Kanika Marketing
Kanika Marketing
Kanika Marketing
BRAND AWARENESS
2.Brand recall
It refers to the ability of the consumers to correctly generate
and retrieve the brand in their memory.
2. Guerrilla Marketing
Creative campaigns allow every small firm to compete
with bigger firms by carving out narrow but profitable niches.
Nowadays, big firms also use guerrilla marketing to
catch consumers’ attention at low cost.
These tactics include :
(1) Extreme specialization,
(2) Aiming every effort at favourably impressing
the customers.
(3) providing service that goes beyond the
customers' expectations,
(4) fast response time,
(5) quick turnaround of jobs, and
(6) working hours that match the customer's
requirements.
It is an out of the ordinary way of marketing a product.
Low-cost channels can be utilised to generate a high level of
interest in the product and create brand awareness.
Utilisation of personal contacts is the most popular way
of guerrilla marketing.
Product Placement is an advertising technique used by
companies to subtly promote their products through a non-
traditional advertising technique, usually through appearances
in film, television, or other media.
2. BRAND IDENTITY
Aaker defines brand identity, as a structure having two distinctive levels: the core level and
the extended one.
The core brand identity is the very essence of the brand, its fundamental that should remain
constant no matter what strategies should involve the brand (e.g. entering new markets,
launching new products under the same brand).
The extended brand identity consists of elements that provide texture and completeness,
adding details in order to help portray better what the brand stands for.
Moreover, in order to ensure brand’s identity texture and deepness, according to Aaker’s
model , brand identity should be decomposed into four dimensions: brand as product
(including product scope and attributes, quality/value, uses, users and country of origin),
brand as organization (organizational attributes, local versus global), brand as person (brand
personality, brand-customer relationships) and brand as symbol (visual imagery/metaphors
and brand heritage).
A negative gap between brand identity and brand image means a company is out of
touch with market sentiment, which will make selling its products more difficult.
The brand image held by consumers can reach a point at which a business or
product has to rebrand itself or risk not bringing in sales.
It consists of 2 dimensions:
- Constructed Source vs. Constructed Receiver: How the
brand is seen as a person (Physique and Personality) vs. How
the brand is seen as its stereotypical user (Reflection and self-
image)
- Externalization vs. Internalization: Externalization defines
what the brand is to the outside world it interacts with.
Externalization parameters (Physique, Relation, Reflection)
define how the brand socializes. Internalization parameters
(Personality, Culture, Self-image) define the brand internally.
1) Physique –
Physique is the basis or the physical appearance of
the brand. It may include product features, symbols and
attributes like packaging , color.
This element answers the question: What do business do?
2) Personality –
Personality defines what personality will the brand
assume if it were a person. Personality includes
character and attitude.
Brand’s personality is actually a result of the brand’s
communication and consists of those traits of human
personality that could be attributed to the brand.
Example - Pepsi is always doing things with humour
and derision. The part of fun is big.
3) Culture –
Culture takes a holistic view of the organization, its
origins and the values it stands for.
Links the brand to its origin.
Cultural values in the brand represents where the brand
comes from. In a many cases cultural values in the brand are
related to its country of origin:
Examples - Mercedes-Benz: German auto engineering
excellence , Coca Cola: Kindness, gratefulness,
happiness , Tantra T-shirts: Indian
4) Relationship –
The strength of the relationship between the brand
and the customer. It may represent beliefs and
associations in the human world.
How a brand treats its consumers.
Example - Harley Davidson: Red carpet treatment HOG
(Harley Owners Group)
Dixons retail: Every single customer, every single time is
the most important person in the world
5) Reflection –
What does the brand represent in the customers
mind or rather the customer mindset as reflected on the
brand
6) Self image –
How does the customer see himself when compared
to the brand.
Who does the consumer of the brand see them as?
BRAND IMAGE
Brand image is the current view of the customers about a
brand. It can be defined as a unique bundle of associations
within the minds of target customers.
4. It is superficial. It is enduring.
1. BRAND REINFORCEMENT
2. BRAND REVITALIZATION :
A strategy to recapture lost sources of brand equity and
1. Free Association –
The simplest and often most powerful way to profile
brand association.
It involves free association tasks whereby subjects are
asked what comes to mind when they think of the brand
without any more specific probe or cue than perhaps the
associated product category (e.g. “what does the Relox name
mean to you?” or “Tell me what comes to mind when you
think of Rolex watches.”)
2. Projective Technique –
2. QUANTITATIVE APPROACH
Quantitative research techniques are used to understand brand
awareness in respect to recognition and recall and also
through scaling precise measurement for source of brand
equity is done.
2. Conjoint Analysis :