INTRODUCTION

Emotional Branding is a marketing term that has to do with the way

the consumer feels about the advertised product, rather than the product's image,
usage, or price. Emotional branding is the factor that companies
play on when
they advertise to market to certain demographics.
Company advertisement has shifted from concentrating on the product to
concentrating on the consumer. Advertisement is more about psychology now more
than ever. Companies want an emotional connection between the product and the
consumer. Instead of stressing the products capabilities, focus is put on design and
appearance. Shapes and colors are carefully chosen to invoke specific emotions
that the company wants associated with the product.
Emotional Branding is a virtual movement. It began in 2001, when a profoundly
different brand design strategy was developed from the creation of Marc Gobs
best-selling book. The Emotional Branding strategy marked a simple but
revolutionary shift in thinking: placing the consumer, not the product, at the
forefront of a brands strategy. Marketing in the 20th century had deviated from
this basic principle, adopting a guerrilla-warfare, us (the marketers) against them
(the consumers) mentality.
Emotional Branding has opened the pathway to an entirely new kind of thinking,
which explores how brands can connect with people in a more sensitive and
humanistic way and touch people profoundly at the level of the senses and
emotions.
One of the most amazing discoveries of Emotional Branding has been that by
empowering consumers, brands are ultimately empowered themselves. Emotional
Branding allows a brand to own a unique and compelling strategic, visual, tactical
and verbal vocabularycreating a rich personality that enables the brand to stand
out completely from the competition and win peoples hearts.

WHAT IS BRAND?
Before starting about Emotional Branding we must know about Brand. All
products have names but not all names are brands. A brand is a promise. A brand
1

is not a product. It is a promise that the consumer is aware of (Sometimes vaguely)

when they buy and it is a promise that is kept and delivered by their experience
with what they bought.

Defining the promise is the first step in branding. The promise must be
described in terms of what customers want, not from the perspective of what the
company thinks it has. If the promise is well identified and successfully delivered,
a bond of trust is built between the company and its customers. As this bond
strengthens, so does the brand. A brand is something that is build and earns a
reputation for. You may have invented a better mousetrap and given it a highly
memorable name, but it is not a brand until it proves to your customers that it
works and they tell you that your mousetrap is the one they prefer. It has been
argued that you don't create your brand. Your customer does!

So a brand is also a form of trust - a guarantee in customers' minds that they are
getting something they know they can rely on, time after time. It becomes a useful
short cut to reliability. This is another reason why having a strong brand is so
valuable. You don't have to waste a lot of time and money describing yourself in
detail at every sales opportunity. Your reputation, quite literally, precedes you.
Brand Associations The feelings, beliefs and knowledge that consumers
(customers) have about brands. These associations are derived as a result of
experiences and must be consistent with the brand positioning and the basis of
differentiation.
Brand Commitment The degree to which a customer is committed to a given
brand in that they are likely to re-purchase/re-use in the future. The level of
commitment indicates the degree to which a brand's customer franchise is
protected form competitors.
A brand should have at least two other central dimensions:
1. As well as making a promise, a brand should offer its user a benefit and
2. A brand should serve to differentiate itself from its competitors in an attractive,
memorable, relevant and compelling way.

So the end result of designing a brand is a proposition that says to the user:
Here is what the brand promises to deliver to you;
this is why it meets your needs; this is why it is better than the others.

WHAT IS EMOTIONAL BRANDING?

Emotional branding is a very powerful means of increasing ones market share
and creating brand loyalty. Emotional branding is widely heralded as a key to
marketing success, and leading brands often attempt to forge deep emotional bonds
with their customers.
In today's highly competitive markets, smart companies are focusing more and
more on emotional branding to differentiate their product in the minds--and
hearts--of consumers.

"People spend money when and where they feel good."

-Walt Disney
No wonder. Today's consumers face more choices than ever, yet they devote less
time to product comparisons. To compound the matter, brands in many industries
have become increasingly similar in quality, price and delivery. You've gained their
trust and are rewarded with their loyalty.
Once a consumer's emotions are involved, you've injected real power into your
brand. As Kevin Kelly once noted,

"The only factor becoming scarce in a world of abundance is

human attention."

