Brand management

Brand Building Models

Presented By:
Arvind Bhardwaj 09
Avinash Vijra 11
Manikyam Amrutham 22
Neha Dave 25
Purti Sharma 34
Rajneesh Sharma 38
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POTENTIAL
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CORE ion
•Integrated Communicatio
HERO •Product presentations
HONDA Associati
•Publicity Events
Hrithik Four on •Personal Relation
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Easy Price:
Maintainenc Rs.42,000/-
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 Wheel of Usage experience By Customers

POTENTIAL
Feelings Excellent
Performanc
AUGMENTED e

Trial
Makes Usage BASIC Franchi
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feeling Speed Driving W heel
distribut •Advertisement
good Intel Atom ion
Pcr •Corporate seminars
Consultanc CORE •Product presentations
Associati•Publicity Events
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80GB HDD •Personal Relation
160GB HDD
After- DVD RW 54+
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 DAVID AAKER’s Model of Brand Building
Awareness / Familiarity

R1

Information regarding benefits & Attributes

R1
Formation of Image personality about brand
R2
R1

Feelings associated with brand Purchase Behavio

R1

R1
Formation of Linkages with experts / Peers and group norms. R1

R2
R2 R2
Healthy incentives promotion to excite customers into buying product
TITAN & David Aaker Model
 Route 1 :
•
Ad Exposure  Attitude Purchase Behavior
•

 Learning Phase: Awareness

•
Information on brand attributes
 Feeling Phase: Creation of Brand Image
•
Association with brand
•
Linking it with peers/experts
 Action Phase: Buying a TITAN Watch
•
 TITAN & David Aaker Model
 Route 2:
•

• Ad Exposure  Purchase Behavior  Attitude

•

• TITAN uses following:

•

 Catalogue Advertising :
Used effectively to merchandise new models.

Newspaper “Cuttings”.

 PROMOTION :-
1. Advertising
2. Sales promotion
3. Public relation
4.
 Advertising media :
• Television
• Print
• Internet
 Public relation :
• Gift concept : Gift Vouchers, Gift Exchange &
Wrapping
• Promotion On Occasions
 Sales promotion :
• Sponsorship
• Seasonality ;i.e., exchange offers
• Promotion through Contests
• Discounts on budget segment watches

