Innovation lecture 5 Flashcards
Customer-based brand equity
Differential effect
Customer brand knowledge
Customer response to brand marketing
The associate network memory model
Different associations linked to the brand.
Related to brand awareness and brand image.
A network of associations in the mind of the consumer.
Strong, favorable associations are the key.
Brand awareness
Increases the likelihood
Influences on desicions
A necessary condition for developing brand image.
Brand knowledge
Is the key to creating brand equity.
Customer brand equity (aware and familiar with the brand, holds strong favorable and unique memory
Brand awareness dimensions
Brand recognition
Relates to ability to retrieve the brand when given the product category
Brand recall
Which brand do you think of first
Brand image
Perceptions about the brand as reflected by the brand association held in consumer memory.
The four brand image dimensions
Types of brand associations.
Strength of brand associations
Favorability of brand associations.
The uniqueness of brand associations.
Types of brand associations
Brand attributes
Brand benefits
Favorability of brand associations
Different associations are important for different purchase or consumption situations (delivery, price)
Strength of brand associations
Person thinks more deeply about product information
Retrieval cues present and context associated
Uniqueness of brand associations
The brand needs sustainable competitive advantage or unique selling position.
Shared associations establish the category membership
brand positioning marketers need to know?
Who the target consumer is
Who the main competitors are
How the brand is similar to these competitors
How the brand is different to these competitors
Brand mantra
Brand function
Descriptive modifier
Emotional modifier
