Chapter 2

What are five criteria categories that have been offered to guide segmentation and target market decisions?

1- Identifiability: Can we easily identify the segment? 2- Size: Is there adequate sales potential in the segment? 3- Accessibility: Are specialized distribution outlets and communication media available to reach the segment? 4- Responsiveness: How favorably will the segment respond to a tailored marketing program? 5- Profitability: What is the long-term profitability of this segment?

What are the three main ways to convey a brand category membership?

1- communicating category benefits 2- comparing to exemplars 3- relying on a product descriptor

What are the two key issues in arriving at optimal competitive brand positioning?

1- defining and communicating the competitive frame of reference 2- choosing and establishing POPs and PODs

What are the three considerations in determining if an association can serve as a POD?

1- desirability: consumer's POV 2- deliverability: company's inherent abilities 3- differentiation: relative to competitors

What are the three key ingredients to CBBE concept?

1- differential effect 2- brand knowledge 3- customer response to marketing

What are the three advantages to creating a high level of brand awareness?

1- learning advantages 2- consideration advantages 3- choice advantages

What are three approaches to addressing negatively correlated POPs and PODs?

1- separate the attributes through two different, strong marketing campaigns $$$ 2- leverage equity of another entity 3- redefine the relationship by convincing consumers that the relationship is positive by offering a different perspective

What do marketers want to know about the classic funnel model in terms of brand building?

1- the % of target market that is present at each stage 2- factors facilitating or inhibiting the transition from one state to the next

What are three things marketers need to know for good brand positioning?

1- who is the target consumer 2- who the main competitors are 3- how the brand is similar to these competitors (POPs) 4- how the brand is different from these competitors (PODs)

How many households does The Discovery Channel reach?

94 mil in the US 3 billion global viewers in 220+ countries and territories

What can help marketers assess the severity of the competitive threat and the appropriate competitive stance?

A brand audit

What should good positioning reflect?

A consumer point of view in terms of the benefits that consumers derive from the brand. An effective POD should make clear why an association so desirable to consumers. In other words, what benefits would a consumer get from that unique attribute? Those benefits, if evident, should become the basis for the positioning, with the proof point or RTB being the attribute. (ie Verizon as the largest wireless network = lower powers due to economies of sale)

In terms of the present and the future, where does good positioning stand?

A good positioning has a foot in the present and a foot in the future. It needs to be somewhat aspirational so that the brand has room to grow and improve. Positioning on the basis of the current state of the market is not forward-looking enough, but, at the same time, the positioning cannot be so removed from the current reality that it is essentially unobtainable.

What can lead to consumers being unmotivated about the choice process (aka lacking purchase motivation)?

A lack of perceived differences among brands in a category. Also, choosing a brand is rarely life-or-death.

What is brand mantra?

A short, three-to five-word phrase that captures the irrefutable essence or spirit of the brand positioning. It's similar to brand essence or core brand promise.

What is Annie's Homegrown focus and how did it resonate well with consumers?

Annie's Homegrown's focus on corporate social responsibility was the right focus at the right time, and it resonated with the shifting consumers' interest in sustainability and corporate social responsibility.

What is an example of a POD relying on performance benefit?

Apple products with unique retina display to ensure picture clarity

How will brands position an overall superior quality?

As a POD, whereas other firms become the low-cost provider of a product/service

What happens to the meaning of brand as it moves up the product hierarchy?

As a brand becomes associated with more and more products and moves up the product hierarchy, the brand's meaning will become more abstract. At the same time, it is important that the proper category membership and POPs and PODs exist in the minds of consumers for any particular products sold under the brand name.

How do POPs function in a consumer's mind?

As brand associations that can be roughly as favorable as those of competing brands. At times, they can negate potential PODs for competitors. Provide "no reason why not" for consumers to choose the brand".

How are consumer segmentation based categorized?

As descriptive or customer-orientated (related to what kind of person or organization the customer is) or as behavioral or orientated (related to how the customer thinks of or uses the brand or product)

How many Netflix subscribers are there?

As of 2016, 93.8 million subscribers (up 20 million from the year before)

What are competitive actions often directed at?

