Attitude and Branding Strategies Electroshock therapy Central or peripheral route to attitude formation Linkages or components of attitude Tesla, Patanjali, Al Gore, Vikrant motorcycles Harley Cadbury Patanjali Tata Reliance Kingfisher Tesla Alan musk Mark Zuckerberg Vladimir Putin Obama Singapore Silicon valley South Africa Australia Role of belief in Attitude formation Raymond and Surf Excel brand Multi components in Attitude LG, Lifebuoy, Jaguar, Charms,Naukri.com,Foster's Elaboration Likelihood Model (ELM)

1. Attitudes and their impact
on branding strategies

3. Electroshock Therapy
https://www.youtube.com/watch?v=16xNOtaSLbc

6. What will be the gain?
Understand receptivity of consumer
towards a product category or a brand
Application of marketing mix for favourable
impression on psyche of consumer
How a brand ensure that a consumer
devolp a positive attitude towards the
brand?
Analysis of culture value to a customer and
how to use it?
Learning from a pioneer brand in category

7. Linkages in Attitude Formation
BELIEFS
ATTITUDES
VALUES
FEW IN NUMBER
DIFFICULT TO INFLUENCE
NOT TIED TO SITUATIONS
CONVICTION
MENTAL
PREDISPOSITION
TOWARDS
ANYTHING
MENTAL
STATEMENT
ABOUT
ANYTHING

8. Any attitudes for ::::
• Tesla
• https://youtu.be/QweNsLesMr
M
• Patanjali
• https://youtu.be/Mccx4EqoCSI

9. Marketing implications
All beliefs need not necessarily become attitudes
Interrelated beliefs build attitudes
An individual will have a large number of beliefs , fewer attitudes
and even fewer values

10. Identify Beliefs ? Attitude? Values?
Vikrant motorcycles
Harley
Cadbury
Patanjali
Tata
Reliance
Kingfisher
Tesla
Alan musk
Mark Zuckerberg
Vladimir Putin
Obama
Singapore
Silicon valley
South Africa
Australia

11. Role of Beliefs in Attitude
Raymond
https://youtu.be/RQf4ePAosCA
Surf Excel
https://youtu.be/CkCD4I5GO7Q

12. Pointers

13. Multi component in Attitude
Cognitive : Linked
to beliefs and
Knowledge
Affective : How
good and bad a
consumer feel
about
Conative :
Action phase
which motivate
the consumer
to buy
• https://youtu.be/vCIFhFaoL7E
• https://youtu.be/XzbE3LkfcKc

14. Conditioned
Learning
Positive
reinforcement
( Family Branding)
( Celebrity
endorsement)
Cognitive learning
leading to
solutions
Attitudes are formed by

15. Brands
Attitude towards Brands/Product Categories
Attitude
Usage
Consumer
familiarity
New product
categories few brands
Creation of a
category in the
mindset
Attitudinal
components
Attitude towards
brands
Digital Watches
Maggi

16. Influence/Change on/of attitude formation
Utilitarian
Function
•LG
Washing
Machine Ego
defensive
function
Value
expressive
function
Knowledge
function
Association
with
events
https://youtu.be
/D8TFiLoxw3o
https://youtu.be
/o49pq2_A-_o
https://youtu.be
/-v1urLWR5zg
https://youtu.b
e/IRwmXecuF1s
https://youtu.b
e/dDMlo777ySo

17. Few thoughts…

18. Few thoughts…
Changing Brand
Beliefs( Relaunching
Breeza, Milk and lassi
vs other soft drinks…
Using a new attribute
brand( when to
change Oral-B tooth
brush, Red label with
vitamins and anti-
oxidants…

21. Extra Resource
https://youtu.be/Mr6DGUp8jBQ