(MBASkills.IN) Brand Judgments
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These slides are prepared by Prof. Sameer Mathur, IIM Lucknow.
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(MBASkills.IN) Brand Judgments
- 2. 2 “Brand Judgments” is part of Keller’s Brand Resonance Model
- 3. 3 How well does the product meet the consumers’ more functional needs? Brand Judgments
- 4. 4 Customers’ personal opinions about and evaluations of the brand Brand Judgments
- 5. 5 Formed by putting together different brand performance and brand imagery associations Brand Judgments
- 6. 6 1. Brand Quality 2. Brand Credibility 3. Brand Consideration 4. Brand Superiority Brand Judgments
- 7. The 4 Steps of Brand Building 4. RELATIONSHIPS = What about you and me? 3. RESPONSE = What about you? 2. MEANING = What are you? 1. IDENTITY = Who are you? Ensure identification of the brand with customers and an association of the brand in customers’ minds Establish the totality of brand meaning in the minds of consumers Elicit the proper customer responses to the brand identification and brand meaning © Sameer Mathur Step 3 of the 4 Steps of Brand Building
- 8. 8 Consumers can hold a host of attitudes towards a brand, such as its perceived quality, customer value and satisfaction Brand Quality
- 9. Judgments Salience a) Quality b) Credibility c) Consideration d) Superiority Resonance 3. RESPONSE = What about you? © Sameer Mathur Brand Quality - Value - Satisfaction Judgments
- 11. 11 Judgments about the company or organization behind the brand Brand Credibility
- 12. Judgments Salience a) Quality b) Credibility c) Consideration d) Superiority Resonance 3. RESPONSE = What about you? © Sameer Mathur Brand Quality - Value - Satisfaction Brand Credibility Expertise Trustworthiness Likeability Judgments
- 13. 13 Expertise: competent; innovative; market leader Trustworthiness: dependability Likability: fun; interesting; worth spending time 3 dimensions of Credibility
- 14. Expertise
- 15. 15 Trust
- 17. 17 How personally relevant to consumers find the brand? How relevant is the brand to them? Brand Consideration
- 18. Judgments Salience a) Quality b) Credibility c) Consideration d) Superiority Resonance 3. RESPONSE = What about you? © Sameer Mathur Brand Quality - Value - Satisfaction Brand Consideration - Relevance Brand Credibility Expertise Trustworthiness Likeability Judgments
- 19. 19 The extent to which consumers view the brand as unique and better than other brands Brand Superiority
- 21. Judgments Salience a) Quality b) Credibility c) Consideration d) Superiority Resonance 3. RESPONSE = What about you? © Sameer Mathur Brand quality - Value - Satisfaction Brand Consideration - Relevance Brand Superiority - Differentiation Brand credibility Expertise Trustworthiness Likeability Judgments
- 22. 22 “Brand Judgments” is part of Keller’s Brand Resonance Model
- 23. Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 Marketing Professor 2013 – Indian Institute of Management, Lucknow 23 © Sameer Mathur 23 Prof. Sameer Mathur MBASkills.IN