Brand Equity Assets - Essay Example

Academia –Research d 20th November 09 Marketing Brand equity is assets that are linked to a brands and symbol that adds to the value provided by a product or service to a firm and the customers of that firm. Those assets are generally brand awareness, loyalty, association with the brand and perceived quality value. Brand Equity is the value in the product that is carried through arising out of consumers’ choice of that product. Brand image and awareness contribute to the brand equity when consumers have strong belief about that brand and become associated with it as natural and friendly users. Cauvin. blogspot Google Books, Strategic Marketing, chapter 5, p105 A New Product Launch- With a view to restore the confidence and trust of UK investors who faced great losses during last credit crisis on account of the sub prime lending and failure of Northern Rock Bank, DREAM HOME fund will been launched in UK for the portfolio of JP Morgan. The main feature of the fund is to invest fund money in govt backed securities and real estate funds in foreign real estate trusts in emerging markets to get security, trust, and good returns. The fund will be of medium duration and enable UK investors to finance their dream homes for their young children when they grow matured. DREAM HOME Investment will position itself in the market to exhibit its strength to park their funds in good and strong portfolio to make it derive good returns with security. The required security will be possible by investments in Municipal bond, other bonds, government securities, gilds. Tax exempt instruments will be preferred. With this view DREAM HOME investment will provide higher interest rate thanks to its investment in high yielding portfolio. Investment in Indian real estate industry, which is thriving now, will provide the image of higher return yielding funds. Sam Fleming, November 1,2007, Daily Mail, Credit crisis could cripple UK economy www.governmentbusiness.co.uk /content/view/2069/1) visited 0n 17th Nov.09 In Money market funds, returns on investment are very important factor to judge the credibility of the fund. A good and successful money market fund can deliver returns of around 7% per month and around 30% on annual basis. An Australian dollar fund managed by UBS Global Asset Management firm returned 6.9% on month basis and 29.7% on annual basis. On the opposite the Santander’s money market fund returned a low 0.27% monthly return in Sept 09. The fund will get the support from the strong brand equity of JP Morgan. To build up further brand equity the product safety and investment security will help. The promotion of the fund will be done through websites and search engine support. The existing channel of distribution will support in promoting the product to wide range UK market. The target market will be mainly those who have burnt their fingers in the last Northern Rock debacle but yet ready to have a home for their dear children. Trust Home will be positioned in that segment to cash their sentiment. Brand equity is not made in a day or two. A strong marketing plan ie the most essential for creating strong brand equity. Understanding the market, locating the unattended segment that is unsatisfied or require proper servicing not done before is a must. Attending the unsatisfied investors in UK who neither could nor fulfill their dream home because of high prices or foreclosure will get a new opportunity to do that. Next task important towards building the brand equity of dream Home is to provide a solid background and opportunity to get their dream homes financed at the right time which is not present now because of the deteriorating real estate market but later in future. At present many people have lost their money. They will be able to save for the dream home tomorrow. The Dream Home fund will finance the balance amount after say 10 years for the home for the children. A vital part of their sentiment to gift a home to their children at the most opportune time when the present grievances about losing money is forgotten will be fulfilled. This plan will provide solid foundation for building strong brand equity for Dream Home. JP Morgan’s strong image will support building this brand equity. A clear communication to investors about the safety and security of funds along with sound return is very essential. The rest will be routine marketing efforts. UK market will be divided into zones of 10,000 homes with sizeable purchasing power. The people will be clearly told about the new plan of providing a new Dream Home they could not get for no fault of their. Through launch ads in the newspapers, hoardings, internet support, emails and direct selling the product will be promoted. Able and experienced professionals will be hired to support and carry out the selling and promotional campaign. They should be told clearly that JP Morgan is behind their Dream Home and the company stood straight during the last sub-prime credit crises when so many others failed. Khorana, Ajay. Servaes, Henri. Peter, Tufanod Journal of Financial Economics, (2005), Fund industry around the world, explaining the size of the mutual Product J.P. Morgan has laid its business foundation on the strength of a private equity fund manager. The company has maintained deep understanding about the client base and is recognized for extending exceptional service delivery. ‘Chase’- the brand name of consumer and commercial banking business of JP Morgan chase & Company handled retail banking, credit card, home and auto finance, small business, middle market and mid-corporate banking. Their product Masters STRATAS represents Structured Investment that provides a versatile set of tools to investors to combine the desirable features of Equity and fixed income. The investment not only provides protection at the bottom end but also ensures growth and income. . The product carried with it the powerful execution strength in structured products. Retail investors will be beneficiaries of this product that is tailored to their need for global and asset diversification and access to select assets that are normally not available to retail