MRKT 438 Chapter Notes - Chapter 2-3: Toothpaste, Brand Management, Identifiability
29 Apr 2016
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Pod provide competitive advantage and reasons why consumers should buy the brand. Pop no reasons why not choose the brand, for roughly as favourable as competing brands. Customer based brand equity is the differential effect that brand knowledge has on consumer response to the marketing of that brand: differential effect, brand knowledge, consumer response to marketing. Associative network memory model views memory as a network of nodes and connecting links, nodes representing stored info and concepts and links representing strength of association between nodes. Brand awareness is related to the strength of the brand or trace in memory, measure as the consumers ability to identify brand under different conditions. Brand image is consumers perceptions about a brand, reflected by the brand associations held in consumers memory. Customer based brand equity occurs when consumer has a high level of awareness and familiarity with the brand and holds some strong, favourable and unique brand associations in memory.