Rather than huge advertisements and image or brand awareness, branding boils
down to how a product makes a customer feel and that is where emotional branding
comes in and that is where the competitive edge also comes in.
The answer is because we all have both left and right brains. The right brain
reflects our creative and emotional side; the left-brain controls our logic and
intellectual reasoning. Effective branding appeals to both sides of the brain. It takes
into account both tangible and intangible attributes which relate to both functional
and emotional benefits.
Surf, Pears, Maruti, Titan, TATA are all brands that people have come to trust and
love because they have not only delivered exceptional products but a great
experience to go with them.

NEW REALIZATION: Conventional marketing based on Features-Advantages-Benefits and Satisfaction

(FABS) is pass, and rational marketing is history. People of the genre listen
only to their irrational, emotional requirements. They dont buy something because
it will last forever, but because it may give them satisfaction in terms of image,
prestige and snob value.
If we looked at the pyramid shaped Indian society, we find that the majority of the
people live in villages and do not have proper livelihood and purchasing power.
These people look for utility products. But others who are at the top of the
society-who have loads of money-look for things that can enhance their image and
prestige.

The Three Levels Of Needs Drawn From Maslows Hierarchy Of

Need:-

SELF ACTUALIZATION

SELF ESTEEM

HIGHER
ORDER
NEEDS

LOVE AND BELONGINGNESS

MIDDLE
ORDER
NEEDS
NEEDS

SAFETY AND SECURITY NEEDS

PHYSILOGICAL NEEDS
LOWER
ORDER
NEEDS

It is very interesting to note that people with lower order needs may only buy
utility products. Fashion and style may not be criteria for them to buy a product
and they may be driven mainly by utility, price and other elements. People with
middle order needs may look for style and fashion if they find logic and reason in
them; and if they can also afford the same.
These people have more money compared to those with lower order needs and
hence they spend much more on comparatively expensive items.But actually, the big
spenders are those with higher order needs. These people have money, taste and a
liberal spending habit. They spend huge amounts of money on various products.
6

They do almost 80% of total spending. And all companies are eyeing them for future
growth.
Sometimes their spending pattern is illogical as they are often crazy and obsessed
about buying. They are the new generation consumers; their philosophy is to earn
more and spend even more (if possible). They never look for utility in the
products and may buy a car because of the glitzy ad they have seen recently on TV.
They are highly fanatical and passionate about the latest cars, the most up to date
mobile handsets and other gizmos. To them tangible benefits are pass; style and
fashion are more important. Emotional Marketing is just apt for them.
For example, the Coca Cola Company has chosen specific colors for their can to
inspire certain emotions. The general red color is a power color to inspire strength
and confidence, and a general warm comforting feel. The silver stripes and bubbles
give a refreshing look, and the yellow stripe is a subtle but important color that
inspires a feeling of happiness. All together this design inspires a comforting
family feel. Their commercials also seem to promise a comforting and social
experience. All of these factors create an emotional connection with the product.
When the consumer sees the product in the store they not only see a refreshing
drink, they feel a sense of happiness and comfort, hoping for the social interaction
the commercials display.
FEW SIMPLE MEANINGS OF EMOTIONAL BRANDING
The emotional branding is the 'essence' or intuitive responses triggered when the
brand is mentioned or thought about - the warm and fuzzies that all marketers hope
(believe) their brand image evokes.
Emotional branding is based on emotional aspects of the product; intangible benefits
that are hard to measure but still are valuable. Communication uses peripheral
route to persuasion. Many consumer products use this communication. In this kind
of branding or communication, you wont see many details about the product
features. Though this is tricky it can be very effective.
The emotional Branding aspects: the emotions and feelings that are perceived when
you see or listen the name. It pleases us or not, it invites us to sell or not, it
produces us tranquility or stress, confidence or fear, etc. Ej: A Bank may transmit
us Confidence and tranquility. Another, agility and service.

