Global Brand Management: A Case Study of BoAT

This report explores the brand inventory, brand hierarchy, brand relationship strategy, brand role, and global brand positioning of BoAT, a leading consumer electronics company in India. It also includes a brand exploratory and managerial recommendations for building brand equity.

Global Brand
Management

Table of Content
INTRODUCTION.........................................................................................................................3
History of organisation................................................................................................................3
Mission:.......................................................................................................................................3
Vision:..........................................................................................................................................4
Performance:................................................................................................................................4
BRAND INVENTORY..................................................................................................................4
Brand Hierarchy...........................................................................................................................4
Brand relationship strategy..........................................................................................................5
Brand Role...................................................................................................................................5
Global brand positioning..............................................................................................................6
Brand positioning.........................................................................................................................6
Positioning statement...................................................................................................................7
Points of parity and points of difference:....................................................................................7
Brand elements...............................................................................................................................8
Supporting marketing strategies of boAt....................................................................................9
BRAND EXPLORATORY.........................................................................................................10
Brand salience:...........................................................................................................................11
Brand imaginary:.......................................................................................................................11
Brand performance:...................................................................................................................12
Brand feelings:...........................................................................................................................12
Brand judgements......................................................................................................................12
Brand Resonance.......................................................................................................................13
Importance of the brand equity..............................................................................................13
Building the brand equity.......................................................................................................13
Global relevant managerial recommendations-....................................................................14
CONCLUSION............................................................................................................................17
REFERENCES............................................................................................................................18

INTRODUCTION
The business climate is characterized as an interplay of elements and influences that is hard
to anticipate, extremely adaptable, and unpredictable. This report will prescribe the chosen
company, BoAT, which is established in INDIA. BoAT organisation is determined to be one of
the leading companies of INDIA. Understanding the working, origin and other established facts
of the company, starting with the foundation and background of the organisation (Avesani,
2020).
History of organisation
Sameer Ashok Mehta and Aman Gupta founded the company on November 2013. In the
beginning formation of the organisation, the business provided with marketing earphones, travel
chargers, headphones stereos and premium rugged cables for sale, electronic means and other
provided online services. BoAT apparently never failed to gain the fame in the marketplace
alongside with the companies like, Sony and Samsung. More initiatives in the means of creating
electronic goods by the company such as, Apple watches, Sonys speakers and many more types
of electronic items which are tends to be used by the individuals to be more indulgence today's
age of technology (Brozovic, 2020).
After the means of communications and more recognized items of communication, the
company chooses to get into the range of entertainment and fitness and created the products such
as wireless ear buds, home audio equipments and much more products which can relatively fill
up blossoming entertainment in the life of an individual. After the vital success boost which was
faced by the organisation, the company did not stop growing while using the application of
advertisements and the tight knitted strategies belonging to the scope of marketing gravitated the
company to the success ladder. The major challenge which was put in front of the company was
the price escalation in regard to the products.
Mission:
The determined mission of BoAT is to bring about enhance good in the sector of computers,
communications and other equipments related to electronics. The company has expanded its
branches up to 2 countries and planning to cover much more.

Vision:
The vision and major objective of the company is to innovate, to create and to remit the best of
the best products to the customers and attain the satisfactory level in respect to the clients.
Performance:
According to its income statement and balance sheet filed with the MCA, boAt's operational
income grew by 2.2X, rising from Rs 700.44 crore in FY20 to Rs 1,511.7 crore in FY21.
Wireless earbuds and earphones were the company's most profitable product category,
contributing for 62.7% of its operating income in FY21. The firm sells four units per minutes and
more than 6,000 units per day. With 27.3% of the customer base, boAt audio was crowned the
premium producer in the earwear sector. The company has been successful for at least five years.
The boAt's goods are available in over 5,000 retail locations and are backed by over 20
wholesalers (Hung and et.al, 2021).
BRAND INVENTORY
A brand inventory referred to the collection that has been creates with the help of marketing
the products and services. It can be easily recognising just how long that list and how big the task
is. This may be shorter or longer, this is basically depending on the type of the industry. The
inventory of Boat Company needs to report everything which can match the brand. This is the
one part of the brand audit which helps the company that allows the organisation to examine the
sources of brand equity (Mogaji, 2021). Global brand majorly focuses on having strong and
consistent working culture in global business. It is vital to develop the global brand than just
introducing the website that might be access from anywhere in the globe.
Brand Hierarchy
As per a retailer poll, 82% of marketers believe they know what types of contact their
consumers wanted, while almost half the participants disagree. This highlights some substantial
discrepancies between what corporations provide and what actively create.