investors. Insurance, retirement product and investment are some important segments the company is well entrenched Promotion The company created environment of trustworthiness and convinced public about their financial expertise and leadership world over. The company’s strength was inherent in the performance they delivered and satisfaction the performance created in clients. The high level performance created the ripple of confidence among investors and that spread through word to mouth and acted like real promotion of the brand image of JP Morgan.. They were the masters in structured investment.. The distribution of the product was carried through professional Brokers and financial advisors. The company offered access to three internationally renowned money masters and professionals inclusive of Warren Buffet to promote their offerings.. These names facilitated in creating an exceptional brand image of expertise, deft, and guarantees to success. Place is supposed to be the target market where products perform. JP Morgan gradually expanded to almost everywhere in the globe. Their one success brought about the next success through out. The best success was achieved in US and European markets. They later spread to Australian and other developing markets. Gradually the brand was accepted by the large populace in these countries. These economies in Europe & USA were very rich and educated to accept the products the company launched. Entrepreneur must make the right choice about the best location or place for the customer to receive the product and use them confidently. Today JP Morgan is a worldwide company with number of well recognized products in their basket. Million Dollar Habits, www.amazon.com Packaging J P Morgan has financial services to promote and sell. Therefore there is no scope of packaging these services with physical packages. However, the company always presented its image through the promotional communication, professionally rained representatives, presentable offices, well knit distribution network of advisors and distributors. This well groomed network presented visual contacts with customers that were truly professional. This created the superb brand image about JP Morgan and its services. Customers enjoyed high level of confidence, credibility and trust in the company and its representative. Pricing plays very important role in creating the correct brand image. The real value of the product is reflected ultimately in the price of the product. Pricing depends upon the quality of the product, place of distribution and the income profile of consumes. Target market selection must be wisely done to suit product pricing. The pricing strategy adopted by JP Morgan was very strategic to return good margins. JP Morgan Optimax Market –Neutral Index is the example of the correct strategy that seeks to return through the dynamic selection of up to 18 commodities based on modern portfolio theory approach to portfolio allocation. 4 Nov 2009 ... Market-Neutral Index (the "Index") is a J.P. Morgan strategy that seeks to generate returns through the People People serving in JP Morgan were of high quality, trained, experienced and truly professional. The company recruited personnel of the highest calibre available in the market. Company even used three top persons from the industry of investment to promote their products. New JP Morgan structured product offers access to three internationally renowned money masters inclusive of Warren Buffet. These names facilitated in creating a brand image of expertise, deft, and guarantees to success. J.P. Morgan Advisors, The Company took professional services from WorldStreet Wealth Advisor who delivered leading web based tool proving client management functionality for the financial industry for immense sharpening of their approach to financial product handling. Product positioning is the most important aspect of creating brand equity of any product. Business/Technology Editors In a competitive marketplace the critical determinant of business success is how the company and the brands are seen and thought about by customers. Most customers think of a business in terms of a single attribute. This may be either positive or negative. JP Morgan was consistently seen as the service provider of excellence since its very inception because of the dedicated excellent services it provided to the target market. The company always focused its efforts on the customer end, provided all inputs and helps to come up and be successful. JP Morgan used all the 7 Ps deftly and created the brand equity through years that no one could in the global investment world. Reference: Business/Technology Editors BOSTON--(BUSINESS WIRE)--March 22, 2000 www.findarticles.com/p/articles/mi_m0EIN/is_2000 Cauvin. www. cauvin.blogspot.com/2006/.../definition-of-brand-equity.html - Fund industry around the world,Explaining the size of the mutual Google Books. Strategic Marketing, chapter 5, p105 Khorana, Ajay. Servaes, Henri. Peter, Tufanod Journal of Financial Economics, (2005), Kotler Philips, Marketing Management, Prentice Hall, p105 2001 edition J.P. Morgan is Top-Rated in Private Equity Fund Administration. JPM Interview: JPMorgan Chase survives crisis by prudential risk www.jpmorgan.com/tss/.../J...Morgan..._/1254543422516 - visited on 16th Nov. 09 PMorgan Chase & Co. - Free Writing Prospectus www.tradingmarkets.com/.site/news/.../2278280/ Million Dollar Habits, www.amazon.com Market-Neutral Index (the "Index 4 Nov 2009 ... ") is a J.P. Morgan strategy that seeks to generate returns through the New JP Morgan structured Product offers access to three ... May 14, 2007 www.jpmorgan.com/cm/cs?pagename=JPM_redesign/...c... Visited on 16th Nov 09 P. Morgan Securities Inc., JP Morgan Chase, JPMorgan PartnersOne EquityPartners www.ethishop.org/brand Publication: Business Wire. December 12 2006 www.allbusiness.com/services/business. visited on 18th Nov. 09 Stephen M. Cutler to Become General Counsel of JPMorgan Chase. www.governmentbusiness.co.uk /content/view/2069/1) visited 0n13.th Nov ww.jpmorganchase.com visited on 16th Nov. 09 www.david.jones-prichard@jpmorgan.com visited on 16th Nov. 09 Read More