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  • Brand Image, Personality and Repositioning

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    Neetu Gs
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    Repositioning is an attempt to change the way a consumer perceives the brand. It is Based on Gutman's means end theory attributing attributes as means and ends. A brand's personality is reflected in consumer associations held in consumers memory.

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    Repositioning is an attempt to change the way a consumer perceives the brand. It is Based on Gutman's means end theory attributing attributes as means and ends. A brand's personality is reflected in consumer associations held in consumers memory.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    3 views14 pages

    Brand Image, Personality and Repositioning

    Uploaded by

    Neetu Gs
    Repositioning is an attempt to change the way a consumer perceives the brand. It is Based on Gutman's means end theory attributing attributes as means and ends. A brand's personality is reflected in consumer associations held in consumers memory.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 14

    Brand image, personality and repositioning

    Brand image

    Consumers perception about the brand as reflected by brand associations held in consumers memory

    Concept
    Brand personality

    Experience Exposure

    Perception

    Brand image

    Brand associations

    Associations

    Product attributes Life style personality Intangibles Customer beliefs Relative price Use/ application Celebrity person Product class Competitors Country/ geographic area

    Corporate Image Dimensions

    Corporate product attributes, benefits or attitudes Quality Innovativeness People and relationships Customer orientation Values and programs Concern with the environment Social responsibility Corporate credibility Expertise Trustworthiness Likability

    Brand personality

    Human characteristics or traits that consumers can attribute to a brand

    Corporate Brand personality


    Heart Mind Body

    Heart

    Passionate Compassionate

    Mind

    Creative Disciplined

    Body

    Agile Collaborative

    Repositioning

    is an attempt to change the brands slot Is an attempt to change the way a consumer perceives the brand.

    Benefit laddering

    Based on Gutmans means end theory Attributes as means Personal value as ends

    Health drink
    Envy of neighborhood Happy relationship

    Parents darling

    Excel in sports

    Excel in school

    Healthy energetic child

    Positioning slots

    Technology slot Experiential slot ( sensory) User slot ( baby) Trendiness slot Repositioning of rival brand New product category slot Attribute slot

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