Blind test

• Subjective and Objective attributes.• Overall performance of brand – sum of the

scores it obtains on objective parameters.• 100 c.c. vehicle brands : Yamaha RX , Hero

Honda –Splendour• Subjective : Preference at brand level.Yamaha

- 78 Splendour – 85• How much does this brand score on 100

according to you?

Blind test

• Objective parameters : Fuel, pickup, Load it can carry.

• 250 respondents on 0-10 scale.Yamaha RX Splendour

Fuel efficiency 8 9Pick-up 7 6Load carrying capacity 6 6Out of 30 21 21Out of 100 70 70

Brand Equity

Yamaha Splendour

BE 78-70=8 85-70=15Objective 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.

• Brand personality helps in providing emotional associations.• Even functional differentiator brand Personality provides an

emotional differentiator.– Eg ., Liril, Charms. Infosys, uniqueness, value, and intellectualism.

Dove, honest, feminist and optimist; Hewlett Packard, accomplishment, competency and influence

• Celebrity associations also add to personality orientation e.g., Parker pen grace and sophistication, Grasim

Application:Identify the Key Drivers of Brand Equity

0.17 0.66

0.24

0.65P-

2Performance

P-1

P-10

P-7

P-8

P-9

P-3

P-4

P-6

P-5

P-11 P-

12

I-2

I-9

Imagery

I-1

I-3

I-6

I-5

I-10

I-7

I-8

I-11 I-1

2

I-4

F-2

Feelings

F-1

F-3

F-4

F-6

F-5F-7

F-8

F-9

F-11 F-

12

F-10

J-2

Judgment

J-1

J-3

J-4

J-6

J-5

J-10J-7

J-8

J-9

J-11 J-1

2

R-2

Resonance

R-1

R-3

R-4

R-6

R-5

R-10

R-7

R-8

R-9

R-11 R-

12

0.58

0.49

Image Image is how you are viewed by others

This or

Image

Image is people’s opinion or feeling about a product, service, company, or person.

Two Forms of Brand Knowledge

Brand Image

The types of associations that come tothe consumer’s 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.

Constituents of Brand ImageCharacteristics Utsav paints Smirnoff Vodka Vadilal Ice cream

Brand Features A powder as paint

Transparent liquid What delicious colors?

Brand Information It is cheap but reliable

Is this the real Smirnoff

Are carry home packs available?

Brand Users It is for rural Folks It is for Connoisseurs

It is for middle class

Brand Evaluation Novel concept The real Vodka Good local ice cream

Product statements

A substitute for chuna

A product I was waiting for

Good product

Company Nationally reputed company (Asian paints) going international

Internationally reputed company

Regional company going International

Dimensions of Brand Personalities

• Sincerity• Excitement• Competence• Sophistication• Ruggedness

17

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.

What Brand is:

What Brand is NOT:

The FIVE CORE DIMENSIONS OF PERSONALITY

Sincerity (down to earth, honest, real, wholesome, cheerful)Excitement (daring, trendy, spirited, cool, imaginative, up-to-date)Competence (reliable, intelligent, successful, leader, confident)Sophistication (upper class, charming, glamourous, good looking)Ruggedness (outdoorsy, tough, masculine)

Illustration of an Exciting Brand

Illustration of a Competent Brand

Illustration of a Sophisticated Brand

Brand Image and personality

• Sum total of all the significant tangible and Intangible assets that a brand possesses

• How brand is perceived by the consumer.• BP is cause BI is effect.

Brand Image and personality

Brand name Brand personality

Brand Image

Lifebuoy Soap Price , Carbolic

Value for moneyHard working

Kinetic Honda GearlessIgnition start

Comfort

Raaga Herbal powder

CommunicationShikakai

TraditionalHygenic

Littke Hearts Puffed biscuitDistinct packagingHeart shaped

Novel attractiveromantic

Three Tools to Facilitate Brand Planning

• Holistic marketing requires careful planning and implementation.

• To help guide these efforts, three models of increasing scope are presented: 1) brand positioning model describes how to guide integrated marketing

to maximize competitive advantages; 2) brand resonance model (Brand Pyramid) describes how to create

intense, activity loyalty relationships with customers; and 3) brand value chain model describes how to trace the value creation

process to better understand the financial impact of marketing expenditures and investments.

2.24

Depth and Breadth Importance The product category hierarchy shows us not

only the depth of awareness matters but also the breadth.

The brand must not only be top-of-mind and have sufficient “mind share,” but it must also do so at the right times and places.

2.25

Performance Dimensions Primary characteristics and supplementary

features

Product reliability, durability, and serviceability

Service effectiveness, efficiency, and empathy

Style and design

Price

2.26

Imagery DimensionsHow consumers perceive the brand and how they react to the brand over a period

of timeEg., 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

2.27

Judgment Dimensions

Brand quality Value Satisfaction

Brand credibility Expertise Trustworthiness Likeability

Brand considerationRelevance

Brand superiorityDifferentiation

2.28

Feelings Dimensions

Warmth Fun Excitement Security Social Approval Self-respect

Dimensions of Brand Feelings

Brand feelings can be divided into two broad categories: Experiential – immediate, short-lived during purchase/consumption Enduring – private, possibly part of day-to-day lifeBrands should have one, or ideally both, types of feelings

Experiential Feelings• Warm• Fun• Exciting

Increasing level of intensity

Enduring Feelings• Sense of Security (Inner-directed)• Social Approval (Outer-directed)• Self-Respect (Actualization)

Self-Respect

Sense of Security Social Approval

Inner-Directed Outer-Directed

Higher level of values & needs

2.32

Resonance Dimensions Behavioral loyalty

Frequency and amount of repeat purchases Attitudinal attachment

Love brand (favorite possessions; “a little pleasure”)Proud of brand

Sense of communityKinshipAffiliation

Active engagementSeek informationJoin clubVisit website, chat rooms