Assignment on

Measurement of Brand Building Blocks:

A case Study on “Igloo”

Course Title: Brand Management

Course Code: EMKT-6503

Prepared By:
Md. Adnan Habib
ID: M20190204317
Batch: 19
Section: A
Department of Marketing,
Jagannath University
Executive Summary

The Company is manufacturing and marketing Igloo ice cream, Country’s leading ice cream brand. Igloo is
the pioneer ice cream brand in Bangladesh and started its operation in 1964 in Chittagong.
 
Later, with the expansion of market a new factory was established in Shampur Industrial Area, in Dhaka to
cater the market demand. Presently, Abdul Monem Limited used the state-of-the-art-straight-line technology
for manufacturing the ice cream. Actually, Abdul Monem Limited is the first in the South Asia to introduce
this technology. The facility is producing nearly 20,000 liters of ice cream each day that is distributed
throughout the country.
History of the company
Abdul Monem Limited (AML) is one of the leading diversified business conglomerates of Bangladesh. Their
fundamental promise is ‘Touching Lives… Building Capabilities…!’

The honorable Founding Chairman and Managing Director Late Mr. Abdul Monem had established the
organization in the year 1956 and he was strongly and successfully runs it along with his two eligible sons
Now working as the Managing Director (MD) of the company, Mr. A.S.M. Mainuddin Monem and
Addl.Managing Director Mr. A.S.M. Mohiuddin Monem. The core strength of our organization is rooted in
capacity to gather the resources to complete infrastructure projects on a grand scale (funded by Word
Bank, ADB, JICA etc.) thus demonstrating the ability to bear the initial risks associated with such projects
and proving sustainability throughout the long development periods.

Objective of the study

Measurement of Brand Building Blocks to determine the image & position of Igloo Ice-Cream in the
market & in the mindshare of the customer.
Brand Building Block
There are six components of a Brand Resonance
Pyramid which are known as Brand Building
Blocks. They are:
1. Brand Salience
2. Brand Performance
3. Brand Imagery
4. Brand Feeling
5. Brand Judgement
6. Brand Resonance
 
Fig: Brand Resonance Pyramid with the Brand
Building Blocks

By operating research through measuring the mentioned Brand Building components / Brand Building
Blocks, we will determine the image & position of Igloo Ice-Cream in the mindshare of the customer.
Research Methodology

Primary Data
Primary data is that data which is collected for the first time. It is original data for the purpose of collecting
of primary data, questionnaires were filled by the respondents.
 
Secondary data
It is collected from different articles, journals, and websites.
 
Size
In this study, the size of sample is 36 respondents.
 
Sample Method
Sampling is the selection of some part of an aggregate or totality on the basis of which it is made.
Convenient sampling is used in this research.
Measurement of Brand Building Blocks
Brand Salience
Brand Salience is the degree to which brand is thought of or noticed at the right place at the right time. Strong
brands have high Brand Salience and weak brands have little or none. Without brand salience people would
not be choose your brand at the moment of truth.
Brand Salience
YES NO MAYBE
34 33 34
31

3 2 2 2
1 1 1

Can you recall the brand Igloo? Have you known about Igloo Ice-Cream? Did you buy Igloo Ice Cream? Is it popular brand in BD?

Conclusion:
Based on the aforementioned data, I can conclude that the brand salience is significantly higher. 31
respondents can recall Igloo Brand, and almost everybody had heard of it. They enjoy using this brand, and
everybody said that Igloo is the popular brand in Bangladesh.
 
