A Project Report On: " Masters of Business Administration (2019-2021)

A PROJECT REPORT ON
“CUSTOMER BASED BRAND EQUITY ON FAB INDIA”
MASTERS OF BUSINESS ADMINISTRATION
(2019-2021)
Submitted by
MAUREEN PRIMROSE LAL
UNDER THE GUIDANCE OF
DR NUDRAT MOINI RAHMAN
(Assistant Professor, Jamia Hamdard)

CUSTOMER-BASED BRAND EQUITY
INTRODUCTION
Customer-based brand equity (CBBE) is used to show how a brand’s
achievement can be directly credited to clients’ insolences on the way
to that brand.
Let’s
take an aspect at in what way the four levels of Keller’s CBBE effort:
Level 1: Brand Identity (who are you?)

This is how client’s expression at your make and distinguish it from others. It travels the
words and imageries buyers subordinate with when they hear a specific brand name. It’s the
most significant level and must be robust to support the break of the pyramid above it.
Product individuality quantifies the extensiveness and depth of customer consciousness of a
brand. Start to build it when clients are ignorant of your products and values, interesting them
with ad movements and targeted advertising.
Level 2: Brand Meaning (what are you?)
When clients developed aware of your product, they’ll want to know more about your
merchandise. They’ll question its landscapes, looks and style, dependability, durability,
client experience and worth for cash, to find its brand meaning. For the purposes of brand
reputation, Level 2 is split into two categories:
 Brand performance: This shelters product functionality, reliability, durability, and
worth as well as customer facility and satisfaction. It’s ‘it does what it says on the tin’
region and when it performs well, customer estimation will be positive.
 Brand imagery: diverse, but equally significant, imagery meets the clients’ social
and psychological needs. What does the brand appear to be to customers? Volvo
seems Scandi-chic, family-orientated, safe and eco-responsible; Cushelle soft, homely
and cozy. This messaging can come out in battered marketing and word of mouth.
Level 3: Brand Response (What are the feelings for the

brand?)
On this level of Keller’s model, decision and feelings can be hard to separate and are
powerfully individual for each individual customer. One client may judge the brand irrelevant
to them, whereas another will find it completely pertinent. Another may make their own
value comparison against another product, harshly or honestly. And add to the mix actual
interaction and perceived reputation and you can see how hard it can be to count how
customers feel about a brand and how much they trust it. Businesses need to respond to
findings and build constructive feelings about the brand once they distinguish what they are.
Level 4: Brand Resonance (a strong relationship)

The apex of Keller’s CBBE model is resonance: when a customer is loyal to a brand, reflects
it superior, will buy no other and advocates its merits to others. Many things resonate with
regulars: lifetime experience, customer service, products and value. A good measure for
resonance is the Net Promoter Score that asks one simple question: ‘How probable is it that
you would mention [Product X] to a friend or co-worker?”.
Keller’s model is dishonestly beautiful in its simplicity; construction customer-based brand
even-handedness is, in reality, a long and hard road. When you start at the bottommost with a
great product identity, then get regulars to know your brand and your business progressively,
you’ll create a brand that individuals will like, trust and which will eventually be successful.
FABINDIA
About the Company

Founded in 1960 by John Bissell to market the miscellaneous craft civilizations of India,
Fabindia started out as a company exporting home fixtures. The first Fabindia retail store was
opened in Greater Kailash, New Delhi fifteen years later.
By the early eighties, Fabindia was already known for fashions made from handloomed and
hand- printed fabrics. The non-textile range was added in 2000, while biological foods, which
shaped a natural extension of Fabindia’s commitment to traditional techniques and skills was
added in 2004, with personal care goods following in 2006. Handcrafted jewellery was
introduced in 2008. Today, with a pan-India attendance, Fabindia is the largest private
platform for products that derive from traditional crafts and information. A large proportion
of these is sourced from villages across India where the corporation works closely with the
artisans, providing various inputs including design, quality controller, access to finance, and
raw materials.
Our endeavour is to transport customers a choice of products – and lifestyle – that offers an
alternative to the mass-produced while creating supportable livelihoods in the rural sector.
The Fabindia School
The Fabindia School is a co-ed private school from preschool to Class XII with CBSE Board
affiliation, located in Bali, Rajasthan. Starting with 11 students in 1992, today there are
nearly 500 students with over 50% female enrolment. Visit www.fabindiaschools.org to
read more about this unique initiative.
The Vision
At Fabindia we celebrate India, and endeavour to bring all that we love about India to
customers around the world.
The Mission
We will harness the transformative power of a well-run business committed to profitable
growth in support of Fabindia’s Vision.
We will strengthen and support our community of customers, designers, artisans, farmers,
makers and entrepreneurs inspired by India.
We will give our customers products that delight them by interpreting our rich heritage and
traditional knowledge, while protecting the natural environment.
Values & Guiding Principles
To continue true to our company’s history and our founder’s original Vision: "In addition to
manufacture profits, our aims are constant development of new products, a fair, equitable and
helpful relationship with our producers, and the preservation of quality on which our
reputation rests."
– John Bissell
To ensure that we enjoyment our customers with our products and service, and always make
them feel that they are getting great value for their money.
To design, make and sell products with fundamental worth that comes from the original
designs, knowledge, care and skill with which these are made.
To be true to our commitment and history as an principled and trust-worthy brand promoting
a stake-holder based communal model of inclusive capitalism.
To constantly share our Vision with our personnel, suppliers, business associates and
customers, so that we collectively ensure that all our movements are in service of our Vision,
Mission and Supervisory Principles.
Fabindia diversifies its business with its new 'Experience Center'

Fabindia, lifestyle vendor launches its new retail format Fabindia Experience Center in
Mumbai. Located off Kemps Corner, one of Mumbai’s prime areas, and spread over
10,000sq. ft., Fabindia Experience Center offers a unique shopping involvement to its
customers. The Experience Center focuses on the changeover from transactional retail to
experiential retail.
In addition to its signature merchandise offering, the Fabindia Experience Center houses a
Fabcafe, an Interior Design Studio, Organic Wellbeing Center and an Alteration Studio. This
new format’s appeal extends to include clients with different needs and varying age groups.
“We are investment in ‘experience’ and the goal is to interact with customers at a whole new
level of appointment. The first Center in Delhi was well received by our customers and we
are very optimistic about its welcome in Mumbai,” said Viney Singh, CEO, Fabindia
Overseas Pvt Ltd.
CBBE MODEL
 SALIENT- apparel, furniture, and fmcg brand in india.

 IMAGERY- an Indian brand providing ethnic wear from all ages infant to 40 years
men and women.
 PERFORMANCE- it is consistently good in the market. Positive performance in sale
and diversification in both.
 JUDGEMENT- Indian brand which is contemporary ethnic and authentic in outlook
and natural and organic at core.
 FEELING- giving customer a feeling of being connected with our culture and the
feeling of simplicity.
 REASONANCE- first name that comes to the target customers mind when he thinks
of ethnic wear.

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A PROJECT REPORT ON

“CUSTOMER BASED BRAND EQUITY ON FAB INDIA”

MASTERS OF BUSINESS ADMINISTRATION

MAUREEN PRIMROSE LAL

UNDER THE GUIDANCE OF

DR NUDRAT MOINI RAHMAN

(Assistant Professor, Jamia Hamdard)

Level 1: Brand Identity (who are you?)

Level 3: Brand Response (What are the feelings for the

Level 4: Brand Resonance (a strong relationship)

About the Company

Fabindia diversifies its business with its new 'Experience Center'

 SALIENT- apparel, furniture, and fmcg brand in india.

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