W1 Han, Nunes: role of brand prominance

Question 1

Brand prominence

Answer 1

= consiuousness of a brand’s mark or logo on a product.

Question 2

Different consumers prefer quiet versus loud branding because they

Answer 2

they want to associate themselves with and/or dissociate themselves from different groups of consumers.

Question 3

This papeer crates a taxonomys of groups of luxury
On the one side
an on the other side

Answer 3

wealth and the other side need for status.

Question 4

Patrician:

Answer 4

use quiet signals. Quiet branding, subtle ques
- High in wealth, low need for status

Question 5

Proletarian

Answer 5

do not engage in signaling, They don’t care
- Low in whealth, low need for status

Question 6

Poseur

Answer 6

aspire to be, mimic the parvenus, Fake Gucci
- High in need for status, low in wealth

Question 7

Parvenu

Answer 7

associate with other haves and want to dissociate themselves from have-nots. They use loud signals, Care and show a lot, rich and loud
- High in wealth, high in need for status

Question 8

who choose for inconspiciously and who for conspiciosuly

Answer 8

Patrician choose for inconspicuously brands and parvenue/poseur for loud logos

Question 9

who buy fake gucci

Answer 9

Fake good copy loud logo’s. poseur like status so want to show.

Question 10

Only …can recognize true value regardless of brand conspicuousness, othes need brand names

Answer 10

patricians