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Quick means of brand differentiation

In a category where no brand is using a celebrity, the first that picks one up could use it to differentiate itself in the market. Boost did it in the malted beverage category.

And Preity Zinta does all the above four for Perk - connecting with the youth and reinforcing the brand's youthful, spontaneous, energetic values.

There are three basic categories of source attributes: credibility, attractiveness and power. Each influences the recipient's attitude or behavior through a different process.

Credibility

It is the extent to which the recipient sees the source as having relevant knowledge, skill or experience and trusts the source to give unbiased, objective information. There are two important dimensions to credibility: -

• Expertise - someone with expertise is more persuasive than one with less expertise.

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* Contributed by -
Bhawna Sikka & Vaibhav Hari,
PGDBM 2006,
IMT, Ghaziabad.