brand imaging in regional languages

8/7/2019 Brand Imaging in Regional Languages

1/16

Brand Imaging In Regional

Languages

Prof. Shailesh Kediya


2/16

The Flow

Quick look at concept: Brand, Brand Equity

How consumer perceives a brand?

Attributes of Brand Image

Brand Imaging in Regional Languages

5/2/2011 2Prof. Shailesh Kediya


3/16

3

A brand is a name, term, sign, symbol, or

design which is intended to identify the goodsor services of one seller or group of sellers andto differentiate them from those of competitors.

5/2/2011 Prof. Shailesh Kediya


4/16

4

In this difficult environment, marketers musthave a keen understanding of:

customers

brands

the relationship between the two



5/16

Creating Brand Identity?



6/16

6

The Concept of Brand Equity

Brand Equity is the added value endowedon products and services.

It may be reflected in the way consumersthink, feel, and act with respect to thebrand, as well as in the prices, marketshare, and profitability the brand

commands for the firm.



7/16

How Consumers Perceive Brands

Brand image is the current view of thecustomers about a brand.

It can be defined as a unique bundle of associations within the minds of targetcustomers.

It signifies what the brand presently stands for. It is a set ofbeliefs held about a specific brand.

In short, it is nothing but the consumersperception about the product.

It is a combination of both tangible and intangibleattributes



8/16

Attributes

Attribute are classified by the type of consumer benefits

they deliver:

Functional Value ,

Experiential or aesthetic Value, and

Value-expressive



9/16

Functional Value

Functional

Products that help consumers remove or avoidproblems e.g., a drivers side air bag, Anti



10/16

Experiential oraesthetic (psychological) Value

Products that satisfy sensory expectations --- e.g.,the unique atmosphere of a fine restaurant, theway you feel in a new business suit



11/16

Value-Expressive or Symbolic Value

Products that help consumers express their self-image

e.g., buying a sports car versus buying a compact car,

because the former is you

Brand image/personality is tied to the brand-user imagebased on value-expressive attributes that characterize the

brand.

Brand image versus self image similarity concerns



12/16

5/2/2011 Prof. Shailesh Kediya 12


13/16

How brandsare perceivedin Regional

languages?

Dalda Vs Vanaspati

Nirma Vs Washing Powder

Functional

Experiential

Value Expressive



14/16

Lets Sum Up

Brandimageisthe customersnet extract

from the brand.



15/16



16/16

[email protected]


brand imaging in regional languages

Documents