Classmate Brand Management

Brand Identity Brand identity  is the collection of all elements that a company creates to portray the right image to its consumer. Following aspects that are used to cultivate a consumers mind towards the brand are -   Name of the Brand   Designs of the  logo Uses colors, shapes, and other visual elements in its products and promotions Crafts the language in its advertisements Towards creating a brand identity which would be impactful Classmate tried to create its notebooks made of recycled paper, becoming more environmentally aware of the impact of its business and a campaign that seeks to dial down the stress and peer pressure among students are some of the steps being taken by ITC to keep its Classmate brand of stationery relevant among a young set of consumers. Faced with an environmentally and socially engaged group of young students and parents who are vocal advocates of their beliefs on social media, the company wants to build an identity that addresses the concerns of the targ

Classmate BRAND ASSOCIATION: A customer does not simply buy a branded product.  They try to recall the brand  or product in their mind with something else. That association of the brand with the customer which forms a mental image of the product in his mind is called brand association. It is often agreed that brand associations are mostly caused by visual impressions.  Realizing the huge consumer base for their products, the brand penetrated through the Indian classroom. ITC Classmate has established itself as one of the most trusted Indian stationary brands. The experiential way  has changed the way the Indian consumer interacts with the brands and associates himself with them. Brands today need to give customers a little more than just the product – with so many options in the market, how does one differentiate himself from the others. Types of Brand Association 1) Association based on attributes- Continuous Innovation and deeper consumer insights are the two key cornerst

                                                      Brand Strategy: Classmate as a brand promises to deliver notebooks of high quality and Eco-friendly paper. It is the pioneer of organization of the notebook industry. With its product features and customer value have ensured that the customers always prefer classmate over its competitors.  Also the number one status of the classmate notebook has been the status symbol for the customers. Classmate has devised such a strategy that has always catered to the requirements of the target group by introducing variants. This helped classmate to strengthen the loyalty factor and this helped in establishing the emotional connect with the brand. Low single digit market for spiral notebooks: Focusing on school kids and youth, the ITC Classmate Pulse range of spiral notebooks add to the convenience apart from being durable. As against a high double digit market for spiral notebooks in developed markets, it is a low single digit in India. However

CLASSMATE TAGLINE- Be Better Than Yourself URL -  https://www.classmateshop.com/ BRAND MANAGEMENT PROCESS- 1. Identifying and developing brand plans - In 1979, ITC entered the Paperboards business by promoting ITC Bhadrachalam Paperboards Limited.  To augment its offering and to reach a wider student population, the Classmate range of notebooks was launched   in   2003. 2. Designing and implementing brand marketing programs- Years  2007-  2009 saw the launch of Practical Books, Drawing Books, Geometry Boxes, Pens and Pencils under the 'Classmate' brand. In 2008, ITC positioned the business as the Education and Stationery Products Business and launched India's first environment friendly premium business paper under the 'Paperkraft' Brand.  The company spends more than 5% of its turnover on marketing and brand building activities. 3. Measuring and interpreting brand performance - ITC Classmate recently came up with a campaign ‘Be better than yourself’ to educate stude