Brand Manifestation

Brand Manifestation: Brand manifestation is the material expression of the meaning of the brand which allows individuals to sensually experience the meaning of the brand. The brand Thums Up can be experienced by not only consuming the drink or seeing the logo or the container but also watching any stunts done by Akshay Kumar or Salman Khan. All the time a group of young people going for an adventure, will also help us to recall Thums Up.

Consumer Product Involvement model:

Thums Up got imprinted on Indian customer's mind because of its strong brand equity and presence.

Consumer Characteristic: Mostly young men, matured men and also young women segment who wants to aspire themselves as "strong and cool" are the consumer of Thums Up. Customer loyalty is medium in this segment as in if Thums Up is not present in any situation, customer switch to Pepsi.

Product Characteristic: From a "macho" image Thums Up is revolving itself towards more "adventurous" and do something daring or "tufani" kind of image. Product is very emotionally connected with customer's aspiration level. For Thums Up, Points of Parity is there in the cola segment as there are very little product difference in terms of taste and colour. Points of Differentiation are based on the positioning and creating a total different image in the consumer mind.

Situational Characteristics: The image of Thums Up goes with the adventurous and daring situation. Positioning of the product is very much in sync with the situation where its target customer wants to do something different ("tufani"). Every young personal always aspire to live such a life full of new kind of excitement.

According to this model Thums Up is a very successful brand and that's why it got imprinted in the mind of Indian to achieve Top of the Mind Awareness (TOMA) status. According to me, I will choose the "adventurous" or "tufani" meaning for the brand which gives thumbs up to the true enjoyment of life.

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