CHAPTER-1
INTRODUCTION
1.1 What is Brand Building Block?
Keller's Brand Equity Model is also known as the Customer-Based Brand Equity (CBBE)
Model. Kevin Lane Keller, a marketing professor at the Tuck School of Business at
Dartmouth College, developed the model and published it in his widely used textbook,
"Strategic Brand Management."
The concept behind the Brand Equity Model is simple. In order to build a strong brand,
marketers must shape how customers think and feel about the product. Marketers have to build
the right type of experiences around the brand, so that customers have specific, positive thoughts,
feelings, beliefs, opinions, and perceptions about it.
When marketers have strong brand equity, customers will buy more from them, they'll
recommend the product to other people, they're more loyal, and marketers are less likely to lose
them to competitors.
The model, seen in figure 1, illustrates the four steps that you need to follow to build strong
brand equity.
Figure 1 – Keller's Brand Equity Model
From "Strategic Brand Management: Building, Measuring, and Managing Brand Equity" by
Kevin Lane Keller.
The four steps of the pyramid represent four fundamental questions that the customers will ask –
often subconsciously – about the brand.
The four steps contain six building blocks that must be in place to reach the top of the pyramid,
and to develop a successful brand.
Key Points
Keller's Brand Equity model is also known as the Customer-Based Brand Equity (CBBE) Model.
Kevin Lane Keller developed the model and published it in his widely used textbook, "Strategic
Brand Management."
Within a pyramid, the model highlights four key levels that you can work through to create a
successful brand. These four levels are:
1. Brand identity.
2. Brand meaning.
3. Brand responses.
4. Brand relationships.
Within these four levels are six building blocks that further help with brand development. These
six building blocks are salience, performance, imagery, judgments, feelings, and resonance.
1.2 Objectives of the study
The main objectives of this term paper are as followed:
To find out the Brand building Block Structure of Ittadi
To Understand the Brand position of Ittadi
To find out Brand Value of Ittadi
To find out what needs to be changed
To find out the actual errors.
1.3 Scope of the study
The whole project is based on Brand Building Block of Ittadi
The research is done to find out the satisfaction level of AIBA student toward AIBA bus
service
Survey on 23 students is done in this paper
Questionnaires were used for doing the survey
1.4 Limitations of the study
The number of the students surveyed is low
The time schedule was not flexible for every students
CHAPTER-2
LITERATURE REVIEW
Previously there has not been any type of particular report done on Ittadi’s Brand Building
Block.
However, there has been very few similar reports done previously, which have been cited below-
According to the report of Key Success Factors of TV Brand Management: An International
Case Study Analysis by Kati Forster, it’s clear that TV shows must follow some crucial
strategies to become a successful brand. It also cites, The functions of media brands from an
audience and a managerial perspective have been the subject of controversial discussion among
scholars. However, in extant studies scholars have focused on single aspects of media branding;
such as the influence of programming strategies on TV brands (Wolff, 2006), the effects of brand
images for television news (Chan-Olmsted & Cha, 2008), or media referring content as a
communication instrument for media corporations (Weinacht, 2009). But current research lacks a
holistic view of the TV branding process, which includes both the strategic and tactical
perspectives. Thus, the purpose of the present study is to identify key success factors of TV
brand management by analyzing ten different TV brands in the U.S., the U.K., Spain, and
Germany.
We did not find any other relevant or at least closely relevant reports to provide on this section.
CHAPTER- 3
METHODOLOGY OF THE STUDY
3.1 Population
In this study we have only one university as populations.
1. Army Institute of Business Administration, Savar
3.2 Sample Size and Sampling Technique
We have a sample of 23 students from the one population. All samples were taken from all
students, not an individual batch.
3.3 Sources of Data
3.3.1 Primary Sources
questionnaires
3.3.2 Secondary Sources
websites
journals
Other thesis papers.
3.4 Methods of Data Collection
The primary data was collected by providing questionnaires to the students of AIBA Savar.
