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Amazon's Brand Equity in India Decoded | Why is Amazon a strong Brand | Amazon India marketing strategy

Amazon's Brand Equity in India Decoded across 5 elements of Brand equity.<br><br>5 main elements of Brand equity:<br><br>1. Brand awareness - This is the first step for any brand to build its brand equity. A high level of brand awareness is when the target audience can recall a brand's name when there is a requirement.<br><br>2. Brand Association - This describes the kind of association or the attributes of the brand the consumers associate with it. As a marketer, you need to think that what kind of association or memories do you want your consumers to associate with your brand.<br><br>3. Perceived quality - This is the customer's perception of the overall quality of the brand. As a marketer, you need to create a high perceived quality of your brand so that consumers ultimately start to have a high brand association.<br><br>4. Brand Loyalty - A high brand loyalty means that the customers are making repeat purchases of a specific brand amongst a set of alternatives. The repeat purchases not only add to the sales but also a sense of trust amongst the customers. Therefore, as a marketer, you need to aim for repeat purchases as this increases brand loyalty. You can achieve this basis your product quality, perception.<br><br>5. Brand proprietary assets - This includes a brand's assets like patents, trademarks that give a brand a competitive advantage over its competitors. Therefore, as a marketer, your brand should come up with such proprietary assets that help you differentiate from your competitors.<br><br>Go through the Slideshare presentation to further understand the 5 points of Brand equity with Amazon example.

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Amazon's Brand Equity in India Decoded | Why is Amazon a strong Brand | Amazon India marketing strategy

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  1. ROHIT SINGH | @TEAMOYEROHIT | 2020 AMAZON'S BRAND EQUITY IN INDIA DECODED BY WWW.OYEROHIT.COM GET EDUCATED AT OYEROHIT.COM/BLOGS

  2. ROHIT SINGH | @TEAMOYEROHIT | 2020 Brand Awareness During awareness Amazon ads were literally everywhere from bus stop, billboards to all platforms on internet. For our cricket loving country, they made good use of IPL by selling cricket equipment and created engaging ads during the IPL. They sponsored various webisodes which engaged with the masses. BY WWW.OYEROHIT.COM GET EDUCATED AT OYEROHIT.COM/BLOGS

  3. ROHIT SINGH | @TEAMOYEROHIT | 2020 Brand Association Amazon wanted Indians to have a trustworthy association with the brand. To achieve this, they came up wih the campaign 'Apni Dukan'. Communications on how Amazon is better than offline store were pushed in the market. 3 points were highlighted to achieve this - 100% Original products | Easy returns | On time delivery BY WWW.OYEROHIT.COM GET EDUCATED AT OYEROHIT.COM/BLOGS

  4. ROHIT SINGH | @TEAMOYEROHIT | 2020 Perceived Quality Amazon pushed '100% original products' in every communication assuring the customers on quality. They tapped the offline audience by pushing this on TV, Newspaper and hoardings to take over the audience's notion 'online products are fake'. It also served the same by free pick ups and drop for returns or wrong products making Indians more comfortable with online shopping. BY WWW.OYEROHIT.COM GET EDUCATED AT OYEROHIT.COM/BLOGS

  5. ROHIT SINGH | @TEAMOYEROHIT | 2020 Brand Loyalty With Flipkart selling almost same products at same price, Amazon lacked brand loyalty. They then introduced 'Amazon Prime', giving members range of exclusive benefits with a minimal annual charge. The fact that they are a paid Amazon prime member and get exclusive benefits makes them prefer Amazon first and then others. BY WWW.OYEROHIT.COM GET EDUCATED AT OYEROHIT.COM/BLOGS

  6. ROHIT SINGH | @TEAMOYEROHIT | 2020 Brand Proprietary Assets Proprietary assets are things that anything that a brand holds which is a competitive advantage over their rivals. Amazon came up with 'One Click Shopping' , 'Subscription based shopping' as a differentiator which helped them build brand equity. BY WWW.OYEROHIT.COM GET EDUCATED AT OYEROHIT.COM/BLOGS

  7. ROHIT SINGH | @TEAMOYEROHIT | 2020 So that was how Amazon India built its brand equity The points on which I have studied Amazon's equity are 5 major elements of Brand Equity. BY WWW.OYEROHIT.COM GET EDUCATED AT OYEROHIT.COM/BLOGS

  8. ROHIT SINGH | @TEAMOYEROHIT | 2020 Looking for a professional advice with marketing for your brand? Book an on-call appointment with me at www.oyerohit.com BY WWW.OYEROHIT.COM GET EDUCATED AT OYEROHIT.COM/BLOGS

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