abhishreshthaa
Abhijeet S
Semantics of the ad and Big 'B' presence, played prominent role in delivering the Brand essence of Dabur Chyanvanprash highlighting the traditional and natural, effective way to strengthen mind & body.
Brand personality plays prominent role in product categories such as alchohol, cigarettes, cool drinks, and perfumes. Brand personality may dominate functional attributes though which are equally important, thereby influencing consumer's preference.
It also acts as differentiator in case of Brand parity with respect to brand features. The key differentiating factor between brands such as Coke , Pepsi, Thumpsup, Wiilsflake and India Kings is their distinct personality.
Consumers have actual and ideal self concept, which has bearing on buying behavior.
Self concept is sort of individual perception on his/her characteristics, abilities etc and also what others opinion on him/her is there. The proximity between self image and brand's image, will determine the attitude towards the brand. Consumers see brands and their associates, as means to express.. Marketers through ads try to activate self image / concept of consumer, which may be existing or aspirational through various elements such as Execution, celebrity, logos / symbols etc.
Ads work on image congruence and try to influence consumer attitude and preference thus evaluations.
The problem arises when brand self image is not in sync with that of consumer and vice-versa. The need arises to determine the brand personality (existing) and change it so as to match with that of consumer self image. For example, Brand which is considered as old, cannot be targeted to young target audience.
In case of incongruence, Advertising needs to highlight functional aspects, and emphasize brand image in case of image congruence. Thus brand image may become dominant factor influencing buyer behaviour. It also helps to nullify the weaknesses of the brand contributing to poor perception.
Brand personality plays prominent role in product categories such as alchohol, cigarettes, cool drinks, and perfumes. Brand personality may dominate functional attributes though which are equally important, thereby influencing consumer's preference.
It also acts as differentiator in case of Brand parity with respect to brand features. The key differentiating factor between brands such as Coke , Pepsi, Thumpsup, Wiilsflake and India Kings is their distinct personality.
Consumers have actual and ideal self concept, which has bearing on buying behavior.
Self concept is sort of individual perception on his/her characteristics, abilities etc and also what others opinion on him/her is there. The proximity between self image and brand's image, will determine the attitude towards the brand. Consumers see brands and their associates, as means to express.. Marketers through ads try to activate self image / concept of consumer, which may be existing or aspirational through various elements such as Execution, celebrity, logos / symbols etc.
Ads work on image congruence and try to influence consumer attitude and preference thus evaluations.
The problem arises when brand self image is not in sync with that of consumer and vice-versa. The need arises to determine the brand personality (existing) and change it so as to match with that of consumer self image. For example, Brand which is considered as old, cannot be targeted to young target audience.
In case of incongruence, Advertising needs to highlight functional aspects, and emphasize brand image in case of image congruence. Thus brand image may become dominant factor influencing buyer behaviour. It also helps to nullify the weaknesses of the brand contributing to poor perception.