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A comparison of Brand Equity of
with
ABOUT THE BRAND
 One of the largest clothing manufacturers in
Italy, has a global presence across 120
countries and more than 5,000 store
 Benetton Group was established in 1965
 Headquarters - Ponzano Veneto, Italy (30
Kms from Venice)
 Chairman – Luciano Benetton
 Deputy Chairman - Alessandro Benetton
 Benetton entered the Indian market in 1991-
92, as a 50:50 joint venture with the DCM
Group in Delhi and launched its flagship label
UCB.
 It is one of the first international apparel
brands to enter the country
KELLER’S BRAND EQUITY MODEL
APPLICATION OF THE MODEL IN UCB
BRAND IDENTITY – WHO ARE YOU?
 The goal is to create "brand salience," or awareness
 A good variety of different colors can be seen in its clothing collection
 The brand differentiate itself from its competitors
BRAND MEANING – WHAT ARE YOU?
 It includes “performance” and “Imagery”
 United Colors of Benetton makes and sells
high or premium class clothing at
affordable prices to its customers.
 People know that their products especially Polo
shirts and Shirts are well designed and
stylish, and that they won't let them down.  
 Imagery can be described with the help of its
reach to its customers. There are more than
5000 stores in total in the entire world.
Moreover, UCB’s imagery is enhanced through
its efforts in organizing marketing campaign
mostly which are based on social causes.
BRAND RESPONSE – WHAT ABOUT YOU?
 The customers' responses to your brand fall into two categories: "judgments" and "feelings.“
 Your customers constantly make judgments about your brand and this fall into four key
categories:
 Quality: Customers judge a product or brand based on its actual and perceived quality.
 Credibility: Customers judge credibility using three dimensions – expertise (which includes
innovation), trustworthiness, and likability.
 Consideration: Customers judge how relevant your product is to their unique needs.
 Superiority: Customers assess how superior your brand is, compared with your competitors'
brands.
 Brand can evoke feelings directly, but they also respond emotionally to how a brand makes
them feel about themselves. According to the model, there are six positive brand feelings:
warmth, fun, excitement, security, social approval, and self-respect.
 The Brand itself is high quality; UCB doesn't want to lower the price, as this might affect how
customers assess quality, so brand decides to offer in order to surpass customer expectations.
BRAND RESONANCE – RELATIONSHIP
Brand "resonance" sits at the top of the brand equity pyramid because it's the most
difficult – and the most desirable – level to reach. You have achieved brand resonance when
your customers feel a deep, psychological bond with your brand.

 Behavioral loyalty: This includes regular, repeat purchases.

 Attitudinal attachment: Your customers love your brand or your product, and they
see it as a special purchase.
 Active engagement: This is the strongest example of brand loyalty. Customers are
actively engaged with your brand, even when they are not purchasing it or consuming it.
This could include joining a club related to the brand; participating in online chats,
marketing rallies, or events; following your brand on social media; or taking part in
other, outside activities.
 UCB knows that target customers care
deeply about fair trade. UCB decides to
promote the organization's efforts by
participating in a number of fair trade
events around the country.
 UCB also sets up a social networking
framework to involve customers in the
organization's fair trade efforts, and
creates a forum on the company website
where customers can discuss issues
surrounding fair trade. UCB also commits
to championing the efforts of other fair
trade organizations.
DAVID AAKER’S BRAND EQUITY MODEL
BRAND LOYALTY

 UCB emerged out as the most loyal brand. Price

attacks and non-availability did not deter the
respondents from buying UCB.
 People who know about the UCB and are using it
are very loyal to the brand.
 UCB is considered to be an expensive brand but
this high price is justified by the quality, the
designs they offer and the variety they offer.
 The customer has trust in the quality of the
product and they want to be associated with
UCB.
 UCB reduced marketing costs (hanging on to loyal customers is cheaper than
charming potential new customers)

 UCB get the trade leverage (loyal customers represent a stable source of revenue
for the distributive trade)

 UCB attract the new customers (current customers can help boost name
awareness and hence bring in new customers)

 Time to respond to competitive threats (loyal customers that are not quick to
switch brands give a company more time to respond to competitive threats)
BRAND AWARENESS

 United Colors of Benetton as a brand is one which depends heavily on its

marketing activities. It is very aggressive in marketing support thereby
influencing customers to purchase its products. The brand does not enjoy
loyalty if these promotional activities are stopped even though the brand
relevance is high.