At eliminating points-of-difference to make them points-of-parity or to strengthen or establish new points-of-difference. They usually only exist for only a short period of time before competitors attempt to match them.

When should brand mantras be developed?

At the same time as brand positioning

What is the structure of means-end chain?

Attributes (descriptive features that characterize a product) lead to benefits (the personal value and meaning attached to product attributes), which, in turn, lead to values (stable and enduring personal goals or motivations). In other words, a consumer chooses a product that delivers an attribute (A) that provides benefits or has certain consequences (B/C) that satisfy values (V).

What are PODs

Attributes or benefits that consumers strongly associate with a brand, positively evaluate, and believe that they could not find to the same extent with a competitive brand

Why is brand recall important for service and online brands?

Because consumers must actively seek the brand and therefore be able to retrieve it from memory when appropriate.

Why is it important to identify the consumer target market?

Because different consumers may have different brand knowledge structures and different perceptions and preferences for the brand

How does target market segmentation define the nature of competition?

Because other firms have also decided to target that segment int he past or plan to do so in the future, or because consumers in that segment already may look to other brands in their purchase decisions

Where does competition often occur: at the benefit level or attribute level?

Benefit level - ie luxury goods, like stereo equipment versus vacation, will compete then.

What were the results of Disney's brand audit and consumer study?

Brand audit: the Disney characters were on so many products and marketed in so many ways that in some cases it was difficult to discern the original rationale behind the deal. Consumer study: Because of the broad exposure of the characters in the marketplace, many consumers had begun to feel that Disney was exploiting its name. Consumers did not differentiate between all the product endorsements. "Disney was Disney" to consumers.

How does good positioning guide marketing strategy?

By clarifying what a brand is all about, how it is unique, and how it is similar competitive brands.

How do you determine a frame of reference?

By identifying the target market and the nature of competition

What should be established first and why: PODs or brand category membership?

Category membership. Consumers need to know what a product is and what function it serves before they can decide whether it dominates the brands against which it competes. Efforts to inform consumers of membership and points-of-difference in the same ad, however, are often ineffective.

What should clothing brands do to widen their scope of competition and garner success?

Consider their PODs against other discretionary purchases, like home furnishing and electronics, instead of just other clothing brands

What is brand image?

Consumer's perceptions about a brand as reflected by the brand associations held in consumer memory.

What has research about consideration sets and brand loyalty revealed?

Consumers are rarely loyal to only one brand but instead have a set of brands they would consider buying and another - possibly smaller - set of brands they actually buy on a regular basis.

What can negatively affect the consumer purchase ability?

Consumers in some product categories (ie very technical brands) do not have the necessary knowledge or experience to judge product quality even if they so desired.

What is brand recognition?

Consumers' ability to confirm prior exposure to the brand when given the brand as a cue. Example: when they go to the store, they can recognize the brand they have already been exposed to.

What is brand recall?

Consumers' ability to retrieve the brand from memory when given the product category, the needs fulfilled by the category, or a purchase or usage situation as a cue.

How does brand recall affect brand recognition?

Consumers' brand evaluations and choices often depend on what else they recall about the brand given that they are able to recognize it there.

What is the key issue in communicability?

Consumers' perceptions of the brand and the resulting brand associations. It is very difficult to create an association that is not consistent with existing consumer knowledge, or that consumers, for whatever reason, have trouble believing in, so factual, verifiable evidence or proof points are needed. Claims must pass legal scrutiny too.

What do marketers often ignore in terms of POPs?

Crucial areas where the brand is potentially disadvantaged to concentrate on areas of strength. Both are obviously necessary as points-of-difference will not matter without the requisite points-of-parity.

What is brand function?

Describes the nature of the product or service or the type of experiences or benefits the brand provides. It can range from concrete language that reflects the product category itself, to more abstract notions (such as Nike's performance and Disney's entertainment), where the term relates to higher-order experiences or benefits that a variety of different products could deliver.

What does brand equity arise from?

Differences in customer response

Who introduced an all-in-one credit card featuring unique benefits that were later replicated by its rivals?

