The 21st century is full of many successful brands. Brand analysis, however, can not make the same request. Its tendency to focus on lagging indicators often means that companies identify problems brand after they have already taken root in the minds of consumers. This is often too late. After all, driving is difficult when you only look at the mirror. Mark problems are all significant and marketing are constantly faced with new issues. They may be small, “What kind of food brands must serve an airline on board its aircraft” or large, “What country should extend this marks the next step?”, or positively critical, “what are the strategic partnerships allow us to better brand value, rather than diluting it?’
This Project will analyze the Geo News as a brand against the whole category. I will find out that is Geo News is most watched news channel in Pakistan? And how viewers perceive Geo News as a brand? I will apply Young and Rubicam’s Brand Asset valuator model. It is important to assess the current achievements of a brand and stature. This improves the process of marketing decisions in a variety of ways to bottom. Asset valuator can help brand managers to understand market opportunities and the types of risks that go with it. It can provide a better understanding of consumer behavior.
A resounding success!
Geo TV or GEO Television is a Pakistani television network founded by Mir Shakil Ur Rehman in May 2002. GEO TV belongs to Independent Media Corporation, owner of the Jang group of newspapers. The transmission channel has started his trial August 14, 2002, while the regular transmission began from 1 October 2002. GEO TV works in the company of Mr. Shakil Ur Rehman J & S Enterprises (Private) Limited. Urdu, the national language of Pakistan, geo live word translated in English.
GEO TV was established in May 2002 Test transmission started 14 August 2002 on the PAS 10 digital satellite Regular commenced on 1 October 2002 Geo TV is the first channel in South Asian language Urdu to deliver content comparable with television broadcasters world-class Geo is the fastest growing TV channel in Pakistan with a score above all satellite TV channels delivered in the market Geo has the widest distribution cable systems in Pakistan with 100% carriage within 90 days after launch.
Geo is the only channel independent and liberal unique honor of consistently the latest news. The journal of mass communication, quotes he was the first to come with the election results, even beating the state channel, while his interviews and analysis the best scores among viewers. He also mentioned that Geo proposed new and innovative ideas never seen before on television.
“GEO will be the voice of freedom from the Asian subcontinent. It will highlight the issues of concern and the cultural richness of its people through information, discussion and entertainment. GEO will propagate transparency of responsibility that will ensure its position as the most credible and meaningful source of information, through quality programming based on issues. GEO will provide entertainment audiences can relate to, thereby creating viewer loyalty and response. GEO will forge an alliance amongst its three stakeholders – viewers, advertisers and shareholders to maximize viewer ownership. GEO will invest in human resources as it recognizes it to be the foundation upon which the GEO future will be built. It is this very foundation that will allow GEO to attain and sustain a leadership position, thus fulfilling the promise associated with its creation.”
GEO informs and entertains while celebrating cultures and prompting dialogue in the spirit of “live and let live”.
Geo positions itself around its ideology of tolerance “Live and let live” or “Geo aur jeenay do” which gives us the message of accepting our differences and working together towards nation’s development. Unlike other channels which just focus on bringing news (or entertainment) to the viewers, Geo’s ideology is very vast, very grand and very macro. Not just committed to provide news, entertainment and information to the viewers, we at Geo are committed to invoke the thinking of tolerance and progress in the nation. As it gives a message “loud and clear”
LG World Cup was a special promotion that LG has launched IVR which enabled them to obtain a wider coverage. GEO Eidi was also a similar example of how clients such as LG and Montessori IVR can use a base to generate interest in an interactive environment which has an attractive game show. For a week-long campaign IVR GEO Eidi was officially the most successful IVR application based on the call type in the data. Coverage plan promotion Instaphone was a campaign in which the IVR IVR issue was related to his business was running on GEO. Instaphone was giving away 12 phones per day for GEO viewers who correctly guess the number of cities Instaphone operates in. This was the first phase of GEO to come into the picture as a market leader. Since then, GEO was the first chain promotion programs leading brand in the country.
GEO recently conducted a massive campaign titled “Aman Ki Asha”. Aman ki Asha is a joint campaign launched by the two companies leading media Jang Group Pakistan and The Times of India, India. Campaign aimed at peace mutual development of diplomatic relations and cultural relations between the two countries in Southeast Asia Has started on January 1st 2010. Campaign has received a warm response from India and Pakistan. Nevertheless, Bennet & Coleman, society holding of Times Group has tried valiantly to keep afloat the campaign through high decibel media campaign.
