Description
The ppt explains Kevin Lane Keller’s knowledge model of building a brand explained using example of Apple, includes brief about Kevin Lane Keller’s knowledge model, brief about Apple and its evolution. Introduction to Apple’s products. The presentation shows how Apple build the brand crossed the chasm.Overview of Apple, Microsoft, Google and explains Apple’s Experinece.
KEVIN LANE KELLER’S KNOWLEDGE MODEL OF BRAND BUILDING
KELLER’S KNOWLEDGE MODEL OF BRAND BUILDING
Brand Recall Price
Brand Awareness
Non-Product Related
Usage and User Imagery Brand Personality Feelings & Experiences
Brand Recognition
Attributes
Product Related
Brand Knowledge
Types of Association
Functional Benefits Experiential Attitudes Symbolic
Brand Image
Association Favorability
Strength of Associations Association Uniqueness
Introduction
• Apple Inc. is an American Multinational Corporation. • Hardware Products: Macintosh computers. The iPod. The iPhone. The iPad. • Software Includes: Safari web browser The iTunes media browser. Quicktime player
Introduction Cont.
• Established in Cupertino, California on April 1, 1976 . • Company was called Apple Computer Inc. for its first 30 years. • It has about 35,000 employees worldwide. • It had worldwide annual sales of US$32.48 billion in its fiscal year. • It has 250 retail stores in nine countries and an online store where hardware and software products are sold.
Logo’s
first logo, designed by Jobs and Wayne, depicts Sir Isaac Newton sitting under an apple tree.
By Rob Janoff’s “rainbow Apple”, the now-familiar rainbow-colored silhouette of an apple with a bite taken out of it.
While Jobs liked the logo, he insisted it be in color, as a way to humanize the company
June 2010
Apple Experience
APPLE
Brand recognitionAdvertisement, through innovative products, social media Attributes related qualities of Apple Brand recall:-Logo, Tag line ( ”There is an App for that”) Types of brand association-------? Attitudes Simplicity ,Feel good factor, Highly liked
Non Product Related
Price: Value for product User imaginary Professionals high income group computer and fashion savvy customers Usage imaginary experience it provides to its customers, simple,value
BRAND AWARE: Known product in the market
Product Related
Durability: Scratch resistant screen Metallic finish, best software Reliability High performance Technology Upgradable Software to suite
BRAND KNOWLEDGE:-
Favorability of brand association excellent performer ,innovative, simple, User friendly Strength of brand image loyal set of enthusiastic customers Uniqueness of brand HTC,Samsung, LG, Sony,Nokia
Functional Good performance, easy to use,superb user interfaces Benefits Providing various benefits
Brand image=creation of brand image by for associated features
Experiential people-driven product design, innovative , easy
Symbolic=logo, design
doc_271296751.pptx
The ppt explains Kevin Lane Keller’s knowledge model of building a brand explained using example of Apple, includes brief about Kevin Lane Keller’s knowledge model, brief about Apple and its evolution. Introduction to Apple’s products. The presentation shows how Apple build the brand crossed the chasm.Overview of Apple, Microsoft, Google and explains Apple’s Experinece.
KEVIN LANE KELLER’S KNOWLEDGE MODEL OF BRAND BUILDING
KELLER’S KNOWLEDGE MODEL OF BRAND BUILDING
Brand Recall Price
Brand Awareness
Non-Product Related
Usage and User Imagery Brand Personality Feelings & Experiences
Brand Recognition
Attributes
Product Related
Brand Knowledge
Types of Association
Functional Benefits Experiential Attitudes Symbolic
Brand Image
Association Favorability
Strength of Associations Association Uniqueness
Introduction
• Apple Inc. is an American Multinational Corporation. • Hardware Products: Macintosh computers. The iPod. The iPhone. The iPad. • Software Includes: Safari web browser The iTunes media browser. Quicktime player
Introduction Cont.
• Established in Cupertino, California on April 1, 1976 . • Company was called Apple Computer Inc. for its first 30 years. • It has about 35,000 employees worldwide. • It had worldwide annual sales of US$32.48 billion in its fiscal year. • It has 250 retail stores in nine countries and an online store where hardware and software products are sold.
Logo’s
first logo, designed by Jobs and Wayne, depicts Sir Isaac Newton sitting under an apple tree.
By Rob Janoff’s “rainbow Apple”, the now-familiar rainbow-colored silhouette of an apple with a bite taken out of it.
While Jobs liked the logo, he insisted it be in color, as a way to humanize the company
June 2010
Apple Experience
APPLE
Brand recognitionAdvertisement, through innovative products, social media Attributes related qualities of Apple Brand recall:-Logo, Tag line ( ”There is an App for that”) Types of brand association-------? Attitudes Simplicity ,Feel good factor, Highly liked
Non Product Related
Price: Value for product User imaginary Professionals high income group computer and fashion savvy customers Usage imaginary experience it provides to its customers, simple,value
BRAND AWARE: Known product in the market
Product Related
Durability: Scratch resistant screen Metallic finish, best software Reliability High performance Technology Upgradable Software to suite
BRAND KNOWLEDGE:-
Favorability of brand association excellent performer ,innovative, simple, User friendly Strength of brand image loyal set of enthusiastic customers Uniqueness of brand HTC,Samsung, LG, Sony,Nokia
Functional Good performance, easy to use,superb user interfaces Benefits Providing various benefits
Brand image=creation of brand image by for associated features
Experiential people-driven product design, innovative , easy
Symbolic=logo, design
doc_271296751.pptx