Brand Image transfer

Question 1

What is the definition of brand image?

Answer 1

“The perceptions about a brand as reflected by the brand associations held in the consumers memory” (Keller, 1993, pg3)

Question 2

According to Keller, what three things can brand image be split up into?

Answer 2

1) Attributes - characteristics of the product
2) Benefits - the personal value of the products
3) Attitudes - the global evaluation of the brand by the consumer

Question 3

How can brand associations be influenced?

Answer 3

• direct experience with the product/service
• word of mouth
• information provided by the organisation

Question 4

What is brand image transfer defined as in terms of sponsorship?

Answer 4

the transfer of associations attributed to the sponsored activity to the sponsoring brand” (Grohs et al., 2004, p. 123)

Question 5

How can balance theory be used to explain BIT?

Answer 5

• first introduced by Heider (1946) suggests the existence of a triangular relationship between the sponsor, the event, and the consumer. As the name suggests, this theory argues that people look for balance in their attitudes and that they can change their attitudes in order to achieve harmony (Dean, 1999)

Question 6

What did those people with weak brand preference shows? What did overselling lead to?

Answer 6

• Showed a stronger positive effect of congruity of brand image transfer than those with a strong brand preference
• Rowley and williams concluded that over-selling of a brand at a festival led to negative image in consumers minds

Question 7

What can the perceived fit be split into?

Answer 7

Image based- image of the event is related to the image of the brand
Functional based - where the sponsored brand is used by participation during the event