Topic: Models of Brand Building Presented by: Soumitra Kisku Roll No. DM11B43 PRN No. DM11M24
What is a brand?• Name• Term• Sign• Symbol• Design etc. –Combination of the above
What is a brand?• Definition: “a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.” American Marketing Association (AMA),
Brand Elements• The key to creating a brand according to the AMA definition, is to be able to choose a Name Logo Symbol package design or other characteristics• that identifies a product and distinguishes it from others• These different components of a brand that identify and differentiate it are brand elements.
The Four Steps of Brand BuildingIn consumer memory:1. Brand identification; brand association2. Totality of brand meaning3. Elicit the proper customer responses4. Convert brand response to create an intense, active loyalty relationship between customers and the brand
Keller’s Brand building model Design an Image Make “Target Market Segmentation” Customer aware of the image Image is defined with an appropriate features, benefits, pack sizes etc.
Kingfisher bird, jingles Recognition of kingfisher Awareness Recall King of good times, brand logoKnowledge Good Times, Youth fullness, active, Types of Energetic, entertainme association nt, party etc. Favourability of association Favourable Image Strength of association Strong Uniqueness of Fun with full association responsibility
Price is reasonable, bottles Non product related are attractive, merchandize hats.Features Strong, light and low Product Related calorie beer. Entertainment, luxury, eco Functional nomy price Comfort, feeling ofBenefits freshness , very classy and Emotional energetic Gives a feeling that you Symbolic are youngAttitudes Young personality
David Aaker’s Ad Exposure Model Of Brand Building-• Describes about relation between advertisement and brand building.• Explains the changes which happen in customers’ attitude and purchase behavior because of advertisement.
Route 1 Awareness/Familiarity with brand Consumer attitude Information regarding Purchase behavior brand attribute orAD Exposure benefits Creation of brand image/personality Association of Feelings with brand Linkage of brand with peers/ experts & group trait
Route 2 Awareness/Familiarity with brand Information regarding brand attribute or Consumer attitude Purchase behaviorAD Exposure benefits Creation of brand image/personality Association of Feelings with brand Linkage of brand with peers/ experts & group trait
Steps of Levitt’s brand building1. Trial is the origin of brand building2. Trail is the triggered by driving wheel.3. Trail is satisfactory wire lead to repeat purchases4. Repeat purchase will give added value to customer and buyer become brand advocate, brand champion.5. Brand ambassador will himself become loyal and bring new buyers at free of cost6. Brand equity is the money value of image once the brand image is achieve, the brand large market share
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