What are the two primary components that create brand equity?
The two primary components that create brand equity are brand awareness and brand image.
How do you define brand awareness?
Brand awareness is the measure of whether people remember the brand or not.
What is brand image?
Brand image refers to the associations or perceptions consumers have with the brand.
What is the difference between brand recognition and brand recall?
Brand recognition is the ability of consumers to identify a brand when they see or hear about it, often while walking the aisles of a store. In contrast, brand recall refers to consumers' ability to retrieve the brand from memory when thinking about a product category, often before entering a store.
When consumers use brand recognition, how does it affect their purchase behavior?
When using brand recognition, consumers are more likely to buy and remember unfamiliar products.
How does brand recall influence consumers' purchasing decisions?
When using brand recall, consumers are more likely to buy and remember familiar products.
Why should companies focus on building positive associations with their brands?
Companies should focus on building positive associations with their brands because emphasizing positive attributes of their product will strengthen the brand's positive image and automatically diminish negative associations.
What should companies avoid when addressing negative attributes related to their brand?
Companies should avoid reminding consumers that their brand is not related to negative attributes.
Why is it beneficial to emphasize positive associations instead of addressing negatives?
Reinforcing positive associations automatically suppresses negative ones, which strengthens the brand's overall positive image in consumers' minds.
Which two phenomena explain the automatic suppression of negative associations when positive ones are reinforced?
The phenomena that explain this are the part-list cuing and the halo effect.
How does the halo effect relate to brand associations?
he halo effect is a cognitive bias where the perception of a positive trait in one aspect of a brand/product can influence the perception of other unrelated aspects. In branding, if a company emphasizes its positive attributes, consumers might generalize and view other aspects of the brand in a positive light as well, overshadowing any negative associations.
Why should companies pair positive images with their brand or product?
Pairing positive images with the brand or product creates an affective reaction in consumers' minds. They may not distinguish whether the positive emotions arise from the brand/product itself or from the associated positive image, enhancing the overall brand perception.
Which company is noted for effectively using positive imagery in their campaigns?
Coca-cola is recognized for this approach, particularly with their happiness campaigns.
What is the advantage of displaying a brand along with a product endorser?
Showing the brand together with the product endorser allows the positive feelings or affection people have for the endorser to transfer to the brand. This creates a bond between the brand and the consumer, independent of the endorser's individual actions or changes in behavior.
How can a company protect its brand image if an endorser's behavior changes in a way that might negatively impact the brand?
By consistently presenting the brand alongside the product endorser, people's affection towards the endorser will already be associated with the brand. Hence, even if the endorser's behavior changes, it will not significantly affect the brand's perception as the bond is established.
What is the primary advantage of involving consumers in the production process?
Empowering consumers to participate in the production process can increase their intention to purchase and willingness to pay for the product.
What is the term that describes the phenomenon of consumers valuing products more when they are involved in its production or assembly?
This phenomenon is called the "Ikea effect."
According to Christoph Fuchs' research, by how much does consumer participation in the production process increase the intention to purchase and willingness to pay?
According to Christoph Fuchs' research, asking consumers to help in the production of the product increases intention to purchase and willingness to pay by 50%.
Why might involving consumers in the production process not be a good strategy for luxury products?
For luxury products, consumers typically want to avoid being involved in making the product, and they want other customers to be involved. They prefer experts or artisans to craft these products to ensure the highest quality and exclusivity.
What is priming in the context of consumer behavior?
Priming refers to the unconscious activation of ideas or associations in consumers' minds, which can influence their perceptions, attitudes, and behaviors.
Why is priming particularly effective in influencing consumers?
Priming is effective because we are significantly influenced by the ideas or associations that have just been activated in our minds. If this activation is nonconscious, we cannot recognize or counteract its influence since we lack the mechanisms.
Why might it be beneficial for companies to use priming in their marketing strategies?
Companies can benefit from priming by subtly activating their brand in consumers' minds, increasing brand awareness, and potentially influencing purchase decisions.
What are some strategies companies can use to unobtrusively prime consumers?
Companies can embed their brand in movies, video games, shows, and other entertainment mediums to unobtrusively prime and expose consumers to their brand.
What are the four strategies companies employ to capture consumers' attention?
The four strategies companies use to get consumers' attention are humor, threats, music, and sex.
How does music differ from the other attention-getting strategies in terms of complexity?
Music is more complex than the other stimuli, making it more difficult to process.
What might be a potential advantage of using music in advertising?
The advantage of using music is that its effects can occur unconsciously, potentially leading to more substantial and lasting impacts on consumers.
Why might the use of sex and violence in ads be considered problematic?
Many people oppose the objectification of bodies in advertisements. Moreover, sexual stimuli can distract consumers, making them less likely to remember the brand and disrupting their thinking.
What are the potential consequences of using sexual stimuli in commercials?
Using sexual stimuli might make people less likely to remember the advertised brand and can disrupt their thinking or cognitive processing.
Last changeda year ago