Consumer Behaviour

CONSUMER BEHAVIOUR (Assignment-3)

Name: Akshit Gupta                                                Roll No. 251074

Course: CBI                                                        Date: 5th August 2017

Q1. 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?

Brand Image: Brand Image is what the customers think/perceive (or form an impression) about a particular brand in their mind. Brand Image can be defined as how existing or potential customers view the brand and associate with it. It mostly relates to the attributes of the brand. Brand Image is different for different consumer. For e.g. a set of customers may perceive McDonald’s as “convenient” while other set may perceive it as “unhealthy”.

Brand Identity: Brand identity is the message the consumer receives from the product, person, or thing. Brand Identity is how the company wants the consumers to perceive the brand. It aligns with the vision of the company. Going back to example of McDonald’s , the company would want the consumers to think associate McDonald’s with “convenience”, “fast”, “fun” etc.

Brand Personality: Brand personality is a set of human characteristics that are attributed to a brand name. A brand personality is something to which the consumer can relate. Brand personality is more about how a consumer feels about the brand emotionally. Brand Personality and Brand identity come together to create a brand image in the minds of the people. Again going back to McDonald’s example, personality traits of McDonald’s could be sincerity and competence. (Note how it is different from the brand image or identity which played on more utilitarian functions of convenience and speed.)

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. Let’s say you feel like eating a burger and you go to a food court which has McDonald’s as well some new outlet. Now there is a higher chance of you opting for McDonald’s because of your familiarity with the brand.

Brand Leverage: It refers to using the power of your brand to extend your product line or getting into a newer business. People would buy the new products because of its association with the brand which has a positive image in the minds of the people. For e.g. McDonald’s extending its business from burgers to coffee through the McCafe outlets.