Brand Knowledge
Brand Knowledge Structure and Brand Elements
What is Brand Awareness? Recognition versus recall
–
Brand versus situation cues
Awareness depth versus breath
–
Brand versus situation linkages
Why is brand awareness important?
A necessary condition for inclusion in the set of brands being considered for purchase – A sufficient condition for choice in low-involvement decision settings – Influences the nature and strength of association
–
Brand Image Brand Perceptions through Associations
Types of brand association Attributes Product-related
(various degrees of Features/ingredients)
Benefits
Attitudes
Non-product-related
Functional
Price User imagery
Experiential
Symbolic Usage imagery Feelings and feelings -associated experiences Brand personality
Strength of brand associations
Favorability of brand associations
Uniqueness of brand associations
Brand Image Brand Perceptions through Associations
Degree of Abstractness
Types of brand association Attributes Benefits Functional Attitudes
Non-product-related
Product-related
(various degrees of Features/ingredients)
Price User imagery
Symbolic
Experiential Usage imagery Feelings and feelings -associated experiences Brand personality
Strength of brand associations Favorability of brand associations
Uniqueness of brand association
Strength of Brand Association
Connection by Direct Experience
Connection by Communicated Noncommercial Messages Connection by Communicated Commercial Messages
Brand A
Connection by Inferences
Strength of Brand Association (Initial Associative Strength)
Brand A
Quantity: Attention Quality: Relevance and Consistency
Strength of Brand Association– Recallability (Long-Term Associative Strength)
Presence of other product information Type and number of cues in the context of recall
Length of time
Favorability and Uniqueness of Brand Associations I want it
(desirability) Brand X can deliver it
What is Brand Awareness? Recognition versus recall
–
Brand versus situation cues
Awareness depth versus breath
–
Brand versus situation linkages
Why is brand awareness important?
A necessary condition for inclusion in the set of brands being considered for purchase – A sufficient condition for choice in low-involvement decision settings – Influences the nature and strength of association
–
Brand Image Brand Perceptions through Associations
Types of brand association Attributes Product-related
(various degrees of Features/ingredients)
Benefits
Attitudes
Non-product-related
Functional
Price User imagery
Experiential
Symbolic Usage imagery Feelings and feelings -associated experiences Brand personality
Strength of brand associations
Favorability of brand associations
Uniqueness of brand associations
Brand Image Brand Perceptions through Associations
Degree of Abstractness
Types of brand association Attributes Benefits Functional Attitudes
Non-product-related
Product-related
(various degrees of Features/ingredients)
Price User imagery
Symbolic
Experiential Usage imagery Feelings and feelings -associated experiences Brand personality
Strength of brand associations Favorability of brand associations
Uniqueness of brand association
Strength of Brand Association
Connection by Direct Experience
Connection by Communicated Noncommercial Messages Connection by Communicated Commercial Messages
Brand A
Connection by Inferences
Strength of Brand Association (Initial Associative Strength)
Brand A
Quantity: Attention Quality: Relevance and Consistency
Strength of Brand Association– Recallability (Long-Term Associative Strength)
Presence of other product information Type and number of cues in the context of recall
Length of time
Favorability and Uniqueness of Brand Associations I want it
(desirability) Brand X can deliver it