 UCB needs to work in the advertisement segment and the way they want to
communicate with the potential customers. This would help it to bring in new
consumers. It needs to increase its visibility as it fared poorly on that
parameter.
PERCEIVED QUALITY
 UCB offers good quality products at affordable prices to its customers
 Customers find the products value for money that is how the brand builds loyal
customers and repeat purchases happens
 The brand creates a differentiating factor by offering wide variety of colors in its
clothing’s.
 It follows premium pricing policy which actually gives an indication to its
customers that the products are of good quality.
 Extended its portfolio into perfumes, Undercolors, etc. which indicates the customers
the brand stands for a certain quality guarantee that is applicable on a wide scale
 Available at wide number of sales channels - consumers have a higher quality
perception of brands that are widely available
BRAND ASSOCIATIONS
 UCB followers can easily identify the brand
name by just seeing the Benetton logo
 Offers high quality products to its customers
at affordable prices which is actually the
reason of increased sales of the brand.
 The brand is very actively involved in
launching marketing campaigns which are
based on social causes which actually helps
in generating positive feeling in the mind of
the customers for the brand.
 UCB has a lot of its extensions like
perfumes, Undercolors, Footwear,
Accessories, etc. The greater this number of
extensions, the greater the opportunity to
add brand associations
OTHER PROPRIETY ASSETS
ABOUT THE BRAND
 Indian premium fashion brand which started its operation in 2002
 Headquarters: Mumbai
 Specializes in apparel, lifestyle accessories and watches
 The brand is known for providing premium casual wear clothing at affordable prices
to its Indian customers with clean fashionable cuts and variety of colors and designs.
 The brand embodies authenticity and embrace individuality

Target Group – Urban upper class youth and business executives, upper middle
class income group
Age Group – 18 – 45 years
Segment - Customers looking for high end best products, fashion conscious
Positioning - Rich and quality product for the rich
MARKETING MIX (4P’S)
1. PRODUCT
 Specializes in clothing primarily for young generation and business executives
 The product line for Potners can be divided into two segments –
 Potners Apparel
 Potners Accessories

 The product line is as follows -

MEN – Shirts, Polos, T-shirts, Jeans, Trousers and Shorts, Blazers and suits,
Sweatshirts
WOMEN – Tops, T-shirts, Shirts, Dresses and Skirts, jeans, sweatshirts
ACCESSORIES – Shoes and socks, Underwear, bags, belts, wallets, watches
2. PRICE
• It follows Competitive pricing strategy as it sets the prices slightly lower
than its competitors and this is done because of high competition in the
market.
• Also, the brand follows Skimming pricing strategy for few of its products
which are sold as its premium collection

PRODUCT STARTING PRICE FINAL PRICE

CATEGORIES
Shirts 4599 7999

Jeans 3999 7999

Polos 3599 6999

T-shirts 1899 3999

Blazers 5999 9999

Shorts 1899 2599
3. PLACE
• Potner sells its clothing’s in India only
• They get their products manufactured from two manufacturing units located in
Okhla and Bengaluru
• Their retail stores are present all across India

NORTH SOUTH WEST EAST

Delhi, Bengaluru, Gujarat, Bihar, Sikkim,

Gurgaon, Kerala, Tamil Maharashtra, Assam, West
Noida, Nadu. Goa Bengal,
Rajasthan, Orissa
Haryana, UP,
Uttarakhand
4. PROMOTION
• Follows aggressive marketing strategies to enter into new cities
• The brand is advertised through TV advertisements which communicate the message
to the target audience
• Also, the brand promotes itself through Social Media Marketing, it has its presence on
Facebook, Instagram and Twitter
• The brand has a very stylish website with top quality user interface and images to
attract greater traffic and for the ease of shopping.
• Potners also promotes itself in Newspapers and magazines like GQ, Men XP,
Cosmopolitan etc.
• They have been associated with celebrities like Siddharth Malhotra and Katrina Kaif
who have been the brand ambassadors
BRAND AWARENESS
 Brand awareness can be seen in terms of its various marketing strategies.

 The brand has been following guerilla marketing strategy recently and found
good success. Furthermore, with the help of influencer marketing on social media
platforms like Facebook and Instagram, the brand’s recall rate has increased.

 Potner has also advertised through several famous magazines such as Harper
Bazar and Vogue.

 Initially the brand introduced only men’s collection and later it expanded its
product portfolio to women’s wear and accessories. With this expansion, there
was an increase in Potner’s brand awareness as well.
BRAND LOYALTY

 Potner has a loyal customer base because they keep coming back for different
and new designs to maintain their fashion trends.

 One of the reasons for customer’s loyalty towards the brand is that the brand
has a well-received exchange policy that allows clients to get back full refunds
for purchased products.

 Potner also offers loyalty cards to their loyal customers so that they maintain
long term relationships.
PERCEIVED QUALITY

 The brand is known for providing premium quality products. The huge number of
loyal customers of Potner also suggests that they admire the quality of the
brand.
BRAND ASSOCIATION
 Potner is not an unknown name in the fashion industry and the values that are
associated with the brand are modern, fashion-forward and trendy.
 It is famous for the high-quality clothes for women and men that they produce
and sell.
 Potner is a casual-wear brand and is especially known for its innovative designs.
COMPARISON OF UCB WITH POTNER
DAVID AAKER BRAND UCB POTNER
EQUITY MODEL
AWARENESS Aggressive Marketing Guerilla marketing strategy,
strategies promotion through magazines,
social media
LOYALTY High price, reduced marketing Exchange policy, loyalty cards,
costs, trade leverages,
attracting new customers
PERCEIVED QUALITY Good quality products at Good quality clothings
affordable prices, premium
pricing policy, value for money
ASSOCIATION Brand’s logo, marketing Innovative and trendy designs
campaigns based on social
causes
OTHER PROPRIETERY ASSETS Undercolors, Killer loop,
Playlife, Sisley