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  • M2 124 & 134 CBBE Volkswagen India

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    Shray Gupta
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    Consumer Based brand Equity Pyramid Judgment Feelings What about you? Performance Image What are you? Salience 1st TVC in India with a single aim to create and drive brand awareness 360 degree approach Promotion of VW brand rather than its sub-brands.

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    Consumer Based brand Equity Pyramid Judgment Feelings What about you? Performance Image What are you? Salience 1st TVC in India with a single aim to create and drive brand awareness 360 degree approach Promotion of VW brand rather than its sub-brands.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
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    6 views4 pages

    M2 124 & 134 CBBE Volkswagen India

    Uploaded by

    Shray Gupta
    Consumer Based brand Equity Pyramid Judgment Feelings What about you? Performance Image What are you? Salience 1st TVC in India with a single aim to create and drive brand awareness 360 degree approach Promotion of VW brand rather than its sub-brands.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 4

    Volkswagen in India

    BySumit Mukherjee(134) & Shray Gupta(124)

    Consumer Based Brand Equity Pyramid


    What about you and me?

    Resonance

    Judgment

    Feelings

    What about you?

    Performance

    Image

    What are you?

    Salience

    Who are you?

    Resonance Yet to reach Judgment/Feeling Promoting Volkswagen rather than individual subbrands. Waiting for customer s response Global Campaign Innovation

    Performance/Image German engineering. Made for India Focus on individual products the features of each product.

    Salience 1st TVC in India with a single aim to create and drive brand awareness 360 degree approach

    Promotion of VW brand rather than its sub-brands. Global Innovation Campaign

    Yet to Reach

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