Models of Brand Building

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Final Presentation 3rd Semester 2011-2013:

Final Presentation 3 rd Semester 2011-2013 Topic: Models of Brand Building Presented by: Soumitra Kisku Roll No. DM11B43 PRN No. DM11M24

What is a brand?:

What is a brand? Name Term Sign Symbol Design etc. Combination of the above

What is a brand?:

What is a brand? Definition: “a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.” American Marketing Association (AMA),

Brand Elements:

Brand Elements The key to creating a brand according to the AMA definition, is to be able to choose a Name Logo Symbol package design or other characteristics that identifies a product and distinguishes it from others These different components of a brand that identify and differentiate it are brand elements.

The Four Steps of Brand Building :

The Four Steps of Brand Building In consumer memory: Brand identification; brand association Totality of brand meaning Elicit the proper customer responses Convert brand response to create an intense, active loyalty relationship between customers and the brand

Keller’s Brand building model :

Keller’s Brand building model Design an Image Make “Target Market Segmentation” Customer aware of the image Image is defined with an appropriate features, benefits, pack sizes etc.

PowerPoint Presentation:

Knowledge Awareness Image Recognition Recall Types of association Favourability of association Strength of association Uniqueness of association Kingfisher bird, jingles of kingfisher King of good times, brand logo Good Times, Youth fullness, active, Energetic, entertainment, party etc. Favourable Strong Fun with full responsibility

PowerPoint Presentation:

Features Benefits Attitudes Non product related Product Related Functional Emotional Symbolic Young personality Price is reasonable, bottles are attractive, merchandize hats. Strong, light and low calorie beer. Entertainment, luxury, economy price Comfort, feeling of freshness , very classy and energetic Gives a feeling that you are young

David Aaker’s Ad Exposure Model Of Brand Building- :

David Aaker’s Ad Exposure Model Of Brand Building- Describes about relation between advertisement and brand building. Explains the changes which happen in customers’ attitude and purchase behavior because of advertisement.

PowerPoint Presentation:

AD Exposure Awareness/Familiarity with brand Information regarding brand attribute or benefits Creation of brand image/personality Association of Feelings with brand Linkage of brand with peers/ experts & group trait Consumer attitude Purchase behavior Route 1

PowerPoint Presentation:

AD Exposure Awareness/Familiarity with brand Information regarding brand attribute or benefits Creation of brand image/personality Association of Feelings with brand Linkage of brand with peers/ experts & group trait Consumer attitude Purchase behavior Route 2

Levitts Model of Brand Building:

Levitts Model of Brand Building

Steps of Levitt’s brand building :

Steps of Levitt’s brand building 1. Trial is the origin of brand building 2. Trail is the triggered by driving wheel. 3. Trail is satisfactory wire lead to repeat purchases 4. Repeat purchase will give added value to customer and buyer become brand advocate, brand champion. 5. Brand ambassador will himself become loyal and bring new buyers at free of cost 6. Brand equity is the money value of image once the brand image is achieve, the brand large market share

PowerPoint Presentation:

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