Singhagiri Brand Communication Model

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This is model is the heart of brand marketing communication. Marketing communications environment has been changing dramatically and technology and internet are fundamentally changing the way the world interacts and communicates. At the same time, branding has become a key marketing priority for most companies.

Keller (2001) suggested that customer based brand equity model has been extended to talk about especially how brands should built in term of customer knowledge structures. A brand to become a strong one every aspect of the CBBE model should be covered. Without addressing the each step a particular brand won’t be survive in long term plan. The creation of weighty brand equity requires getting the top or pinnacle of the brand resonance
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It’s should not about televisions advertising and press advertising, all we need is blend of traditional and new technological media plan to build brand equity. Keller further insisted that marketers should be media neutral and must evaluate all the different possible communication mix to build brand equity.

In modern era to communicate effectively and efficiently, marketers must understand where the customers are and increasingly that is online. Now a day’s traditional media is under threat because of technological revolution. Internet based and mobile phone oriented interactive marketing communication will decide the future and Singhagiri needs to be careful when implementing brand marketing communication plan. 4.2.3 Kapferer’s Brand Identity Prism

Aaker (1996), mentioned that identity of a brand consisted with two parties, the core identity and the extended identity. Core identity will never change and always will be the central values of a particular brand while extended identity are the elements that provide brand with texture and
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What the brand does and part of brand that can actually touch and feel. Singhagiri can build a strong brand physique about new Samsung air conditioner through brand marketing communication as air conditioner is totally differ from shape where it’s called as tri angler. Customer can feel and touch the products at outlets.
Personality –this describes what brand would be if it were human being. This is the way of brand builds its own charter by communicating with their customers.
Culture- Simply culture of a brand is the values that brand stand for and important part in differentiating the brand from others. Customers have a faith on Samsung brand because of the Korean technological culture they believing as the best after Japanese and Samsung is the giant consumer electronic leader in the world.
Relationship- The relationship is the way that particular brand acts towards its target audience, what kind of relationship is formed with the target audience. The relationship Singhagiri communicates to the target audience will be a crucial one where customers has already mentioned they would like to see superior service for air conditioners and will be good opportunity for the company to build a relationship around service

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