Please enable JavaScript.

Coggle requires JavaScript to display documents.

BB-4303 Customer Based Brand, Brand Equity & Brand Positioning -…

- - - - Brand Awareness
        
        Brand Awareness (2 of 3) Advantages of brand awareness:
        – Learning advantages
        – Consideration advantages
        – Choice advantages: ▪ Consumer purchase motivation ▪ Consumer purchase ability ▪ Consumer purchase opportunity
        
        Brand Awareness (3 of 3)
        • Anything that causes consumers to experience one of a brand’s element can increase familiarity and awareness of that brand element: – Name, symbol, logo, character, packaging, or slogan, including advertising and promotion, sponsorship and event marketing, publicity and public relations, and outdoor advertising
        • Repetition increases recognizability: – But improving brand recall also requires linkages in memory to product aspects
        
        Brand Awareness (1 of 3) Brand awareness consists of brand recognition and brand recall performance: Brand recognition: Consumer’s ability to confirm prior exposure to the brand when given the brand as a cue.
        Brand recall: Consumers’ ability to retrieve the brand from memory when given: The product category. The needs fulfilled by the category, or a purchase or usage situation as a cue
      - Brand Image
        
        Brand Image (2 of 2)
        • Strength of Brand Associations – More deeply a person thinks about product information and relates it to existing brand knowledge, stronger is the resulting brand association
        • Favorability of Brand Associations – Is higher when a brand possesses relevant attributes and benefits that satisfy consumer needs and wants
        • Uniqueness of Brand Associations – “Unique selling proposition” of the product – Provides brands with sustainable competitive advantage
        
        Brand Image (1 of 2)
        • Once a sufficient level of brand awareness is created: – Marketers can put more emphasis on crafting a brand image
        • Creating a positive brand image: – Takes marketing programs that link strong, favorable, and unique associations to the brand in memory
        • Brand associations may be either brand attributes or benefits