- Name
- Identification - face of the company
- Promise/offering
- Communication
- Creates sub-cultures
- Associates a feeling/emotion
- Satisfies a need
- Logo/symbol
A brand lives in the mind of the consumer, a collection of perceptions.
A brand is how a consumer identifies a company/brand.
Consumer perceptions are both rational and emotional
Consumers make choices based on reputations
Use value = rational/product based meaning
Sign value = emotional/social meaning
Types of consumer appeals;
- Product appeals - benefits
- Demographic appeals - representation - measurable
- Psychographic appeals - lifestyles
- Attitudinal appeals - mindsets
- Symbolic appeals - symbols only - suggest
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