Many businesses are falling short when it comes to implementing consumer engagement
initiatives. This is because their major goal is to entice clients to buy more, more frequently.
However, this is not the ideal method to foster connections and commitment.
Brand relationship strategy
On the basis of brand hierarchy analysis the boAt company is a lifestyle changing company wich
is focusing on customer in effective manner and provided many facilities as per their
requirements (Ilin and et.al, 2018).
 Analysing the consumer behaviour: It is vital for the boAt to analyse the choices and
the preferences of the consumer instead of sticking to the one brand. This helps in
meeting the current trends of the market and the choices of the consumer.
 Focuses on positioning of the brand: It is known that the positioning of the brand can
be said effective when they completely understand the competition and then asking for
the benefits from the competitors.
 Know how to brand translates: It is vital for the marketer to understand the meaning of
the brand name in various regions. This must be easily translated by the another
language.
 Find the good partner or collaborations: boAt must get the good partners so that they
can manage its intellectual property boundaries, getting the appropriate trade marks in
India. They must focus on the representatives of the trade that can be given by the
employees or the colleague’s state trade by which they can effectively collaborated.
Brand Role
The boAt has an incredible assortment of headphones, earbuds, headphones, and audio
equipment that stand out owing to the company's reliability, accessibility, and world-class
designs. BoAt, which was established in 2016, is regarded as India's leading earwear music
company.

There various competitors of Boat such as Philips, JBL and Samsung. As they are having
various similarities among its products range they are offering products which are liked by the
customer. Boat is getting attention of large group of customers and they have itself positioned as
a luxurious brand that is connected with the emotional connection of the consumer.
Brand identity
Brand identify is defined as the term in which the companies make their products and
services diverse and unique, catchy and powerful. There are given factors which helps the Boat
for its brand identity which are given below:
 It is being found that Boat is offering the premium products at affordable prices due
to which they are meeting the requirement of the customer as well as satisfying them
in the market (Lasrado and Pereira, 2018).
 They are offering wide range of products with different operating system. They
always working for meeting the vision of the company and on the same time they are
offering better products as per the preferences of the customer.
Global brand positioning
Brand positioning
As per Kotler, brand positioning is the act of strengthening a business's products and
image because it stands out in the thoughts of its target audience. boAt is a renowned consumer
electronics company created by Sameer Mehta and Aman Gupta. Having those 3 objectives in
mind, the business aims to provide millennials with: inexpensive, durable, and trendy audio
goods and equipment. boAt has gained a solid market dominance as a local brand until 2016.

boAt is currently a well-known brand. It is the world's fifth largest reusable business and India's
top one earwear company.
Positioning statement
This basically defined as market in which the company get the reorganisation with the help
of their innovative and advance products in the large market. Boat Company basically targets the
customer on the basis of their wants and they are meeting their needs as well so this helps them
to stay loyal to the brand. As per the given studies, under the proper supervision of the leader, the
company is continuously offering new product range to various customer segments.
Points of parity and points of difference:
Points of parity are linkages that a good or brand might have in the sector wherein the
firm works, whereas elements of difference are unique traits that the firm utilizes to set itself
apart from its competitors. Boat Lifestyle founded in 2016 as a consumer technology firm with
the primary goal of giving millennial inexpensive, reliable, and, more crucially, 'stylish' audio
goods and accessories. The Boat's main competitors are Gonoise and Mivi. "India's number-one
brand for bluetooth earbuds and earwear in 2020," according to the firm. BoAt will be the
official audio partner of six Indian Pro Football League (IPL) clubs by 2021. Furthermore, the
brand has collaborated with superstars such as Hardik Pandya and Diljit Dosanjh.
Points of parity
 Stylish
 Lifestyle
 Good technology
 Leader in India
 Noise cancellation
 Best in customer service
 Lower cost
Points of differences
 TWS category
 Airdrops 441
 An indestructible Apple charging-cable

