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The role of stereotypes in brands - Coggle Diagram
The role of stereotypes in brands
Brand Stereotyping
Brands apply social stereotypes to how consumers perceive a brand
Stereotype SCM in branding
Competence
Are brands capable of delivering on their promises?
Do they have?
resources
power
expertism
Warmth
brands are perceived as:
alturistic
cooperative vs competitive
friendly
explotative
Examples
Luxury Brands
High competence, low warmth
Eco-friendly brands
High warmth, medium competence
Before a Brand launch
Brands are like people
Apple, Siri, Amazon, Alexa
Group matters
Brands divided in groups
eco-friendly
local
Luxury
global
Clues matter
Price, origin, packing can make us stereotype a brand
Examples
Apple: smart and innovative (competent) but not always warm.
Harley Davinson: very warm, decent competence
Eco-friendly brands: warm and caring
Luxury brands: cold but powerful
How to study brands
Case studies
Observe how people use brands in their daily lives.
Interviews
Experiments
Ask people if they think a brand is warm/competent