1. Topic: Models of Brand Building
Presented by:
Soumitra Kisku
Roll No. DM11B43
PRN No. DM11M24

2. What is a brand?
• Name
• Term
• Sign
• Symbol
• Design etc.
–Combination of the above

3. What is a brand?
• Definition:
“a name, term, sign, symbol, or design, or
a combination of them, intended to
identify the goods and services of one
seller or group of sellers and to
differentiate them from those of
competition.” American Marketing
Association (AMA),

4. Brand Elements
• The key to creating a brand according to the AMA
definition, is to be able to choose a
 Name
 Logo
 Symbol
 package design
 or other characteristics
• that identifies a product and distinguishes it from
others
• These different components of a brand that
identify and differentiate it are brand elements.

5. The Four Steps of Brand Building
In consumer memory:
1. Brand identification; brand association
2. Totality of brand meaning
3. Elicit the proper customer responses
4. Convert brand response to create an
intense, active loyalty relationship
between customers and the brand

6. Keller’s Brand building model
 Design an Image
 Make “Target Market Segmentation”
Customer aware of the image
 Image is defined with an appropriate features,
benefits, pack sizes etc.

7. Kingfisher bird, jingles
Recognition of kingfisher
Awareness
Recall King of good
times, brand logo
Knowledge
Good Times, Youth
fullness, active,
Types of Energetic, entertainme
association nt, party etc.
Favourability of
association Favourable
Image
Strength of
association Strong
Uniqueness of Fun with full
association responsibility

8. Price is reasonable, bottles
Non product related are attractive, merchandize
hats.
Features
Strong, light and low
Product Related
calorie beer.
Entertainment, luxury, eco
Functional nomy price
Comfort, feeling of
Benefits freshness , very classy and
Emotional
energetic
Gives a feeling that you
Symbolic
are young
Attitudes Young personality

9. David Aaker’s Ad Exposure Model
Of Brand Building-
• Describes about relation between
advertisement and brand building.
• Explains the changes which happen in
customers’ attitude and purchase behavior
because of advertisement.

10. Route 1
Awareness/Familiarity
with brand
Consumer attitude
Information regarding
Purchase behavior
brand attribute or
AD Exposure
benefits
Creation of brand
image/personality
Association of Feelings
with brand
Linkage of brand with
peers/ experts &
group trait

11. Route 2
Awareness/Familiarity
with brand
Information regarding
brand attribute or
Consumer attitude
Purchase behavior
AD Exposure
benefits
Creation of brand
image/personality
Association of Feelings
with brand
Linkage of brand with
peers/ experts &
group trait

12. Levitts Model of Brand Building

13. Steps of Levitt’s brand building
1. Trial is the origin of brand building
2. Trail is the triggered by driving wheel.
3. Trail is satisfactory wire lead to repeat purchases
4. Repeat purchase will give added value to
customer and buyer become brand advocate,
brand champion.
5. Brand ambassador will himself become loyal and
bring new buyers at free of cost
6. Brand equity is the money value of image once the
brand image is achieve, the brand large market
share

14. POWER
OUTPUT
SERVICE CENTERS
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