Brand Equity Pyramid Case Study

Figure 2.5.2: Customer Based Brand Equity Pyramid

Adapted from Keller (2001)

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This concept analyses the level reached by the consumers regarding the brand. It may be used in the case of ‘Made in Moris’ whereby the AMM will analyse the CBBE pyramid, vis-à-vis the brand perceptions. The brand strength results into brand commitment at a later stage.

2.5.3 Brand loyalty or brand attachment

This part deals with the sources of brand equity that is the brand recognition and brand image.

Brand awareness comprises of brand recognition and brand recall whereby consumers will remember the brand name, along with its specialties via the products being offered. Even the brand mantra plays an important role in brand recall. Thus, for the collective brand,

The use of Creole language may be because AMM is targeting the whole

Mauritian population, rather than a particular segment. Also, the brand image must be favourable so as to attract consumers.

2.5.4 The Young and Rubicam’s Brand Asset Valuator (BAV)

The BAV model of Young and Rubicam measures the brand value about the progression systematically, about the brand development. It considers four factors namely differentiation, relevance, esteem and knowledge. Therefore, the BAV model may be used to have a progressive report of the collective brand.

2.6 Global Context- countries making use of the ‘Made In’ concept

Asian countries making most use of this concept are China, Japan, and South Korea. In 2014,

China ranked 9th in automotive, 5th in electronics and 10th in fashion whereby the ‘Made In’ notion had a huge contribution to this success. According to these countries, consumers are more ready to pay a premium for a brand that originates from a country, with positive brand attributes

(ONG, SuperBrands). The author also added that international brands dominate a 60-70% premium over domestic options in the Chinese grocery stores.

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2.6.1 Made in France

The ‘100% Made in France’ Concept is somehow similar to that of the ‘Made in Moris’

2.6.2 Made in U.S.A

The Made in USA has the main aim of creating jobs in America. In this line, Ramos L has illustrated the necessity for Americans to buy American made goods. The latter pinpointed out various difficulties faced by the government: Americans losing jobs, bad aftermaths for the US future and exploitation of destitute countries due to de-industrialisation. Thus, the author has proposed that it is more prudent for Americans to buy the ‘Made in USA’ products.

2.6.3 Made in Germany

This notion was developed in another view of brand management whereby the interested bodies were much more concerned about the high quality being delivered in forms of products manufactured in Germany.

2.6.4 Made in Japan

The findings of Nagashima (1970) exhibited that Japanese assumed that their products are inexpensive, common and necessary while linking careless or poor workmanship to the idea of

‘Made in Japan’. According to Gordenker (2012), Japan is known for giving rise to most stylish, pioneering and fanciful products.

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2.7 Anti-Dumping