chap ter 1 1 brand awareness,

Chapter1

1Brand Awareness, Brand Attitudes and Feelings

Excel Books11– 2 Advertising & Sales Promotion (3rd Edition) SHH Kazmi / Satish K. Batra

Part IIIBrand Awareness, Brand Attitudes and FeelingsC11

Copyright © 2008, Satish K Bhatra, S H H Kazmi

Section 1 Advertising

Cont….

Brand Awareness

Brand awareness is the consumers'

ability to recognise or recall (identify)

the brand within a given product

category in sufficient detail to make a

purchase decision. This also means

that the consumer can propose,

recommend, choose, or use the

brand. The objectives of most

advertising campaigns are to create

and maintain brand preference.

Maharaja of Air India was a great success in its heyday but now is viewed as outdated, as it does not tell a contemporary story





Cont….

Brand Attitudes and Feelings

Brand attitude is the consumer's evaluation and expression of inner feelings that

reflect whether the consumer is favourably or unfavourably predisposed toward

the brand (a product, service, or a retail store etc.) to meet a need or want. The

most widely accepted view about the attitude structure is that it is composed of

three closely related components.

1. Cognitive (awareness, knowledge or comprehension).

2. Affective (evaluation, liking, preference, and conviction).

3. Conative or behavioural (tendencies toward action, trial, or purchase).





Cont….

Rossiter-Percy

The Rossiter-Percy grid has four cells. One dimension of the grid is divided in high and low involvement purchase situations, and this dimension is crossed with "informational" and "transformational" motives. The "informational" motives, according to the authors, relate to "think" category irrespective of the fact whether they are high or low involvement situations and are considered as "negative", such as:

1. Consumer's motive to avoid a problem (to avoid any anticipated threat, or possible disappointment, such as vaccination).

2. Consumer's motive to remove an existing problem (to remove problem by using a brand and experience relief, such as taking a pain killer).

The "transformational" motives are considered as "positive" because they increase consumer's specific positive feelings, such as:

1. Excitement, cheerfulness, warmth, happiness, elation, social approval etc.





Cont….

Low- Low-risk Low-risk involvement “relief” purchases” “reward” purchases”

(salt, soap, detergent) (soft drinks, ice cream)

High- High-risk High-risk

involvement “relief purchases” “reward purchases”

(computer, insurance) (auto, jewellery)

Familiar target audience *

New target audience **

Informational motives (Think category)

(Negative motivations)

Transformational motives (Feel category) (Positive motivations)

Modified Rossiter-Percy model





Cont….

Examples of some negative motivations: Examples of some positive

motivations:

- Problem avoidance - Sensory gratification

- Problem removal - Intellectual stimulation or mastery

- Incomplete satisfaction

- Normal depletion - Social approval

chap ter 1 1 brand awareness,

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