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Brand Assess Valuation Model

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1. INTRODUCTION
This marketing consultant report is done for a nonprofit and a governmental market. The report is compiled for the Director General of the National Library (NL) to change the current marketing strategy mainly target on promoting library’s e-resources. As the world is in an era of transferring from paper to electronic resources, it is necessary for libraries to examine and market the services using innovative ideas to enhance and to keep up with the changing technology. The holistic marketing concept has been used to analyse the situation and to conclude the recommendations.
The objective of this project is to develop and/or to upgrade its services, and provide quality library services to a larger number and diverse community. …show more content…

BAV measures brand strength and brand stature. Brand strength represents relevance and differentiation. Brand stature implies the knowledge and Esteem. Figure 4 shows the BAV analysis of a quantitative survey which was done to analyse the current status of the product along with the competitors, and 20 customers from NL and MNU participated.

High

Brand
Strength
(Relevance and …show more content…

Brand and Recognition: A mobile app can greatly contribute to create brand awareness. Branding and brand recognition is the most effective way at increasing market share.
Customer Engagement: Within the app can have a feature for reference queries or to send messages. This feature will help customers to save time and avoid waiting on phone ques. Customer engagement feature will increase the market growth, while shaping customer satisfaction.
Stand out from the competition: None of the competitors use a mobile app and this is where NL can take a big leap ahead of the competitors. NL can become the first library in the country to provide a mobile app to their customers. The app will address the customer's needs and then build the sales and promotional efforts around the competitors.
Customer loyalty: Mobile app will cultivate customer loyalty since, the app will be just a “fingertip” away from the customers at all times. Therefore, the app will be a mean to stay closer to customers. Staying closer to customers will allow to focus on the best customers and to improve customer satisfaction levels.
6. CUSTOMER RETENTION AND

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