Brand elements
 Innovation around the products: boAt thinks that the best way to get consumers is via
invention. As a result, the firm continues to provide fresh items to the market that meet
the consumers’ expectations with more effective equipment. Another of the firm's key
aims is to grow its client base. It has done admirably in urban environments. Although
this has not been managed to ruralize its coverage, it planning to increase worldwide in
the next decades.
 boAt does not market its goods in the same way as consumer devices do. It advertises its
items as a living component and tries to present them as part of daily style. Customers
generally purchase style, and the company is ready to cater to their preferences.
Brand logo: BoAt is a 2015 India-based consumer technology brand that offers earbuds,
earphones stereos, portable chargers, and luxury tough cables.
Brand packaging: Boat product packaging is mediocre across all subcategories. The packaging
are flimsy and visually uninteresting, which is the complete antithesis of how the items seem.
The Rockerz 430 we tested is charcoal grey on the outside and bright red on the interior. The
plastic headband is sturdy, and the PU coating allows the earphones to hang comfortably around
the neck while not in use. It's also lightweight.

Slogan: Aman Gupta, 36, points to the brand's motto, 'plug into nirvana,' which is written in
large letters on the side of the fledgling start-Hauz up's Khas headquarters in Delhi. "You leave it
all behind whenever you take a boat."
Supporting marketing strategies of boAt
Boat's marketing plan sounded muffled to several ears. Prior to the company's revolution,
earbuds and headphones were simply supplemental goods that accompanied with cellular
telephones. Boat has seen a surge in demand for its items in recent times.
Boat also uses an event marketing approach to promote its image at a variety of events. An
event marketing is an excellent approach to promote a business to a large audience, and Boat
takes advantage of the most well-known events to exhibit its business.
boAt left no behind without when it came to persuading individuals through celebrity
endorsements. boAt has signed deals with celebrities, cricketers, content providers, and even
stylists in addition to influencers. The corporation has spent a significant amount of money on
digital marketing and over years since they have targeting the young. BoAt's advertisements have

mostly focused on Google and social networking sites such as Facebook and Instagram.
Strangely, every boAt clients are known to as 'boAtheads.' To gain client trust, the corporation
has also recruited youth stars including such Kiara Advani.
BRAND EXPLORATORY
Brand exploratory is the research which is conducted by the organisation to achieve
different goals and objectives in market. The main focus of the company is to enhance the
overall profits in market. It is also considers as the brand audit which is used by the companies to
understand the buyers needs and wants in market. The organisation needs to provide the quality
products to attain maximum customer satisfaction. In relevance to boat they had seen the
immense growth in market. They had managed to grow at and efficient rate by using the various
various valuable strategies and approaches. Boat take the valuable customer feedbacks to
improve the critical aspects and become more better in market. They are providing the excellent
customer experience to enhance their reputation and growth in market. The organisation also
shares the positive customer experience. They provide the engaging campaigns which helps them
to attract various customers in market. The organisation is also using the competitive pricing
strategy to gain a competitive advantage in desired industry. To enhance the sales they are
providing different discounting methods on their products. This helps them to increase the
overall sales and they use the profits to improve different areas in workplace in an effective
manner. There are two main aspects of improving the brand equity which is mentioned below:
Brand Equity
Keller's brand equity concept is often referred to as the CBBE model, which stands for
Customer-based brand equity. As marketing progressed, the consumer had become the
company's primary priority. Businesses understood that if they kept their clients satisfied, they
would benefit. It is done through developing a strong image. BoAt company apply this model
that tell how to build brand equity after understanding customers and applying different
strategies effectively.
Brand salience:
BoAt worked with Masaba Gupta during Lakme Fashion Week in 2019, implicitly renouncing
themselves as a fashion label rather than merely a passing plays or electronics firm. This
distinguishes it from competitors such as JBL and SkullCandy. It may also assist the corporation

