PRITHIVIRAJ G - 19MBA0094

BRAND MANAGEMENT BMT6140 (A2+TA2)

GUEST LECTURE ON RELATION BETWEEN
CONSUMERS BRAND COOLNESS AND BRAND LOVE
By Prof Rajeev Batra – UNIVERSITY OF MICHIGAN

- Loyalty
MARKETING
- word of mouth (WOM)
- High WTP
(3.PRIDE OF OWNERSHIP)

PERCEPTION
(1.BRAND COOLNESS)

BRAND ATTITUDE AND BRAND PURCHASE

(2.BRAND LOVE)

 Brand coolness defined as Subjective and dynamic: socially constructed positive traits
about cultural objects inferred to appropriately anonymous.
Coolness in People = f (Valued character)

 Characteristic Constraints distinguishing Brand coolness and uncoolness consists of

products originality, authentication, rebellious, sub cultural, high status, energetic,
extraordinary, iconic, popular, aesthetic appearing.
 Not all characteristics are necessary or appropriate for every brand and consumer
segment. Some may even conflict with others (e.g., popularity with subcultural links).
We also explore how brand coolness relates to self-brand connections, brand love,
brand familiarity, brand attitude, word-of-mouth, willingness to pay, and other
variables.
 Originality includes the product innovations, does it own the things.
 Authentication defines its trueness of the roots, doesn’t seem to be artificial.
 Rebellious is defiant, not allowed to break rules, and not a conformist.
 Sub cultural makes the people to use different from other people, helps in
understanding from the crowd, use of unique brand by people.
 Iconic of the product/services defines cultural symbol.
 Energetic is outgoing, lively and vigorous in attaining the goals.
 Extraordinary is superb, exceptional and fantastic.
 High status are the making them chic, glamorous and sophisticated.
 Popular is liked by most people in style and accepted widely.
 Aesthetic appealing looks attractive, good and really nice.

 Generating strategies and tactics to raise a brand’s scores on the characteristic

components of brand coolness requires considerable creativity. Creating a perception
of extraordinary quality likely requires performance/functional specs that are “next-
generation” or that deliver unsurpassed customer experience/service rather than
incremental improvements.
 Aesthetic appeal routes suggest the need for eye-popping design. Both the energetic
and originality subcomponents require continuous innovation, dynamism, and
momentum.
 Research Methods in Europe, USA are Depth interviews, Focus groups and Essays.
 The quantitative research impact of Brand coolness is quantified with Un cool, Niche
cool and Mass cool. The scaling measurement is done with range of 1 – 7.