Discover Credit Card

What are the three main options of reactions for the target brand when a competitor challenges an existing POD or attempts to overcome a POP?

Do nothing. If the competitive actions seem unlikely to recapture a POD or create a new POD, simply continue your brand building efforts. Go on the defensive. If the competitive actions appear to have the potential to disrupt the market some, one way to defend the positioning is to add some reassurance in the product or advertising to strengthen POPs and PODs. Go on the offensive. If the competitive actions seem potentially quite damaging, one approach might be to launch a product extension or ad campaign that fundamentally changes the meaning of the brand.

Why do category POPs change over time?

Due to tech advances, legal developments and consumer trends

Why is internal branding and positioning important?

Ensures that members of the organization are properly aligned with the brand and what it represents, and that all employees have an up-to-date and deep understanding of the brand (esp service brands ie Panda Express and Singapore Airlines)

What the motto that The Discovery Channel launched with?

Explore Your World

T/f: Product quality, in reality, is rarely ambiguous.

FALSE - it is often highly ambiguous and difficult to judge without a great deal of prior experience and expertise.

t/f: You cannot target consumers based on which stage of the purchase decision they are currently in

FALSE; you can

When should positioning be changed or updated?

Fundamental changes should occur very infrequently, and only when circumstances significantly reduce the effectiveness of existing POPs and PODs. However, it can evolve over time to better reflect market opportunities or challenges.

What is a descriptive modifier?

Further clarifies brand functions. Combined, they help to delineate the brand boundaries.

What kind of guidance can brand mantras provide?

Guidance about what products to introduce under the brand, what ad campaigns to run, and where and how the brand should be sold. They may even guide the most seemingly unrelated or mundane decisions, such as the look of a reception area and the way employees answer the phone. They create a mental filter to screen out brand-inappropriate marketing activities or actions of any type that may have a negative bearing on customers' impressions of a brand.

Why does creating brand mantras benefit from internal examination?

Helps determine the different means by which each and every employee currently affects brand equity, and how he or she can contribute in a positive way to a brand's destiny.

What are choice advantages?

How high level of brand awareness can affect choices among brands in the consideration set, even if they are essentially no other associations to those brands. Example: consumers adopting the decision rule to buy only more familiar, well-established brands.

What is the downfall of straddle positioning?

If the points-of-parity and points-of-difference with respect to both categories are not credible, consumers may not view the brand as a legitimate player in either category. (ie iPad mini was too small for a tablet but too big for a phone)

In what kind of markets is it important to emphasize category links in the marketing?

In competitive markets or when the brand is new to the category (ie NOT Ford cars, because consumers thinking of category are likely to think of the brand)

When can brand awareness alone be enough to create favorable customer response?

In low-invovlement decisions when consumers are willing to base their choices on mere familiarity.

How does the classic funnel model trace consumer behavior?

In terms of initial awareness through brand most often used

How did Disney's brand mantra come about?

In the late 1980s, Disney launched a brand audit to investigate how characters like Mickey and Donald were being used inappropriately and becoming overexposed. At the same time, Disney launched a major consumer research study—a brand exploratory—to investigate how consumers felt about the Disney brand.

How do you create brand awareness?

Increasing the familiarity of the brand through repeated exposure, although this is generally more effective for brand recognition than for brand recall. This is generally more effective for brand recognition than brand recall.

What is the elaboration-likelihood model?

Influential model of attitude change and persuasion that is consistent with idea that consumers may make choices based on brand awareness considerations when they have low involvement.

What does sustainability depend on?

Internal commitment and use of resources as well as external market forces.

As E*Trade became more established, how did it change its strategy and ad goals?

It changed from developing brand recognition to focusing more on lead generation and on reinforcing loyalty of existing customers.

What is the duality of good positioning?

It is important that a duality exists in the positioning of a brand such that there are rational and emotional components. In other words, a good positioning contains points-of-difference and points-of-parity that appeal both to the head and the heart.

What is brand awareness and is it necessary?

It is related to the strength of the brand node or trace in memory, which we can measure as the consumer's ability to identify the brand under different conditions. Yes, it is necessary, but not always sufficient in building brand equity.

