STATISTICAL INFERENCE OF BRAND CORE ELEMENTS, PRODUCT & ORGANIZATIONAL ATTRIBUTES, CORE BRAND USER PERSONA & VALUE PROPOSITION (BRANDS) OF DAVID AAKER BRAND IDENTITY MODEL

Authors

  • V. Pattammal
  • Dr. K Gunasekaran

Keywords:

BRAND, PRODUCT, DAVID AAKER

Abstract

Statistical Inference Of Brand Core Elements, Product & Organizational Attributes, Core
Brand User Persona & Value Proposition (Brands) Of David Aaker Brand Identity Model as a
study entail a broad analysis of 14 brands selected for study to establish their identity amongst
Gen Z, as generational cohort and happening consumer segment in India. The sample is drawn
from Chennai as the researcher hails from the city for convenience, suitability of the segment
and its educational standards. The result is segregated into Product & Organizational Attributes,
Core Brand user persona and Value Proposition (Brands) as conveyed by their respective
advertisements.
This article studied 14 advertised brands, Brand Core (Brand Name, Slogan, Tagline,
Vision, Mission and Product Scope) of 14 Generational Advertisements. Example LinkedIn
(LINK) is a Global Brand. Slogan is ‘You Are Closer than You Think’. Tagline is ‘Whatever
you are in it, we are in it together’. Vision is ‘In it to inspire, In it to accept challenges, In it
take right note, In it to set own rules’. Product Scope is ‘Professional Online Networking Site
(USA)’.
Pearson Multiple Correlation Co-Efficient (R); R Square Value - Goodness of Fit; Beta
and Mean at Significance level is studied for brands’ Product Attribute, Organizational
Attribute, Brand Personality, User Persona, Functional, Emotional & Self-Expressive Benefits
OF Advertised Brands based on David Aaker Brand Identity Model. Example: BASKIN
ROBBINS (BR) - POA: 59.7% Pearson Multiple Correlation Co-Efficient (R); .356 R Square
Value - Goodness of Fit; .668 Beta; 4.08 Mean at 1% Significance.
Value Proposition of Gatorade is found to be VP (B): GATORADE - Energy Drink,
Endorser- Suni Lee, Olympic Gymnast with ‘Functional Benefit’ as Work Ethic is the inner
strength for sportsperson and for all; ‘Emotional Benefit’ as ‘Express with Freedom, Embrace
Change, Undefined Identity’; ‘Self Expressive Benefit’ as ‘Sincere - Real, Ethical, Thoughtful,
Caring’ as part of brand identity. The study suggests ‘Performax’ as a brand to focus, as example: Product and
Organizational Attribute: It implies marketers to focus on ‘Tech Enabled FMCG Brand’s
Product & Organizational Attributes’ identified as part of ‘David Aaker Brand Identity Model’
in generational advertising. 

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Published

2024-02-20

How to Cite

V. Pattammal, & Dr. K Gunasekaran. (2024). STATISTICAL INFERENCE OF BRAND CORE ELEMENTS, PRODUCT & ORGANIZATIONAL ATTRIBUTES, CORE BRAND USER PERSONA & VALUE PROPOSITION (BRANDS) OF DAVID AAKER BRAND IDENTITY MODEL. Acta Scientiae, 7(1), 203–225. Retrieved from https://periodicosulbrabra.org/index.php/acta/article/view/47

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