Final Presentation 3rd Semester

2011-2013Topic: Models of Brand Building

Presented by:Soumitra Kisku

Roll No. DM11B43PRN No. DM11M24

What is a brand?

• Name

• Term

• Sign

• Symbol

• Design etc.

–Combination of the above

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• 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

In consumer memory:1. Brand identification; brand

association 2. Totality of brand meaning 3. Elicit the proper customer

responses 4. Convert brand response to create

an intense, active loyalty relationship between customers and the brand

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.

Kn

ow

led

ge

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

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-

• Describes about relation between advertisement and brand building.

• Explains the changes which happen in customers’ attitude and purchase behavior because of advertisement.

AD

Exp

osu

reAwareness/

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 traitC

on

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att

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Route 1

AD

Exp

osu

reAwareness/

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

Con

su

mer

att

itu

de

Pu

rch

ase b

eh

avio

r

Route 2

Levitts Model of Brand Building

Steps of Levitt’s brand building

1. Trial is the origin of brand building2. Trail is the triggered by driving wheel.3. Trail is satisfactory wire lead to repeat purchases4. 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

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