How can repetition be used to aid brand recall?

Needs to linked in memory to appropriate product categories or other purchase or consumption cues.

What are points of parity (POPs)?

Not necessarily unique to the brand, but often shared with other brands. Three types: category, competitive and correlational

What is straddle positioning?

Occasionally, a company will be able to straddle two frames of reference with one set of points-of-difference and points-of-parity. In these cases, the points-of-difference in one category become points-of-parity in the other and vice versa.

Brand mantras are typically designed to capture PODs or POPs?

PODs - what is unique about the brand. POPs need to be reinforced in other ways.

What are easier to achieve: POPs or PODs?

POPs, because brands must demonstrate clear superiority for PODs

Research has revealed that many consumers decisions are made at what point?

Pbroint of sale where the brand name, logo, packaging and so on will be physically present and visible, making brand recognition very important.

What is Maslow's hierarchy?

Physiological needs (food, water, air, shelter, sex) Safety and security needs (protection, order, stability) Social needs (affection, friendship, belonging) Ego needs (prestige, status, self-respect) Self-actualization (self-fulfillment).

What is correlational POPs?

Potentially negative associations that arise from the existence of other, more positive associations for the brand. Consumers may think if your brand is good at one thing, than it can't be good at another (ie low price cannot equal high quality)

If there are no differences in customer response on a brand-name product, then what is competition most likely based on?

Price. Also, this product can then be classified as a commodity

What is emotional modifier?

Provides another qualifier—how exactly does the brand provide benefits and in what ways?

What is more important: the quality of investment in brand building or the quantity of money invested in brand building?

QUALITY. It is possible to overspend on brand building if $ is not being spent wisely. Conversely, some brands are outspent but amass more brand equity through marketing activities that create valuable, enduring memory traces in the minds of consumers, ie Netflix

What is category POPs?

Represent necessary, but not necessarily sufficient, conditions for brand choice. They exist minimally at the generic product level and most likely expected at the product level. Like "green fees" in marketing strategy (ie a bank needing to have checkings and savings plans, safety deposit boxes, etc)

Why should marketing strategies not be defined too narrowly?

Research on noncomparable alternatives suggests that even if a brand does not face direct competition in its product category, and does not share performance-related attributes with other brands, it can still share more abstract associations and face indirect competition in a more broadly defined product category

How can marketers uncover key POPs?

Role-play competitor's positioning and infer their intended points-of-difference. Competitor's PODs will, in turn, become the brand's POPs. Consumer research into the trade-offs in decision-making that exist in the minds of consumers can also be informative.

What is Annie's Homegrown market share in boxed pasta market?

Second to Kraft

How does brand mantra help present a consistent image?

Signals its meaning and importance to the firm, as well as the crucial role of employees and marketing partners in its management. It also provides memorable shorthand as to what are the crucial considerations of the brand that should be kept most salient and top-of-mind.

t/f: brands can identify with multiple frames of reference

TRUE; this may be the result of broader category competition or the intended future growth of a brand, or it can occur when the same function can be performed by different types of products (ie DSLR cameras versus in-phone cameras)

What do brands tap into to fulfill the desirability criteria for POD?

Target consumers must find the POD personally relevant and important. Brands that tap into growing trends with consumers often find compelling PODs.

What is an example of a POD relying on performance attribute?

Telsa's autopilot

What is the basic premise of the CBBE concept?

That the power of a brand lies in what customers have learned, felt, seen and heard about the brand as a result of their experiences over time. Essentially, the power of a brand lies in what resides in the minds and hearts of customers.

What is brand positioning?

The act of designing the company's offer and image so that it occupies a distinct and valued place in the target customer's mind. Essentially, it means finding the proper location in the minds of consumers or market segment so that they think about a product/service in the right or desired way to maximize potential benefit to the firm.

What is the range of tolerance/acceptance that consumers have with POPs?

The brand does not have to be literally equal to competitors, but consumers must feel that it does sufficiently well on that particular association so that they do not consider it to be a negative or a problem

What is consideration set and how does it relate to brand awareness?

The handful of brands that receive serious consideration for purchase. Raising brand awareness increases the likelihood that the brand will be member of this term.