GEO has also recently the exclusive rights of the media partners of the film “BOL”, released recently in Pakistan. Bol is a 2011 Lollywood Urdu film written, directed and produced by Shoaib Mansoor.
Another first in Hum Hain sb Umeed se Hain viewer survey was conducted to determine whether Pakistan was ready for political satire programs like HSUSH. Live results were presented on the screen to reflect the vote. The final results were 92% and 8% yes no. Interactivity can be added to similar brand sponsors programs through polls and surveys sponsored by or even live classifieds.
GEO Dost Geo News program shows how strongly the public and the people of Pakistan are interacting with GEO. This is a show based on the link citizen journalism; it offers all the Pakistanis a chance to be a journalist. Geo Dost brings youth of Pakistan to honor journalism without professional journalism, and it is also at their own convenience and basic accessories, such as cell phones and the Internet.
GEO fell again to the next level of activity among ublic down through his “AWAAM HUM” program! The team travels to different cities, neighborhoods, villages, towns and spyware, etc. on current issues in this area with all curiosity. Be the problem is ignorable category or obnoxious, they divulge the secrets and intentions behind black criminals.
Election results were released directly using a 0900 by GEO. However, similar data is time-sensitive, hard to find and entertaining can also be made available by a sponsor for free using GEO IVR. Data such as flight schedules, children’s stories, share prices, rates of new bars and among other information can be advertised using print and television campaigns as well as details of the sponsor.
Geo also a massive campaign to collect funds for the flood victims in collaboraton with Imran Khan “Pukaar”. On 26 December 2004, a massive earthquake turned into a wall of water waves called tsunami created chaos and devastation beyond imagination countries in Indonesia, Thailand, Sri Lanka, India and Bangladesh. Entire coastal population wiped out in minutes with a death toll estimated at over
200,000 thousands missing, more than 5 million homeless, millions vulnerable to disease. With survivors left to fight a battle of life or death for every thing that they had been lost in the devastation.
Pukar MKRF responded immediately and launched a massive campaign called Pukar through its subsidiaries Jang Media Group and GEO TV to save and to provide assistance to countries affected by disasters and unhappy people. Foundation to launch a series of fundraising campaigns including broadcast four hours of transmission time on GEO TV telethon organized Walkathon, opened its resources to benefit relief materials and other ways to encourage people to make a donation to the victims. By the Prime Minister of Pakistan, Mr. Aziz Shukat MKRF donated 40 million rupees collected from the public to the Government of Sri Lanka whose country was the most affected.
In a period of a few months Geo became a household name. Credibility attached to his name has established itself as a strong brand in the minds of people. But more importantly, he was received as a brand that represents the true voice of a nation. It comes with pride as the channel of a people without scruples or inhibitions.
It is for this reason that the Geo brand has become so popular with the common people. The need to associate the brand is so strong that we see the symbol Geo support the local scene. From the names of stores retail clothing and footwear food to those reliefs on gold coins Geo brand seems to have taken society by storm.
Gold coins with geo logo
Retail store with the name of Geo
Fast food outlet
Retail store for shoes
Market is heading towards more and more advancements in technology, foreign collaborations and fierce competition. There are many channels coming up and the good thing is that, besides News genre, other new genres are also being tapped.
A good way to analyze how a brand performs particularly in terms of consumer perceptions of the brand is to analyze using the Brand Asset Evaluator.
The Brand Asset Evaluator is a tool for advertising agency Young & Rubicam created to help businesses improve their marketing efforts and planning (www.encyclo.co.uk, 2011). It is basically a database of different brands and perceptions of consumers have about them (ibid.).
The evaluator Brand Asset uses four factors that can be grouped in pairs. The four factors are: (1) differentiation, (2) relevance, (3) self-esteem and (4) knowledge
Figure 5 The Brand Asset Valuator created by Young and Rubicam (source: http://www.valuebasedmanagement.net/methods_brand_asset_valuator.html)
Brand Stature is like a report card of the brand, whereas Brand Strength talks about the future value of the brand.
Followings are limitation in my research project:
Legal and ethical constraints (Data Protection Act (1998). According to this act companies and individual keeps personal data of individual to themselves.