in continuing to innovate goods with the goal of making people's lives easier. In addition to
headphones, the company has produced a variety of sound bars, speakers, and audio systems
over the years. Being referred to as a lifestyle brand opens the door to many more similar items
for BoAt in the nearish term.
Brand imaginary:
Despite being reasonably priced, BoAt goods are of high quality. Its understands that Indians
enjoy bass, so it provided it. BassHeads were the name of one of the original BoAt earbuds. The
couple had bass turned on, which might increase the rhythms. Aside from that, BoAt items
feature texture, variety, pattern, and creativity that would definitely entice a fashion enthusiast to
purchase one of its goods, particularly when they're on a spending plan.
Brand performance:
boAt has now become a well-known trademark. It really is the world's fifth largest portable
company and India's leading earwear product. The company's headquarters are in Delhi, India,
and it has offices in both Delhi and Mumbai. The firm presently employs 201-500 people. Fast
forward to December 2020, and boAt has surpassed companies like as Xiaomi, Realme, JBL, and
Apple, and many others, to claim the top spot, as per Research Firm idc. Inside the third quarter
of next year, boAt also became the world's fifth largest wearables company.

Brand feelings:
boAt aims at developing a customer-brand connection in which buyers are treated as members of
the boAt community. They also put a lot of emphasis on the name boAt and positioned it as an
Indian brand. Since Indians are highly fond of football and Bollywood movies, boAt started
recruiting players and other superstars as brand advocates for the company. Through clever
marketing and appealing appearance, all of which enabled the company to build a sizable core
audience and grow into a billion-dollar corporation in India. boAt currently promises to sell four
things per minute (Schandl and et.al, 2018).
Brand judgements
The boAt is an Indian firm that sells audio-centric electronic devices such as bluetooth speakers,
earbuds (Airdopes), wireless network headsets and ipods, home sound systems, quality tough
cables, and a variety of other technical components. BoAt makes wearable technology with a
range of workout modes, wearable health functions, and phone, email, and social networking
sites alerts.
Brand Resonance
The boAt has an incredible assortment of earphones, earbuds, headphones, and surround sound
speakers that stand out owing to the business's reliability, simplicity, and global styles. BoAt,
which was founded in 2016, is regarded as India's leading earwear audio brand.
Importance of the brand equity
 Order the customer values – It is essential for the brand to make a positive brand image
in market. Boat has become more sustainable and they provide certain values to the
consumers. This helps the company to grow at and effective rate in market.
 Reputation and less spending on promotion – It certainly reflects that the positive
brand value will help the company to achieve great results in future. Boat is doing the
smart marketing to attract different customers. They are using various cost cutting
methods to increase the sales and minimize the expenses.
Building the brand equity
The organisation needs to follow different code of conduct and ethical values to target
different audience in market. It also helps them them to carry out the operations effectively in
market.

 Understanding the importance – The organisation needs to set their objectives which
they want to achieve over a period of time in market. Boat company is capable of
expanding their business in market. They understand the market competition they are
us9ng different methods to attract multiple new audience in industry.
Testing the messaging – The organisation needs to use different channels effectively to
communicate with the customers. Boat is using the social media platforms and indulging in
different engaging campaigns with the new influencers. This helps them to grow at an efficient
rate in market (Pal, 2019).
 Driving the awareness – The organisation needs to understand the desires and wants of
the consumers and spread awareness through the products.
 Maintaining the consistency - The organisation needs to maintain consistency in
providing the products to the consumer. In relation to boat they are improving different
aspects and providing the quality products at an consistent rates. This helps them to
increase the turnover of the company.
 Customer experience – This is one of the most vital factor which make the organisation
become reputed in marker. Boat are following various ethics and values which helps
them to grow at and efficient rate in industry. They provide an enriching customer
experience. Through this they are bale to set certain standards in regards to the products
and services.
Brand equity is not tangible it can be measured through certain ways. Boat products has been sell
out in different regions due to the excellent quality of products. Their brand equity is conversing
in an efficient manner. The brand experience of Boat is quite enriching and positive. This
improves their market profitability in different regions.
 Brand Value – The profits of boat in market is significantly high in market. Boat spends
1 billion every year in improving the brand integrity and their value in market. This helps
them to achieve an significant growth in industry.
 Brand Awareness – Boat has created a customer loyalty which helps them to enhance
the sales in market. The company is using different KPI measures to manage their
performance in market and monitor their overall growth in industry.