The secondary data was taken from internet. We took the help of different websites, journals and
other thesis papers based on/ related to our topic.
3.5 Data Analyzing Tools and Procedures
To analyze the collected data we used some procedures. The collected primary data was input
into an excel spreadsheet. Based on that graphs and charts were created. We used those charts
and graphs to reveal the major findings.
CHAPTER 4
APPLICATION OVERVIEW OF BRAND BUILDING BLOCK
Applying the Model
We have applied this model to find out the Total Brand position, equity, image and identity
of the TV Show “ITTADI”
Let's look at each step and building block in detail, and discuss how you can apply the
framework and strengthen your brand.
Step 1: Brand Identity – Who Are You?
In this first step, the goal is to create "brand salience," or awareness – in other words, marketers
need to make sure that the brand stands out, and that customers recognize it and are aware of it.
Marketers are not just creating brand identity and awareness here; marketers are also trying to
ensure that brand perceptions are "correct" at key stages of the buying process.
To find the Identity stage of ITTADI, we asked several questions to our respondents and most of
them had a very good response in return. The Salience or Brand Identity of Ittadi is extremely
high.
Application
To begin, first marketers need to know who the customers are. Research the market to gain a
thorough understanding of how the customers see the brand, and explore whether there are
different market segments with different needs and different relationships with the brand.
Next, identify how the customers narrow down their choices and decide between the brand and
the competitors' brands. What decision-making processes do the customers go through when they
choose a product? How are they classifying the product or brand? And, when you follow their
decision making process, how well does your brand stand out at key stages of this process?
Marketers are able to sell your product because it satisfies a particular set of your customers'
needs; this is their unique selling proposition , or USP. Marketers should already be familiar with
these needs, but it's important to communicate to the customers how the brand fulfills these. Do
the clients understand these USPs when they are making their buying decisions?
By the end of this step, marketers should understand whether the clients perceive the brand as
they want them to, or whether there are specific perceptual problems that marketers need to
address – either by adjusting the product or service, or by adjusting the way that marketers
communicate the message. Identify the actions that marketers need to take as a result.
And mostly all the applications are easily viable with the identity creation of Ittadi. Ittadi has an
extremely positive USP in the market. Their USP is their unique story line, each time Ittadi
comes up with a totally new social issue, or with an inspiring story of any personality.
Step 2: Brand Meaning – What Are You?
Marketer’s goal in step two is to identify and communicate what the brand means, and what it
stands for. The two building blocks in this step are: "performance" and "imagery."
"Performance" defines how well the product meets the customers' needs. According to the
model, performance consists of five categories: primary characteristics and features; product
reliability, durability, and serviceability; service effectiveness, efficiency, and empathy; style and
design; and price.
"Imagery" refers to how well the brand meets their customers' needs on a social and
psychological level. Your brand can meet these needs directly, from a customer's own
experiences with a product; or indirectly, with targeted marketing, or with word of mouth.
Ittadi have properly created its identity and at the same time properly illustrated what it actually
can do and does. The brand meaning of ittadi is to give your life a slack and enjoy your time with
happiness for a moment. The brand Image of Ittadi is quite high in the market.
Application
The experiences that the customers have with the brand come as a direct result of the product's
performance. The product must meet and ideally exceed their expectations if marketers want to
build loyalty.
Next, think carefully about the type of experience that marketers want their customers to have
with the product. Take both performance and imagery into account, and create a "brand
personality." Again, identify any gaps between where marketers are now and where they want to
be and look at how they can bridge these.
Ittadi applied all the possible strategies to make the audience feel attracted towards the show. It
created a very strong Brand personality in the TV industry as well.
Step 3: Brand Response – What Do I Think, or Feel, About You?
The customers' responses to the brand fall into two categories: "judgments" and "feelings." These
are the two building blocks in this step.
Customers constantly make judgments about the brand and these 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.
Customers also respond to the brand according to how it makes them feel. The brand can evoke
feelings directly, but customers 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.
