KEVIN LANE KELLERS KNOWLEDGE MODEL OF BRAND BUILDING

KELLERS KNOWLEDGE MODEL OF BRAND BUILDING

Brand Recall Price

Brand Awareness

Non-Product Related

Usage and User Imagery Brand Personality Feelings & Experiences

Brand Recognition

Attributes

Product Related

Brand Knowledge

Types of Association

Functional Benefits Experiential Attitudes Symbolic

Brand Image

Association Favorability
Strength of Associations Association Uniqueness

Introduction
Apple Inc. is an American Multinational Corporation. Hardware Products: Macintosh computers. The iPod. The iPhone. The iPad. Software Includes: Safari web browser The iTunes media browser. Quicktime player

Introduction Cont.
Established in Cupertino, California on April 1, 1976 . Company was called Apple Computer Inc. for its first 30 years. It has about 35,000 employees worldwide. It had worldwide annual sales of US$32.48 billion in its fiscal year. It has 250 retail stores in nine countries and an online store where hardware and software products are sold.

Logos

first logo, designed by Jobs and Wayne, depicts Sir Isaac Newton sitting under an apple tree.

By Rob Janoffs rainbow Apple, the now-familiar rainbow-colored silhouette of an apple with a bite taken out of it.

While Jobs liked the logo, he insisted it be in color, as a way to humanize the company

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Apple Experience

APPLE
Brand recognitionAdvertisement, through innovative products, social media Attributes related qualities of Apple Brand recall:-Logo, Tag line ( There is an App for that) Types of brand association------- Attitudes Simplicity ,Feel good factor, Highly liked

Non Product Related

Price: Value for product User imaginary Professionals high income group computer and fashion savvy customers Usage imaginary experience it provides to its customers, simple,value

BRAND AWARE: Known product in the market

Product Related
Durability: Scratch resistant screen Metallic finish, best software Reliability High performance Technology Upgradable Software to suite

BRAND KNOWLEDGE:-

Favorability of brand association excellent performer ,innovative, simple, User friendly Strength of brand image loyal set of enthusiastic customers Uniqueness of brand HTC,Samsung, LG, Sony,Nokia

Functional Good performance, easy to use,superb user interfaces Benefits Providing various benefits

Brand image=creation of brand image by for associated features

Experiential people-driven product design, innovative , easy

Symbolic=logo, design