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brand awareness and attitude and feelings in indian context.
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BRAND AWARENESS , ATTITUDE AND FEELINGS
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Dt – 27-02-12
1.BRAND AWARENESS THROUGH RECOGNITION
AND RECALL
Ability to recall or recognize the brand within given product category .
Brand recall Brand Recall is the extent to which a brand name is recalled as a member of a brand, product or service.
Brand recognition Brand recognition is the extent to which a brand is recognized for stated brand attributes, parts, offerings, or communications.
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•Make potential customers aware of brand existance.
• leads to execution of selling idea
1.BRAND AWARENESS THROUGH RECOGNITION
AND RECALL3
•Make potential customers aware of brand existance.
• leads to execution of selling idea
Example : pears soap
1.BRAND AWARENESS THROUGH RECOGNITION
AND RECALL
Brand recall - prior to point of purchase
Brand recognition- point of purchase
in some cases brand name may not be necessary simply identifying features like logo or package are important.
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• in rural areas people ask for “wo khajoor chaap wala ghee dena”
Brand choice in a target segment can be increased or decreased by manipulation of brand awareness without changing brand attitude .
Example – éclairs of 2 diff. Brands - Cadbury and ITC
choice varies based on awareness
1.BRAND AWARENESS THROUGH RECOGNITION
AND RECALL5
• the more heavily advertised brand is likely to be favored by consumers .
2.CONSUMER ATTITUDE TOWARDS BRAND
Consumers evaluation and expression of feelings with regard to the product or service .
People develop an overall liking based on attitude.
Example – nina ricci as made me buy those .
The relation between attitudes and purchase behavior gets stronger as consumer gets more direct information about brand such as brand trials.
• Cognitive ( awareness )
• Affective ( evaluation , liking , conviction)
• Co native ( action , trial or purchase )
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• its totally based on emotions.
•Cognitive•Affective•conative
2.CONSUMER ATTITUDE TOWARDS BRAND
Consumers evaluation and expression of feelings with regard to the product or service .
People develop an overall liking based on attitude.
Example – nina ricci
The relation between attitudes and purchase behavior gets stronger as consumer gets more direct information about brand such as brand trials.
• Cognitive ( awareness )
• Affective ( evaluation , liking , conviction)
• Co native ( action , trial or purchase )
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• its totally based on emotions.
•Cognitive•Affective•conative
2.CONSUMER ATTITUDE TOWARDS BRAND
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• extreme cases•Less segment
Attitude grouping based on setting advertisement objectives to evaluate an ad. Campaign.
1. very strong negative attitude .
2. strongly negative attitude
3. mildly negative attitude.
4. neutral holding attitude
5.mildly positive attitude
6.strongly positive attitude
7. very positive attitude
Majority customers
2.CONSUMER ATTITUDE TOWARDS BRAND
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Example : Nescafe v/s Gold cafe• youth•Busy•Fun loving•working
•Sophisticated•Prestige•Rich•Mid age•class
3.THE THINKING AND FEELINGS DIMENSIONS AND BUYING
MOTIVES.
An effective ad should be able to influence consumers at both the thinking and feelings level.
Direct impact on users
An affective ad. Should be able to address the target consumers at both feelings and thinking level.
Ad . Creates emotional bond with the brand.
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3.THE THINKING AND FEELINGS DIMENSIONS AND
BUYING MOTIVES.
Example britannia ads. Present at an emotive level.
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3.THE THINKING AND FEELINGS DIMENSIONS AND BUYING
MOTIVES.12
Rossiter – Percy model
THANK YOU
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