Branding

Front 1

Brand value

Back 1

Net present value of brand earning

Front 2

Customer based definition

Back 2

A brand is a set of mental association, held by the consumer, which adds to the perceived value of a product or service

Front 3

Brand as a conditional asset

Back 3

States that brand cannot exist without a support (product or service)

Front 4

The legal perspective

Back 4

A sign or a set of signs certifying the origin of a product or service and differentating it from the competition

Front 5

Influence buyers

Back 5

What makes a name become a brand are the saliency, intensity and trist attached to the association of the name

Front 6

Brand

Back 6

Exists in the minds of the customers and is defined as: a label, designating ownership by a firm, which we experience, evaluate, have feeling towards and build associations with to perceive value. The power of a brand to influence perceptions can transform the experience of using the product. It is all the things that come to our mind when we think about a company or its products.

Front 7

Spontaneous brand awareness

Back 7

Related to brand salience, the first brand that comes to mind when mentioning a product to a customer

Front 8

Brand awareness

Back 8

The way which a brand is recognised and recalled by potential customers and they way the brand is correctly associated with a product.

Front 9

Brand recognition

Back 9

When someones sees something in a store and decides that they want it or are reminded that they need it. "Oh that's right, I need Pepsodent toothpaste"

Front 10

Brand recall

Back 10

When someone pulls the brand name out of memory in order to make the purchase. "Oh, I want to go to McDonalds"

Front 11

Consumer involvement

Back 11

Represents the personal relevance or importance that a product or brand has for an individual. It is the perceived relevance of an object based on one's needs, values and interests.

Front 12

Three sources of importance for consumer involvement

Back 12

The consumer, the product and the situation

Front 13

Low involvement

Back 13

Habitual deciosion - tea, toothbrush, washing powder. The brands in this category are very similar and choices are often made on 'top-of-the-mind' and the common process is: Awareness --> Trial --> Repeat purchase

Front 14

Some involvement

Back 14

Simple decisions - skin cream, snacks, flashlight

Front 15

High involvement

Back 15

Lengthy decisions - Cars, diamonds and property.

Front 16

Emotions

Back 16

Can be a primary influence on the development of preferences and sometimes actually precedes cognition. Emotion based chose is holistic, self-focused and not capable of being verbalised. The full impact of emotions are only realised when they are sensed and become 'feelings'

Front 17

Primary emotions

Back 17

Surprise, anger, fear, disgust, sadness and joy.

Front 18

Secondaty emotions

Back 18

Are learn though experience, for example embarrassment and guilt.

Front 19

Emotional brand associations

Back 19

Determines what informations is potentially available for recall when making brand choice decisions.

Front 20

Emotional significance

Back 20

Influences how much attention is paid on the brand and how much someone will elaborate upon the brands ignificance.

Front 21

Symbolic consumption

Back 21

Once a brand's ability to satisfy mere physical needs is trancended, we enter the real of the symbolic meaning of goods.

Front 22

Preference formation

Back 22

The way by which we form our preferences.

Front 23

Self illusion (preference formation)

Back 23

Imagination and fantasy can overwhelm reason and consumers can create their own reality.

Front 24

Self focus (preference formations)

Back 24

Our assessment is more about us than it is about what is being asses. When evaluation an item of clothing the conumser is likely to be imagining how they would look in the clothing rather than features of the clothing itself.

Front 25

Holistic perception

Back 25

We reach an overall evaluation which need not to be traceable back to some component attribute. We orm opinions without being ale to present why. "There simply aren't very effective verbal means to communicate why we like people and object or what it is about them that we live".

Front 26

Non-verbal imagery

Back 26

Imagery has a potential unavailable to the more restricted channel of language. Eg. facial expressions and images. It is easier to soak and receive a visual message with meaning than a message in a written or oral way.

Front 27

Refusal of other tastes

Back 27

Preference may involve a negative emotional response, when we instead of choosing what we like, we refuse what we do not like.

Front 28

Post hoc rationalisations (justification of emotion-driven choice)

Back 28

When we are motivated to justify the choices we have already made, this is done to cope with post-decisional and/or post-purchase feeling of guilt, anxiety and regret.

Front 29

Guilt, anxiety and regret (justification of emotion-driven choice)

Back 29

A firm can use these emotions in their advantage, through implying that their product offers a solution to them (baby is sick, baby is well).

Front 30

Hindsight bias and biased information search (justification of emotion-driven choice)

Back 30

People search out information which support their desired outcome. After a high involvement purchase of a camera, the customer watches advertisements for an identical product that confirms their choice.

Front 31

Emotional response

Back 31

We can predict emotional response when we assume that some are grounded in mechanism which are not voluntary and are under only limited human control. We think or our emotions as having laws unto themselves ,but research suggests that our emotions do follow certain general rules.

Front 32

The law of concern

Back 32

The emotions arise in respons to events that are important to the indivudual's goals, motives or concerns. Theses events support or challenges our preferred sense of self (sense identity).

Front 33

The law of apparent reality

Back 33

The emotions are elicited by events appraised as real and their intensity varies according to the level of reality attributed. Knowing means less than seeing and feeling. It accounts for the weakness of reason as opposed to the strength of passions.

Front 34

The law of closure

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Emotions tend to be closed to probabilities and likelihoods, and to be absolut in their judgements and have control over the actions system. "I could kill him" "I cannot live without her"

Front 35

The law of the lightest load

Back 35

People tend to avoid and deny unpleasant knowledge and will seek to interpret a situation in a way which maximises emotional gain.

Front 36

The postmodern consumer

Back 36

Consumers do not make consumptions choices solely from products' utilities (what they do) but also from their symbolic meaning (what they communicate).

Front 37

Self-symbolism

Back 37

Communicates to us who we want to be or who we are.

Front 38

Social-symbolism

Back 38

Communicate to other people the person we wish to be seen as.

Front 39

Lived experience

Back 39

Practical activités and face-to-face encounters in our everyday lives. What we see as reality.

Front 40

Mediated experience

Back 40

The consumptions of media products allows us to experience events which are spatially and temporally distant from the practical context of daily life. Recontextualized experience: advertising, movies etc.

Front 41

Brand identity

Back 41

The sender side. The purpose is to specify the brands meaning, aim and self image. What is the vision and aim, what makes the brand different, what need(s) does it fulfil etc.

Front 42

Brand image

Back 42

On the receiver's side. Focuses on the way in which certain groups perceive a product, a brand, a political, a company or a country.