It is crucial so that the consumers instantly correlate with your

It is crucial so that the consumers instantly

This preview shows page 10 - 13 out of 81 pages.

It is crucial so that the consumers instantly correlate with your product/service.Brand RecognitionThe extent to which the general public (or an organization's target market) is able toidentify a brand by its attributes. Brand recognition is most successful when people can state abrand without being explicitly exposed to the company's name, but rather through visualsignifiers like logos, slogans and colors. - 10-
Background image
Brand Attributes:Brand Attributes portray a company’s brand characteristics. They signify the basic natureof brand. Brand attributes are a bundle of features that highlight the physical and personalityaspects of the brand. Attributes are developed through images, actions, or presumptions. Brandattributes help in creating brand identity. A strong brand must have following attributes:1.Relevancy-A strong brand must be relevant. It must meet people’s expectations andshould perform the way they want it to. A good job must be done to persuade consumersto buy the product; else inspire of your product being unique, people will not buy it.2.Consistency-A consistent brand signifies what the brand stands for and builds customerstrust in brand. A consistent brand is where the company communicates message in a waythat does not deviate from the core brand proposition.3.Proper positioning-A strong brand should be positioned so that it makes a place intarget audience mind and they prefer it over other brands.4.Sustainable-A strong brand makes a business competitive. A sustainable brand drives anorganization towards innovation and success.5.Credibility-A strong brand should do what it promises. The way you communicate yourbrand to the audience/ customers should be realistic. It should not fail to deliver what itpromises. 6.Inspirational-A strong brand should transcend/ inspire the category it is famous for.7.Uniqueness-A strong brand should be different and unique. It should set you apart fromother competitors in market.8.Appealing-A strong brand should be attractive. Customers should be attracted by thepromise you make and by the value you deliver.Brand Re-call:Brand Recall is the extent to which a brand name is recalled as a member of a brand,product or service class, as distinct from brand recognition.Common market research usage is that pure brand recall requires "unaided recall". Forexample a respondent may be asked to recall the names of any cars he may know, or any whiskybrands he may know.- 11-
Background image
Some researchers divide recall into both "unaided" and "aided" recall. "Aided recall"measures the extent to which a brand name is remembered when the actual brand name isprompted.Brand Positioning:Brand Positioning can be defined as an activity of creating a brand offer in such a mannerthat it occupies a distinctive place and value in the target customer’s mind. Brand Positioninginvolves identifying and determining points of similarity and difference to ascertain the rightbrand identity and to create a proper brand image. Brand Positioning is the key of marketingstrategy.
Background image
Image of page 13

You've reached the end of your free preview.

Want to read all 81 pages?

  • Fall '14
  • Management, Vijayawada, Milk Products Factory

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture