1.

What is difference between (a) Brand Image (b) Brand Identity (c) Brand Personality
(d) Brand Salience and (e) Brand Leverage? Support each concept with an example?

a. Brand Image: Desired outcome of effective positioning is a distinctive image that a

brand occupies in consumer minds. It is the essence of the brand

Due to extensive number of brands fulfil consumer needs, they rely on the brand image
and claimed benefits in the purchase decisions.

Ex. Research in Motions BlackBerry devices had an image of work phone and suffered
lost sales due to peoples preferences for exciting smartphones.

b. Brand Identity: It can be defined as how an organisation wants itself to be seen by its
consumers.

It can be built by analysing itself and the industry environment, determining the key
business goals, identifying its customers, and determining the personality and message
it wants to communicate.

Ex. If asked about Bose Corporation, most people would reply with headphones, which
is their major business line.

c. Brand Personality: is a set of human characteristics attributed to a brand name. It is

something to which the consumers can relate. The personality is a qualitative value add
that a brand gains, in additional to its functional benefits.

It can also be defined as a framework that helps an organisation shape the way people
feel about its product, service or mission.

There are majorly 5 types of brand personalities; excitement, sincerity, ruggedness,

competence and sophistication.

Ex. The automobile company Jeep exhibits a ruggedness and excitement personality due
to its ability to manoeuvre all terrains while Rolex has a sophisticated personality.
d. Brand Salience: is the degree to which your brand is thought about or noticed when
a customer is in a buying situation. It is different from top of the mind awareness in the
sense that while top of the mind awareness comes into play when a consumer is asked
about brands in general, brand salience comes into play when a consumer has a set
parameter of brands which will be considered.

Ex. People when purchasing diapers almost instantly think of Pampers due to the salience
it has established in the minds of the consumer.

e. Brand Leverage: uses the power of existing brand to support companys entrance into
a new product type which is related to the existing product. It communicates important
communication about the product.

It is important as it provides a sense of familiarity to the customer. Instant recognition of

the brand is established as well.

Ex. Bic is known for its excellent plastic products at a low cost. It started with pens. It was
well positioned to introduce products that capitalised on these strengths and launched
cigarette lighters and disposable razors as well

Q2. Explain Kellers Brand Equity Model and how is it different from Aakers Brand Equity
model. Discuss both models by selecting an appropriate brand?

Kellers Brand Equity model, better known as Customer based brand equity model
states that in order to build a strong brand, you must shape how customer thinks and
feels about your product.

It states that it is equally important to have rational and emotional judgement to reach
resonance which creates strong brand equity. This leads to more purchases from
consumers, they will spread positive word of mouth, and you are less likely to lose them.
Ex. If we take the example of Barbie, we can see the Kellers brand equity model at
work through the following way:

Resonance: Role model for girls aged 3-6 through the years
Judgements: Parents are now made Feelings:
aware what children think while playing
with a Barbie You can be anything campaign
Performance: Playtime for girls after Imagery: Barbie for every segment, every
school hours. Worked on safety hazards ethnicity.
after reports of chemicals posed risks
Rational Route Emotional Route
Brand Salience: Barbie is evoked whenever doll is mentioned

Aakers Model on the other hand, defines brand equity as the set of brand assets and
liabilities linked to the brand its name and symbols that add value to, or subtract
value from, a product or service.

It also propagated the theory that brad equity is a combination of brand awareness,
brand loyalty, brand associations, which add up to give the value a product or service
provides.
 Brand Equity

Perceived Other Proprietary

B. Loyalty B. Awareness B. Associations
Quality Assets

Ex. Brand Equity of Taj Mahal Hotel is unparalleled in India and can be explained through
the parameters:

Brand Loyalty: One of the aspects of Brand Loyalty is that there is not much expenditure
on advertising. There was only one advertisement by Taj Hotel when it relaunched the
Taj Mahal Hotel post the Mumbai terror attack in 2008.

Brand Awareness: Taj Mahal Hotel is one of the first names in brand awareness when it
comes to luxury hotels in India.

Perceived Quality: The name of Tata is associated with Taj Mahal Hotel and in India, that
name stands for quality and trustworthy products.

Brand Associations: The attributes which come to mind about Taj Mahal Hotel is that of
unparalleled luxury, Indian pride and the customer experience of the people who have
stayed there.
Q3. What is difference between Name, Brand and Power Brands? Support each concept
with practical example?

Name = Recognition + Awareness

Brand = Name + Tangible benefits + Intangible Benefits+ Premium Prices

Power Brands = Brands + Personality + Presence.

All the above concepts can be explained with the example of Barbie Dolls.

Q4. What is Brand Resonance in Marketing? Explain with an example?

Brand Resonance refers to the relationship a consumer has with the relationship and ho
well he can relate with it.

The resonance is the intensity of consumers psychological connection with the brand
and the randomness to recall brand in different consumption situations.
As seen above in Kellers Brand Equity Model, Brand Resonance can be built through
two routes: the rational path (Salience Performance Judgement Resonance) or
the emotional path (Salience Imagery Feelings Resonance).

An example of Brand Resonance can be taken of BMW which has established a

resonance within the premium segment of passenger vehicles.

The diagram below explains the rational and emotional paths to brand resonance for
BMW.

Resonance:
Attachment , loyalty ,
Sense of Community

Judgements: High Feelings: Sense of

Performance, Achievement,
Prestige Unparalleled confidence, sense of
quality superiority

Performance: High Imagery: Elegance,

safety features, Luxury, Leader ,
powerful engines, Heritage
refined interiors.

Salience: Premium luxury car manufacturer with a logo that commands 45

% Top of mind awareness and 100 % brand recognition