1. Brand Equity Model For Microsoft Xbox 360 Elite
Game console
BY -> -- Pratik Negi
-- ISBE { 09-11 } SS
-- Brand Management

2.  About
•Name Xbox 360
•Type Game console
•Compatibility MS Windows XP Media Center compatible
•Enclosure Color Black
Game Console
•Color Support Color
•Media Type DVD ROM
Processor
•Type IBM PowerPC 3 cores 3.2 GHz
•Installed Qty 1
•Floating Point Performance 1000 GFLOPS
Memory / Storage
•RAM Installed ( Max ) 512 MB ( 512 MB ) GDDR3 SDRAM - Integrated
•Cache Memory 1 MB
•Storage DVD-ROM 12x - Tray
•Hard Disk Drive Yes
•HDD Capacity 120 GB

3. Market share and usage for the product
Source==http://farm4.static.flickr.com/3603/3427118784_275f09146d_o.jpg

4. COMPETITION WITH PSP
Sony Play station Xbox 360
1. Price-$399 for the 80GB version, and 1. Price-$299 for a 60GB version, and $399
$499 for the 160GB version for a 120GB Elite.
2. Processor-The CPU of the Play station 3 2. Processor-The Xbox 360 sports a custom
is a 3.2GHz Cell Broadband Engine with 3.2GHz G5 with 3 dual-threaded cores
up to 8 "synergistic" processing units.
3. Graphics- The Play station 3 uses an 3. Graphics- Xbox 360 uses a custom ATI
nVidia RSX "Reality Synthesizer" processor with 48 unified pixel/vertex
graphics processor (GPU) with 24 pixel pipelines.
pipelines and 12 vertex pipelines
4.Drive- The PS 3 optical drive is a slot
loading Blu-ray BD-ROM drive. It can 4. Drive-The Xbox 360 has a tray load Dual-
launch games or play DVD movie discs Layer DVD-ROM drive.
or Blu-ray movie discs
5. Video support-The PS3 has an HDMI 5. Video support-Xbox 360 the best quality
port and supports 1080p. That comes in video output is component and maxes at
handy with our new Sony 46" 1080p 1080i. The Xbox 360 Elite, however, does
LCD flat panel screen include an HDMI port and supports
1080p.

5. Knowledge matrix (Brand
Awareness) Recognition
Unaided recall
Aided recall
Top-of-mind recall
Recognition  well known brand and readily recognized in the gaming
world.
Unaided recall  no need to bang consumer head for the market
presence
of the gaming pod
Aided recall No need of Aided recall as established brand and less
competitors
Top-of-mind recall Yes when comes to buying a Game Pod, Xbox 360
elite is definitely a consideration for many Game lover because of the
popularity and Mother company {Microsoft}

6. KNOWLEDGE MATRIX (BRAND AWARENESS) RATING DONE
|---1---2---3---4---5
|___________|
1. Brand not recognized at all
2. Xbox is sometimes recognized as a option for gaming console when
options are there
3. Xbox 360 is known over many other range of products available
4. Its survival in the cut throat competition make it known product.
5. Has surpassed every competitor and a dominant player ( dictating the
market)

7. PREFERENCE METRICS
Familiarity
Consideration
Purchase
Usage and Loyalty
Familiarity Yes a familiar brand to all the elite consumers.
Consideration Yes a biggest consideration when comes to buying the
product for in the entertainment sector (gaming world).
Purchase The Price being bit high is a hindrance in the sale of product
Usage and Loyalty features incorporated and the technical advancements done
Have paid off. Is a user friendly product and customer are loyal to brand

8. PREFERENCE MATRIX
|---1---2---3---4---5
|________|
1. Brand not preferred at all
2. Xbox is preferred as a option for gaming console with other options
preferred over Xbox 360 elite
3.Preferred over other product range but sometimes lack in few features.
4. Xbox 360 is preferred mostly over many other range of products
available
5. Has surpassed every competitor when comes to preference as a game
machine