Various tools used for emotional branding:(1)

Celebrity Branding:-

(2)

Punch-lines:Celebrity Branding:Celebrity branding is a type of branding, or advertising, in which a celebrity uses

his or her status in society to promote a product, service or charity. Celebrity
branding can take several different forms, from a celebrity simply appearing in
advertisements for a product, service or charity, to a celebrity attending PR events,
creating his or her own line of products or services, and/or using his or her name as
a brand. The most popular forms of celebrity brand lines are for clothing and
fragrances. Many singers, models and film stars now have at least one licensed
product or service which bears their name.

Kareena Kapooro

Pepsi,

Sony Ericsson,

Vivel Beauty soap.

(Aamir khan in TATA SKY as a sardar)

Aamir khan:o

Tata sky,

Titan

Thums up

Parle G
Other Famous celebrities:-

SHAHRUKH KHAN

DEEPIKA PADUKON

SALMAN KHAN

KAITRINA KAIF

AISHWARYA RAI

SACHIN TENDULKAR

AKSHAY KUMAR

MAHENDRA SINGH DHONI

Lately there has been a trend towards celebrity voice-overs in advertising. Some
celebrities have distinct voices which are recognizable even when they not present
on-screen. This is a more subtle way to add celebrity branding to a product or
service. And example of such celebrities is Amitabh Bacchan.

10

Punch-lines:SIMPLE MEANING OF PUNCHLINES

1.
2.

An ending line, as in a play or joke, that makes a point.

An often repeated phrase associated with an individual, organization, or
commercial product; a slogan.
EXAMPLES ARE-

CICI Bank - - Hum Hai Na

HONDA - The Power of Dreams

Transparency makes us Different

Motorola - Intelligence Everywhere

TOUCHING THE HEART
Effective marketing should not only touch the hearts of the consumers but should
also impact upon them emotionally and lead them on to take action. It may be
11

targeted at the new generation consumers, who have the more spending power, a
well defined taste, a liking for the latest products and a value system that is totally
untraditional. The new generation consumers can be targeted with the following
Emotional Marketing Mix:

1. Glitzy Ad
2. Flashy Design
3. Lifestyle
4. Image

For example, the Coca Cola Company has chosen specific colors for their can to
inspire certain emotions. The general red color is a power color to inspire strength
and confidence, and a general warm comforting feel. The silver stripes and bubbles
give a refreshing look, and the yellow stripe is a subtle but important color that
inspires a feeling of happiness. All together this design inspires a comforting
family feel. Their commercials also seem to promise a comforting and social
experience. All of these factors create an emotional connection with the product.
When the consumer sees the product in the store they not only see a refreshing
drink, they feel a sense of happiness and comfort, hoping for the social interaction
the commercials display.

12

Moving Consumers From Reality To Unreality

Helping Them dream

FLASHY DESIGN

LIFESTYLE

EMOTIONAL BRANDING

IMAGE

GLITZY AD

Here we can take the eg. of DOVE soap. Dove is not just a soap its a dream a
dream of becoming delicately beautiful , by using a very gentle soap. When a girl
bathes with Dove soap, she nurtures a dream of becoming exquisitely beautiful. And
she also expects to be accepted by a dream boy.
When she buys it , she actually does not buy the tangible soap, but her purchase is
driven by her dream an eternal dream that every girl cherishes to become
gorgeously attractive. The tangible Dove soap, together with the imagery created
13

