brand awareness and attitude and feelings in indian context.

1. BRAND AWARENESS , ATTITUDE
AND FEELINGS
Dt – 27-02-12
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2. 2
1.BRAND AWARENESS THROUGH
RECOGNITION AND RECALL
•Make  Ability to recall or recognize the brand within given
potential product category .
customers  Brand recall Brand Recall is the extent to which a
aware of brand name is recalled as a member of a brand,
brand product or service.
existance.
 Brand recognition Brand recognition is the extent
• leads to to which a brand is recognized for stated brand
execution of attributes, parts, offerings, or communications.
selling idea

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1.BRAND AWARENESS THROUGH
RECOGNITION AND RECALL
Example : pears soap
•Make
potential
customers
aware of
brand
existance.
• leads to
execution of
selling idea

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1.BRAND AWARENESS THROUGH
RECOGNITION AND RECALL
 Brand recall - prior to point of purchase
• in rural  Brand recognition- point of purchase
areas people
 in some cases brand name may not be necessary simply
ask for “wo
identifying features like logo or package are important.
khajoor
chaap wala
ghee dena”

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1.BRAND AWARENESS THROUGH
RECOGNITION AND RECALL
 Brand choice in a target segment can be increased or
decreased by manipulation of brand awareness without
• the more changing brand attitude .
heavily
advertised  Example – éclairs of 2 diff. Brands - Cadbury and ITC
brand is
likely to be
favored by
consumers .

 choice varies based on awareness

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2.CONSUMER ATTITUDE
TOWARDS BRAND
 Consumers evaluation and expression of feelings
with regard to the product or service .
• its totally
based on  People develop an overall liking based on attitude.
emotions.
 Example – nina ricci as made me buy those .
•Cognitive  The relation between attitudes and purchase
•Affective behavior gets stronger as consumer gets more
•conative direct information about brand such as brand trials.
• Cognitive ( awareness )
• Affective ( evaluation , liking , conviction)
• Co native ( action , trial or purchase )

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2.CONSUMER ATTITUDE
TOWARDS BRAND
 Consumers evaluation and expression of feelings
with regard to the product or service .
• its totally
based on  People develop an overall liking based on attitude.
emotions.
 Example – nina ricci
•Cognitive  The relation between attitudes and purchase
•Affective behavior gets stronger as consumer gets more
•conative direct information about brand such as brand trials.
• Cognitive ( awareness )
• Affective ( evaluation , liking , conviction)
• Co native ( action , trial or purchase )

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2.CONSUMER ATTITUDE
TOWARDS BRAND
 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.
• extreme Majority
cases  4. neutral holding attitude customers
•Less  5.mildly positive attitude
segment
 6.strongly positive attitude
 7. very positive attitude

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2.CONSUMER ATTITUDE
TOWARDS BRAND
 Example : Nescafe v/s Gold cafe
• youth •Sophisticate
•Busy d
•Fun loving •Prestige
•working •Rich
•Mid age
•class

10. 3.THE THINKING AND FEELINGS
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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.

11. 3.THE THINKING AND FEELINGS
11 DIMENSIONS AND BUYING
MOTIVES.
 Example britannia ads. Present at an emotive
level.

12. 3.THE THINKING AND FEELINGS
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DIMENSIONS AND BUYING MOTIVES.
 Rossiter – Percy model

13. THANK YOU
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