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2: Brands & Consumer Psychology (1. Identifying (Brand…

- - - - prerequisite for pursuing brand-related goals
      - categorization established
        verbally :loudspeaker: or visually :eye: by:
        
        physical proximity (name on product packaging :champagne:
        
        temporal proximity (brand name spoken after main adv. message) :speaking_head_in_silhouette: :zap:
        
        design
    - - memory-based categorization task
      - Brand recognition
        
        consumer recognizes brand name
        
        consumer must confirm prior exposure to brand
        
        response times measured to know how easily brand comes to mind :stopwatch:
      - Brand recall
        
        brand name is recalled on mention of a cue (ex. product category) :soccer: -> Bayern
        
        response times measured to know how easily brand comes to mind :stopwatch:
      - Recognition and recall can be enhanced by linguistic characteristics and retrieval cues to hint direction of brand (ex. Alnatura :herb:)
  - - - descriptive features characterizing a product or service
      - product-related are directly related to the product :fries: :tongue:
      - non-product-related are external aspects related to purchase or consumption (price, packaging, user imagery, usage imagery) :label: :package: :beach_with_umbrella: :cool:
    - - personal values attached to brand by consumer
      - Functional benefits --> personal expectations of what the product can do :iphone:
      - Experiential benefits --> related to sensory experience of using the brand -- GoPro :camera: :surfer:
      - Symbolic benefits --> about self-expression and signalling to others by means of consumption objects :handbag: :moneybag: :woman-tipping-hand::skin-tone-3:
  - - - What relations does the focal brand have with other brands?
      - "Tell me your friends (and foes), and I'll tell you who you are."
      - :airplane: part of :star: --> tells me where Lufthansa positions itself in market
      - :computer: "intel inside" --> I infer something about computer brand
- - - - Associate Nivea with childhood :arrow_right: have positive view of childhood
- - - - Sincerity :female-doctor:
      - Excitement :female-singer::skin-tone-4:
      - Competence :female-office-worker::skin-tone-2:
      - Sophistication :female-judge:
      - Ruggedness :male-mechanic::skin-tone-3:
    - - Brand has human-like character :information_desk_person::skin-tone-2:
      - Consumers evaluate brands just like they evaluate people :thinking_face: :burrito:
      - Driver: consumers' need for construction of identity and self-expression :smiley: :cool:
      - Brand personality is source of differentiation
    - - use brands to construct and express their identities :motor_scooter:
      - identify with certain brand personality traits :man_in_business_suit_levitating:
      - identify with strong & attractive brand personalities :muscle: :bikini:
      - Brand personality enhances the emotional bond between the brand and its consumers :two_hearts:
    - - Qualitative explorative research --> which personality traits do consumers give to brands? :mag_right: :thinking_face:
      - Qualitative research --> to what extent do consumers identify with brand, how is it used in own construction of identity? :jeans: :face_with_cowboy_hat:
      - Large-scale quantitative surveys of which personality fits better with brand :card_file_box: :male-detective:
    - - Brand managers understand exactly how the brand contributes to consumers' construction and expression of identity :building_construction: :information_desk_person::skin-tone-2:
      - Stronger the personality --> stronger the link between brand and consumers :link: :muscle:
      - Brand personality guides all actions :jeans: Levi's
    - - Build personality that matches personality of target consumer :ok_hand:
      - Create hype about brand in reference group and appeal to certain target group :fire: :champagne:
      - Understand mechanisms of how the brand's personality can strengthen the individual and social identity of consumers :ghost: :camera_with_flash:
      - Identify first-movers --> will their personality alter or diminish the personality of the brand? :trophy: :skull_and_crossbones:
    - - :muscle: Attractive personality can strengthen customers' relationship to the brand
      - :muscle: Brand personality as guide for brand strategy :world_map:
      - :man-facepalming: requires lot of insight into consumers' construction and expression of identity (complex, demanding) :atom_symbol:
      - :man-facepalming: Focus on personality approach is narrow :metro:
      - :man-facepalming: Be aware of behavioral consequences of different personalities :female-singer::skin-tone-3: :female-doctor::skin-tone-2: :female-scientist::skin-tone-2:
      - :man-facepalming: visual style must be accompanied by behavior
  - - - consumers perceive brands as viable relationship partners
      - consumers choose with the heart :<3:
      - Alters brand loyalty (why/how vs. if)
    - - The individual, inner reality is valid :yin_yang:
      - what they feel is important
    - - Understand relationship between brand and consumer :mag_right: :couple_with_heart:
      - Interview and CRM systems to build knowledge about consumer :bulb:
      - broaden the concept of loyalty
- - - - attitude appears automatically, no need to process information :man-getting-massage::skin-tone-2:
      - Results from classical conditioning process (pairing)
    - - intentionally derived judgements :thinking_face: