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Chapter 4 Knowledge & Understanding - Coggle Diagram
Chapter 4 Knowledge & Understanding
1) Concept of Knowledge
Information already learned and stored
2) Knowledge Content
Types of Chances
Brand Equity
A brand's power derived from the goodwill and name recognition that it has earned over time, which translates into higher sales volume and higher profit margins against competing breaks.
Brand images & Personality
The most salient associates, What comes to mind first. Personality, How to describe the brand if it were a person, Masculine/ feminine, competence, stylish
Brand Awareness
Extent to which a brand is recognized by potential customers, and is correctly associated with a particular product.
Brand Loyalty
The extent of the faithfulness of consumers to a particular brand expressed through their repeat purchases, irrespective of the marketing pressure generated by the competing brands
Brand Associations
Extent to which a particular brand calls to mind the attributes of a general product category. Ex: asking for 'Pampers' when one wants disposable diapers.
Scripts:
Special type of schemes that represent our knowledge of a sequence of actions involved in performing an activity. It helps marketers understand how consumers buy & see an offering. It may want consumer to consider brand as part of scripted activity.
Basic level
Have most basic cognitive functions. Categories at this level provide recognizable gestalts. The most relevant conceptual information relating to a category is stored at the basic level
Subordinate levels
Display low degree of generality and a low degree of class inclusion. They have clearly identifiable and highly gestalts as well as number individuating specific features
4)Positioning
New brands or products must establish in consumers' minds
Target, point of difference, reason to believe
5)Implications for positioning
Target Audience
Differentiated Benefit
Frame of reference
Reason to believe