Measurement of Brand Building Blocks
Brand Performance
Brand performance measures how successfully a product or service satisfies the functional demands of its
clients. It refers to how a product or service strives to satisfy the more functional demands of customers. As
such, it refers to the brand's inherent attributes in terms of inherent product or service characteristics

Brand Performance
Strongly Satisfied Satisfied Neutral
Dissatisfied Strongly Dissatisfied
17 18 17
16
13 13 14
10
12 11 12
Conclusion:
6 6 6 5 Igloo brand performs average in the
1 2 1 performance. Igloo provides the fundamental
? od bl
e ng ity
function of product category since the majority
nd o i l
a sg l ia ag ua
o
br
ste
i
i sr
e
Pa
ck d
Q of the respondents are satisfied or strongly
lo a ce oo
Ig e
he T
Pr
i
ct
i v G satisfied. Product's ability to meet their
et tr
a
bl At
re
lia fundamental needs were also satisfactory
H
ow according to the majority of the respondent.
Measurement of Brand Building Blocks
Brand Imagery
Brand imagery is the result of all the visuals that represent your brand’s identity. Brand imagery is influenced
by the extrinsic qualities of the product or service, such as how the brand attempts to fulfil customers'
psychological or social requirements.
Brand Imagery
Yes No Maybe
27
23
20 18
14 12 14
9 9 7
6 5
Conclusion: 4
1

Igloo brand meets customers

psychological or social needs. After brand
imagery analysis, it is clear that people
like this brand and also the people who
use this brand. Some respondents are
confused about Igloo Brand. Thus, Igloo
has good brand imagery.
Measurement of Brand Building Blocks
Brand Judgement:
Customers create opinions about the goods based on their various performances and imagery connections with
the brand. The ultimate assessment of the product is made based on its Perceived Quality, Credibility,
Consideration, and Superiority.
Brand Judgement
Strongly Satisfied Satisfied Neither Satisfied nor Dissatisfied Dissatisfied Strongly Dissatisfied
16 16
15 15
14 14
13
12
11
10
9
8 8 8
6

2 2
1

What is your overall opinion regard- What is your assessment of the Igloo is innovative their product Respect Igloo as a brand The name Igloo is trust
ing Igloo? product quality of Igloo? based on markets

Conclusion:
The satisfaction level of respondent is high on Igloo. The quality of product is good & many people believe
that Igloo name is a trust
Measurement of Brand Building Blocks
Brand Feelings:
Brand Feelings refer to how people fee; about a product or how emotionally attached they are. For example,
the consumer may acquire feelings for a brand in terms of enjoyment, security, self-esteem, social approbation
and so on.
Conclusion:
Brand Feelings
Customers have a positive feeling about
Strongly Agree Agree Neutral Disagree Strongly Disagree
18
this brand. We can see in the graph that
16
15
17 17
you can the majority of the respondent
14
13 13 are agreed and strongly agreed and
Neutral to that. According to the
participants, Igloo makes a product that
5 is fun but they are not as innovative as
4 4
3 3 they could. Most of the respondent
1 1
agreed and strongly agreed that Igloo
Igloo gives you feelings of
serenity
Igloo gives you feeling of
joy
Igloo gives you feeling of
excitement
Igloo gives you feeling of
love
gives the felling of serenity, joy,
excitement & love. Therefore, it is clear
that Igloo has a good brand feeling in the
local market.
Measurement of Brand Building Blocks
Brand Resonance:
The degree to which a customer relates to a branded element, such as a retail product, is referred to as brand
resonance. It refers to how a person sees a brand and its beliefs or aims. Brand resonance models are used to
assist in the development of client connections. Now that you understand what brand resonance is, it's time to
figure out how to develop it.
Brand Resonance
Yes No
28 28 26
20
16
8 8 10

Conclusion:
Respondent are more loyal about Igloo brand. Respondent has option to prefer another brand.
 
Conclusion

Evidently by virtue of its unique product attributes, high quality, exquisite and mouth- watering varieties of
ice creams, attractive and distinct packaging, Igloo has been able to ensure marketing excellence and
enhance its competitiveness. Today’s fiercely competitive environment compels Igloo to pursue the right set
of pricing strategies, policies for effective segmentation and targeting, market-oriented structures of
distribution and retailing, which lies at the heart of the company’s success.
THANK YOU