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Cbbe Model On Titan 1

1. Titan has strong brand identity in the watch category. Consumers have high top-of-mind recall of Titan and associate it with fashion accessories and jewelry substitutes. While consumers think of Titan as a gifting option, brand awareness is moderate. 2. Titan is perceived to offer quality, reliable, and durable watches at affordable price points between $350-$150,000. The brand focuses on innovative designs appealing to different age groups and genders. 3. Consumers have high trust in Titan's quality and value. The brand evokes feelings of warmth, security, social approval and self-respect. Customers develop behavioral and attitudinal loyalty through repeat purchases and brand attachment.

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342 views4 pages

Cbbe Model On Titan 1

1. Titan has strong brand identity in the watch category. Consumers have high top-of-mind recall of Titan and associate it with fashion accessories and jewelry substitutes. While consumers think of Titan as a gifting option, brand awareness is moderate. 2. Titan is perceived to offer quality, reliable, and durable watches at affordable price points between $350-$150,000. The brand focuses on innovative designs appealing to different age groups and genders. 3. Consumers have high trust in Titan's quality and value. The brand evokes feelings of warmth, security, social approval and self-respect. Customers develop behavioral and attitudinal loyalty through repeat purchases and brand attachment.

Uploaded by

jaishree
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Assignment: CBBE Model of Titan

Submitted by:
Jaishree Anand: PGP21073
Khushboo Garg: PGP21081
Shivam Attri: PGP21171
Sahil Chhibber: PGP21157
Customer Based Brand Equity Model of Titan

RESONANCE

d u r i n g spe c i a l o cc a si o n s
th i n k o f Ti ta n a s a gi ft i n g o pti o n
M o d e ra te B r e a d th - C o n su me r s
JUDGEMENT FEELINGS
m e m b e rsh i p i n wa t ch c a te go ry
 High quality  Warmth

S tr o n g an d cl e a r c a te g o ry
Value for money  Self-respect
 Trustworthy  Security and social
 Noticeable
re c a l l , approval
 Young
S tr o n g Dep t h – H i g h to p - o f-m i n d
PERFORMANCE

• Easily serviced
j e w e l ry IMAGERY

•
F a sh i o n Ac ce s so r y , S u b sti t ute o f
Reliablity and Durablitity  Highly Competent
 Daily wear
• Look - Ethnic , Feminine, Color, Range
 Segmentation-Men, women and children
• Innovative design(Beauty & Aspiration).
 Price range from $350 to $150,000.
 Special occasion

Salience

Customer Based Brand Equity Model: “The differentiated effect that brand knowledge has on
consumer response to the marketing of that brand.”

1. Brand Identity (Who are you?)


Brand Salience dimensions include:
 Depth of brand awareness: It includes the ease of recognition and recall.
 Breadth of brand awareness: It includes purchase and consumption consideration.

Titan includes the following:


 Fashion Accessory, Substitute of jewelry
 The depth of brand awareness is strong as the brand exhibits high top-of-mind
recall among consumers when choosing watches, its main product category. Also,
consumers can recall the symbol or logo of Titan.
 Moderate Breadth – Consumers think of Titan as a gifting option for special
occasions.

2. Brand Meaning (What are you?)


 PERFORMANCE: It includes the product features, durability, reliability , price, designs,
etc.
 Primary features -Colour (Silver), Feminine, Indian tradition
 Secondary features - Looks, Style, Innovative Design (Beauty & Aspiration).
 Price (Rs. 350-150,000) with its watches priced at low to medium price range, titan
makes quality watches affordable for everyone.
 Reliability & Durability - The brand has performed consistently over time
 Consumers believe that the watches can be easily serviced and are happy with the
network of service centres that the brand has. (751 service centres in 358 towns).
 Consumers like the look, feel and design of titan watches.

 IMAGERY: It includes profile of the user of that product, purchase & use situations,
personality & values, experiences.
 User profile
 On the basis of age
For youth: fastrack
For elder: sonata
 On the basis of gender
For men: sonata, fastrack, titan, nebula and edge
For women: raga, sonata, and nebula
For children: dash
 On the basis of lifestyle
For professional and elders: steel and sonata
For students: fastrack
 On the basis of income
Upper-middle class: price range $20k- $1lakh
For middle class: price range $500- $1500
For lower class: price range $350- $500
 Purchase & Usage: - Exclusive showroom channels (The World of titan) and
Associated with special moments & events.
 Perception &Memory: -The titantune became an integral part of the brand's
identity and titan focuses on different campaigns{Emotional bond created by
effective advertisement}.

3. Brand Response- (What about you?)


 JUDGEMENT: It includes the quality, credibility, superiority and consideration of a brand.
 Brand Credibility - Trust on brand.
 Brand Quality - Highly value of money & satisfaction because consumers think that
the titan products are value for money.
 Noticeable - Innovative design caught attention of women and Titan launchedDash
watches featuring popular cartoon character Popeye, a digital collection, and
Lumibrite-"glow in the dark" collection which attract childrens to it.

 FEELINGS: It includes the feeling of the users with related to the brand.
 The brand gives a feeling of Warmth, security, social approval and self-respect.
 Status &Pride: - Admired by all.

4. Brand Relationships- (What about you and me?)


 BRAND RESONANCE
 Behavioural loyalty:- Repeat purchase of Titan Raga on different occasions
 Attitudinal attachment: - Pleasure feeling because it portrays different image &
confidence to women.
 Active engagement: - After purchase, you become member of Tata signet club
programme for 3 years.

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