Professional Documents
Culture Documents
Chapter 2
Quiz
Develop the product category structure for Beverages.
1.
2.
3.
1. 2.
Memory consists of network of nodes and connecting links where : Nodes represent stored information or concepts Links represent the strength of association between this information or concepts Any type of information can be stored in the memory network ( verbal, visual, abstract or contextual) Recall or retrieval of information occurs through a concept called spreading activation
source of activation because it is either presented external information ( e,g. when a person reads or hear a word or phrase) or retrieve internal information information currently being processed (e.g. when a person thinks about some concept).
A particular node in memory is activated, and
Concepts connected to the activated node whose linkages have the greatest strength will receive the most activation Brand knowledge is conceptualized as consisting of a brand node with variety of association linked to it.
As a result of spreading activation, the strength and organization of these brand association will be important determinants of the information that can be recalled about the brand to influence consumer response and brand related decisions Brand knowledge can be characterized in terms of two components: Brand awareness and Brand Image
Possible Apple computer associations User friendly Macintosh Educational fun Innovative Desktop publishing Apple logo Friendly cool creative Graphics
Power book
Time Budgets
Places
Mood
Situation
Multi-Media Mix
Brand Awareness:
The strength of brand node, as reflected by consumers ability to identify the brand under different conditions
Brand awareness is created by increasing the familiarity of the brand through repeated exposure( for brand recognition) and strong association with the appropriate product category or other relevant purchase or consumption cues (Brand Recall) Brand Awareness can be characterized by depth and breadth a. Depth of brand awareness relates to the likelihood that the brand could be recognized or recalled b. Breadth of brand awareness relates to the variety of purchase and consumption situations in which brand comes to the mind
2.
>
Learning Advantages: Influencing the formation and strength of brand association that make up brand image The First step in building brand equity is to register the brands in the minds of consumers. Consideration advantages: Increases the likelihood that that a brand will be a member of consideration set
3.
Choice Advantages Can affect choices among brands in consideration set, even if there are no other brand associations Eg Low involvement decision settings: minimum level of brand awareness is enough for product choice. Low involvement results when consumers lack either purchase motivation( dont care about the product) or purchase ability( do not know anything else about the brands in a category.- young male student going grocery shopping ) Consumer may buy only more familiar, well established brands
3.
Increasing familiarity of the brand through repeated exposure The more a consumer, experiences the brand by seeing it, hearing it, or thinking about it, the more likely the brand is registered in the memory Any thing that causes consumer to experience a brand name, symbol, logo, character, packaging, slogan can potentially increase familiarity and awareness of that brand element
1.
Visually and verbally reinforce the brand name with a full complement of reinforcing brand elements Develop a slogan or jingle that creatively pairs the brand and the appropriate category, purchase, or consumption cues ( and ideally, the brand positioning as well, in terms of also building a positive brand image) Additional use can be made of other brand elements logos, symbols, characters, and packaging
2.
Creatively pair the brand with its corresponding category or other appropriate cues through a wide range of communication options ( advertising, promotion, sponsorship, and public relations). The way the brand and its product category are paired( eg advertising slogan)will help in determining the strength of the product category links . For brands with strong category associations, eg Lipton tea, the distinction between brand recognition and brand recall may not matter much-consumers thinking of the category are likely to think of the brand.
Brand image:
Consumer perception of a brand as reflected by brand association held in consumer memory. Brand associations are other informational nodes linked to the brand node in memory and contains the meaning of the brand for consumers
1. 2.
3.
4.
A positive brand image is created when there are strong, favorable , unique associations links of the brand in memory Brand associations can also be created through: Direct experience Information communicated about the brand from other commercial, non partisan sources- media vehicles Word of mouth Assumptions or inferences from the brand itself( name, logo) Identification of a brand with company, country, person, place , event.
Favorable associations for the brand are desirable to consumers and are successfully delivered by the product and conveyed by the supporting marketing programs for the brand Desirability depends on 3 factors 1. How relevant consumers find the brand association 2. How distinctive consumers find the brand association How believable consumers find the brand association
Favorable brand associations come in variety of forms. a. Intrinsic product related factors b. Abstract non product related imagery related to desirable users or usage situations for the brand Not all brand association will be deemed important viewed favorably by the consumers, nor will they be equally valued across different purchase or consumption situations
It may be sufficient that some brand associations are seen as roughly equal in favorability with competing brand associations. These associations should function as point of parity in consumers mind to negate points of difference for competitors. These associations are designed to provide, no reason why not for consumers to choose the brand
1. Ensure identification of the brand with customers and an association of the brand in customers minds with a specific product class or customer need Who are you? (Brand Identity) 2. Firmly establish totality of brand meaning in the minds of customers by strategically linking a host of tangible and intangible brand associations with certain prospects What are you? ( Brand Meaning) 3. Elicit proper customer responses to this brand identification and brand meaning What about you? What o I think and feel about you? ( Brand Responses) 4. Convert brand responses to create intense, active loyalty relationship between customers and brand > What a about you and me? What kind of association and how much of a connection would I like to have with you ( Brand Relationship)
4. RELATIONSHIPS = RESONANCE
SALIENCE
Brand Salience
Brand salience refers to aspects of the awareness of the brand, eg: How often and easily is the brand evoked under various situations or circumstances. To what extent is the brand topof-mind and easily recalled or recognized? What types of cues are necessary?
