David Aaker Model

David Aaker Model

- Deepak Bhandari
• Mission
To refresh the world...
To inspire moments of optimism...
To create value and make a difference.

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• Established in 1886
• World’s largest beverage company with over 500 brands
• Company’s portfolio includes 12 billion $ brands
• Operational Reach = 200+ countries
• 1.6 billion servings per day
• Owns 4 of the world’s top 5 non alcoholic sparkling beverage brands
(Coca-Cola, Diet Coke, Sprite, Fanta)

Source: http://www.thecoca-colacompany.com/

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 The Brand
• Ranked #1 in the ‘Best Global Brands Survey
2009’ for the 10th straight year by Interbrand
• Brand Equity = 68734 $m
• Change in brand value from 2008 : 3%

source: www.interbrand.com, JP Morgan Chase

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 Interbrand Survey

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 Perspective of a
Strong Brand

• A product
• An organization
• A person
• A symbol

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 Awareness/familiarity with the
Awareness/familiarity with the
brand
brand

Information on brand attributes

Information on brand attributes
or benefits
or benefits
Brand Attitude
Brand Attitude
Creation of brand
Ad Exposure Creation of brand
image/personality
Ad Exposure image/personality

Association of feeling with the

Association of feeling with the
brand
brand

Linkage of the brand with peers, Purchase

Linkage of the brand with peers, Purchase
experts and group norms Behavior
experts and group norms Behavior

Reminder or inducement to
Reminder or inducement to
brand trial
brand trial

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 Familiarity built from aggressive
Familiarity built from aggressive
branding and innovative campaigns
branding and innovative campaigns
The refreshing qualities of the
The refreshing qualities of the
beverage conveyed to consumers
beverage conveyed to consumers Favorable
Favorable
Brand Attitude
Coca-Cola perceived as the Brand Attitude
Ad Exposure Coca-Cola perceived as the
‘Real Refresher’
Ad Exposure ‘Real Refresher’

Coca-Cola became the symbol of

Coca-Cola became the symbol of
fun, carefree American lifestyles
fun, carefree American lifestyles

Purchase
Coca-Cola launched several Purchase
Coca-Cola launched several Behavior
variants like Diet Coke, Coke BlāK Behavior
variants like Diet Coke, Coke BlāK

Coca Cola distributed free drinks

Coca Cola distributed free drinks
coupon in early 19 th
century
coupon in early 19th century

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 David Aaker Model:
2 Routes
Route#1
Brand
Advertisement Attitude Purchase Behavior

Route#2

Brand
Purchase Behavior Attitude
Advertisement

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 Coca-Cola’s case: Route#1

Brand
Advertisement Attitude Purchase Behavior

• Advertisements show features, benefits, values over and above

rivals
• Advertisements lead to formation of images and personalities of
the brand in the minds of consumers
• Formation of feeling and association with the brand
• Coke by route#1 commands long lasting loyalty with the customers

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 RC Cola and Virgin Cola: Route#2

Brand
Purchase Behavior Attitude
Advertisement

• Purchase activity helps in formation of +ve/-ve attitude towards the brand

• RC Cola and Virgin Cola went the heavy sales promotion way, RC Cola has
been reduced to a discount brand and Virgin Cola is almost extinct except
a few places in Europe.

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 Evolving advertisements

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