5/20/2021 IGNITOR Student

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NOTES

Figure 4.8 Consumer's Knowledge Structure for the Volkswagen Beetle

Types of Learning Two primary types of learning are relevant to marcom effortsrlf‘3 One
form is strengthening of linkages between the marketer's brand and some feature or benefit
of that brand. Metaphorically, the marketing communicator wishes to build mental "ropes"
(rather than flimsy strings) between a brand and its positive features and benefits. The objec-
tive is, in other words, to position the brand's essence securely in the consumer 's memory. In
general, linkages are strengthened by repeating claims, being creative in conveying a product's
features, and presenting claims in a concrete fashion. For example, the ad for Philadelphia
Extra Light cream cheese compares this brand to a feather and also connects it with an image
of an opening of the heavens as concrete metaphorical representations that the brand is as
light in fat content (only 6% fat) as the proverbial feather and that it is "heavenly" good. The
marketers of Philadelphia Extra Light cream cheese have attempted to build the strong link-
age in consumers' minds that although this is a healthy brand it nonetheless tastes good.
Marketing communicators facilitate a second form of learning by establishing entirely new
linkages. Returning to our discussion of brand equity, the present notion of establishing new
linkages is equivalent to the previously discussed idea of enhancing brand equity by build-
ing strong, favorable, and perhaps unique associations between the brand and its features
and benefits. Hence, the terms linkage and association are interchangeable in this context. Both
involve a relation between a brand and its features and benefits that are stored in a consumer’s
memory.

Search and Retrieval of Information Information that is learned and stored in mem-
ory only impacts consumer choice behavior when it is searched and retrieved. Precisely how
retrieval occurs is beyond the scope of this chapter. Suffice it to say that retrieval is facili-
tated when a new piece of information is linked, or associated, with another concept that is
itself well known and easily accessed. This is precisely what the brand management and ad
say… agency team for Philadelphia Extra Light cream cheese has attempted to accomplish by using
7.3 Mara-tat a feather as a metaphorical representation that the brand is light in fat content. It is much

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