around the brand, has a decisive effect on the consumer. The same can be said for
Fair & Lovely and other beauty products.
EMOTIONAL SATISFACTIONA KEY MARKETING
VALUE DRIVER
In order to delight your customers emotionally, you must use the Emotional
Marketing Mix very carefully. You must indicate emotional element in your
product, communicate the same with glitz and help consumers imbibe those
emotional elements and make them dream. Consumers at the higher order need
level, very often get locked emotionally with glitz , surreal beauty, somber and
exotic locations. The communication should also include flashy
product design and its associated lifestyle elements. When consumer imbibe these
communications strongly, the product becomes indispensable to them and they
would be willing to die to possess it.
In todays world, people go absolutely gaga about glitz and fashion. Tangible
merits are outdated. There is no denying the fact that if tangibles and fashion can
be integrated into a product, it can be a phenomenal success, but this may not be
true for all products. In order to achieve success in business you need to be able to
strike the emotions that motivate your prospects. Describing the emotional delight
your customers get from your products can surely take you that extra mile towards
success. The customer should feel a sense of self-importance, pride, confidence
and delight upon buying your products.
HOW TO MARKET EMOTIONALLY:
When figuring out how to market emotionally, you need to work out what drives
your customers. How do they spend their days? How can your product make their
lives easier, make them healthier or better looking or their lives more fun? Once
you get a grip on how your product appeals to your customer, you can then focus
your marketing efforts on bringing to the fore the emotional offer that your clients
will respond to. For example, if you sell liquid vitamins I would say off the top of
my head that your target market are people who are health conscious, not as
healthy as they would like to be, high income earners, probably leading quite
stressed lives and they want their vitamins quickly and immediately.
Obviously you need to pitch your marketing tactics at intelligent, busy people who
are concerned about their health and want instant results from vitamins. You could
14

show a before stressed executive at office or stressed mom ferrying the kids and
after executive in control of a meeting, mom laughing with the kids to show the
benefits of these vitamins.

Top Brands In India of Fashion Industry

PROVOGUE

The Company was incorporated on November 11, 1997 as Acme Clothing Private
Limited. Provogue stands for fashion and not pure apparel; this in itself makes it
the leader instantly. Its designs are cutting edge and radical, which epitomizes its
mantra Redefining Fashion.
The Company launched the fashion brand Provogue in March 1998 and within a
short span of seven (7) years; it has established a strong brand identity in the minds
of the urban consumer. The Companys philosophy of creating trends in fashion,
an aggressive marketing strategy, coupled with high profile promotional events and
its distribution strategy of retailing through selective stores and malls has resulted
in Provogue being now positioned as a leading fashion brand in India.

The Company acquired from Acme Global the entire business of export of textile;
textile machinery and textile related chemicals and operates these businesses as its
division under the name Acme Global.
Louis Philippe

15

Louis Philippe's range of superbly crafted garments makes an exclusive fashion

statement that is accepted as a status symbol, recognized by its distinctive icon
'The Upper Crest'.

Van Heusen
Van Heusen has redefined corporate attire through continuous product innovation
and exclusive collections.

Allen Solly
Allen Solly popularized the Friday dressing concept in India. It has won the IFA
Images 2001 'Best Brand Award' in the readymade menswear apparel category.

Peter England
This mid-segment shirt has effectively penetrated the mini metros. It has won
several awards, including 'Shirt of the Year 2000' and 'India's most admired
menswear brands 2001'.

16

LEVIS FASHION BRAND

In the list of top market players in the fashion industry, the most shining name is
Levis fashion brand. Levi Strauss & Co. (LS&CO) was named after its founder
Levi Strauss in 1853. Since then the journey of its success has been going on. It
has cast its spell in more than 110 countries. Levis as leading jeans brand has
entered into the international parlance and flooding the market with its designer
apparels. Levis products are marketed under various brand names like Levis,
Dockers and Levi Strauss Signature.
ITCS LIFESTYLE RETAILING

ITCs Lifestyle Retailing Business Division has established a nationwide retailing

presence through its Wills Lifestyle chain of exclusive specialty stores. Wills
17

Lifestyle, the fashion destination, offers a tempting choice of Wills Classic work
wear, Wills Sport relaxed wear, Wills Clublife evening wear, fashion accessories
and Essenza Di Wills an exclusive range of fine fragrances and bath & body care
products for men and women.

