Brand Audit of Telenor Pakistan
Brand Audit and Planning
Telenor
Group Members:
Syed M. Humair & Fahad Habib
EMBA-2009-F-13 EMBA-2009-F-54
NUST BUSINESS SCHOOL
Brand Management
Submitted to: Zeenat Jabbar
Table of Contents
1. Introduction 3
2. Brand Architecture 4
3. Brand Elements 5 3.1. Telenor Logo 5 3.2. Telenor Tagline 5 3.3. Telenor and its association with sub-brands 5 3.4. Djuice 5 3.5. Talkshawk 6 3.6. Persona 6 3.7. Easypaisa 6
4. Brand Resonance 7 4.1. Defining Brand Resonance 7 4.2. Telenor’s Brand Resonance 7 4.2.1. Quantifying Telenor’s Brand Resonance 7 4.2.2. Telenor’s Marketing Activities 8 4.2.2.1. Telenor Launch – Teaser 8 4.2.2.2. Telenor Launch Campaign 9 4.2.2.3. Going from “Expect more” to “The Smart Call” 9 4.2.2.4. Building Association with the Customers 10 4.2.2.5. Connecting with the Customers 10 4.2.2.6. Becoming a Nationalist Brand 11 4.2.2.7. From “The Smart Call” to “Karo Mumkin” 11 4.2.2.8. Helping hand of the handicapped 12 4.2.3. Identifying Impediments to Telenor Brand Resonance 12
5. Brand Growth Assessment 12 5.1. Telenor Brand Hierarchy 13 5.2. Brand Expansion into new markets 13 5.2.1. Financial Services 13 5.2.2. Telenor Internet 14 5.2.3. Organizational Culture – A competitive advantage 14 5.2.4. Telenor’s Growth Strategy 14 5.3. Conclusion 14 5.4. References 15
1. Introduction
The objective of this project is to choose a brand, preferably a Pakistani brand and to do the brand audit as per the guidelines. What we have covered in this documentation is to evaluate Telenor Pakistan as a corporate brand and to answer some fundamental questions that need to be addressed during a brand audit with the goal being to assess the sources of brand equity and to suggest ways to improve and leverage that brand equity. The questions that are answered in detail are as under: 1. Brand Planning 2. Brand Building Assessment 3. Brand Growth
Telenor
Group Members:
Syed M. Humair & Fahad Habib
EMBA-2009-F-13 EMBA-2009-F-54
NUST BUSINESS SCHOOL
Brand Management
Submitted to: Zeenat Jabbar
Table of Contents
1. Introduction 3
2. Brand Architecture 4
3. Brand Elements 5 3.1. Telenor Logo 5 3.2. Telenor Tagline 5 3.3. Telenor and its association with sub-brands 5 3.4. Djuice 5 3.5. Talkshawk 6 3.6. Persona 6 3.7. Easypaisa 6
4. Brand Resonance 7 4.1. Defining Brand Resonance 7 4.2. Telenor’s Brand Resonance 7 4.2.1. Quantifying Telenor’s Brand Resonance 7 4.2.2. Telenor’s Marketing Activities 8 4.2.2.1. Telenor Launch – Teaser 8 4.2.2.2. Telenor Launch Campaign 9 4.2.2.3. Going from “Expect more” to “The Smart Call” 9 4.2.2.4. Building Association with the Customers 10 4.2.2.5. Connecting with the Customers 10 4.2.2.6. Becoming a Nationalist Brand 11 4.2.2.7. From “The Smart Call” to “Karo Mumkin” 11 4.2.2.8. Helping hand of the handicapped 12 4.2.3. Identifying Impediments to Telenor Brand Resonance 12
5. Brand Growth Assessment 12 5.1. Telenor Brand Hierarchy 13 5.2. Brand Expansion into new markets 13 5.2.1. Financial Services 13 5.2.2. Telenor Internet 14 5.2.3. Organizational Culture – A competitive advantage 14 5.2.4. Telenor’s Growth Strategy 14 5.3. Conclusion 14 5.4. References 15
1. Introduction
The objective of this project is to choose a brand, preferably a Pakistani brand and to do the brand audit as per the guidelines. What we have covered in this documentation is to evaluate Telenor Pakistan as a corporate brand and to answer some fundamental questions that need to be addressed during a brand audit with the goal being to assess the sources of brand equity and to suggest ways to improve and leverage that brand equity. The questions that are answered in detail are as under: 1. Brand Planning 2. Brand Building Assessment 3. Brand Growth
References: * Telenor Website (www.telenor.com.pk) * Djuice Website (www.djuice.com & www.djuice.com.pk) * Easypaisa Website (www.easypaisa.com.pk) * Worldbank.org * The world fact book (https://www.cia.gov/library/publications/the-world-factbook/index.html) * Telenor’s International Brand Tracker Report -------------------------------------------- [ 1 ]. Building Strong Brands: Three Models for Developing and Implementing Brand Plans by Professor Kevin Lane Keller, Tuck School of Business, Dartmouth College [ 2 ]. http://www.facebook.com/karomumkinshow [ 3 ]. http://www.telenor.com.pk/karomumkin/