Key Concepts in Brand Management and Buyer Behavior

Brand Image

Perception is how consumers view and interpret brand messages, which influences their attitudes and behaviors toward a brand.

Perception & Branding

Perception shapes brand image. It's how consumers see a brand, which can be influenced by various factors like advertising, word-of-mouth, and personal experiences.

Cognitive Map for Branding

A mental representation or framework that consumers use to organize their thoughts about a brand, including its attributes and how it compares to competitors.

Brand Personality: Sincerity

Honest, genuine (e.g., Disney, Hallmark)

Brand Personality: Excitement

Daring, imaginative (e.g., Red Bull, Tesla)

Brand Personality: Competence

Reliable, efficient (e.g., IBM, Toyota)

Brand Personality: Sophistication

Glamorous, charming (e.g., Chanel, Rolex)

Brand Personality: Ruggedness

Outdoorsy, tough (e.g., Jeep, Patagonia)

Components of a Brand Image: Tangible Elements

Physical aspects like logos, product packaging, and design.

Components of a Brand Image: Intangible Elements

Emotional connections, brand reputation, and consumer experiences.

Role of Brand Image: Consumer Perspective

Helps shape emotional connections, decision-making, and loyalty.

Role of Brand Image: Company Perspective

Influences brand positioning, marketing strategies, and product development.

Brand Names: Overt Names

Directly descriptive of the product (e.g., American Airlines).

Brand Names: Implied Names

Suggestive of product qualities (e.g., Pepsi).

Brand Names: Conceptual Names

Abstract or creative names (e.g., Apple).

Brand Names: Iconoclastic Names

Unique, out-of-the-box names (e.g., Google).

Types of Brands: Family Brand

A single brand name for multiple products (e.g., Heinz for various products).

Types of Brands: Flanker Brand

A secondary brand used to target a specific market segment (e.g., Diet Coke alongside Coca-Cola).

Co-branding: Ingredient Branding

A brand becomes part of another brand (e.g., Intel inside computers).

Co-branding: Cooperative Branding

Two brands work together for mutual benefit (e.g., Starbucks and Spotify).

Co-branding: Complementary Branding

Different brands that are used together (e.g., Nike and Apple).

Co-marketing

Not a branding strategy but a collaboration between brands for mutual marketing efforts.

Tests of Quality Logos and Brand Names

Evaluate based on memorability, distinctiveness, and relevance.

Brand Image Rejuvenating vs. Change: Rejuvenating

Refreshing or updating a brand without losing its core identity.

Brand Image Rejuvenating vs. Change: Change

Completely altering the brand's image, possibly targeting a new audience.

Brand Equity vs. Parity: Brand Equity

The value a brand adds to a product based on consumer perception.

Brand Equity vs. Parity: Brand Parity

When competing brands are seen as similar, reducing differentiation.

Brand Ethical Issues

Concerns over misleading advertising, exploitation, and sustainability.

Brand Extension vs. Line Extension: Brand Extension

Using an existing brand name for a new product in a different category (e.g., Apple launching a TV).

Brand Extension vs. Line Extension: Line Extension

Adding new products to an existing product line (e.g., Coca-Cola introducing Diet Coke).

Brand Extension's Benefit and Risk: Benefit

Increased brand recognition and credibility.

Brand Extension's Benefit and Risk: Risk

Can dilute the brand if the extension is not well-received.

Information Search

Looking for solutions (internal and external).

Evaluation of Alternatives

Comparing different options.

Purchase Decision

Choosing a product.

Post-Purchase Evaluation

Assessing satisfaction after the purchase.

Need Recognition

A real need that triggers a purchase.

Opportunity Recognition

Identifying opportunities to improve or enhance one's life.

Internal Search

Looking within oneself (past experiences).

External Search

Gathering information from others (reviews, advice, ads).

Time Spent for External Search

Influenced by motivation, cost-benefit analysis, and ability to search.

Consumer Attitude

(Affective, Cognitive, and Conative)

Affective

Emotional feelings toward a brand.

Cognitive

Beliefs or knowledge about a brand.

Conative

Behavioral intentions (e.g., intentions to purchase).

Common Attitude Sequences

Cognitive → Affective → Conative; Affective → Cognitive → Conative; Conative → Affective → Cognitive.

Cognitive Map

A mental structure that organizes knowledge about brands and their attributes.

Role of Marketing Messages in Cognitive Mapping

Advertising shapes consumer perceptions and associations with a brand.

Evoked Set

The brands considered during decision-making.

Multiattribute Approach

Weighing attributes of each option.

Affect Referral

Choosing based on emotional feelings.

IMC Planning Process

Developing integrated marketing communications to create a consistent message across channels.

Communication Research

Identifying target audiences, brand positioning, and key messages through research.

Demographics

Age, gender, income, education.

Psychographics

Lifestyle, interests (e.g., VALS).

Geographics/Geodemographics

Location-based segmentation.

Benefits

Benefits consumers seek (e.g., convenience, quality).

Usage

Frequency and volume of usage.

Methods of Determining Marketing Communication Budgets

1. Percentage of Sales; 2. Meet-the-Competition; 3. What We Can Afford; 4. Objective and Task; 5. Quantitative Models.

Communication Schedule

Pulsating Schedule: Periodic bursts of intense activity; Flighting Schedule: Alternating between periods of heavy activity and inactivity; Continuous Schedule: Consistent, year-round communication.

Hierarchy of Effects Model

Describes the stages consumers go through when reacting to advertising: Awareness, Knowledge, Liking, Preference, Conviction, Purchase.

Mapping Hierarchy of Effects to Attitude Sequence

The stages in the hierarchy reflect changes in consumer attitude: Cognitive → Affective → Conative.

Factors Impacting Relationship Between Promotions and Sales

1. Threshold Effects; 2. Diminishing Returns; 3. Carryover Effects; 4. Decay Effects; 5. Wear-out Effects; 6. Long-Term Effects.