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2.
3.
4.
4.
RESONANCE
3. RESPONSE =
JUDGMENTS
FEELINGS
2. MEANING =
PERFORMANCE
IMAGERY
1. IDENTITY =
SALIENCE
2.3
11/25/2015
QUALITY
CREDIBILITY
CONSIDERATION
SUPERIORITY
WARMTH
FUN
EXCITEMENT
SECURITY
SOCIAL APPROVAL
SELF-RESPECT
USER PROFILES
PURCHASE & USAGE
SITUATIONS
PERSONALITY &
VALUES
HISTORY, HERITAGE
& EXPERIENCES
CATEGORY IDENTIFICATION
NEEDS SATISFIED
2.5t
11/25/2015
Salience Dimensions
Purchase consideration
Consumption consideration
In general, soft drinks have great breadth of awareness in that they come to
mind in a variety of different consumption situations. A consumer may
consider drinking one of the different varieties of Coke virtually any time,
anywhere. Other beverages, such as alcoholic beverages, milk, and juices,
have much more limited perceived consumption situations
2.12
11/25/2015
2.13
2.14
Brand Imagery
Price
2.16
11/25/2015
Imagery Dimensions
User profiles
Demographic and psychographic characteristics
Actual or aspirational
Group perceptionspopularity
Brand quality
Value
Satisfaction
Expertise (competent,
innovative and market leader)
Trustworthiness (dependable
and keeping customer interest
in mind)
Nostalgia
Memories
2.17
Warmth
Fun
Excitement
Security
Social Approval
Self-respect
Brand superiority
Differentiation (extent
to which it is unique and
better than other
brands)
2.19
Relevance
2.18
Brand consideration
Brand credibility
Behavioral loyalty
Frequency and amount of repeat purchases
Attitudinal attachment
Love brand (favorite possessions; a little pleasure)
Proud of brand
Sense of community
Kinship
Affiliation
Active engagement
Seek information
Join club
Visit website, chat rooms
2.20
11/25/2015
Consumer
Judgments
Brand
Performance
Consumer
Feelings
Brand
Imagery
Brand Salience
Brand
Building Implications
Customers own brands : The strongest brands are those which
consumers become so attached and passionate about that in effect, become
evangelists. The power of the brand and its ultimate value to the firm reside
with customers.
INTENSE, ACTIVE
LOYALTY
RATIONAL &
EMOTIONAL
REACTIONS
POINTS-OFPARITY &
POINTS-OFDIFFERENCE
DEEP, BROAD
BRAND
AWARENESS