 Preference of the customers – The organisation has to understand the preferences of
customers. Boat is providing the quality products at an affordable prices. This helps them
to enhance the overall performance in market(Minsky, and Geva, 2019
Brand equity in Chinese market
 Understanding the Chinese buyer – Boat needs to understand the behaviour of the
customers. This will help them to enhance the overall sales in market.
 Learning form the competitor mistakes – Boat needs to analyse the market conditions
in a better way by understanding the competitor analysis and their market research. They
need to provide the quality goods to the consumer at and effective prices to attain
maximum customer satisfaction and growth their overall business.
Global relevant managerial recommendations-
 The packaging of boAt products is unimpressive which is impacting on the brand. Thus,
it is suggested to improve their packaging that helps to attract customer and deliver to
customer safely.
 Continuing on, the headphones offer accurate low-frequency noises. The sub-bass is deep
and enveloping. Even the mids, which include the voices, are audible. Hearing to Drake
and DJ Khaled is enjoyable, but only when the high temperatures come in. The highs
appear to have been increased in order to achieve a good base. For better brand
performance it is required to apply new innovation in the products.
 Strategy of premium pricing is being used by BoAT which is not affordable by middle
class people. Second hand goods are purchased by consumers which had been introduced
in the market 2 to 3 years back as the cost of these goods is less than new ones. This
reduces the share in market for new products launched by firm. So firm must focus on
cutting the cost of newly launched goods so everyone can buy it.
 In every nation the less expensive replica of goods is developed, so firm must use
differentiation for their goods. It can be difficult in present market for BoAT. Firm can
use differentiation in colours for maintaining the brands image for target audience (Panda
and Rath, 2018).
 Firm must keep in mind what is ongoing trend in for the goods and services which they
are offering. Reduced incomes, price rise, economic crisis are the factors which must be
considered by the firm as it is vital for their goods. BoAT can target old age group

people as they are retired and have time for listening music and other activities. So
promotions and advertisements must be devoted to the old age group as per their need
in the goods.
 In order to improve the strategies for branding and popularity, enterprise can use free
services for retaining the potential consumers.
 Company must think of expansion of business in global markets as there are many
potential consumers in continent. They can think of expanding the units of production by
using professional an skilled workers.
 The productivity of BoAT is very moderate and need of their goods is increasing day by
day. So company must focus on increasing the productivity so they can meet the demands
of consumers in local markets. They can think of diversifying the goods in other
segments of markets also.
 Firm requires focusing on changing the operations of business. Owners of the firm have
set the launches of new goods secret. Competitors and consumers expectations have been
raised by the firm. In the fast changing technology industry all these points are important.
Firm should continue to safeguard the plans and secrets about the changes, launches,
design strategies and information.

CONCLUSION
The above report concluded that it can be shortly summarise the firms administration of
globe makes it a powerful rivalry benefit. If a firm stands better in local marketplace or in one
country then it will be useful and worth full for growing the company universally or in
international boundaries. The users of world branding permits to be nicely explained about the
goods and services that a firm serves. It offers a potential meaning of growing a typical global
specification. The stock brand assists to serve available and broader portfolio of the organisation
that how it sell, advertised and promoted their goods and services. The comprehensive
investigative assists a brand what it mainly requires to meet their consumers and grow
aggressively. They also provide some more suggestions for the improvisation of firm

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