Brand positioning awareness , attitude and feelings

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brand awareness and attitude and feelings in indian context.

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Brand positioning awareness , attitude and feelings

  1. 1. BRAND AWARENESS , ATTITUDE AND FEELINGSDt – 27-02-12 1
  2. 2. 2 1.BRAND AWARENESS THROUGH RECOGNITION AND RECALL•Make  Ability to recall or recognize the brand within givenpotential product category .customers  Brand recall Brand Recall is the extent to which aaware of brand name is recalled as a member of a brand,brand product or service.existance.  Brand recognition Brand recognition is the extent• leads to to which a brand is recognized for stated brandexecution of attributes, parts, offerings, or communications.selling idea
  3. 3. 3 1.BRAND AWARENESS THROUGH RECOGNITION AND RECALL Example : pears soap•Makepotentialcustomersaware ofbrandexistance.• leads toexecution ofselling idea
  4. 4. 4 1.BRAND AWARENESS THROUGH RECOGNITION AND RECALL  Brand recall - prior to point of purchase• in rural  Brand recognition- point of purchaseareas people  in some cases brand name may not be necessary simplyask for “wo identifying features like logo or package are important.khajoorchaap walaghee dena”
  5. 5. 5 1.BRAND AWARENESS THROUGH RECOGNITION AND RECALL  Brand choice in a target segment can be increased or decreased by manipulation of brand awareness without• the more changing brand attitude .heavilyadvertised  Example – éclairs of 2 diff. Brands - Cadbury and ITCbrand islikely to befavored byconsumers .   choice varies based on awareness
  6. 6. 6 2.CONSUMER ATTITUDE TOWARDS BRAND  Consumers evaluation and expression of feelings with regard to the product or service .• its totallybased on  People develop an overall liking based on attitude.emotions.  Example – nina ricci as made me buy those .•Cognitive  The relation between attitudes and purchase•Affective behavior gets stronger as consumer gets more•conative direct information about brand such as brand trials. • Cognitive ( awareness ) • Affective ( evaluation , liking , conviction) • Co native ( action , trial or purchase )
  7. 7. 7 2.CONSUMER ATTITUDE TOWARDS BRAND  Consumers evaluation and expression of feelings with regard to the product or service .• its totallybased on  People develop an overall liking based on attitude.emotions.  Example – nina ricci•Cognitive  The relation between attitudes and purchase•Affective behavior gets stronger as consumer gets more•conative direct information about brand such as brand trials. • Cognitive ( awareness ) • Affective ( evaluation , liking , conviction) • Co native ( action , trial or purchase )
  8. 8. 8 2.CONSUMER ATTITUDE TOWARDS BRAND  Attitude grouping based on setting advertisement objectives to evaluate an ad. Campaign.  1. very strong negative attitude .  2. strongly negative attitude  3. mildly negative attitude.• extreme Majoritycases  4. neutral holding attitude customers•Less  5.mildly positive attitudesegment  6.strongly positive attitude  7. very positive attitude
  9. 9. 9 2.CONSUMER ATTITUDE TOWARDS BRAND  Example : Nescafe v/s Gold cafe• youth •Sophisticate•Busy d•Fun loving •Prestige•working •Rich •Mid age •class
  10. 10. 3.THE THINKING AND FEELINGS10 DIMENSIONS AND BUYING MOTIVES.  An effective ad should be able to influence consumers at both the thinking and feelings level.  Direct impact on users  An affective ad. Should be able to address the target consumers at both feelings and thinking level.  Ad . Creates emotional bond with the brand.
  11. 11. 3.THE THINKING AND FEELINGS11 DIMENSIONS AND BUYING MOTIVES.  Example britannia ads. Present at an emotive level.
  12. 12. 3.THE THINKING AND FEELINGS12 DIMENSIONS AND BUYING MOTIVES.  Rossiter – Percy model
  13. 13. THANK YOU 13

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