RESEARCH METHODOLOGY
Introduction
In order to understand the methodology used to compile this Project, this chapter is
included in order to clarify how an effective methodological philosophy can to
contribute the successful production of a un-bias and critically Project, as well as
comprehend the process underwent to reach the pertinent conclusion outlined in
project.
This chapter also serves the purpose of justifying and authenticating the research
procedures employed in order meet the set objectives and answers the main
research question of this Project.
A. Project Tiittle
Project report on Emotional Branding

B. Project Aims and Objectives

Importance of understanding branding and its impact on modern day markets is
vital to the health and growth of most industries. The aim of this report is to put
into perspective the functional values of branding as well as assess its role in the
consumer purchase decision-making process.
Understanding the concepts of branding and consumer behavior.
To study the effect of brands on consumer buying behavior in relation to
Readymade garments.
To analyze the branding strategies adopted by some of the companies in the
readymade garments to woo the consumers into buying their products.
To do a comparative study of the branding strategies adopted by the companies in
the readymade garments.
Present the key concepts behind branding, its values and its usage in modern day
marketing campaigns by reviewing current literature pertaining to the subject
matter.
Determine whether a correlation between consumer identities and perceived
brand identities is present.
Determine the impact of branding on the consumer purchase decision-making
process.
C. Limitations of the Project
18

 were very reluctant to answer the question and the response may be biased
This project is limited due to time constraint as it involves a lot of complex
variables which require a detailed study over a period of time.
The project did not cover the effect of branding on a very large scale. Only a
small population was studied, which may not be enough to show correct
picture.
The consumers.
D.Importance of project
Business is changing because our customers are changing. Their buying decisions
and shopping habits are changing. Fundamental changes are taking place in their
preferences and behavior. And more so, the ways in which we talk to them are
changing. They expect and demand to be spoken to on a personalized and one-toone basis.
More than that, customers expect an unprecedented level of emotional commitment
and honesty from the brands they trust, support and buy. Customer loyalty is
weakening, because they constantly move on to new products and new brands
entering the marketplace. They are thinking more with their hearts than with their
heads.
For any company to be successful in this new and now emotional economy they
need to create and build emotional loyalty.
E. Research Design
a. Research Type:- Analytical Study
b. Universe:-Jaipur
c. Sample Size: Large sample gives reliable result than small sample.
However, it is not feasible to target entire population or even a substantial
portion to achieve a reliable result. So, in this aspect selecting the sample
to study is known as sample size. Hence, for my project my sample size
was 100.
d. Data Collection
Questionnaire Survey
Books
Internet
e. Sources of data
Primary Data
Consumer Survey on the effect of brands on their buying behaviour
19

Secondary Data
Articles in Newspapers, Magazines and Internet
Study Reports from Internet
Desk Research under the guidance of my guide

DATA ANALYSIS
Which of the following fashion brands are you aware of?
50

50

50

50

50

50

50
43

45
40Allen Solly
35

Dockers

Color Plus

32

Parx

32

Blackberrys
32

30

Proline

25

26

Zodiac
21

20
15

Van Heusen

10

Provogue

Park Avenue

Excalibur

Arrow

Louis Philippe

17
14

Peter England

20

Listed below are statements about shopping behavior for clothes and clothing
fashions. Please check one box for each statement to indicate the extent to
which you agree or disagree with each statement.
Agree

Neither
agree Nor
Disagree

Disagree

48

I buy new fashion looks

only when they are well
accepted.

12

34

I am not as concerned
about fashion as I am about
modest
prices
and
wearability.

14

30

I prefer to buy well-known

designer labels rather than
take a chance on something
new.

40

I am confident that I have

good taste in clothing.

10

18

22

I buy clothes
regardless
of
fashion.

like,
current

21

Who influence you to purchase the brand?

18
18
15

16
14

12
12
10

Family

Friends

Advertisement

Self

Other

8
6

4
1

2
0

22

In which media you have seen the advertisement of these brands?

28

30

25

20

TV

Magazine

15

Internet

Other

12
8

10

Newspaper

23

Which of the following would affect you choice of readymade garments?

40
40

35

32
28

30

25

20

22

Cloth Type

18
Promotional
Campaigns

Price

15
10
10

0
No Effective at all

Affecting the most

24

When you buy a readymade garment during a promotional campaign, will

you by the product after the campaign?
18
18

Yes

16
14

Likely
12

12

Dont Know

10

10
8
6

I will most likely written over to my previous brand

5

I will switch over to previous brand

4

2
0

25

Which media do you prefer more for fashion ads (in order of your
preference)?

