KEVIN LANE KELLER’S

KNOWLEDGE MODEL OF
BRAND BUILDIND
By:- NIKHIL JOSHI
VINOD
PRAJAPAT
OSHAL
 Surf Non product
Price:-afFordable by
middle class families

Ex el
Brand recognition-
2.User
imaginary=Wash the
clothes with good
Advertisement, performance detergent
Sponsorship 3.Usage
Etc. imaginary=there is no
Attributes=r harmful impact on
BRAND AWARE: elated hands
Highly aware by qualities of Product
Easy to use
a large customer Surf exel related=1.Form
group because: variants=available in
Brand recall:-Logo, different packs
Tag line 2.Property=Blue Crytel
( daag acche hai ) 3.size=one &3.3 kg,
Types of brand mega size, Bucket
association------- Attitudes=it pack
s easy to 4.Style=designing
Favorability of uses, packing , modern style
BRAND brand More etc.
Functional= good
KNOWLEDGE: association=Exe varieties,
performance, washing
- llence in Feeling
the clothes, now daag
performance, good
acche hai
User friendly
Strength of Benefits=the
Brand brand se are some
image=creation of image=more Experiential=supreme
benefits who
brand image by 4 than 5 cleanness, whiteness
make it
associated features, Types of Good status
unique:-
these are:- packets:- Quick
Wash Freshness
Combi Pack 
Uniqueness
Blue Bucket of Symbolic=log
brand=Surf
Pack  exel
o
Automatic
Bar Mesh Pack