9. Market share distribution monthly basis
Source--http://www.tgdaily.com/images/stories/article_images/npd/200901/npdjan2009msh.jpg

10. FINANCIAL METRICS
Market share
Price premium
Revenue
Transaction value
Market share  Bit fluctuating but has maintained a steady market share
Price premium Its bit on a higher side as compared to other market
competitors giving same feature with base prices
Revenue still the segment is very competitive the brand has still
contributed to Microsoft’s loss making brand
Source-- Despite More Revenue, Xbox 360 Division Profits Down |
Binge Gamer
Growth Rate thus maintaining a average growth rate

11. FINANCIAL MATRIX
|---1---2---3---4---5
|__________|
1. Brand not making profit at all
2. Xbox is considers as a profit making option for Microsoft but hasn’t lived
up to expectation.
3.financail independent product but has yielded average response for the
company
4. Xbox 360 has done reasonably well in the market.
5. Has surpassed every competitor and is a asset to the company.

12. Performance Dimensions
Primary characteristics & supplementary features
Good (all the base features for the game console to be
competitive are present in the Xbox360 elite)
Style and design Best ( As a market fighter and consistent
improvement’s are being added in the Xbox series. The design,
patterns are best in the class to be used at professional level as
well)
Product reliability, durability, serviceability Good ( As being in
the electronic class, the features incorporated are good after sales
service, + the durability is not a concerned as the product itself can
be revamped or improved)
Service effectiveness, efficiency Good (As market Expectation)
Price  Bad (In this index the product Xbox 360 has lost the major
market because other companies are projecting same features at less
price with same Configuration.)

13. Performance Dimensions ( Scaling)
1. Worst (lacks any feature to sustain in the market)
2. Bad ( has omitted major factors to be a competitor)
3. Average ( can work as a normal product)
4. Good (has some characteristics to sustain market)
5. Better ( is a product with majority common but necessary features)
6. Best ( add on features + features to be a market leader)
7. Incompatible ( is a un imaginary product has been a envy to competitors)
|---1---2---3---4---5—6---7
|_____________|

14. Imagery Dimensions ( Scaling)
1. Worst (lacks any feature to retain the image)
2. Bad ( has omitted major factors to be a image
generation of Xbox 360)
3. Average ( can work as a normal product can maintain image)
4. Good (has some characteristics to sustain market
and created its image)
5. Better  ( is a product with majority common but necessary
features and image cant be tarnished)
6. Best  ( add on features + features to build an efficient image)
7. Incompatible ( is a un imaginary product has been a envy to others
|---1---2---3---4---5—6---7
|________________|

15. Judgment Dimensions
Brand quality Better ( as a Microsoft product the value
for money is awesome, and quality standard are well
maintained )
Brand credibility Better (can be trusted not as a blindfolded
approach but really it’s a product that can be trusted)
Brand consideration Good (has incorporated all the features
that are necessary for the product to be a success but other
competitors are also giving a good fight ( price index a worry)
Brand superiority  Average ( cant be termed as a market leader
but as market fighter. But has made inroads in the market to be a good
to go competitor for others )

16. Judgment Dimensions ( Scaling)
1. Worst (lacks any feature to retain the image and feature to
sustain in the market)
2. Bad ( has omitted major factors to be a image
generation of Xbox 360 and market competitor)
3. Average ( can work as a normal product can maintain a )
4. Good (has some characteristics to sustain market
and created its image and market penetration)
5. Better  ( is a product with majority common but necessary
features and image cant be tarnished and has
effectively made wonders in market)
6. Best  ( add on features + reliability is best with technical
advancements)
7. Incomparable ( is a un imaginary product has been a envy to others)
|---1---2---3---4---5—6---7
|_____________|

17. Average scaling on the different Matrices
Knowledge matrices Preference matrices Financial matrices
3.66
3
|--1--2--3--4--5--|
|_______|
Average scaling on the different dimensions
Performance dimension Imagery dimension Judgment dimension
5.33
3
|--1--2--3--4--5—6--7|
|___________|

