Download - Brand Mgnt Models
-
8/8/2019 Brand Mgnt Models
1/15
-
8/8/2019 Brand Mgnt Models
2/15
Core Product
BasicProduct
Augmented product
Potential ProductDr
iving
whe
Comm
unicat
ion
Wheelof
Compan
yDrivi
ng
wheel
Driven wheel
LEVITTSMODEL
Styling
BrandName
Package
Payback Efficiency
Quality
Traini
ng
SystemsApproa
chMa
intena
nce
Consultancy
Installati
on
Sens
it
iv
it
y
Name &Fame
Credibility
Reliability
Responsiveness
Flexibility
-
8/8/2019 Brand Mgnt Models
3/15
CORE
B A S I C
A U G M E N T E D
P O T E N T I A L
Driving WheelA d v e r t i s e m e n t n te gr at ed C om mu ni ca ti o r od uc t p re se nt at io ns u bl ic it y E ve nt s e rs on al R el at io n
E R OH O N D A
Speeddistribut
ion
:Price
EfficientBike
Association
HrithiksChoice
GreatSpeed
Sturdy
Excellent
Performance
Franchise
-Re sale
SkilledMechanics
EasyMaintainence
Aft
er Sal
es
Serv
ice
Wheel of Usage experience By Customers
. , /-Rs 42 000
FourStroke
-
8/8/2019 Brand Mgnt Models
4/15
-
8/8/2019 Brand Mgnt Models
5/15
CORE
B A S I C
A U G M E N T E D
P O T E N T I A L
Driving WheelA d v e r t i s e m e n t o rp or at e s em in ar s r od uc t p re se nt at io ns u bl ic it y E ve nt s e rs on al R el at io nGL a p t o p
Speeddistribut
ion
Economical
CostEfficient
Laptop
Association
Feelings
Good-After-Sales
Service
Makeslife
feelinggood
1yrInternatio
nalwarranty
&SafeSecured
Laptop
Excellent
Performance
Franchise
Exchangeoffers
SkilledMechanics
EasyMaintainance
Consultancy
TrialUsage
Wheel of Usage experience By Customers
. , /-Rs 27 000
80GB HDD
Intel AtomPcr
160GB HDD+DVD RW 54
-
8/8/2019 Brand Mgnt Models
6/15
Awareness / Familiarity
Informa
tion regarding benefits & Attributes
Formati
on of Image personality about brand
Feelings associated with brand
Formation of L
inkages with experts / Peers and group norms.
Healthy incentives
promotion to excite customers into buying product
Purc
hase Behavi
R2R2 R2
R2
R1
R1
R1
R1
R1
DAVID AAKER s Model of Brand Building
R1
-
8/8/2019 Brand Mgnt Models
7/15
http://www.titanworld.com/collections/series/Heritagehttp://www.titanworld.com/collections/series/Nebulahttp://www.titanworld.com/collections/series/Zoophttp://www.titanworld.com/collections/series/Orionhttp://www.titanworld.com/collections/series/Edgehttp://www.titanworld.com/collections/series/Octanehttp://www.titanworld.com/collections/series/WWFhttp://www.titanworld.com/collections/series/Raga-Diva -
8/8/2019 Brand Mgnt Models
8/15
TITAN & David Aaker Model Route 1 : Ad Exposure Attitude Purchase Behavior
Learning Phase: Awareness Information on brand attributes
Feeling Phase: Creation of Brand Image Association with brand Linking it with peers/experts
Action Phase: Buying a TITAN Watch
-
8/8/2019 Brand Mgnt Models
9/15
-
8/8/2019 Brand Mgnt Models
10/15
TITAN & David Aaker Model Route 2:
Ad Exposure Purchase Behavior Attitude
TITAN uses following:
Catalogue Advertising :Used effectively to merchandise new models.
Newspaper Cuttings.
: -R O M O T I O N.1 Advertising.2 Sales promotion.3 Public relation
.4
-
8/8/2019 Brand Mgnt Models
11/15
:dvertis ing m ed ia Television
Print
Internet :ublic rela ti on : , &Gift concept Gift Vouchers Gift Exchange
Wrapping
Promotion On Occasions :ales pr omo ti on Sponsorship
; . .,Seasonality i e exchange offers
Promotion through Contests
Discounts on budget segment watches
-
8/8/2019 Brand Mgnt Models
12/15
-
8/8/2019 Brand Mgnt Models
13/15
-
8/8/2019 Brand Mgnt Models
14/15
-
8/8/2019 Brand Mgnt Models
15/15