Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Blind test
Objective parameters : Fuel, pickup,
Load it can carry.
250 respondents on 0-10 scale.
Yamaha RX
Splendour
Fuel efficiency
8
9
Pick-up
7
6
Load carrying capacity 6
6
Out of 30
21
21
Out of 100
70
70
Brand Equity
Yamaha
Splendour
BE
78-70=8 85-70=15
Objective and subjective criteria.
Brand Associations
Nurturing emotional associations: Benefit or
attributes could be used to nurture brand
associations.
Define what brand stands for?
Ex: APPLE Computers.
-55
FF-
6
FF--6
F-7
F-7
I-10
I-10
Feelings
Feelings
0.58
F-4
F-4
R-7
R-7
0.66
8
RR--8
FF--3
3
FF--22
F-1
F-1
122
FF--1
P-7
P-7
J-7
J-7
8
JJ--8
RR--3
3
RR--22
R-1
R-1
122
RR--1
1
-111
RR-
0.49
-55
RR-
8
FF--8
1
-111
FF-
I-I-33
II--22
I-1
I-1
8
PP--8
Judgment
Judgment
6
RR--6
0.24
RR--9
9
FF--9
9
5
I-I-5
II--66
I-7
I-7
2
II--112
0.17
-55
JJ-
I-I-44
0.65
6
JJ--6
Imagery
Imagery
JJ--9
9
-55
PP-
6
PP--6
I-I-99
II--88
PP--44
FF--1
100
P-10
P-10
Performance
Performance
JJ--1
100
PP--9
9
111
I-I-1
JJ--3
3
JJ--22
J-1
J-1
122
JJ--1
1
-111
JJ-
PP--3
3
PP--22
P-1
P-1
122
PP--1
1
-111
PP-
Application:
Identify the Key Drivers of
Brand Equity
J-4
J-4
R-10
R-10
Resonance
Resonance
R-4
R-4
Image
Image is how you are viewed by others
This
or
Image
Image is peoples
opinion or feeling
about a product, service, company, or person.
Brand Image
The types of associations that come
to
the consumers mind when
contemplating a particular brand.
Brand Image
Totality of impressions about the
brand.
Physical functional and psychological
aspects.
Image / association perceptions
which may or may not reflect
objective reality.
Utsav paints
Smirnoff Vodka
Brand Features
A powder as
paint
Transparent liquid
What delicious
colors?
Brand Information
It is cheap but
reliable
Brand Users
It is for
Connoisseurs
It is for middle
class
Brand Evaluation
Novel concept
Product
statements
A substitute for
chuna
A product I was
waiting for
Good product
Company
Regional
company going
International
Sincerity
Excitement
Competence
Sophistication
Ruggedness
Brand Personality
Brand personality describes how a brand behaves --- what it does and
how it does it so that the brand always acts consistent with its values.
Brand personality enhances target appeal and provide further
differentiation.
The FIVE CORE DIMENSIONS OF PERSONALITY
17
Illustration of an
Exciting Brand
Illustration of a
Competent Brand
Illustration of a
Sophisticated Brand
Brand
personality
Brand Image
Lifebuoy Soap
Price ,
Carbolic
Kinetic Honda
Gearless
Ignition start
Comfort
Raaga Herbal
powder
Communication
Shikakai
Traditional
Hygenic
Littke Hearts
Puffed biscuit
Distinct packaging
Heart shaped
Novel attractive
romantic
Three Tools to
Facilitate Brand Planning
2.24
Performance Dimensions
Primary characteristics and
supplementary features
Product reliability, durability, and
serviceability
Service effectiveness, efficiency, and
empathy
Style and design
Price
2.25
Imagery Dimensions
How consumers perceive the brand and how they react to the
brand over a period of time
Eg., Horlicks had Drink for the sick association ,Boost had different
one, Milk additive category.
User profiles
Purchase and usage situations
Type of channel, specific stores, ease of purchase
Time (day, week, month, year, etc.), location, and context of
usage
Personality and values
Sincerity, excitement, competence, sophistication, and
ruggedness
History, heritage, and experiences
Nostalgia
Memories
2.26
Judgment Dimensions
Brand quality
Value
Satisfaction
Brand credibility
Expertise
Trustworthiness
Likeability
Brand
consideration
Relevance
Brand
superiority
Differentiation
2.27
Feelings Dimensions
Warmth
Fun
Excitement
Security
Social Approval
Self-respect
2.28
Increasing
level of
intensity
Experiential Feelings
Warm
Fun
Exciting
Enduring Feelings
Sense of Security (Inner-directed)
Social Approval (Outer-directed)
Self-Respect (Actualization)
Self-Respect
Sense of Security
Social Approval
InnerDirected
OuterDirected
Higher
level of
values &
needs
Resonance Dimensions
Behavioral loyalty
Attitudinal attachment
Sense of community
Kinship
Affiliation
Active engagement
Seek information
Join club
Visit website, chat rooms
2.32