Aaker Model
The Aaker Model, created by David A. Aaker, a marketing professor at the University of California-Berkeley, is a marketing model which views brand equity as a combination of brand awareness, brand loyalty and brand associations, which add up to give the value provided by a product or service. For Aaker, brand management starts with developing a brand identity, which is a unique set of brand associations representing what the brand stands for and offers to customers an aspiringbrand image.
Aaker Model Brand Identity
Brand-as-product
(Scope, attributes, quality/value, uses, users, Country of origin)
Brand-as-organization
(Organizational Attributes, local vs. global)
Brand-as-person
(Brand Personality, customer relationships)
Brand-as-symbol
(visual imagery/metaphors, Brand heritage)
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Aaker primarily sees brand identity as consisting of 8-12 elements which fall under four perspectives: Brand as Product - consists of product scope, product attributes, quality or value of the product, uses, users and country of origin. Brand as Organisation - consists of organizational attributes, local workings versus global activities. Brand as Person - consists of brand personality and customer-brand relationships. Brand as Symbol - consists of audio and visual imagery, metaphorical symbols and brand heritage. The purpose of the Aaker Model is to help in creating a brand strategy consisting of different brand elements or patterns, so as to clarify, enrich and differentiate a brand from its competitors. An organization carefully employs several of these elements to communicate to the consumers what their brand stands for.
Aaker Model Brand Assets
Brand loyalty
Brand associations Proprietary Assets (patents,
trademarks, channel relationships)
Brand awareness Perceived quality
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Brand Personality
FIVE DIMENSIONS OF BRAND PERSONALITY
Aakers Model describes the profile of a brand similar to a human being. Try to use some of these words to describe a brand
Sincerity down-to-earth, honest, wholesome, cheerful Excitement daring, spirited, imaginative, up-to-date Competence reliable, intelligent, successful Sophistication upper class, charming Ruggedness outdoorsy, tough
SALLY BAIN
Introduction
Brand identity and brand image helps brand managers to formulate strategies to make consumers relate to the product in a much easier way Brand Personality- it is based on the premise than consumers prefer something that exhibits their characteristics or their ideal values.
Introduction
Brand identity and brand image helps brand managers to formulate strategies to make consumers relate to the product in a much easier way Brand Personality- it is based on the premise than consumers prefer something that exhibits their characteristics or their ideal values.
Sunsilk in India
Sunsilk has a caring, nurturing, gentle feminine Personality. The adverstisement, packaging, and nature of the product convey the same.
Brand Anatomy of Coke
Essence:Youth
Benefit: Joyous Environment
Attribute: A Frizzy Drink (Vivaciousness)
Brand Personality Analysis of Santro car
Sensory Small Light Fresh Bubbly Emotional Light-Hearted Convenient Youthful Dependable Fun Car Rational Manoeuvrable Quick
When it necessary to have a brand personality
Brand personality is important when the product is socially conspicious ( products like automobile, clothing) or when the availability scarce ( as in the case of luxury goods) or when it is complex product ( in case of hi-tech products, consumers rely on image rather on the features of the product which is a bit difficult to comprehend) or when the target audience is highly self-concious.
Tools to Build/ Understand Brand Personality
Brand Personality Scale The five main personality factors as identified by Aaker are sincerity, excitement, competence, sophistication, and ruggedness.
Brand Personality Analysis of Santro car
Sensory Small Light Fresh Bubbly Emotional Light-Hearted Convenient Youthful Dependable Fun Car Rational Manoeuvrable Quick
When it necessary to have a brand personality
Brand personality is important when the product is socially conspicious ( products like automobile, clothing) or when the availability scarce ( as in the case of luxury goods) or when it is complex product ( in case of hi-tech products, consumers rely on image rather on the features of the product which is a bit difficult to comprehend) or when the target audience is highly self-concious.
Tools to Build/ Understand Brand Personality
Brand Personality Scale The five main personality factors as identified by Aaker are sincerity, excitement, competence, sophistication, and ruggedness.
Analysis using brand personality scale
Sincerity
Down to Earth Honest Wholesome Cheerful Excitement Daring Spririted Imaginative Up-To-Date Competence Reliable Intelligent Successful Sophistication Upper Class Charming Ruggedness Outdoorsy Masculine, Western, Active, Athletic Glamorous, Good Looking, Pretentious, Sophisticated Feminine, Smooth, Sexy, Gentle Hard-working, Secure, Efficient, Trustworthy, Careful Technical, Corporate, Serious Leader, Confident, Influential Trendy, Exciting, Offbeat, Flashy, Provocative Cool, Young, Lively, Adventurous, Outgoing Unique, Humorous, Surprising, Artistic, Fun Independent, Contemporary, Innovative, Aggresive
Characteristics
Family oriented, Small town, Blue-collar, All American, Conventional Sincere, Real, Ethical, Thoughtful, Caring Original, Ageless, Clasic, Genuine, Old-fashioned Sentimenteal, Friendly, Warm, Happy
Tough
Rugged, Strong, No-nonsense
Three Models to Build Brand Personality Aakers states the 3 models namely as: 1. Self-expression Model
-states that the consumer sees the brand as the kind of person he/she wishes to be Example: This is the case with Royal Enfields Bullet. The rider is considered to be very masculine when he rides the bike. Bullets personality is one that represents a macho character.
