Brand Ana

lysis: NaM
o

-by
Ayushi Ro
hira
Jeevan M.
Nishant Pr
akash
Yash Bham
bhwani
1

RY
S

Internal Substance
but low Market
Acceptance
Raised smaller but
relevant issues
Failed marketing
Campaigns
against Champion
Brand

Hollowed Substance
& Low Market
Acceptance
Low Brand Recall
Small target
customer group
No Brand
Relevance

INTERNAL BRAND STRENGTH

Category Analysis: Brand NaMos Category was Full of

Alternatives with Distinct Differentiation Points
Potentially Winning
Brands

Champion Brands

Loser Brands

Endangered Brands

EXTERNAL BRAND STRENGTH

High Internal
Substance & Market
Acceptance
High Brand Recall
Clear
Differentiation
High on Brand
Equity (Gujarat
Model)

Hollowed Substance
but High Market
Acceptance
High Brand
Recognition among
target customers
In case of RaGa:
Bad Customer
Relationship
Management

The Kapferers Model Applied to Brand NaMo

RER

Physique:

Reflection:

Relationship:

Promise of a better
tomorrow
Promise of
opportunities
Promise of growth

Determined
Visionary
Exemplary
Stern
Disciplinarian

Personality:

Optimist
Opportunist
Growth driver
Brings about
prosperity

Culture:

Excellent orator
Charismatic

Highly proactive
Quick decision maker

Huge following

Strong follower of
religion
Empathetic towards
social issues
Strong patriot

Self image:
Person of great
principles
Humble beginnings
Strategic recovery
from the tarnished
image

Source for picture: http://businesstoday.intoday.in/story/case-study-strategy-tactics-behindcreation-of-brand-narendra-modi/1/206321.html

More on Brand Associations for Brand NaMo

Key Points on the level of Brand Association of

Brand NaMo:
Definition: Anything (images, symbols) that is deep-seated in the minds of the customers
OCIATION about the brand
Basis
Instantofrecall
with aofcatchy
NaMo
formation
Brand acronym
Association
withand the Achche Din Aane Wale Hain
catchphrases
NaMo:
Contact with the organization and its employees: Mass rallies, Chai pe Charcha
and large scale efforts for ground-level work in terms of campaigns, door-to-door activities
etc.
Advertisements: Catchy advertisements during major sporting events telecasted on TV
and during popular TV serials efforts to capture a larger share of the customers mindshare
Word of mouth publicity: Based on the above two, WoM further reinforced the efforts
Price: The only price that the customers were paying was in terms of trust and hope
Celebrity/big entity association: Numerous rallies, private meetings and conferences
featured public endorsement of the brand by various celebrities
Quality of the product: Proven growth-oriented track record with the Gujarat Model
Competition Products & Offerings: Weak and fragmented opposition with very little to
offer in terms of raising key issues that were important to the customer
POP ( Point of purchase) displays: Information booths at the polling stations for Brand
4
Recall

The Aakers Model Applied to Brand NaMo

Excellent orator
Charismatic
Highly proactive
Quick decision maker
Huge following
Man with ideals

on
rs
Pe

uc
d
o
Pr
t

ti
za
ni
ga
Or
on

ER
EL

Satisfies primary
needs
High quality
Durable
Long lasting
Non elastic
Homogeneous
(religion)

l
bo
m
Sy

Strong team
High quality service
Frequent complaints
Highly responsive
Independent
Weak feedback
system

Instant recall
High recognition
Rich history

More on Brand Relevance for NaMo and How the

Competition was Made Irrelevant

ANCE

Marketing Efforts (Next

Slide):
More than 5,000 events and
470 political rallies
Use of Imagery, Songs,
Symbols & Brand Heritage
(Gujarat Model)
Highlighting main
competitors failures
and fragmented
opposition

Brand Identity:
Early Declaration of
PM Candidature and
image makeover

Brand Recognition:
Dedicated Team to
handle all
communications and
strategize on making
NaMo a national
brand

Higher
Credibilit
y&
Visibility

Communicate Differentiation:
Focus away from parent brands
earlier strategy of religion based
politics
Identify customer needs (Growth &
Development) and channelize all
communication in that direction
Innovative ideas for campaigning
resonated with different image

Future of the Brand: Kya Brand NaMo ke Acche din

aane wale hain?
Taking the brand name forward: The Modi Kurta
The symbolic kurta with half sleeves, buttoned up standing

URE

collar and fine net detailing on the shoulder seam, or a fullsleeved one with buttoned cuffs both trademarks of
Gujarat chief minister Narendra Modi have given impetus to
the launch of what is now known as Modi Kurta, and sold by
the clothing chain Jade Blue
This in turn will increase the brand value through
merchandizing

Measuring Delivery of Brand Promise: The

NaMoMeter
The brand NaMo has now been established in the
minds of the citizens and all eyes will be on the work
that the new government carries out under brand
NaMo
The successes as well as debacles of the new
policies, etc will directly have an impact on the
brand using parameters like NaMoMeter (akin to the
hugely popular Obameter)

Thank Yo
u!