Application
First, examine the four categories of judgments listed above. Consider the following questions
carefully in relation to these:
What can you do to improve the actual and perceived quality of your product or brand?
How can you enhance your brand's credibility?
How well does your marketing strategy communicate your brand's relevancy to people's
needs?
How does your product or brand compare with those of your competitors?
Next, think carefully about the six brand feelings listed above. Which, if any, of these feelings
does your current marketing strategy focus on? What can you do to enhance these feelings for
your customers?
Identify actions that marketers need to take as a result of asking these questions.
Step 4: Brand Resonance – How Much of a Connection Would I Like to Have With You?
Brand "resonance" sits at the top of the brand equity pyramid because it's the most difficult – and
the most desirable – level to reach. Marketers have achieved brand resonance when the
customers feel a deep, psychological bond with the brand.
Keller breaks resonance down into four categories:
Behavioral loyalty: This includes regular, repeat purchases.
Attitudinal attachment: The customers love your brand or your product, and they see it as
a special purchase.
Sense of community: The customers feel a sense of community with people associated
with the brand, including other consumers and company representatives.
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.
Application
Marketer’s goal in the last stage of the pyramid is to strengthen each resonance category.
For example, what can marketers do to encourage behavioral loyalty? Consider gifts with
purchase, or customer loyalty programs.
What marketers can do to reward customers who are champions of the brand? What events could
marketers plan and host to increase customer involvement with the brand or product?
And Ittadi did its part perfectly in terms of creating proper brand resonance.
Brand Salience:The brand salience means, how well the customer is informed about the product
and how often it is evoked under the purchase situations?
The marketer should not only focus on just creating the awareness about the product but also
includes the ease with which the customers can remember the brand and the ability to recall it
under the different purchase situations.
Brand Performance: The Brand performance means, how well the functional needs of customers
are met?
At this level of the pyramid, the marketers check the way in which product is performing and
how efficiently it is fulfilling the needs of the customers.
Brand Imagery: The Brand Imagery means, what product image the customer create in their
minds?
This aspect deals with the customer’s psychology or the feelings that how they relate to the
product in terms of their social needs.
Brand Judgements: The Brand Judgement means, What customer decides with respect to the
product?
The customers make the judgment about the product by consolidating his several performances
and the imagery associations with the brand. On the basis of these, the final judgment is made
about the product in terms of its Perceived Quality, Credibility, Consideration, and Superiority.
Brand Feelings: The Brand feelings means, what customers feel, for the product or how the
customer is emotionally attached to the product?
The consumer can develop emotions towards the brand in terms of fun, security, self-respect,
social approval, etc.
Brand Resonance: The Brand Resonance means, what psychological bond, the customer has
created with the brand?
This is the ultimate level of the pyramid, where every company tries to reach. Here the focus is
on building the strong relationship with the customer thereby ensuring the repeated purchases
and creating the brand loyalty.
The resonance is the intensity of customer’s psychological connection with the brand and the
randomness to recall the brand in different consumption situations.
CHAPTER-5
DATA ANALYSIS & FINDINGS
This chapter describes results of the study. The chapter focuses on data analysis to answer the
research questions.
Based on suggestions from our respective teacher, we made a questionnaire in terms of
clarification of wording and overall format before distributing to a larger group of study
participants. A total of 23 students participated in this study. Thus, the number of completed
questionnaires was 23. The next section presents descriptive analyses of the participants.
Here are the response rates with their mean values.
Mean Value: 46/10= 4.6
Mean Value: 43/10= 4.3
Mean Value: 45/10= 4.5
Mean Value: 45/10= 4.5
Mean Value: 45/10= 4.5
Mean Value: 45/10= 4.5
Mean Value: 41/10= 4.1
Mean Value: 45/10= 4.5
Mean Value: 45/10= 4.5
Mean Value: 48/10= 4.8
Mean Value: 43/10= 4.3
Mean Value: 41/10= 4.1
Mean Value: 47/10= 4.7
Mean Value: 41/10= 4.1
Mean Value: 39/10= 3.9
Mean Value: 43/10= 4.3
Mean Value: 48/10= 4.8
Mean Value: 46/10= 4.6
Major Findings
Brand Salience:The brand salience means, how well the customer is informed about the product
and how often it is evoked under the purchase situations?
