Consumer Behaviour: Assignment 3

Que. 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.

Ans. 1: (a) Brand Image: The customer’s net “out-take” from the brand. For users this is
based on practical experience of the product or service concerned (informed impressions) and
how well this meets expectations; for non-users it is based almost entirely upon uninformed
impressions, attitudes and beliefs.

For e.g.: Coca-Cola is a brand known for happiness, joy, and good experience. It is the
'original cola' and has a 'unique taste'

(b) Brand Identity: The outward expression of the brand, including its name and visual
appearance. The brand’s identity is its fundamental means of consumer recognition and
symbolizes the brand’s differentiation from competitors.

For e.g.: A 2017 ad by PepsiCo, Inc., which depicted a non-specific protest that appeared to
allude to Black Lives Matter, a movement protesting police violence against people of colour.
The brand identity it wished to project was "a global message of unity, peace and
understanding

(c) Brand Personality: The attribution of human personality traits (seriousness, warmth,
imagination, etc.) to a brand as a way to achieve differentiation. Usually done through long-
term above-the-line advertising and appropriate packaging and graphics. These traits inform
brand behaviour through both prepared communication/packaging, etc., and through the
people who represent the brand - its employees.

For e.g.: Dove chooses sincerity as its brand personality, allowing the company to attract
feminine consumers

(d) Brand Salience: Brand Salience is the degree to which your brand is thought about or
noticed when a customer is in a buying situation. Strong brands have high Brand Salience and
weak brands have little or none. The salience is that branding is the function of identifying
and capitalizing on sustainable competitive advantage. For companies that don’t have a
sustainable competitive advantage, it is incumbent on them to create one according to “what
the company can offer, that the market wants and is the competition’s weakness.” Firms that
do not offer a competitive advantage languish in the backwashes of mediocrity if, in fact,
they can survive over the long-run.
For e.g.: If a person wants to eat something “fresh and healthy” then he/she is most likely to
think of Subway given their focus on fresh and healthy eating.

(e) Brand Leverage: Brand leveraging is the strategy to use the power of an
existing brand name to support a company's entry into a new but related product category by
communicating valuable product information to the consumer.

For e.g.: The manufacturer of Mr. Coffee™ coffee makers used its brand name strength to
launch Mr. Coffee™ brand coffee.

Que. 2: Explain Keller’s Brand Equity Model and how is it different from Aaker’s
Brand Equity model. Discuss both models by selecting an appropriate brand?

Ans. 2: Keller’s Brand Equity Model:

Keller's Brand Equity Model is also known as the Customer-Based Brand Equity (CBBE)
Model. The concept behind the Brand Equity Model is simple: in order to build a strong
brand, you must shape how customers think and feel about your product. You have to build
the right type of experiences around your brand, so that customers have specific, positive
thoughts, feelings, beliefs, opinions, and perceptions about it.

For e.g.: Red Bull

Salience – Energy Drinks

Performance – High price, give energy

Imagery – Extreme sports

Judgement – Dominant position

Feeling – Freedom, happiness

Resonance – Loyalty, share, community

According to Aaker, a particularly important concept for building brand equity is brand
identity – the unique set of brand association that represent what the brand stands for and
promises to customers.

As per Aaker, brand identity as consisting of 12 dimensions organized around 4 perspectives:

1. Brand-as-product (product scope, product attributes, quality/value, uses, users,

2. Brand-as-organization (organizational attributes, local versus global)

3. Brand-as-person (brand personality, brand-customer relationships)

4. Brand-as-symbol (visual imagery/metaphors and brand heritage).

For e.g.: Dove

Essence – Movement for self-esteem, Campaign for real beauty, Empowering women

Extended identity – Dove Men + Care

Core identity – Beautiful Skin

Ans. 3: Brand Name: A brand name identifies a specific product or name of a company.
When a brand name is doing its job, it evokes positive images or emotions in consumers,
which is why brand can be so valuable.

For e.g.: Xerox is often used to mean copy. Because of this, many companies want to protect
their brands from others who may try to copy or misrepresent the name.

Power Brand: A power brand identifies a company, product or service and has high
awareness and recall with customers and is associated with very successful global companies.

Advantages of Power Brands:

● Improved perceptions of

● Larger margins product performance

● More inelastic consumer

● Greater loyalty response

● Less vulnerability to

● Greater trade cooperation competitive marketing

● Increased marketing actions communications

● Less vulnerability to crises effectiveness

● Possible licensing opportunities

For e.g.: Coca-Cola

Que. 4: What is Brand Resonance in Marketing? Explain with an example?

Ans. 4: The Brand Resonance refers to the relationship that a consumer has with the product
and how well he can relate to it. The brand resonance begins with:
  Brand Identification: The first and foremost step, is to ensure the brand
identification with the customers, i.e. creates awareness about the product and
establish an association in the minds of customers with respect to its usage and the
segment for which it exists.

 Brand Establishment: To create a full meaning of the product in the minds of

 Eliciting Response: Once the association is built with the customers, the next step is
to elicit the responses, i.e. what customers feel about the brand?

 Relationship: The next and final step is to convert the responses into building the
customer’s strong relationship with the brand.

In order to accomplish these four pre-requisites for creating the brand equity, the Six brand
building blocks need to be followed that are arranged in a pyramid-like structure called
as Brand Resonance Pyramid.

For e.g.: Red Bull

Salience – Luxury Cars

Performance – High price

Imagery – Extreme speeds

Judgement – Dominant position

Feeling – Freedom, happiness

Resonance – Loyalty, share, community