The document discusses the differences between beliefs and attitudes. Beliefs are a person's knowledge and inferences about products or brands based on their experiences, cultural norms, and opinions. Beliefs result from cognitive learning. Attitudes are a person's mental dispositions and expressions of their underlying values and beliefs, especially towards brands. Some examples of brands known for certain beliefs mentioned are Apple for innovation, Disney for joy, and Nike for the power of sport. The document also provides examples of how brands have reframed customer beliefs, such as Patanjali promoting Indian brands over foreign ones.
3. Beliefs are the knowledge and interferences
that
consumer has about product/brands and
possible benefits derived from using them.
Beliefs result from cognitive learning.
Belief is a descriptive thought that a person
has about something based on :
Knowledge Opinion Faith
4. Belief- A belief is an internal feeling that
something is true,even through that belief may
be unproven.
Attitude-An attitude is the way a person expresses
or applies their beliefs and values , and is
expressed through words and behaviour.
DIFFERENCE BETWEEN BELIEF AND
ATTITUDE
5. *Belief
*A persons own
experiences or
experiments.
*The acceptance of
cultural of cultural and
societal norms.
*Once a person accepts a
belief about a product as
a truth they are willing
to defend it
*Attitude
*They are the mental
dispositions people have
towards brands and the
current circumstances.
*People primarily form
attitude about product or
market from underlying
values and beliefs
11. FOUR PLACES TO REFRAME
Innovating in customer relationships: From loyalty
to empowerment
Innovating in activities: From efficient to
intelligent
Innovating in resources: From ownership to access
Innovating in costs: From low cost to no cost
12. EXAMPLE
Patanjali change in belief foreign
brand to desi brands.
Aspirin -use causes an upset stomach,
so they promoted the gentleness of
its extra strength aspirin.
Ola -change belief of Indian customer
use of tax/auto to cab.