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The Aaker Model, created by David A. Aaker, a marketing professor at the University of California-Berkeley, is a marketing model which views brand equity as a combination of brand awareness, brand loyalty and brand associations, which add up to give the value provided by a product or service. For Aaker, brand management starts with developing a brand identity, which is a unique set of brand associations representing what the brand stands for and offers to customers an aspiringbrand image.
Brand-as-organization
(Organizational Attributes, local vs. global)
Brand-as-person
(Brand Personality, customer relationships)
Brand-as-symbol
(visual imagery/metaphors, Brand heritage)
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Aaker primarily sees brand identity as consisting of 8-12 elements which fall under four perspectives: Brand as Product - consists of product scope, product attributes, quality or value of the product, uses, users and country of origin. Brand as Organisation - consists of organizational attributes, local workings versus global activities. Brand as Person - consists of brand personality and customer-brand relationships. Brand as Symbol - consists of audio and visual imagery, metaphorical symbols and brand heritage. The purpose of the Aaker Model is to help in creating a brand strategy consisting of different brand elements or patterns, so as to clarify, enrich and differentiate a brand from its competitors. An organization carefully employs several of these elements to communicate to the consumers what their brand stands for.
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Brand Personality
FIVE DIMENSIONS OF BRAND PERSONALITY
Aakers Model describes the profile of a brand similar to a human being. Try to use some of these words to describe a brand
Sincerity down-to-earth, honest, wholesome, cheerful Excitement daring, spirited, imaginative, up-to-date Competence reliable, intelligent, successful Sophistication upper class, charming Ruggedness outdoorsy, tough
SALLY BAIN
Introduction
Brand identity and brand image helps brand managers to formulate strategies to make consumers relate to the product in a much easier way Brand Personality- it is based on the premise than consumers prefer something that exhibits their characteristics or their ideal values.
Introduction
Brand identity and brand image helps brand managers to formulate strategies to make consumers relate to the product in a much easier way Brand Personality- it is based on the premise than consumers prefer something that exhibits their characteristics or their ideal values.
Sunsilk in India
Sunsilk has a caring, nurturing, gentle feminine Personality. The adverstisement, packaging, and nature of the product convey the same.
Essence:Youth
Characteristics
Family oriented, Small town, Blue-collar, All American, Conventional Sincere, Real, Ethical, Thoughtful, Caring Original, Ageless, Clasic, Genuine, Old-fashioned Sentimenteal, Friendly, Warm, Happy
Tough
Three Models to Build Brand Personality Aakers states the 3 models namely as: 1. Self-expression Model
-states that the consumer sees the brand as the kind of person he/she wishes to be Example: This is the case with Royal Enfields Bullet. The rider is considered to be very masculine when he rides the bike. Bullets personality is one that represents a macho character.
Three Models to Build Brand Personality 2. Relationship Basis Model - is liking to associate with a personality exhibited by the brand drives the purchase. The consumer wants to establish friendship with the brand and the brand need not represent their characteristics or their aspirational values. Example: Eureka Forbes is seen as a friend for life and would fit this explanation of brand personality
Three Models to Build Brand Personality 3. Functional Benefits Representation model -the brand personality is used as a vehicle to state the benefits of the brand. Example: Devil Onida
Building Brand Personality via the 4 Ps and Packaging The 4 ps of mktg- product, price, place and promotion along with packaging needs to be effectively handled to build a personality.
Relationship between consumers and brand personality
Brand / Product Related Activity
Keeps repositioning its brand Same character kept unchanged High price and exclusive distribution Frequent Promotions Sponsors relevant shows Offers a lot of warranty
Cues Obtained
No stable personality Consumers get comfortable with the personality Sophisticated Uncultured and Cheap Helpful and Supportive Reliable and Dependable
Building Brand Personality Bottom-up This method takes an entirely different route. The personality here is not used to convey the identity, rather it intacts what the consumers want from a brand of that category. It uses four-step processing defining the target audience, finding out what they need, want and like, build a consumer personality profile, and creating the product personality to match that profile.
BRAND LOYALTY
The biased, behavioural response, expressed over time, by some decision-making unit, with respect to one or more alternative brands out of a set of such brands, and is a function of psychological(decision-making evaluative)processes. Jacoby and Chesnut(1978)
Published information in print and electronic media enhances the brand awareness and increases business equity. Brand names are equally important, hence communication through any media should be consistent and persistent. Loyalty may also be carefully built by offering specialized programs, encouraging customers to be a part of that programme.
3. BRAND PESONIFICATION forms the customers perception about the brands personality.
Brand Loyalty
Brand loyalty as a behavior Brand loyalty as an attitude
BEHAVIOR
STRONG
STRONG Loyalty Spurious Loyalty
WEAK
Latent No Loyalty
ATTITUDE
WEAK
Other factors
Service In-store display The pleasantness of the ambiance
In-Store Factors
Knowledge of the store Time pressure Purchase companion Special store promotions Atmospherics Customer mood
One-Stopping Shopping
Suppliers that offer a variety of products or services may want their customers to engage in one-stop shopping (OSS), the practice of acquiring all related products from one supplier