Brand

Management

By,
Anuj Mokashi : 7
Madhusudan
Reddy: 21
Sneha Sanghani:
42
Tina D’souza: 46
V.Sreevidya : 49
David Aaker’s
Model
 Awareness
Familiarity
AD EXPOSURE MODEL OF DAVID AAKER

Info. about
F&A, Benefits

Formation of
Image of Brand
Ad Exposure Purchase
Attitudes Behavior
Feelings & Association
with Brand

Formation of linkages with

Experts

Healthy Incentives, Promotions to Excite

Customer into buying Product
 Quick
Service , AD EXPOSURE MODEL OF DAVID AAKER
Fresh and
Hot food

Meals at reasonable
price , Variety , R1
R1 Innovation

R1

Burgers , fun ,
R1
children , fast R2
food , R1
convenience
R1

Ad Purchase
Exposur R1 R1 Attitude Behavior
e ????? s
R1 R1
R1

R2 Ronald !!!
R2

Home delivery , one

minute service or
coke free ,
Gifts on Kiddy
Meals,
 Biggest
confectiona AD EXPOSURE MODEL OF DAVID
ry , 100yrs AAKER
old

Milk Chocolate ,
Nutri . benefits , R1
R1 Purple
pack , purity seal .
R1
R1
Meant for kids, celebration, joy R2
R1
R1

Ad Purchase
Exposur R1 R1 Attitude Behavior
e Strong brand , “ kuch meetha ho jaaye ”, “ aaj pehli s hai ”.
taarik

R1 R1
R1

R2
R2

Celebrations ,Home pack, Cadbury Chunks, Heros.

Theodore Levitt’s Model
 Available in over 60 countries
worldwide
Sunsilk Hair - only Glossy
Magazine , 2003
www . Sunsilkgangofgirl
t y s . com
Tr
y al us Makeover Stalls at
te various Malls
Lo d Promotional event in Delhi , 2006
nd Br
an
B ra d

As th b
wi abi
so J
n

H
io

ci av
ex air 7 at

qu a l i t y
Con s i s t e n t
at ed
dence

re

io
by o-c

n
s
rt
C

pe
Confi

Sach les,
bott eties
Communication
h

vari
Fragrance

ets,
wheel
s
oner
iti
Cond

Hair Care
Wheel Of Usage Exp . Of
Consumer
Thank you