How does market segmentation affect costs of marketing programs?

The more finely segmented the market, the ore likely that firm will be able to implement marketing programs that meet the needs of consumers in any one segment. That advantage, however, can be offset by the greater costs of reduced standardization.

What is an important determinant of brand awareness?

The strength of the brand associations to the product category, even if shared (can help establish category membership)

Why are behavioral segmentation bases most valuable?

They have clearer strategic implications that help marketers better understand branding issues

What can happen if consumers don't have an enough time or knowledge to engage in deliberate, thoughtful evaluation of brand offerings?

They may rely on heuristics such as brand awareness (recognition/familiarity) to arrive at a brand choice.

How is Netflix able to deliver original programming that is so in tune with customer's needs?

They track when, how and what content or programming consumers like to watch, which then allows them to create new content that is explicitly tailored to consumers' tastes and behaviors, ie Black Mirror and Stranger Things

Why can brand awareness through shock advertising fail?

This advertising fails to create strong category links because the product is not prominent enough in the ad; can generate ill will; seem desperate; provide little to no foundation for long-term brand quity

Besides marketing activities, how can consumers form brand associations?

Through direct experience, online social media, info from other commercial or nonpartisan sources, from word of mouth, by assumptions or inferences made about the brand itself

Why is communicating category benefits beneficial towards conveying brand category membership?

To reassure consumers that a brand will deliver on the fundamental reason for using a category, marketers frequently use benefits to announce category membership. These benefits are presented in a manner that does not imply brand superiority but merely notes that the brand possesses them as a means to establish category POPs. Performance and imagery associations can provide supporting evidence.

How does a product descriptor convey brand category origin?

USAir changed its name to US Airways, according to CEO Stephen Wolf, as part of the airline's attempted transformation from a regional carrier with a poor reputation to a strong national or even international brand. The argument was that other major airlines had the word airlines or airways in their names rather than air, which was felt to be typically associated with smaller, regional carriers.

What are reasons to believe?

Underlying proof points for PODs. Examples: functional design concerns (unique shaving tech = better shave), key attributes (unique tire tread = safer tires), key ingredients (toothpaste with fluoride = preventing dental cavity) key endorsements (recommended by audio engineers = superior music fidelity)

What is at the heart of marketing, according to the CBBE concept?

Understanding the needs and wants of consumers and organizations, and devising products and programs to satisfy them

Why must brand associations be unique AND favorable?

Unique associations help consumers choose the brand. To choose which favorable and unique associations to strongly link to the brand, marketers carefully analyze the consumer and the competition to determine the best positioning for the brand.

Why can POPs undermine PODs?

Unless certain POPs can be achieved to overcome potential weaknesses, PODs may not even matter. For the brand to achieve a POP on a particular association, a sufficient number of consumers must believe that the brand is good enough.

What are two fundamental questions that marketers face, according to the CBBE concept?

What do different brands mean to consumers? and How does the brand knowledge of consumers affect their response to marketing activity?

What are the two questions that often arise in brand marketing?

What makes a brand strong? and How do you build a strong brand?

What does laddering repeatedly ask?

What the implication of an attribute or benefit is for the consumer. Failure to move up the ladder may reduce the strategic alternatives available to a brand.

How are exemplars used to convey brand category membership?

When Tommy Hilfiger was an unknown designer, advertising announced his membership as a great American designer by associating him with Geoffrey Beene, Stanley Blacker, Calvin Klein, and Perry Ellis, who were recognized members of that category at that time.

What leads to the lowest common denominator positioning?

When brands try to be all things too all people. Instead, it is necessary to prioritize and choose the most relevant set of competitors to serve as the competitive frame.

When do low involvement decisions occur?

When consumers lack either purchase motivation (ie they don't care about product/service), purchase ability (they don't know anything else about the brands in a category), or purchase opportunity (they don't have the time or face another restraint where they cannot make a more deliberate/thoughtful brand choice).

When does CBBE occur?

When the consumer has a high level of awareness and familiarity with the brand and holds some strong, favorable, and unique brand associations in memory.

Where does the true value and future prospects of a brand rest?

