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
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.

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

-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.

Two Forms of Brand Knowledge

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.

Constituents of Brand Image

Characteristics

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 Internationally

company (Asian
reputed company
paints) going
international

Regional
company going
International

Dimensions of Brand Personalities

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

What Brand is:

What Brand is NOT:

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)

17

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 money

Hard working

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

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.

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-ofmind and have sufficient mind
share, but it must also do so at the
right times and places.

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

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 life
Brands should have one, or ideally both, types of feelings

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

Frequency and amount of repeat purchases

Attitudinal attachment

Love brand (favorite possessions; a little

pleasure)
Proud of brand

Sense of community
Kinship
Affiliation

Active engagement

Seek information
Join club
Visit website, chat rooms
2.32