Strategy I - Changing Belief aboutCompetitor Brands
Audi 2012 TV Spot , “The Carrier” Changing Belief about Competitor Brands
Nissan 2012 TV Spot , “Toyota VsHyundai”Changing Belief about Competitor Brands
Strategy II –Associating the Product with an AdmiredGroup ,Cause or Event
Strategy III –Altering Components of Multiattribute Model
Copyright 2007 by Prentice HallMultiattributeAttitudeModelsAttitude models thatexamine thecomposition ofconsumer attitudesin terms of selectedproduct attributes orbeliefs.
1. Changing the Relative evaluationattributes2. Changing Brand Belief3. Adding an Attribute4. Change overall brand rating
Albert Einstein, Bob Dylan, Martin Luther King, Jr., Richard Branson, JohnLennon & Yoko Ono, Buckminster Fuller, Thomas Edison, Muhammad Ali,Ted Turner, Maria Callas, Mahatma Gandhi, Amelia Earhart & Bernt Balchen,Alfred Hitchcock, Martha Graham, Jim Henson, Frank Lloyd Wright, PabloPicasso. The commercial ends with an image of a young girl openingher closed eyes, as if to see the possibilities before her.Apple (1997) “Think Different “- Ad narrated by Steve Jobs
“It fits a bit better than your Ordinary Shoe”
Reebok (1989) TV Spot“Pump Bungee” Altering Multiattribute Model Components+Changing Belief about Competitor Brands
“It takes 119.5 seconds to pour thePERFECT pint…”
Guniness (1998) TV Spot “Swim Black” Altering Multiattribute Model Components
Strategy IV –Changing Basic Motivation FunctionTheUtilitarianFunctionThe EgoDefensiveFunctionThe ValueExpressiveFunctionTheKnowledgeFunction
THE UTILITARIAN FUNCTION1. People hold attitude because of brands utility2. Attitude towards brands or products are favorable when theyare useful in the past3. The application of the brand or product have to be conveyedfrequently to the consumers4. Not only primary benefits all the other benefits and featuresneeds to be clearly communicated5. This will create new attitudes and beliefs among theconsumers
THE EGO DEFENSIVE FUNCTION1. People desire to protect their self image from all the doubtsthat come to their mind2. Always try to build up their inner sense of self security andinner confidence3. Advertisements to assure people of their lost self ego or selfimage
VALUE EXPRESSIVE FUNCTION1. Consumers general values, lifestyles and point of view aremostly the attitudes they hold2. Concentrating on target consumers lifestyle and belief will beuseful as they reflect their attitudes towards certain brandsand products3. if the consumers hold a positive attitudes or negativeattitudes toward the values or beliefs, that will be depicted bythe products and brands they buy
THE KNOWLEDGE FUNCTION1. The consumers always have a strong “need to know” about theparticular brand and product2. Marketers should make the consumers aware of all the importantadvantages of particular brands and products over theircompetitive brands3. Consumers should be educated on all the details of the productsand brands so they will secure to buy that particular brand orproduct4. A strong convincing to the consumers on the benefits will beuseful for most of the brands
Resolving Two Conflicting Attitudes1. CONSUMER IS CONFUSED BETWEEN TWO CONFLICTING ATTITUDES(NEGATIVE AND POSITIVE)2. THE ATTITUDE CHANGE STRATEGIES CAN CHANGE THESE CONFLICTS3. IF CONSUMER HAVE NEGATIVE ATTITUDE TOWARD A PARTICULAR BRAND OR PRODUCTAND THAT CONFLICT WITH ANOTHER POSITIVE ATTITUDE THEY HAVE, THIS MAY CONFUSETHE CONSUMER4. THIS STRATEGY CHANGES THE MIND OF THE CONSUMER TO MOVE FROM THE NEGATIVEATTITUDE TO POSITIVE ATTITUDE OF THE PRODUCT OR THE BRAND
Strategy IV –Resolving Two Conflicting AttitudesCONSUMER IS CONFUSED BETWEEN TWO CONFLICTING ATTITUDES(NEGATIVE AND POSITIVE)EX:
CONCLUSIONAttitudes are learned.Attitudes can be changed , influenced bydifferent strategies.
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