Brand Differentiation: Building Associations (8) Flashcards Preview

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Flashcards in Brand Differentiation: Building Associations (8) Deck (16)
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1

brand’s differentiation comes from the ________ that consumers form about the brand.

associations

2

What different association can consumers have about a brand?

Brand attributes Usage situations Personality of brand Emotional history with brand Previous experience Reliability Attitude toward brand Typical customer

3

the many associations that come to mind of a brand is called the...

brand image of a company

4

How do we come to associate certain thoughts or emotions with brands?

In neuroscience, there is a concept called Hebbian Neuron Learning, which describes the way that brain cells make and form connections. The simplified version of this theory says this: “The cells that fire together, wire together.” This means that if two things happen together, the brain starts associating them as being related. And the more frequently that the brain experiences those two things together, the stronger the association becomes. (Highly emotional situations can cause associations to be stronger as well.)

5

What does Hebbian Neuron Learning describe?

the way that brain cells make and form connections "The cells that fire together, wire together.”

6

What does "the cells that fire together, wire together" mean?

This means that if two things happen together, the brain starts associating them as being related. And the more frequently that the brain experiences those two things together, the stronger the association becomes. (Highly emotional situations can cause associations to be stronger as well.)

7

Consumers can have varying levels of strength of brand ________ — even for the same brand.

associations For instance, a customer could have very strong feelings about a brand’s trustworthiness but a weak association about the brand’s uses.

8

______ with brands help create associations.

experiences For instance, if a consumer purchases three pair of shoes in a row from a certain brand and each time the shoes fall apart quickly, the consumer starts to associate that brand with poor product quality.

9

________ can also influence associations.

Advertising Take the product Gatorade. Many of the Gatorade commercials show the Gatorade drinks in the context of athletes and sports. The commercials often feature fast-paced music and athletes competing. Showing the product in this context over and over helps build an association of Gatorade as a drink suitable for athletes.

10

What are one way to get a clear picture of how consumers view a brand?

to build a brand map of their brand associations.

11

What is a good survey question to use to begin creating a brand association map?

From this survey question, a marketer can take the common answers and make a brand association map

12

What is a brand association map? 

a visual illustration that shows the different associations that a consumer has with a brand. The map illustrates groups of associations related to key attributes

13

Another way to visually illustrate the information obtained from a brand association (or brand image) question is to create a...

word cloud 

14

What is a word cloud? 

A word cloud is an illustration composed of relevant words in which the size of the word indicates its importance or frequency in a given scenario.

15

A word cloud is an illustration composed of relevant words in which the size of the word indicates its _____ or _____ in a given scenario.

importance, frequency 

16

How does a marketer create a word cloud? 

To create a word cloud, a marketer takes the data from the brand association question and plugs it into a spreadsheet. The more frequent a term/association appears, then the larger that word or phrase is made in the word cloud.