The document discusses four strategies for changing or influencing consumer attitudes towards brands or attributes: 1) Increasing the perceived importance of an existing attribute, as Maruti did with the Swift's speed. 2) Changing perceptions of an attribute's importance, like Fevicol did with its "chutki mein chipkaye" slogan. 3) Adding a new attribute to influence evaluations, as Apple did with the iPhone 4G. 4) Altering perceptions of a competitor's brand by comparative advertising, as seen in Sprite's ads against Mountain Dew.

1. Submitted to: Submitted by: Prof. Manoj Bhatia MohitMalviya Attitude Change Strategies

2. Increasing or changing the strength or belief rating of a brand or an important attribute. Maruti Suzuki Swift: Here Maruti is showing, speed is a very important for a car and and reminding consumers how well their brand (Swift) performs on this attribute. First Strategy

3. First strategy TVC: Swift

4. Changing consumers perceptions of the importance or value of an attribute. Fevicol: The product is Fewikwik, they are emphasizing consumers to attach more importance to the attribute that is “chutki main chipkaye” and they are trying to increase the importance of brand. Second Strategy

5. Second Strategy TVC: Fewikwik

6. Adding a new attribute to the attitude formation process. Apple iPhone 4G: After 3G, Apple has introduced iPhone 4G, and by emphasizing this new attribute, they are targeting customers evaluating a brand. They had improvised and now influencing customers. Third Strategy

7. Third Strategy TVC: Apple iPhone 4G

8. Changing perceptions or belief ratings for a competing brand. Sprite vs Mountain Dew: In this strategy, marketers change customers beliefs about the attributes of competing brands. This is comparative advertising. Fourth Strategy

9. Fourth Strategy TVC: Sprite vs Mountain Dew

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