BRAND AWARENESS , ATTITUDE AND FEELINGS

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Dt – 27-02-12

1.BRAND AWARENESS THROUGH RECOGNITION

AND RECALL

Ability to recall or recognize the brand within given product category .

Brand recall Brand Recall is the extent to which a brand name is recalled as a member of a brand, product or service.

Brand recognition Brand recognition is the extent to which a brand is recognized for stated brand attributes, parts, offerings, or communications.

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•Make potential customers aware of brand existance.

• leads to execution of selling idea

1.BRAND AWARENESS THROUGH RECOGNITION

AND RECALL3

•Make potential customers aware of brand existance.

• leads to execution of selling idea

Example : pears soap

1.BRAND AWARENESS THROUGH RECOGNITION

AND RECALL

Brand recall - prior to point of purchase

Brand recognition- point of purchase

in some cases brand name may not be necessary simply identifying features like logo or package are important.

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• in rural areas people ask for “wo khajoor chaap wala ghee dena”

Brand choice in a target segment can be increased or decreased by manipulation of brand awareness without changing brand attitude .

Example – éclairs of 2 diff. Brands - Cadbury and ITC

choice varies based on awareness

1.BRAND AWARENESS THROUGH RECOGNITION

AND RECALL5

• the more heavily advertised brand is likely to be favored by consumers .

2.CONSUMER ATTITUDE TOWARDS BRAND

Consumers evaluation and expression of feelings with regard to the product or service .

People develop an overall liking based on attitude.

Example – nina ricci as made me buy those .

The relation between attitudes and purchase behavior gets stronger as consumer gets more direct information about brand such as brand trials.

• Cognitive ( awareness )

• Affective ( evaluation , liking , conviction)

• Co native ( action , trial or purchase )

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• its totally based on emotions.

•Cognitive•Affective•conative

2.CONSUMER ATTITUDE TOWARDS BRAND

Consumers evaluation and expression of feelings with regard to the product or service .

People develop an overall liking based on attitude.

Example – nina ricci

The relation between attitudes and purchase behavior gets stronger as consumer gets more direct information about brand such as brand trials.

• Cognitive ( awareness )

• Affective ( evaluation , liking , conviction)

• Co native ( action , trial or purchase )

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• its totally based on emotions.

•Cognitive•Affective•conative

2.CONSUMER ATTITUDE TOWARDS BRAND

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• extreme cases•Less segment

Attitude grouping based on setting advertisement objectives to evaluate an ad. Campaign.

1. very strong negative attitude .

2. strongly negative attitude

3. mildly negative attitude.

4. neutral holding attitude

5.mildly positive attitude

6.strongly positive attitude

7. very positive attitude

Majority customers

2.CONSUMER ATTITUDE TOWARDS BRAND

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Example : Nescafe v/s Gold cafe• youth•Busy•Fun loving•working

•Sophisticated•Prestige•Rich•Mid age•class

3.THE THINKING AND FEELINGS DIMENSIONS AND BUYING

MOTIVES.

An effective ad should be able to influence consumers at both the thinking and feelings level.

Direct impact on users

An affective ad. Should be able to address the target consumers at both feelings and thinking level.

Ad . Creates emotional bond with the brand.

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3.THE THINKING AND FEELINGS DIMENSIONS AND

BUYING MOTIVES.

Example britannia ads. Present at an emotive level.

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3.THE THINKING AND FEELINGS DIMENSIONS AND BUYING

MOTIVES.12

Rossiter – Percy model

THANK YOU

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