M2

Cards (72)

  • Agenda
    • Introduction to Marketing
    • Branding
    • Product
    • Price
    • Promotion/Communication
    • Distribution and Sales
    • Customer Relationship Management
  • Brand

    The associations that consumers have with something that can be managed professionally (e.g. a product, service, person, name, term, design, symbol, or any other feature)
  • Brand equity
    The differential effect that the knowledge about a brand and the engagement towards it have on consumer responses to the marketing of that brand
  • Evaluation without brand information
    • Blind test
  • Evaluation with brand information
    • Open test
  • VW Sharan I (1995–2000) was 1,000 - 2,500 € more expensive than Seat Alhambra I (1996–2000) and Ford Galaxy I (1995–2000)
  • 1991–2006 joint venture between VW and Ford (50:50) ; new company Autoeuropa Automóveis (Palmela / Portugal)
  • 1995 was the start of production of the VW Sharan and the Ford Galaxy (since 1996, the Seat Alhambra has also been also produced)
  • VW and Ford jointly developed and produced an identical car that was sold under separated brands
  • Number of registrations in Germany
    • VW Sharan
    • Seat Alhambra
    • Ford Galaxy
  • Brands have two effects
    • Price effect (you can ask a price premium)
    • Sales effect (you sell more units)
  • The Toyota Corolla costs $400 more and its sales were 5 times (!) higher than the GM Geo / Chevrolet Prizm
  • Mercedes Citan and Dacia Dokker both start at above €15,000, while Renault Kangoo starts below €9,000
  • First-rate soloists tend to prefer old violins in open tests, but are unable to distinguish old from new at better than chance levels in blind tests
  • Gillette was the leading brand for razors in both 1925 and 1985 in the USA
  • The Joseph Schlitz Brewing Company was once the largest producer of beer in the world, known for the slogan "The beer that made Milwaukee famous"
  • In 1974, Schlitz reduced brewing time from 12 days to 4 and began using corn syrup instead of barley malt, leading to an image problem and declining sales
  • In 1976, Schlitz tried to combat declining sales through aggressive discounting, which made people think of the brand as cheap beer, causing sales to drop further
  • In 1978, Schlitz restored the old formula and former ad campaign, but it was too late
  • The number of brands in Germany increased from 460,000 to 765,000 over the last 10 years
  • Brands are one of a company's most valuable assets
  • Three major firms publish annual brand equity rankings: Interbrand, Millward Brown, and Brand Finance
  • Brand value estimates from different firms are highly divergent, and there is often little agreement on the direction of change
  • Brand functions from a consumer perspective
    • Identification of the source of the product (responsibility)
    • Risk reduction
    • Search cost reduction
    • Symbolic device
  • Brand knowledge

    • Brand awareness (ability to identify the brand under different conditions)
    • Brand image (perceptions about a brand as reflected by the brand associations in a consumer's memory)
  • Types of brand associations
    • Attributes
    • Benefits
    • Attitudes
  • Brand knowledge

    Associative models: What comes to mind when you think of Freixenet?
  • Freixenet
    • sparkling
    • wine
    • Spanish
    • passionate
    • sophisticated
    • bottle
  • Brand awareness
    Ability to identify the brand under different conditions
  • Brand image

    Perceptions about a brand as reflected by the brand associations in a consumer's memory
  • Types of brand associations
    • Attributes
    • Benefits
    • Attitudes
  • Brand recognition

    A consumer's ability to confirm prior exposure to the brand when given the brand as a sensory cue
  • Brand recall
    A consumer's ability to retrieve the brand when given the product category, the needs fulfilled by the category, or a purchase or usage situation as a cue
  • Brand recognition: Missing letters
    • N_ke
    • Me____es Be_z
    • So_y
    • A_ _ le
    • Mic_o_o_t
  • Awareness >> Recognition
  • Awareness >> Recall
  • Brand awareness: Unaided recall

    • cars
    • search engines
    • family entertainment film companies
    • running shoes
  • Brand awareness: Aided recall

    • all cars
    • family cars
    • German family cars
    • smartphones
    • easy-to-use and reliable smartphones
  • When thinking of a high-performance German sportscar manufacturer, which brand comes to your mind?
  • When thinking about an easy-to-use smartphone operating system, which brand comes to your mind?