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Week 4 - Coggle Diagram

- - - - When consumers attitudes, perceptions, and purchasing decisions are influenced by the country of origin label
      - Brands occasionally imply country of origin in their names. Deliberately linking their products with countries
  - - - Process discovered by Ivan Pavlov
      - We have an unconditioned stimulus (eg. food), wich produces an unconditioned response (eg. salivating)
      - Now if every time we bring provide food to a dog we also sounded a bell (conditioned stimulus), the dog would associate the sound of the bell with food and start salivating (conditioned response)
      - Many associations we have with products come from conditioning (eg. Marlboro and cigarettes)
- - - - The concept itself, the associations its linked to, and the links to these associations
      - Subjectivity, as one person knows more about a concept, their schema grows larger
    - - Content (attributes, benefits, values, consumption occasions, consumption locations, brands, etc)
      - Favourability
        
        In the extent to which they are positive, negative, or neutral
      - Uniqueness
        
        The extent to which the association is shared by other similar concepts
      - Salience
        
        how prominent the association is in consumers mind
    - - The more associations a brand/product/company is linked to, the greater our knowledge is about it and the higher the chance the brand will come to mind
      - The more positive associations and the fewer negative associations linked to a a brand, the more favorable consumer attitudes towards them.
        
        Create multiple favorable associations through various forms of advertising, promotions
        
        Make the positive associations salient, easy to remember
        
        Replace negative associations with positive ones, or reduce the perceived importance of negative ones, increase the perceived importance of positive ones.
      - Brand image
        
        A subset of the most salient associations we have in our schema for the brand
      - Brand personality
        
        The subset of human like traits associated with a brand
        
        5 traits brands are usually characterized by:
        
        Sincerity
        
        Excitement
        
        Competence
        
        Sophistication
        
        Ruggedness
      - Brand Extension
        
        Using the brand name of a product with a well developed image on a new product in a different category
        
        What makes them successful?
        
        Similarity between original product category and extension category
        
        extent to which the parent brand and the extension category share associations