Image & Perception: This parameter implies the perceived id
entity of a brand amidst consumers based on their marketing initiatives and delivery on promised commitments, on which, consumers form a mental image of a brand in their minds, which may or may not be real.
Brand Awareness: This has little to do with advertising strategies deployed, but instead, is more of a consumer response to a well thought-out marketing campaign, including below the line activities, individual brand endorsers, communication contributing to brand information and positive consumer disposition.
Brand Loyalty: When the consumer is tempted enough to stick to just a particular brand, out of a feeling of commitment or need towards that monicker, he is displaying brand loyalty.
Brand Association: Association refers to that aspect of a brand’s marketing cycle wherein the br
and reaches such a stage that it becomes synonymous with that product category. So when a brand is inadvertently associated with any value, personality or attribute, it denotes a brand association.
Brand Performance: Unlike last year, this year the brand performance rating is based on the consumer’s perception of the performance of a brand. The respondents were asked to take into account distribution, network, word of mouth publicity, ad campaigns, promotional activities and overall marketing initiatives undertaken by the brands vis-à-vis competitors.
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entity of a brand amidst consumers based on their marketing initiatives and delivery on promised commitments, on which, consumers form a mental image of a brand in their minds, which may or may not be real.Brand Awareness: This has little to do with advertising strategies deployed, but instead, is more of a consumer response to a well thought-out marketing campaign, including below the line activities, individual brand endorsers, communication contributing to brand information and positive consumer disposition.
Brand Loyalty: When the consumer is tempted enough to stick to just a particular brand, out of a feeling of commitment or need towards that monicker, he is displaying brand loyalty.
Brand Association: Association refers to that aspect of a brand’s marketing cycle wherein the br
and reaches such a stage that it becomes synonymous with that product category. So when a brand is inadvertently associated with any value, personality or attribute, it denotes a brand association.Brand Performance: Unlike last year, this year the brand performance rating is based on the consumer’s perception of the performance of a brand. The respondents were asked to take into account distribution, network, word of mouth publicity, ad campaigns, promotional activities and overall marketing initiatives undertaken by the brands vis-à-vis competitors.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2007
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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