Pressure of time because I must have complete his project within semester
Accurate and up to date information obtained by marketing research for example; When you ‘rate’ someone, like from 1-10, it’s hard to say what one person’s rating 3 means as opposed to another person’s rating of 3
Budget and resources constraints while conducting research
Reliability of data because some times respondents don’t provide authentic information
We have used a Questionnaire as the research instrument for collecting data which has been used in the BAV Model. This is to give the research a direction and make sure that the outcome does not go out of the context. Each question is designed keeping in mind the four dimensions of the BAV model and the general attributes applicable to watches. Each question, therefore, tests one or more dimension (Differentiation, Relevance, Esteem and Knowledge). For the survey, we have taken a sample size of 100. The sample fell in the age bracket of 20 – 40+.
Sample Size: 40
Age Bracket: 20-40+ years old
It helps to:
Evaluation of a mark in the world of brands, not only in its category
Providing a better understanding of consumer behavior
Identify market opportunities and types of risk
Predict results based on leading indicators, rather than delay, and
Anticipate future performance and operating margins
The four pillars provide a framework for understanding the brands. Relations between these measurements reveal the true face of the brand health: its intrinsic value, its ability to carry a high price and its ability to repel competitors. While marks can be measured against others in a category, it is capable of brands in all categories than their true strengths and weaknesses are identified.
Take sample from educated class
Social class: middle-middle to upper-middle
Take secondary data from recent years
Asking questions, when respondents are not in hurry
Following the suitable criteria from past researches
The concept of brand equity has emerged in the past 20 years as a core concept of marketing (Rust 2004). Brand equity has been considered in many contexts (Kim 2003); in a general sense, brand equity is defined in terms of the marketing effects uniquely attributable to the brand (Keller 1993). One of the most common definitions of brand equity is that it is a set of brand assets and liabilities, linked to the brand’s name and symbol, which can subtract from as well as add to the value provided by a product or service, and which provides value to customers as well as to a firm (Aaker 1991, 1992).
Five brand equity assets are the source of the value created: these assets include brand loyalty, brand awareness, brand associations, perceived quality, and other proprietary brand assets (eg. Patents, trademarks, channel relationships) 1. Brand loyalty is a key consideration when placing value on a brand because loyalty translates into a profit stream. A loyal customer base, for example, can be expected to generate predictable sales and profit stream. In addition, focusing on brand loyalty is often an effective way to manage equity. Customer satisfaction and repeat buying patterns are often indicators of a healthy brand, and programs to enhance them will build brand strength. Brand awareness refers to the recognition of the brand and provides the brand with a sense of familiarity and a signal of substance and commitment; customers apparently find it reassuring to buy the well-known alternative. Brand associations or brand image is perhaps the most accepted aspect of brand equity; it includes product attributes, customer benefits, uses, users, life-styles, product classes, competitors, and countries. Associations can help customers process or retrieve information, be the basis for differentiation and extensions, provide a reason to buy, and create positive feelings. Perceived quality is distinct from brand associations; it provides value by giving a reason to buy, differentiating the brand, attracting channel member interest, being the basis for line extensions, and supporting a higher price. The price premium can increase profits or provide resources to reinvest in the brand. Finally, other proprietary brand assets are included for completeness and are usually of lesser importance. The brand equity model (Aaker 1992) assumes that all assets attribute equally to customer value, as well as to firm value.
Consult Brand Strategy, part of Young & Rubicam (Y&R), has developed a brand equity measure called the Brand Asset TM Valuator (BAV). Y&R’s BAV is a world-wide study of over 500.000 consumers’ attitudes to approximately 35.000 brands across the same set of 55 parameters in 44 countries, conducted at regular intervals over 12 years (Keller 2003a;
Consult Brand Strategy 2005; Aaker 1996). It is one of the most comprehensive research programs on branding undertaken globally; its database of consumer-derived information on brands has been expending ever since its inception in 1993. BAV measures brands on four fundamental measures of brand equity value and in terms of a broad array of perceptual dimensions3. BAV provides comparative measures of the equity value of thousands of brands across hundreds of different categories, as well as a set of strategic brand management tools for planning brand extensions, joint branding ventures, and other strategies designed to maintain and grow brand value. BAV represents a unique brand equity research tool. Unlike most conventional brand image surveys, respondents evaluate brands from many different categories rather than just those within a narrowly defined category. BAV is thus able to follow truly global brand trends (as well as local brand trends) and to draw the broadest possible conclusions about how consumer-level brand equity is created and built – or lost. In the Netherlands, data are now collected in tri-and biannual waves (1993, 1995, 1997, 2000, 2003 and 2005).
In addition to the original measures, recent BAV surveys have included greater emphasis on brand usage and future usage intent. In this research project, we use the ‘original measures’ provided by Consult Brand Strategy, the Dutch part of Y&R.