Indeed Ittadi has clearly created proper brand awareness and the audiences are well informed
about the brand.
Brand Performance: The Brand performance means, how well the functional needs of customers
are met?
The performance of ittadi as amazing as always, but audience require more frequent show of
ittadi.
Brand Imagery: The Brand Imagery means, what product image the customer create in their
minds?
Ittadi indeed has a great psychological bonding with the mass people. Everyone loves this show
and they wait for this show to air for more than 3 months and still holds their patience and love
for this show.
Brand Judgements: The Brand Judgement means, what customer decides with respect to the
product?
The viewers judge this show as one of the most elite TV shows ever telecasted on the national
television channel. Undoubtedly people love this show to moon and back.
Brand Feelings: The Brand feelings means, what customers feel, for the product or how the
customer is emotionally attached to the product?
Surely this show has created so much deep emotional attachment through several stories of some
people who are doing societal work despite of being an underprivileged person. Moreover, there
are so many aspects for the audiences to get emotionally attached with this show.
Brand Resonance: The Brand Resonance means, what psychological bond, the customer has
created with the brand?
Indeed the psychological bond ittadi has with the audience is totally positive. Most probably it is
the only TV show on BTV which gets the highest PR in one day than any other program gets
accumulated in one month. Every audience of Ittadi thinks that Ittadi will never let their hopes
down and Ittadi actually holds everyone’s hopes up high.
Overall feedback of the Brand Building Block of Ittadi is very very appreciable and
positive.
CHAPTER- 6
CONCLUSION & RECOMMENDATION
6.1 Conclusion
People now have more faith on this TV show and they want this show to be the ultimate voice of
the mass people. Because Ittadi has been coming uo with social, political and national issues in
such a unique and benevolent way which no other TV show has ever done in the history of
Television shows. It has a very high brand image, brand value, trust, brand position, brand
relationship with its audience. Moreover, the audience base is also very strong for this single
show.
6.2 Recommendation
The show must be aired more frequently
The Show Must go for an International outreach
The show should keep its original essence forever
Reference
1. https://www.mindtools.com/pages/article/keller-brand-equity-model.htm?
fbclid=IwAR2ax6SbUrX2qq4l0HORPJWhl2Z8-
LXaMMQfkuHAeAH0FUzJKWlCTMzA5Wo
2. https://businessjargons.com/brand-resonance.html?fbclid=IwAR2IL1ERj9a4jC5dTnL-
_H5sAvVzI12S4l68t3LB5QvNlYSbj2Pv3omElBI
3. www.academia.edu.com
4. Strategic Brand Management Book.
5. Survey Questionnaire
Questionnaire
1. Ittadi is your most favorite Magazine Show
2. Whenever you think of any TV magazine show Ittadi comes to your mind
3. There is no other magazine show as famous as Ittadi (inside Bangladesh)
4. Ittadi has been upholding the reputation of BTV as well
5. Ittadi is Famous for the Anchor (Hanif Shongket)
6. Ittadi has its Unique way of demonstrating different subjects which creates TOMA (top
of mind awareness) in you
7. Ittadi should be more unique in its nature & subject selection
8. Ittadi has a strong Brand Image in your mind
9. Ittadi has a very close relation with you in terms of creating awareness in you regarding
several social issues
10. You are associated with Ittadi since your Childhood
11. You eagerly wait for the telecast of ittadi
12. You prefer Ittadi to be telecast more frequently
13. Ittadi Can create a great social Impact
14. Ittadi changed/changes your perception about the mainstream societal maneuvers that you
engage in
15. There must be more similar TV shows like ittadi
16. Ittadi is the most awaited TV show in Bangladesh
17. You love to watch Ittadi with your Family
18. Ittadi has a strong Brand Value in Bangladesh
