Brand Differentiation: Building Associations (8)

Question 1

brand’s differentiation comes from the ________ that consumers form about the brand.

Answer 1

associations

Question 2

What different association can consumers have about a brand?

Answer 2

Brand attributes Usage situations Personality of brand Emotional history with brand Previous experience Reliability Attitude toward brand Typical customer

Question 3

the many associations that come to mind of a brand is called the…

Answer 3

brand image of a company

Question 4

How do we come to associate certain thoughts or emotions with brands?

Answer 4

In neuroscience, there is a concept called Hebbian Neuron Learning, which describes the way that brain cells make and form connections. The simplified version of this theory says this: “The cells that fire together, wire together.” This means that if two things happen together, the brain starts associating them as being related. And the more frequently that the brain experiences those two things together, the stronger the association becomes. (Highly emotional situations can cause associations to be stronger as well.)

Question 5

What does Hebbian Neuron Learning describe?

Answer 5

the way that brain cells make and form connections “The cells that fire together, wire together.”

Question 6

What does “the cells that fire together, wire together” mean?

Answer 6

This means that if two things happen together, the brain starts associating them as being related. And the more frequently that the brain experiences those two things together, the stronger the association becomes. (Highly emotional situations can cause associations to be stronger as well.)

Question 7

Consumers can have varying levels of strength of brand ________ — even for the same brand.

Answer 7

associations For instance, a customer could have very strong feelings about a brand’s trustworthiness but a weak association about the brand’s uses.

Question 8

______ with brands help create associations.

Answer 8

experiences For instance, if a consumer purchases three pair of shoes in a row from a certain brand and each time the shoes fall apart quickly, the consumer starts to associate that brand with poor product quality.

Question 9

________ can also influence associations.

Answer 9

Advertising Take the product Gatorade. Many of the Gatorade commercials show the Gatorade drinks in the context of athletes and sports. The commercials often feature fast-paced music and athletes competing. Showing the product in this context over and over helps build an association of Gatorade as a drink suitable for athletes.

Question 10

What are one way to get a clear picture of how consumers view a brand?

Answer 10

to build a brand map of their brand associations.

Question 11

What is a good survey question to use to begin creating a brand association map?

Answer 11

From this survey question, a marketer can take the common answers and make a brand association map

Question 12

What is a brand association map?

Answer 12

a visual illustration that shows the different associations that a consumer has with a brand. The map illustrates groups of associations related to key attributes

Question 13

Another way to visually illustrate the information obtained from a brand association (or brand image) question is to create a…

Answer 13

word cloud

Question 14

What is a word cloud?

Answer 14

A word cloud is an illustration composed of relevant words in which the size of the word indicates its importance or frequency in a given scenario.

Question 15

A word cloud is an illustration composed of relevant words in which the size of the word indicates its _____ or _____ in a given scenario.

Answer 15

importance, frequency

Question 16

How does a marketer create a word cloud?

Answer 16

To create a word cloud, a marketer takes the data from the brand association question and plugs it into a spreadsheet. The more frequent a term/association appears, then the larger that word or phrase is made in the word cloud.