42

45
40
35

TV

Magazines

Newspapers/Pamphlets

30
25
20
15Radio Hoardings/Bill Boards

10
5
0

Any Other (Specify

26

If TV, is it because
2
2
1.8
1.6
1.4
1.2
It is an audio Visual Medium

Entertainment Value

1
0.8
0.6
0.4
0.2
0

27

1
Overall
Presentation

If magazine and Newspaper, is it because of

34
35

30

It is a good source of latest fashion trends

Overall Presentation

Longevity of M essage

Any Other (Specify)

25

20

15

10
6
5

28

FINDINGS
Consumer Behavior is the study of the processes involved when individuals or
groups select, purchase, use, or dispose of products, services, ideas, or experiences
to satisfy needs and desires. Consumers take many forms, ranging from an eightyear-old child begging her mother for Pokemon shoes to an executive in a large
corporation deciding on a multimillion-dollar computer system. The items that are
consumed can include anything: Gucci handbags, a massage, democracy, rap
music, or hoopster rebel Dennis Rodman. Needs and desires to be satisfied range
from hunger and thirst to love, status, or even spiritual fulfillment. Consumer
behavior is the study of the processes involved when individuals or groups select,
purchase, use, or dispose of products, services, ideas, or experiences to satisfy
needs and desires.
A consumer may purchase, use, and / or dispose of am product, but these functions
may be performed by different people. In addition, consumers may be thought of
as role players who need different products to help them play their various parts.
Fashion terminology is often used by consumers in overlapping ways. A style of
apparel is defined by distinctive attributes that distinguish it from others in its
category, such as different types of skirts; a fashion is a style that has been
accepted by many people; high fashion consists of new, expensive styles offered by
upper-end designer. A trend is a general direction that may lead to a fashion.
Merchandise classifications include designer, bridge, better, moderate, and budget
prices.
Fashions tend to follow cycles. The two extremes of fashion adoption known as
collective selection. Perspectives on motivations for adopting new styles include
psychological, economic, and sociological models of fashion.
The field of consumer behavior is interdisciplinary; it is composed of researchers
from many different fields who share an interest in how people interact with the
marketplace. These disciples can be categorized by the degree to which their focus
is micro (the individual consumer) versus macro (the consumer as a member of a
group or of the larger society).
There are many perspectives on consumer behavior, but research orientations can
roughly be divided into two approaches. The positivist perspective emphasizes the
objectivity of science and the consumer as a rational decision maker. The
interpretive perspective, in contrast, stresses the subjective meaning of the
consumers individual experience and the idea that any behavior is subject to
multiple interpretations rather than to one single explanation.
29

RECOMMENDATIONS
1. Rural market. Knowing the huge size of rural population of India it is natural
that the rural market is attractive to marketers. Company should study purchasing
power, life styles, buying habits, optimal usage level. Brooke Bond for instance
could capture the crux of the challenge when they started marketing Re 1 tea
packets.
2. Distribution. Distribution cost are an increasing component of marketing cost
marketers will have to find ways through which one can achieve efficient as well
as economic distribution. One solution is joint distribution or by adopting direct
marketing.
3.Packaging. With self-shopping gaining grounds and shelf space getting limited,
packaging becomes an important factor that marketers have to be concern about.
Companies should identify the requirements and pack commodities according to
demand.
4. Customer service challenge. In an increasingly competitive market,
retention of a customer is possible only through better service. Marketers
will require devoting to more efforts to understand the customer view of
quality and convenience. Marketers should do regular research to find this
fact.
5. Adaptation to newer environment. As government withdraw entry
barriers and relax restriction on merger or takeover many companies should
install superior technology and resort to merger acquisition route to make
their unit more efficient.
6. Creativity and innovation in overall marketing programmes. Marketers
have to develop organizational structure style and functioning, which enable
them to act fast and bring in innovations in their marketing programmes.