18. Xbox 360 elite the name resides in the minds of gamers (consumer)
1. Attitudes - As a Microsoft product the any Xbox product line item is readily
excepted
2. Perceptions  Any Buyer tend to have +ve attitude because of the company
Name
3. Images  Microsoft as company has a image which pushes Xbox
dependability
Brand Salience Dimensions
• Recognition & recall  well established software manufacture
behind the back and a well established Xbox brand to back the
product, when it comes to buying game station (first name comes in
every gamers mind is Xbox)
|-1-2-3-4-5-6-7-8-9-10-|
|_______|

19. Rating done for recognisation and recall
Scale 1 — brand not know to anyone and domestic product
Scale 2 — brand known in a smaller region and used in small part
Scale 3 — brand not that popular fighting for survival
Scale 4 — brand not able to penetrate the market as expected
Scale 5 — brand able to live up to its expectation
Scale 6 — brand has given stiff competition to others as expected
Scale 7 — brand has fulfilled all the attributes forecasted
Scale 8 — is a fighting brand making progress day by day
Scale 9 — outclassed the competitors
Scale 10— Is a must buy in the category
• Strength & clarity  All this is because of the triangular battle with
Nintendo and Sony play station. So all the brands are well recognized.
And really a nightmare to select from the three .choosing the gaming pod
|-1-2-3-4-5-6-7-8-9-10-|
|_____|

20. Rating done for strength and clarity
Scale 1 — brand not having any feature
Scale 2 — brand having common known features
Scale 3 — brand relatively successful in few aspects and features
Scale 4 — only few features are distinct
Scale 5 — brand able to live up to its expectation in terms of value for money
Scale 6 — brand has given stiff competition to others as expected
Scale 7 — brand has fulfilled all the attributes forecasted
Scale 8 — is a market leader when comes to features but price is a limitation
Scale 9 — outclassed the competitors
Scale 10— Is a must buy in the category
•Brand awareness and Purchase and consumption consideration Microsoft
name which people trust blindly and features that are incompatible are assets to
awareness and (as a niche product techno savvy people know the hardware and
software behind the game pod)

21. |-1-2-3-4-5-6-7-8-9-10-|
|______ _|
Rating done for awareness and consumption
Scale 1 — people don’t know about the brand
Scale 2 — consumer hesitate to go or even ask for the product
Scale 3 — consumer don’t really give a glance while opting for a game machine
Scale 4 — consumer give preference to other brands bluntly
Scale 5 — consumer’s have better option than Xbox 360 elite
Scale 6 — brand has stiff competition to others as expected but sometimes
preferred
Scale 7 — brand is one of the options that fulfill the requirement (Microsoft tag
works)
Scale 8 — market leader when comes to purchase consumer opt for it majority
times
Scale 9 — outclassed the competitors, preferred in majority choices
Scale 10— dominated the whole segment

22. Overall Average Rating ( On Brand Salience)
|-1-2-3-4-5-6-7-8-9-10-|
|______|
Brand pyramid
Overall brand rating Converting all the three
( 6.531/10 ) scales out 10 and then
Taking the average
Rating on
Brand salience
( 4.66 / 10)
Rating on different
Avg Rating on
Dimension of brand
different matrices
( 5.33 / 7)
( 3.66 / 5 )

23. Conclusion
1. Xbox 360 elite is a well established brand on its own. Microsoft has
developed a product they can bank on .
2. Xbox 360 elite is a Game console that is giving stiff competition to
others in terms of technology, customer satisfaction but getting a
hit when comes to price index
3. The brand equity model that can be suggested for the product would be
more considered as “ Consumer centric and technical ”
References
www.google.com
www.cnet.com
www.barefeats.com
www.hardcoreware.net
www.xbox.com
www.associatedcontent.com
www.gwn.com
www.answers.com
www.betanews.com
Thank you