1.
2.
3.
Salience Dimensions
Depth of brand awareness- likelihood that a
brand element will come to mind, and the ease with which it does so. Eg a brand that can be easily recalled has a deeper level of brand awareness, than one that can only be recognized.
range of purchase and usage situations in which the brand element comes to mind Depends on organization of product knowledge In memory
Beverage
Water
Flavored
Non-alcoholic
Alcoholic
Milk
Strategic Implication
In terms of building awareness it is not only the depth of awareness that matters but also the breadth of awareness and properly linking the brand to various categories and cues in consumers minds
It is important that the brand not only be top-ofmind and have sufficient mind share but also do so at the right times and places
For many brands, the key question not whether consumers can recall the brand but where they think of the brand, and how easily and often they think of the brand
In some cases the best route for improving sales of a brand is not by changing the attitudes of a brand but by increasing the breadth of awareness and situations in which consumer would consider using the brand-Campbell soupMmm Mmm Goodto versatile and contemporary
Brand Performance
Relates to the ways in which the product or service meets customers more functional needs Brand performance refers to the properties of the brand in terms of inherent product or service characteristics How well the brand rates on objective assessments of quality? To what extent does the brand satisfy utilitarian, aesthetic, economic customer needs and wants in the product or service category Any of the performance dimensions can relate to brand differentiation
Performance Dimensions
or secondary elements of a product that may complement these primary ingredients -Microwave
for the product to work, whereas other attributes are supplementary features that allow for customization and more versatile, personalized usage -BoomBox
brand satisfies customers service requirements these services are delivered in terms of speed, responsiveness etc.
service providers are seen as trusting , caring, and having the customers interest in mind
Style and design > Performance may also depend on sensory aspects how the products looks and feels, what it sounds or smells like Price
Price is a important performance association because
consumers often have strong beliefs about the price value of a brand and may organize their product category knowledge in terms of tiers of different brands ( price value relationship)
Brand Imagery
Deals with extrinsic properties of the product or service, including the ways in which the brand meets customers psychological or social needs Brand imagery is how people think about a brand abstractly,( intangible aspects) rather than what they think the brand actually does. Imagery associations can formed : Directly ( from a customers own experiences, and contact with the product, brand, target market, or usage situations) Indirectly ( brand advertisement, word of mouth) may result in a profile/mental image of actual or aspirational users.
1.
2.
Imagery Dimensions
User profiles Demographic characteristics-(brand gender , age , race, income) Psychographic characteristics( attitudes towards life, careers, possessions, social issues-brand user may be seen as traditional, conservative) Actual or aspirational Group perceptions popularity-market leaders Purchase & usage situations Type of channel, specific stores, ease of purchase Time (day, week, month, year, etc.), location, and context of usage, type of activity
Imagery Dimensions
Personality & values Sincerity (down to earth, honest, cheerful, wholesome), excitement( daring, imaginative, up to date), competence (reliable, intelligent, successful), sophistication (upper class, charming), & ruggedness( outdoorsy, tough)
more broad based, may be related to the marketing program( color, packaging, company, country of origin, type of store, endorsers)
Brand Judgments
Focus on customers personal opinions and evaluation with regard to the brand Involve how customers put together all different performance and imagery associations of the brand to form different kinds of opinions In creating a strong brand four types of brand judgments are important:
1. 2.
Quality perceived quality attitude, perceptions of value, satisfaction Credibility-3 dimensionsPerceived expertise( is the brand seen as competent, innovative, market leader) Trustworthiness( dependable, keeping customer interests in mind) Likeability ( fun, interesting, worth spending time with)
3.
Consideration-depends on how personally relevant consumers find the brand and the likelihood that it will be included in the set of probable options,
Superiority- extent to which customers find the brand as unique and better than competitors
4.
Brand Feelings
Customers emotional responses and reactions with respect to the brand What feelings are evoked by the marketing program for he brand or by other means How the brand affect customers feelings about themselves and their relationship with others? (mild or intense, can be positive or negative ) Emotions evoked can be so strongly associated, they are accessible during product consumption
Feelings Dimensions
Warmth Soothing feelings (consumer feel sentimental, warm hearted, or affectionate for the brand)
Social approval ( positive feelings about the approval of others-they feel that others favorably on their appearance)
Self-respect ( feel better about themselves, sense of pride, accomplishment, fulfillment)
Brand Resonance
Refers to the nature of relationship and the extent to which customers feel that they are in-sync with the brand Characterized in terms of: intensity, or the depth of the psychological bond that customers Level of activity engendered by this loyalty ( repeat purchase rates, extent to which customers seek brand information) Brand Resonance can be broken into four components Behavioral loyalty Attitudinal attachment Sense of community Active engagement
1. 2. 3. 4.
Resonance Dimensions
Behavioral loyalty
Attitudinal attachment
Sense of community
Active engagement