognized, recalled, inherently descriptive, and persuasive. Memorable or meaningful brand elements can reduce the burden on marketing communications to build awareness and link brand associations. The different associations that arise from the likeability and appeal of brand elements play a role in brand building. Selection of brand elements involves brand building and brand preservation. Normally marketers consider six criteria when they select brand elements. The first three characteristics are memorable, meaningful and likeable, associated with building a strong brand to make customers aware of their existence. The last three characteristics, transferable, adaptable and protectable, are associated with preserving and leveraging brand equity through the minds of customers. It focuses on how a brand is positioned to adapt opportunities and threats, for long term success. (http://kurtgrashaw.blogspot.com/) Customer based equity is created when users respond differently to my marketing activity. The difference depends on how much awareness and ratings of the product. Several advantages can be gained from a strong brand, both in greater revenue or lower costs. The advantages of brand equity are seen in the form of great customer loyalty, likelihood to survive in the face of competition, greater profit margin, consumers may be more tolerant when I raise the price, support and better cooperation from the users, effective communication and promotion, more open opportunities for development or brand extensions. It is because customers understand the benefit of having the Sonic pendant. (http://expertscolumn.com/content/brand-equity-any-benefits-having-brand-equity)

Sonic pendant is made from natural minerals that are fused and structurally bonded together at a molecular level to enhance body bio-electric field. After wearing the pendant, users will have better concentration, better sleep, reduces jet lag, enhances circulation, enhances immune and endocrine system, enhances cellular nutrition and detoxification, enhances cellular permeability, promotes unclumping of cells, helps to protect DNA from damage, increase energy, improves sporting performance fewer headaches and migraines, reduces inflammation, reduces joint pains and reduces effects of EMF & EMF. As a marketer of the new pendant which carries the name Sonic, I need to analyze how the said pendant can impact on users health. I create and manage brand equity to serve a niche of customers, which indicate my product have special characteristics and meaning. Sonic pendant would have good brand equity if customers can accept the benefits of my innovation. Users would need to feel the differences as compared to Avon Jewelry and Diamoney where Sonic pendant differs from the other marketers in terms of their function. Sonic pendant is unique is such a way that it help to improve ones well-being. I will see how users behave before I create their awareness and giving them positive image in the minds of the users. They will not be aware of the existence of Sonic pendant unless they are educated on the benefits of the doubt.

Brand Promise A brand promise is the assurance to serve the target customers. This is something that the company has in offer for the customers rather than product/service offerings. Brand Promise apart from being unique to competitors offering needs to be extremely appealing to target consumers and suitably delivered to every customer and what the users are assured of receiving as a result of their relationship with the brand. (http://communications.webvalue.com/2009.08/13.what-is-brand-promise). Brand Promise exists to put the companys reputation on the line and force to live up to the expectation that is made to the customers. This is the permanent promise written to be with the company. This identifies what customers should expect for all interactions with the people, products, services and company. This often associated with the logo. This defines what target customers can expect from their experience within an organization. It describes the proposition and the value that this represents to the customer. The brand promise drives all of the companys actions and investments in people, processes, products, technology and delivery channels. It creates a laser beam focus that provides clarity and cohesion to the firms many and disparate activities. To define brand promise, the target customers value drive is those expectations that drive attraction, retention and referral of my most profitable customers. A good customer experience research process will have enabled you to determine these drivers. From these, a brand promise that communicates what customers can expect from you. This provides a firm foundation for designing the customer experience. (http://www.smithcoconsultancy.com/what-we-do/customerexperience/define-your-brand-promise/) A promise, however, is good only when I am able to deliver my commitment. If I am unable to deliver my promise as expected, reputation and sales will likely decline. I must make sure that my promise runs accordingly to how I am to serve my customers. If my business is confident in its abilities and has developed a compelling and consistent customer experience, it can more easily differentiate itself and assume a market leadership position. Customers will choose these businesses more often because they appear to offer more value. (http://www.hingemarketing.com/library/article/elements_of_a_successful_brand_4_brand_prom ise#) My target markets are to help people with pain, rheumatism, insomnia, body ache, migraine, high blood pressure, menopause, asthma, cholesterol, osteoporosis and gout. The products are not medical devices and not intended for use in the diagnosis of disease or other medical
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conditions or in the cure, mitigation, treatments and prevention of diseases, therefore there is a need to use in conjunction with a well balanced diet and regular exercise program. Brands, however, cannot be everything to everyone. Any given entitys brand promise, values, and attributes will mean that there are certain stakeholders that will not be interested in collaborating with it. There is an element of being exclusionary in developing a brand promise. Brands that have significant value will not stand for itself, and are able to focus and target their activities accordingly. (http://frog-dog.com/articles/detail/how_to_develop_a_brand_promise/) For my brand promise, I give fourteen days money back guarantee with 100% refundable upon the purchased date and this is for entire life. There is no expiry and no need to consume. This pendant can give focus and concentration as well as energy, strength and flexibility rather than the others. The pendant can promote positive flow of energy, helps to maintain energy balance, unblocks and restores energy that has become weak and helps to maintain the well-being of the body.

