brand conciousness and brand loyalty 2) content -What is Brand? -What is Brand consciousness/ awareness? -What is Brand loyalty? -A case study of Apple 3) what is brand? A brand is a name, term, design or other feature that distinguishes one seller's product from those of others.  A modern example of a brand is Coca-Cola which belongs to the Coca-Cola Company. The word "brand" is often used as a metonym referring to the company that is strongly identified with a brand. A logo often represents a specific brand. A widely known brand is said to have "brand recognition".

1. Brand consciousness
and Brand loyalty
PRESENTED TO : SIR AGHA
PRESENTED BY :
AYSHA ZUBAID 12031516-003
NEHA IMTIAZ 12031516-061
FATIMA KARIM 12031516-017
NIMRA IFTIKHAR 12031516-013

2. Content
-What is Brand?
-What is Brand consciousness/ awareness?
-What is Brand loyalty?
-A case study of Apple

3. What is brand?
A brand is a name, term, design or other feature that
distinguishes one seller's product from those of others.
A modern example of a brand is Coca-Cola which
belongs to the Coca-Cola Company.

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The word "brand" is often used as
a metonym referring to the company that is
strongly identified with a brand.
A logo often represents a specific brand.
A widely known brand is said to have "brand
recognition".

6. Brand elements
Name: The word or words used to identify a
company, product, service, or concept.
Logo: The visual trademark that identifies a brand.
Tagline or Catchphrase: "The Quicker Picker
Upper" is associated with Bounty paper towels.

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Graphics: the "dynamic ribbon" is a trademarked
part of Coca-Cola's brand
Colors: Owens-Corning is the only brand of
fiberglass insulation that can be pink.
Sounds: a unique tune or set of notes can denote a
brand. NBC's chimes provide a famous example.

8. What is Brand consciousness?
Brand consciousness is awareness
of a brand as a distinct product
separate from others.

10. Continue…
It is the extent to which a brand is recognized by
potential customers, and is correctly associated
with a particular product.
Brand awareness is the primary goal
of advertising in the early months or years of
a product's introduction
Brand awareness plays a major role in a consumer’s
buying decision-making process.

11. Measures of Brand Awareness
Aided Awareness
This type of awareness is
generated in a consumer.
When asked about a
product category, if the
consumer is aided with a
list of company names and
he recognizes the
company from the given
set it is categorized as
aided awareness.

12. Spontaneous awareness
When asked about a product category, the
consumers are asked to list brands they
know without any cues.

13. Top of the mind Awareness
When the name of the company is automatically
recollected because the consumer very promptly
associates the brand with the product category, it is
called a top of the mind awareness of the product.
It's the first brand name listed by the consumers
when asked to name brands they know without
any cues.

14. Channels of Brand Awareness
Advertising
Is the activity or
profession of producing
information for promoting
the sale of commercial
products or services.
Advertising is used
through various media to
generate brand awareness
within consumers. They
can be aired as radio ads,
television commercials,
internet etc.

15. Guerrilla Marketing
Nowadays, big firms also use guerrilla marketing to catch consumers’
attention at low cost.
(1) Extreme specialization
(2) Aiming every effort at favorably impressing the customers
(3) Providing service that goes beyond the customers' expectations
(4) Fast response time
(5) Quick turnaround of jobs
(6) Working hours that match the customer's requirements.

17. Example
For example,
Coca-Cola could pay a given fee to have the title
character drinking a Coke, instead of a Pepsi
beverage, or Toyota might pay to have one of the
characters drive their newest automobile.

19. Maintaining Brand Awareness
Is a very important aspect in marketing a company.
It is imperative and very helpful to analyze the
response your audience has towards the change in
packaging, advertising, products and messages sent
across through various means. Working towards
creating an image in the minds of the consumers is
not the last thing a company should aim to do.

20. Availability of the product
Availability of the product to the consumer is one
such way of doing this. The consumer should not
have to come looking for you when he is in need of
making a second purchase of the product,
dealerships and outlets at convenient places should
make the consumer think of the brand as the most
convenient and best solution to their needs of
fulfillments.

21. What is brand loyalty?
Brand loyalty is where a person buys products from
the same manufacturer repeatedly rather than from
other suppliers.

23. Steps leading towards brand
loyalty
Awareness
Consideration
Trial
Repeat
Loyalty

24. Importance
Brand loyalty, in marketing, consists of
a consumer's commitment to repurchase or
otherwise continue using the brand and can be
demonstrated by repeated buying of a product or
service, or other positive behaviors such as word of
mouth advocacy.

25. Brand loyalty is not
repurchasing!
Brand loyalty is more than simple repurchasing.
Customers may repurchase a brand due to
situational constraints (such as vendor lock-in), a
lack of viable alternatives, or out of convenience.
Such loyalty is referred to as "spurious loyalty".

26. Continue…
True brand loyalty exists when customers have a
high relative attitude toward the brand which is
then exhibited through repurchase behavior.
This type of loyalty can be a great asset to the firm:
customers are willing to pay higher prices, they
may cost less to serve, and can bring new
customers to the firm.

28. Example!
For example,
If Joe has brand loyalty to Company A he will
purchase Company A's products even if Company
B's are cheaper and/or of a higher quality.

30. Types of brand loyal
1. Hard-core Loyal - who buy the brand all the
time.
2. Split Loyal - loyal to two or three brands.
3. Shifting Loyal - moving from one brand to
another.
4. Switchers - with no loyalty (possibly 'deal-
prone', constantly looking for bargains or
'vanity prone', looking for something
different).

31. Factors influencing brand
loyalty
Pre-dispositional commitment toward a brand.
Customers' perceived value
Brand trust
Customers' satisfaction
Repeat purchase behavior

32. Case study

33. Best global brands according
to brand loyalty (2013)

34. Apple has destroyed the
market of Android!

35. Reasons
Brand name
Brand trust
Status symbol
Apple store
Pricing
Think different campaign

36. Brand name

38. Brand trust

39. Status symbol

40. Apple store
Apple’s products compliment each other from
hardware to software.
For example Apple store.
People feel connected to brand by using both
hardware and software of same Brand.

41. Think different campaign
Advertising campaign
plays most important
role in brand loyalty.
Apple always use
different, innovative,
creative and artistic ads
for marketing.

42. Brand Obsession
Mistakenly considered as brand consciousness.
Some people are obsessed with particular brand/
brands for following reasons;
•Superiority complex
•Inferiority complex
•Status symbol