With consumers and their knowledge about the brand. Consumers will decided where they thing the brand should go and grant permission (or not) to any marketing action or program, based on their brand knowledge. Thus, the brand knowledge that marketers create over time dictates appropriate and inappropriate future directions for the brand.

Do the the brand positioning model, the brand resonance model and the brand value chain model interconnected?

Yes, they are interconnected and become larger in scope. Combined, the three models provided crucial micro and macro perspectives on successful brand building.

How does the associative network memory model relate to brand knowledge?

a brand node in memory with a variety of associations linked to it

To create a brand image, what must marketers first establish?

a brand node in memory, the nature of which affects how easily the consumer learns and stores additional brand associations - learning advantage of brand awareness

What is deliverability?

a company's actual ability to make the product or service (feasibility) as well as its effectiveness in convincing consumers of its ability to do so (communicability)

What do unique and meaningful PODs provide?

a competitive advantage and the "reason why" consumers should buy the brand

What is a market?

a set of all actual and potential buyers who have sufficient interest in, income for, and access to a product

What does a product's category membership tell consumers?

about the goals they achieve by using this product or service, especially newer brands where category membership may not always be apparent

What type of info can be stored in the memory network?

any kind of info - verbal, abstract or contextual

If a customer perceives a brand as the only representative or the product/service category, how will they respond?

as if they offering were unbranded

What is competitive POPs?

associations designed to negate competitors' PODs.

What is Nike's brand mantra?

authentic athletic performance

How do brand associations and brand image relate to the associative network memory model?

brand associations are the other informational nodes linked to the brand node in memory and contain the meaning of the brand for consumers

What are the two components of brand knowledge?

brand awareness and brand image

What are the differences in customer response a result of?

brand knowledge: what the customer has learned, felt, seen and heard about a brand as a result of their experiences over time

If a consumer decision is made in settings away from point of purchase, which is more important: brand recognition or brand recall?

brand recall

What are two components that make up brand awareness?

brand recognition and brand recall

How do marketers create favorable brand associations?

by convincing consumers that the brand possesses relevant attributes and benefits that satisfy their needs and wants, such that they form positive overall brand judgements

What should a final brand mantra do?

communicate the brand category and what is unique about the brand, be simple, effective and easy to remember inspire by being personally meaningful and relevant

What is likely to create the weakest brand associations?

company-influenced sources of information

What is critical to the deliverability of POD?

compelling proof points and RTBs

How should marketers consider the yearly dollar amount spent on manufacturing and marketing products?

consider them as investments in what consumers saw, heard, felt, learned and experienced about the brand - not as expenses

How are PODs generally defined through?

consumer benefits

What can a brand function term provide a brand facing rapid growth?

critical guidance as to appropriate and inappropriate categories into which to extend

How do you know if a brand has positive CBBE?

customers react more favorably to a product and the way it is marketed when the brand is identified than when it is not

What is laddering?

deepening the meaning of the brand to permit further expansion

What is the main advantage of demographic segmentation bases?

demographics of traditional media vehicles are generally well-known from consumer research, making it easier to buy media on that basis

What is the brand positioning model?

describes how to establish competitive advantages in the minds of customers in the marketplace

What is the brand resonance model?

describes how to take these competitive advantages and create intense, active, loyalty relationships with customers for brands

What is the brand value chain model?

describes how to trace the value creation process to better understand the financial impact of marketing expenditures and investments to create loyal customers and strong brands

What is the best approach to addressing the problem of negatively correlated POPs and PODs?

develop a product or service that performs well on both dimensions

What do the three brand models help marketers do collectively?

devise branding strategies and tactics to maximize profits and long-term brand equity and track their progress along the way

What is a mean-ends chain?

devised by marketers as a way of understanding higher-level meanings of brand characteristics

What is likely to create the strongest brand associations?

direct experiences and word of mouth (esp for restaurants, entertainment, banking, and personal services)

what is market segmentation?

divides the market into distinct groups of homogenous consumers who have similar needs and consumer behavior, and who thus require similar marketing programs and tactics

What is the challenge for marketers in building a strong brand, according to CBBE concept?