Brand Extension Brand Extension is the use of an established brand name in new product categories. This new category to which the brand is extended can be related or unrelated to the existing product categories. A renowned/successful brand helps an organization to launch products in new categories more easily. For instance, Nikes brand core product is shoes. But it is now extended to sunglasses, soccer balls, basketballs, and golf equipments. An existing brand that gives rise to a brand extension is referred to as parent brand. If the customers of the new business have values and aspirations synchronizing/matching those of the core business, and if these values and aspirations are embodied in the brand, it is likely to be accepted by customers in the new business. Extending a brand outside its core product category can be beneficial in a sense that it helps evaluating product category opportunities, identifies resource requirements, lowers risk, and measures brands relevance and appeal. (http://www.managementstudyguide.com/brandextension.htm) When I extend my brand, it can see the benefits such as the risk perceived by the customers reduces, people are more willing to accept the new product, the likelihood of gaining distribution and trial increases. An established brand name increases consumer interest and willingness to try new product having the established brand name, The efficiency of promotional expenditure increases. Advertising, selling and promotional costs are reduced. There are economies of scale as advertising for core brand and its extension reinforces each other. Cost of developing new brand is saved. Consumers can now seek for a variety. There are packaging and labeling efficiencies. The expense of introductory and follow up marketing programs is reduced. There are feedback benefits to the parent brand and the organization. The image of parent brand is enhanced. It revives the brand. It allows subsequent extension. Brand meaning is clarified. It increases market coverage as it brings new customers into brand franchise. Customers associate original/core brand to new product, hence they also have quality associations. I should remain with producing pendant because that is enough for the moment. If I decide to produce other products, I cannot control the market and lose concentration towards what I am good at.

Referencing 1. What is Brand Equity [Online] Available from (http://brandingbusiness.org/what-isbrand-equity/) Date Accessed: 22 April 2012 2. Untangling Brand Equity, Value, Assets and Health By Chris Grannell [Online] Available from( http://www.brandchannel.com/papers_review.asp?sp_id=1460) Date Accessed: 22 April 2012 3. Understanding the concept of Brand Equity [Online] Available from (http://kurtgrashaw.blogspot.com/2009/07/understanding-concept-of-brand-equity.html) Date Accessed: 20 April 2012 4.

Brand Equity? Any benefits of having a Brand Equity Available from (http://expertscolumn.com/content/brand-equity-any-benefits-having-brand-equity) Date Accessed: 20 April 2012 What is Brand Promise [Online] Available from (http://communications.webvalue.com/2009.08/13.what-is-brand-promise) Date Accessed: 20 April 2012 Define your brand promise [Online] Available from (http://www.smithcoconsultancy.com/what-we-do/customer-experience/define-yourbrand-promise/) Date Accessed: 20 April 2012 Elements of a Successful Brand 4: Brand Promise [Online] Available from (http://www.hingemarketing.com/library/article/elements_of_a_successful_brand_4_bra nd_promise#) Date Accessed: 21 April 2012 Brand Extension - Meaning, Advantages and Disadvantages [Online] Available from (http://www.managementstudyguide.com/brand-extension.htm) Date Accessed: 21 April 2012. How to Develop A Brand Promise [Online] Available from (http://frogdog.com/articles/detail/how_to_develop_a_brand_promise/) Date Accessed: 21 April 2012. Brand Extension [Online] Available from (http://www.managementstudyguide.com/brand-extension.htm) Date Accessed: 21 April 2012

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