Lecture 3: Persuasion vs brand salience

Question 1

What are brand fanatics?

Answer 1

Very loyal and heavy buyers

Question 2

Why is it important to differentiate our brand from the competitor?

Answer 2

differentiation is cornerstone of succesful marketing

when meaningful differentiation it will attract different customer types and the consumer will be less price sensitive

Question 3

Consumers don’t have time to think about brands, because…

Answer 3

Consumers are usually happy with either and don’t spend time on evaluating the brand. Most of the buying is repeat-buying and driven by habits/convenience

Question 4

MacDondald | Brand awareness

Research: brand awareness and repeat purchase intention

Describe the study.

Answer 4

Participants made series of brand choices for orange soft drinks.

independent variable: brand awareness
- High awareness condition (one known-brand and two unknown-brands)
- Low awareness condition (all three unknown-brands)

dependent variable: brand selection in high awareness condition

Results
High awareness condition: 85,5% selected known brand with “known-brand” and “known-brand & price” as reason
- Less time to decide, sample fewer other brands, care less about other product attributes

Low awareness condition:
Reason to choose for one of the three brands: “package” and “price & other”
- more decision effort by evaluating other attributes

Question 5

What is Brand awareness

Answer 5

it refers to recognition/recall (TOMA; top of mind awarenss)
So you think of a product, followed by the brand

Question 6

What is Brand salience?

Answer 6

=ability to stand out
= propensity of the brand to be thought of by buyers in buyin situations, long-term memory

Buying situation leads to thinking of Brand

Question 7

What is Brand atittude?

Answer 7

How you think about the brand (positive/negative)

Question 8

What drives brand salience?

Answer 8

Quantity and Quality of memory structures (associations)

Question 9

What is the Quantity of memory structures?

Answer 9

The more memory structures a brand is linked to, the more salient the brand is

It is imporant because mental cues that trigger brand can can vary across buying situations

Question 10

What is Quality of memory structures?

Answer 10

Function of strength and relevance of association

E.g. Lidl is cheap (Strong because of all ads) and relevant to me because i’m on a budget

Question 11

Trembath et al. | Persuasion vs Brand salience

What was the study of Trembath et al. about?

Answer 11

Compare predictive validity brand salience vs brand attitudes

Typical high involvement product (high elm): travel destinations

Dependent variable: intention to visit 7 destinations

Independent variables:
- Brand salience
-brand attitude
-past behavior (visits)

Results
Brand salience predicts intention to visit
Brand attitude don’t add to prediction

Question 12

What are the 6 things you can differentiate your brand from others?

Answer 12

1. colors
2. logos
3. taglines
4. jingles
5. symbols/characters
6. packaging