30

CONCLUSION
Emotional Branding is a new paradigm that would command growing
importance in the years to come. The rational means of attracting customers
through product features and benefits is losing its importance, particularly when
catering to the higher order needs of the more affluent section of consumers .
Emotional appeal based on lifestyle and image, supported by glitzy advertisement
and flashy packaging are becoming comparatively more common in recent times.
The basic principle of emotional marketing is that one has to touch the
customers heart, and create a liking for the product through the use of
Intrinsic (Look At Me Approach) and Extrinsic (If youre beautiful,
I will look at you!) criteria.
The market out there is fast and furious. The competition is heavy and
the marketing messages are reaching consumers in their thousands every
day. To compound the challenge most of your potential customers basic
needs are already met. They are looking for things to enhance their lives,
make them feel better, prettier, and sexier. Marketing to todays consumers is
a challenging business because you are no longer listing the specifications of
products and services. Instead you are meeting people on an emotional level
to
break
into
their
consumer
awareness.
In short, Emotional Branding has created an entirely new vernacular in
the business world and opened up a new dialogue about how to create
brands people truly lovethrough the power of emotions and design
We can conclude that- Emotional Branding - For the ultimate bonding
Readymade garment is really becoming big business. The domestic market
too presents immense opportunities with consumer spending on the rise and
organized retailing growing. But should a garment player go global or sell at
home?
Some players such as Raymond and Zodiac Clothing have chosen to be
aggressive in both markets. Even as they plan to improve their retail
presence over the next three years, both are expanding their manufacturing
facilities in Bangalore to cater to the expected rise in international demand.
Interestingly, major export players such as Ambattur Clothing (Color Plus)
and Acme Clothing (Provogue) have, in the past, placed their bet on the
domestic market.
These companies quickly managed to give bigger players a run for their
money. But, as Color Plus discovered, further growth could come only from
31

a wider distribution network, which needs deep pockets. Raymond stepped

in and acquired the brand.

BIBLIOGRAPHY
Kevin Lane Keller (2004), Strategic Brand Management, 2 nd edition, Pearson
Education, New Delhi
www.emotional marketing. com
www.emotional branding.com

www.iupindia.org

www.wikipedia.com

Brand Equity (Economic Times)

www.google.com
www.levis.com
www.peterengland.com
www.raymonds.com
www.excalibure.com

32

QUESTIONNARIES
Q1. Describe what does brand mean to you?
____________________________________________________________

Q2. Do you buy only branded products?

a) Yes always
b) Never
c) Only when quality is important
d) Rarely

Q3. Are you a loyal customer for the products you buy?
a) Yes always. I stick to the same products.
b) Never. I keep experimenting with new products.
c) Only for quality products. Where it is a commodity, I choose the least-priced
product.

Q4. Are you a price sensitive consumer?

a) Yes
b) No
33

Q5. Which of the following, according to you, help build a good brand image?
a) Quality
b) Communication strategies
c) Competitive pricing
d) Good value added services
e) Free trails and disco

Q6. Do you use products because they are most available?

a) Yes
b) No
c) Mostly
Q7.Which of the following fashion brands are you aware of?
Levis
Parx
Provogue
Van Heusen
Arrow

Dockers
Color Plus
Blackberrys
Zodiac
Park Avenue
Louis philippe
Peter England
Excalibur
Others(please specify)

Q8.Factors you consider while purchasing a readymade garments?

RANK THEM ACCORDING YOUR PRIORITY:
Cloth type
Color
Brand
Fashion/Trend
Price
Availability
Q9.Who influence you to purchase the brand?
Family
Self

Friends
Other

Advertisement

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Q10.In which media you have seen the advertisement of these brands
TV
Newspaper
Other

Magazine
Internet

Q11.When you buy a readymade garment during a promotional campaign, will you
by the product after the campaign?
Yes
Likely
Dont Know
I will most likely written over to my previous brand
I will switch over to previous brand

Q12.Which media do you prefer more for fashion ads (in order of your
preference)?
TV
Newspaper / pamphlets
Any other (specify)

Magazines
Radio Hoardings / bill boards

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