Three Models to Build Brand Personality 2. Relationship Basis Model - is liking to associate with a personality exhibited by the brand drives the purchase. The consumer wants to establish friendship with the brand and the brand need not represent their characteristics or their aspirational values. Example: Eureka Forbes is seen as a friend for life and would fit this explanation of brand personality
Three Models to Build Brand Personality 3. Functional Benefits Representation model -the brand personality is used as a vehicle to state the benefits of the brand. Example: Devil Onida
Building Brand Personality via the 4 Ps and Packaging The 4 ps of mktg- product, price, place and promotion along with packaging needs to be effectively handled to build a personality.
Relationship between consumers and brand personality
Brand / Product Related Activity
Keeps repositioning its brand Same character kept unchanged High price and exclusive distribution Frequent Promotions Sponsors relevant shows Offers a lot of warranty
Cues Obtained
No stable personality Consumers get comfortable with the personality Sophisticated Uncultured and Cheap Helpful and Supportive Reliable and Dependable
Building Brand Personality via Adverstisement
The elements of advertisement which can be used for building brand personality: 1. User Imagery 2. Endorser 3. Execution-related elements 4. Consistency
Building Brand Personality Bottom-up This method takes an entirely different route. The personality here is not used to convey the identity, rather it intacts what the consumers want from a brand of that category. It uses four-step processing defining the target audience, finding out what they need, want and like, build a consumer personality profile, and creating the product personality to match that profile.
Building Brand Personality Bottom-up
1. Direct elicitation techniques - the consumers are given a questionnaire, which contains statements describing the brand users along with the characteristics of the brand.
Building Brand Personality Bottom-up
2. Indirect elicitation techniques - techniques such as word association, sentence completion, scenario projection psychodrama, photosor, personification, personalit/uniqueness traits, brand marriage, obituary, collage and analogies and methapors used to find out what kind of personalities are generally asociated with the brand.
BRAND LOYALTY
The biased, behavioural response, expressed over time, by some decision-making unit, with respect to one or more alternative brands out of a set of such brands, and is a function of psychological(decision-making evaluative)processes. Jacoby and Chesnut(1978)
STRATEGIES TO BUILD BRAND LOYALTY
Dependent on emotional attachment towards the brand. Carefully cultivated to an extend by marketers reflecting the aspirations of the customers. Repeat advertising and promotional offers can create awareness and build brand recognition among customers.
Published information in print and electronic media enhances the brand awareness and increases business equity. Brand names are equally important, hence communication through any media should be consistent and persistent. Loyalty may also be carefully built by offering specialized programs, encouraging customers to be a part of that programme.
BUILDING LOYALTY THROUGH STRATEGIC DIFFERENTATION
1. BENEFITS OF PRODUCTS the benefits derived from products by the consumer should be unique from other products. 2. EMOTIONAL BENEFITS delivering a product benefit by itself may not create brand loyalists. There should be some emotional benefit of the brand apart from the product benefit.
3. BRAND PESONIFICATION forms the customers perception about the brands personality.
Brand Equity Versus Brand Loyalty
Brand loyalty is a consistent repurchase of the brand accompanied by a favorable brand attitude Brand equity is a mental concept of a brands superiority
Brand Loyalty
Brand loyalty as a behavior Brand loyalty as an attitude
Loyalty Needs Both Attitude and Behavior
BEHAVIOR
STRONG
STRONG Loyalty Spurious Loyalty
WEAK
Latent No Loyalty
ATTITUDE
WEAK
Behavioral Brand Loyalty
The consistent repurchase of the same brand Brand loyalty is measured in several ways:
Proportion of purchase Sequence of purchase Probability of purchase
Attitudinal Brand Loyalty
Greater liking for a brand Attitudinal brand loyalty can be measured by asking customers to rank various brands in terms of how much they like a brand or which brand they prefer the most
Brand Loyalty as Attitude-Based Behavior
Brand relationship quality
Love/Passion Self-Connection Commitment Interdependence Intimacy Brand Partner Quality
Contributors to Brand Loyalty
Perceived brand performance fit Social and emotional identification with the brand Habit combined with a long history of using the brand
Multi Brand loyalty
Multi Brand loyalty is an approach of mutual benefit of related or unrelated brands in the competitive scenario. The reward points offered to the customer lure him towards purchase. In this competitive scenario where brand loyalty has lost its longevity , it is a positive step by the marketers.
How Customers Shop
A dynamic interplay of factors influences store choice
Location Merchandise quality Selection Price
Choices Based on Nonlocational Criteria
Self selection
Customers self-select themselves to be the customers of the store that offers the advantage they seek
Other factors
Service In-store display The pleasantness of the ambiance
Planned, Unplanned, and Impulse Buying
Planned purchases: those the customer had planned to buy before entering the store Unplanned purchases: those the customer did not intend to buy before entering the store
Restocking unplanned purchases Evaluated new unplanned purchases Impulse purchases
In-Store Factors
Knowledge of the store Time pressure Purchase companion Special store promotions Atmospherics Customer mood
One-Stopping Shopping
Suppliers that offer a variety of products or services may want their customers to engage in one-stop shopping (OSS), the practice of acquiring all related products from one supplier
Customer Motivations for Seeking OSS
Convenience Cost savings Integrated products
Perceived Risks of OSS
The customers fate is tied to a single supplier
Customers may believe that they can lower the risk by diversifying the suppliers
Implications for Marketers
OSS should offer better value to customers, in time and/or cost savings, than what the customer can obtain from buying the bundled products or services individually
