combination of them all
- To be different from other brands that are in the
market
- It can also be thought of types of associations that
comes to the consulemer's mind when they hear the
name of the brand
- Brands are also linked on our memories with
emotions and thoughts
- A brand image must also be sincere, exciting,
competent, sophisticated, and ruged
Associations that Brand has
- Favorability
- Uniqueness
Brand Attribute Consists of
-Non product Related
- Product Related
Two non-product related attributes
- Price
- Packaging
Define Brand Attribute
- Brand Attribute are the features or aspects of the
advertised product or brand
The successful positioning requires a communication
strategy that entices a single type of consumer need
(functional, symbolic or experiential)
- True
Define CPM
- Is how the consumer reacts to certain information
thae he/she recieves and how it is interpreted and
integrated with other information
- It involves exposure, attention, comprehension,
agreement, Retention and search and retrieval of stored
information, and a cpm wrap up
Define HEM - Explains how consumers process information when
they are carefree and happy and confronted with
positive outcomes - Product consumption results from anticipation of having fun and pleasure - From HEM perspective are subjective symbols that
precipitate feelings
Three Stages of Adopting New Products
- Awareness
-Free samples, coupons
- Trier
-wide product distribution, lower prices
- Repeater
- Personal selling, price, distribution, advertising, and
product satisfaction
Three Product Related Characteristics
-Relative Advantage
-Compatibility
-Complexity
Adoption Categories of Diffusion Process
-Innovators
-Early Adopters
-Early Majority
-Late Majority
-Laggards
Define Brand
- Company's particular offering of product, service, or
other consumption object
- Uniqueness of a product
Brand Naming Process
-Specify Objectives for the Brand Name
- Create Candidate Brand Names
- Evaluate Candidate Names
- Choose a Brand Name
- Register a Trade Role of a Brand
- To establish uniqueness
- To signal to the targeted audience that there is a new
product
