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Chapter 3

MKT 723 - Chapter 3.docx

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Department
Marketing
Course
MKT 723
Professor
Roy Morley
Semester
Winter

Description
Chapter 3: Brand building: 1. Brand identity: who are you? 2. Brand meaning: what are you? 3. Brand responses: what about you? What do I feel/think about you? 4. Brand relationships: what kind of association/connection do you want? Brand Salience ­measures various aspects of the awareness of the brand and how easily and how often  the brand is evoked under various situations or circumstances ­to what extent is the brand top­of­the­mind or easily recognized? Breadth and Depth of Awareness: Depth­ measures how likely it is for a brand element to come to mind, and the ease to  which it does ­a brand we can easily recall has a deeper brand awareness than one we only recognize  when we see it Breadth­ measures the range of purchase and usage situations in which the brand element  comes to mind and depends to a large extent on the organization of brand and product  knowledge in memory Product Category Structure: ­how product categories are organized in memory Product Hierarchy: highest to lowest 1. product class information 2. product category information 3. product type information 4. brand information ex. Category Hierarchy 1.Beverages 2. Water / Flavoured 3. Flavoured­ non alcoholic/alcoholic 4. Alcoholic­ wine, beer, spirits Brand Performance: ­how well the product or service meets the customers more functional needs 1. primary features and supplementary features 2. product reliability, durability, serviceability 3. service effectiveness, efficiency, and empathy 4. style and design 5. price Brand Imagery: ­extrinsic properties of the product or service ­ways the brand attempts to meet the customer’s psychological or social needs 4 main types of intangibles: ­user profiles ­purchase and usage situations ­personality and values ­history, heritage, and experiences  User imagery: about the type of person or organization that uses the brand ex. Gender (venus razors), income (BMW) Purchase and usage imagery: tell consumers under what conditions or situations t
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