Agenda 2 Flashcards
In a most basic sense a brand is considered to possess brand equity in that customers/consumers
(1) are familiar with the brand (brand awareness)
2) hold in their memory favorable, strong, and perhaps unique brand associations (brand image
TOMA means
Top of Mind Awareness
TOMA has been defined as
The first brand that comes to mind when a customer is asked an unprompted question about a category
In a recent survey of 200 senior marketing managers….
50% said that they found TOMA to be a very useful metric
TOMA PYRAMID
- Top of Mind
- Brand Recall
- Brand Recognition
- Unaware of Brand
Brand Awareness Advantage: Learning Advantage
Brand Awareness influences the formation and strength of the associations that make up brand image. The first step is to register the brand in the minds of the consumers.
Consideration Advantage:
Raising brand awareness increases the likelihood that the brand will be a member of the consideration set (rather than the inert or inept set)
Choice Advantage:
In low involvement decision settings, a minimum level of brand awareness may be sufficient for product choice, even in the absence of a well-formed attitude
Recognition is also referred to as
Aided Recall
Recall is referred to as
Unaided Recall
Learning advantages of Brand awareness
Brand Awareness influences the formation and strength of the associations that make up brand image. The first step is to register the brand in the minds of consumers.
Consideration Advantages of Brand awareness
Raising brand awareness increases the likelihood that the brand will be a member of the consideration set. (rather than the inert or inept set)
Choice Advantages of Brand awareness
In low involvement decisions settings a minimum level of brand awareness may be sufficient for product choice, even in the absence of a well-formed attitude.
Consumer purchase MOTIVATION
Choosing a brand, in many situations, is not particularly important for most consumers. For example, in one survey 40 Percent of respondents believed all brands of gasoline were about the same.
Consumer purchase ABILITY
By this, we mean the ability to judge product quality. In such cases, consumers may use a heuristic (shortcut). In some cases, they may simply select a brand with which they are most familiar and aware
