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?
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
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
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:
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