In this research we started with linking brand equity to financial performance. There are four key components of brand health in BAV – the four pillars. Each pillar is derived from various measures that relate to different aspects of consumers’ brand perceptions and that together trace the progression of a brand’s development:
â€¢ Differentiation measures the degree to which a brand is seen as different from others. This is a necessary condition for profitable brand building;
â€¢ Relevance measures the breadth of a brand’s appeal (the overall size of a brand’s franchise) but not necessarily profitability.
â€¢ Esteem measures how well the brand is regarded and respected – in short, how well it’s liked.
â€¢ Knowledge measures how familiar and intimate consumers are with the brand. Interestingly, high knowledge is inversely related to a brand’s potential.
Differentiation (the extent to which a brand has a distinctive meaning for the consumer and is able to gain consumer choice, preference and loyalty) and relevance (which correlates with household penetration) combine to determine Brand Vitality. The Brand Vitality pillar points to the brand’s future value, rather than just reflecting its past.
Esteem and knowledge together create brand stature, which is a ‘report card’ on a brand’s past performance. Further diagnostic information can be obtained from a Stature-by-Vitality diagnostic framework termed a power grid (Aaker, 1996, p. 309). Brands that are high on both dimensions (the upper right quadrant, those with high brand stature and brand vitality) have the greatest equity to protect and exploit.
Several developments have increased the importance of brand equity in the last decades (Brand Economics 2002). First, the transition to the knowledge economy has made innovation and human capital rather than physical assets the key sources of financial performance. The second is the existence of overcapacity and sourcing diversity in almost every industry. An environment in which there is abundant (cheap) supply of all sorts of commodities puts a premium on companies with the ability to conceive and deliver their products in ways that customers prefer (and are willing to pay a premium for). A brand’s value derives from its ability to augment an underlying product or service in a way that creates a perceived relationship with the consumer. This emotional augmentation de-commoditize the underlying product or service and provides the basis for a sustainable price premium, the focus for ongoing customer liability and customer satisfaction (Brand Economics 2002). Despite the discussion about the admission of brands in financial reports (Barth 1998) and management reports (Kaplan 2004), there is no debate that brand equity is an intangible asset of a firm (Lev 2001; Australian Marketing Institute 2004) and that it has become more important over the last decades. However, its contribution to the financial performance of the firm is a relatively unexplored area (Lehmann 2004; Rust 2004).
What age group do you fall into?
From what source do you most often get Latest news?
What are your criteria for selecting a News channel?
How much time do you spend on watching News programme?
Today News channels are making News which is more superficial in Nature?
You prefer watching News channels in which of the following Timings?
You prefer watching News in which of the following language?
What topics are you most interested in when you watch News channels?
What are the Current Affairs program do you like best on News channels?
What are the Infotainment program do you like best on News channels?
What are the Entertainment program do you like best on News channels?
Which news channel you can relate with following slogans?
Which news channel has best coverage of news in Pakistan?
Which news channel has best coverage of fast-breaking news — stories of suddenly-developing events in Pakistan and around the world?
Which news channel has best coverage of world news?
Are you satisfied with the Internet web services of news Channels?
Rate the reliability of news reports by following News channels?
Are you satisfied with the Image of Pakistan being presented to the world by news channels?
How would you rate the News anchors – the people who deliver the news?
Which News Channel You would like to continually receive on your cable system?
According to the conducted survey, I got to know varied information from people of different lifestyles, tastes and preferences. The first and the most important thing that I got to know was that TV is undoubtedly trusted and relied on source of news for everyone.
Which TV channel provides the most authentic news and who provides it before all others, is also of prime importance to the viewers. Though these trends suggest extremely positive viewership for them but, there are negative sides to it as well. Around 55% of the people interviewed agree that the news reported now-a-days is more superficial as compared to what the reality is.
There are mixed opinions about what people perceive about the news being reported to them. The survey though clearly shows that GEO News is the most sought after channel, the most trusted channel and the only channel that is accessed most of the time incase of emergency situations or for watching “breaking news”.
The population on the other hand is not satisfied and happy with the image of Pakistan that is being portrayed to the world by our own news channels, that includes GEO News too. This comes as one of the most important things to the people of Pakistan that their fair image should be presented to the world.
People over all relate very well to the GEO News and appreciate its initiative like social service campaigns (Pukar etc.) and shows that show interaction with the local man so that their voices can be heard at the big forum too.
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