ensuring that customers have the right type of experiences with products and services and their accompanying marketing programs so that the desired thoughts, feelings, images, beliefs, perceptions, opinions, and experiences become linked to the brand

For marketers, what goes hand-in-hand with creating brand awareness to build CBBE?

establishing positive brand image in consumer memory

What is required to arrive at the proper positioning?

establishing the correct PODs and POPs associations

What is Disney's brand mantra?

fun family entertainment

What are the different types of PODs?

functional, performance-related considerations or as abstract, imagery-related considerations

What is Netflix focusing its marketing activities on now?

getting consumers to watch its growing portfolio of original content

How are the customers' differential responses reflected?

in perceptions, preferences, and behavior related to all aspects of brand marketing - ie, choice of a brand, recall of copy points from an ad, response to sales promotion and eval of a proposed brand extension

What can brand equity offer?

it can offer focus and guidance, providing a means to interpret past marketing performance and design future marketing programs

How would a customer assumably react to a brand with negative CBBE?

less favorably towards marketing activity for the brand compared with an unnamed or fictitiously named version of the product

How will brand associations vary in importance?

may be situation or context-dependent and vary according to what consumers want to achieve in that purchase or consumption decision

What is the specific segment of consumers that The Discovery Channel appeals to through Shark Week, MythBusters and Gold Rush?

men aged 35-54

What does positioning require?

our desired or ideal brand knowledge structures and establishing POPs and PODs to establish the right brand identity and brand image

What are two factors that strengthen brand associations?

personal relevance and the consistency with which it is presented over time

How would a customer assumably react to a new brand extension for a brand with positive CBBE?

probably more accepting, less sensitive to price increases and withdrawal of ad support, more willing to seek the brand in a new distribution channel

What is the simplest way to illustrate CBBE?

product sampling or comparison tests like blind taste tests

How has the brand mantra supported Nike?

provided the "intellectual guard rails" to keep the brand moving in the right direction and to make sure it did not get off track somehow, and has even affected product development

What can marketers do to convince more consumers to consider trying a brand again?

raise brand salience or make the brand more acceptable in the target consumer's repertoire

What is reacting?

responding to competitive actions that threaten an existing positioning

How did the new ad campaign for E*Trade describe the new type of investor?

someone who is confident, self-directed and independent or what the brand called a Type-E customer

What do nodes represent in the associative network memory model?

stored info or concepts

What is the essence of brand positioning?

that the brand has a sustainable competitive advantage or unique selling proposition that gives consumers a compelling reason why they should buy it

From what perspective does the CBBE concept approach brand equity?

the consumer's perspective - whether the consumer is an individual or organization, or an existing or prospective customer

What is the formal definition of customer based brand equity (CBBE)?

the differential effect that brand knowledge has on customer response to the marketing of that brand

What does brand equity ultimately depend on?

the minds and hearts of existing and prospective customers

What do consumer's actual brand choices often depend on?

the perceived uniqueness of brand associations (ie IKEA and Subaru)

what are brand benefits?

the personal value and meaning that consumers attach to the product or service attributes

What does links represent in the associative network memory model?

the strength of association between the nodes

What does association recall rely on?

the strength of the association, the retrieval cues present, and the context in which we consider the brand

What do marketers often segment consumers by?

their behavior (ie credit card companies targeting specific groups - seniors, students - with particular benefits)

What are brand attributes?

those descriptive features that characterize a product or service

How has Apple been able to achieve a rich brand image made up of many brand associations?

through breakthrough products and skillful marketing

What is the purpose of brand mantra?

to ensure that all employees and external marketing partners understand what the brand most fundamentally is to represent to consumers so they can adjust their actions accordingly

What is one function of shared associations?

to establish category membership and define the scope of competition with other products and services

Why does The Discovery Channel advocate for donations during Shark Week to Oceana?

to strength its relationships with customers and reaffirm the brand's commitment to environment

T/f: brand image can vary per consumer or market segment

true

What is the associative network memory model?

views memory as a network of nodes and connecting links

What must the brand mantra communicate?

what the brand is and is not (ie Nike and Disney)