Lecture 6: Message content for brand salience Flashcards
Explain the Associative Network Theories
Memories consits of noded and they can be associated over time when encountered together
e.g. Nike + celebrity, later seeing celebrity –> thinking of Nike
What are the types of Memory (SEIS)
Semantic (words, meaning)
Episodic (events)
Implicit (process, autopilot)
Sensory (smell, tastes)
What determines what we easiliy think of?
Cue used to access memory
cue can be internal (thoughts, state; tired) or external (context; hot day)
cue activates brand that are directly linked in memory
links are developed by previous co-occurence brand-cue
The chance that your brand is thought of is determined by … and … of the cue-brand links.
Fill in the blanks
Breadth (how many)
Strength
What are Category Entry Points?
Pathways to the brand, distribution outlets in minds, cognitive channels that build mental availability
Represents buyer’s thoughts or influences at the start if buying from category
If CEPs addresses successfully, marcom can influence behavior
What are the steps in building brand salience?
step 1: identify all CEPs
step 2: select priority CEPs
step 3: select 5-8 CEPs that are high value/ low competition that you can target in marcoms
What are the 5 W’s in step 1 of building brand salience?
Why
When
Where
with Whome
With What
Romaniuk |Brand attributes in the mind
How was the study conducted?
Are some CEPs better for being incorporated into marcoms?
CEPs related to product category, benefit or situation-based
Analyse relationship attributed and future purchase
Survey held among consumers about fast food market
T1 = brand perceptions
T2 = purchase behavior
6 brands, interviewer reads out list of attributes. Participant indicates association with attribute
Results:
Consumers who associate brand with attribute more likely to purchase brand
Brand with more attributes are being bought more often, so quantity > quality
How to choose the distinctie brand elements?
Take media planning into account (value audio, video…)
consider brand’s history (easier to refresh, than creating new element)
obtain metrics on strength of current assests
When choosing the distinctive brand elements, you can use the graph/table to check it with 4 quadrants.
What do you have to do when…
1. High fame, low uniqeness
2. low fame, low uniquenes
3. low fame, high uniqueness
4. high fame, high uniqueness
- avoid solo use
- ignore or test
- investment potential
- use or lose
Ward et al. | Distinctive elements
Explain “competitive intensity”
How unique is the brand asset to a single brand in the consumer’s memory
Focus on uniqueness for the asset instead of individual brand to compare asset types
Ward et al. | Distinctive elements
Explain the study
They classified all kinds of assets and surveyd consumers and calculated the index of competitive intensity
0 = pure competition
1 = 100% unique
Character, logo and logotype scored highest on uniqueness
color lowest score uniqueness; most vulnerbale to imitation
character: human like features could have processing advantages
