The Brand Decision Process

5

The Head and Heart Decision-Making Continuum

Cognitive, rational decision making

Experiential, emotional decision making

Three Approaches to making a Brand Decision Cognitive Model Recognize problem or opportunity Search for information Evaluate choices Make buying decision Review decision Experiential Model Recognize problem or opportunity Evaluate feelings about choices. benefits Make buying decision Review decision Habit/Repeat Model Recognize problem or opportunity Make buying decision Review decision .

BASIC BRAND DECISION-MAKING STEPS Step 1 : Problem and opportunity Recognition Step 2 : Information Search Step 3 : Evaluation of Choices Step 4 : Behavior and Action Step 5 : Review of buying Decision .

clothing . discipline Physiological: water. friendship. Promote insurance. acceptance Safety: Security. recognition. sleep. shelter. country clubs. medicine . generic food products . creative expression Esteem: Prestige. upscale electronics. alarm system. investment Promote survival necessities. first class Promote lifestyle product. shelter Marketing and IMC application Promote the enriching experience of travel education. hobbies. cavity protection. protection. grooming aids. Belongingness : love. staple. Promote the status appeal of . liquor. status. food. accomplishment . restaurants and clubs. order.Maslow’s Hierarchy of Needs Level of Needs Self-actualization: Self fulfillment. furniture. respect. retirement.

Maslow’s Hierarchy of Needs  Self-actualization: Self fulfillment Press Ad Aurora .

BASIC BRAND DECISION-MAKING STEPS  Attention Factor .

BASIC BRAND DECISION-MAKING STEPS cont…  Step 2 : Information Search -The Awareness factor -Relevance Factor -Central and Peripheral Routes .

BASIC BRAND DECISION-MAKING STEPS  Information Search The Awareness factor Energizer .

BASIC BRAND DECISION-MAKING STEPS  Information Search The Awareness factor And the ad is……… .

BASIC BRAND DECISION-MAKING STEPS  Information Search Peripheral Routes Marlboro Press Ad .

-Deen Badal.BASIC BRAND DECISION-MAKING STEPS cont… Step 3: Evaluation of Choices -Cognitive response: Involve reasoning . judgment and knowledge -Evoked Sets: A set of acceptable or liked brand within a category -Affective Response: A response that involves emotional processing and results in preferring (or not preferring) a brand and developing a conviction about it.Jeley  .

-Attitude formation: Attitude direction ( Feeling is positive or negative) and Degree of conviction (How strong the feelings is). .BASIC BRAND DECISION-MAKING STEPS  Evaluation of Choices continued….Bachtey holey Jantey hobey.

BASIC BRAND DECISION-MAKING STEPS Evaluation of Choices continued…. Likeability Liking the brand. liking the brand message Credibility Product publicity in print media Opinion leaders .

 .  Step5:Review of Buying Decision Learning A change in the knowledge base that comes from exposure to new information or experience.BASIC BRAND DECISION-MAKING STEPS Step 4: Behavior and Action Behavioral stage.the one in which a customer takes some type of action in response to a message.

Cognitive learning theory Learning as a trial and error process. customer generally search for more information .Conditioned learning theory Cognitive Dissonance The contradiction between two or more believes or behaviors.Review of Buying Decision cont…… Learning as a mental process. When such a dissonance (or clashing) occurs during the review of a buying decision.

attitude and behaviors. Marketing communication messages are designed to affect how customers and prospects think about the brand.  . and make a brand choice. feel about a brand.Persuasion: Hierarchy of Effect Model Persuasion: The act of creating changes in belief.

AIDA A Classic Persuasion Model. an acronym derived from four persuasive steps or desired effects that a brand message should have on customers and prospects:     ATTENTION INTEREST DESIRE ACTION .

This shows how the Think/Feel/Do model relates to the other decision models Decision-Making Steps Recognize problem or opportunity Hierarchy of Effects Attention THINK (cognitive) Interest Search for information Evaluate choices Desire FEEL (affective) Make buying decision Review buying decision Action DO (behavioral) .

routine purchase. major appliances. Snacks. sporting events. Experiential Processing.impulse Do/feel/think Experiential Processing-experiences Repeat/ habit / processing Feel/do/think Do/Think/Feel . small household item featured at the checkout stand Restaurants. Trade show BtB supplies.Four Paths to a Brand Decision Type of Decision Process Route Products Cognitive processing Think/feel/do Car. new products. Beverages. repeat purchase.

The Response Wheel Brand Decision Process • Try • Buy • Other action response • Repurchase DO .

.A Final Note Persuade People to Persuade Themselves Communication that aids customers and responds to them in a personal way is much more persuasive than communication that tries to manipulate them.

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