consumers rely on limited cues
To Assess….consumers use …….……
• • • • • • • Speaker Quality Window Cleaning efficacy Dish soaps power Strength ofCleaners Workmanship of a car Airline Safety Quality • • • • • • • Speaker Size Blueness Amount of Suds Intensity of smell The sound of closing door Cleanliness of the seats Brand Name
What is a"brand"?
• Brand: name, term, sign, symbol, or design intended to identify the
products or services and to differentiate them from the products offered by competitors.
Brand: apsychological concept (or set of associations)
on it in ways that make it more valuable and meaningful.
• Brand(ing): The art of taking something common and improving
• "A product is no more than anartifact around which consumers have experiences….Nike could have spent millions preaching the value of encapsulated gas trapped within a thin pliable membrane. Instead it communicated what the productmeant…it transcended the product…"Just Do It" was not about sneakers, it was about values… it tapped into the wide range of emotional rewards that are uniquely relevant to sports and fitness."
What images do these brand names evoke?
Mercedes – Benz:
Smart & Final:
Name the major brands:Oatmeal:
(some of) Procter & Gamble's products
Detergent Ivory Snow
Bar Soap Ivory Camay
Oil of Olay Toothpaste Gleem Crest Complete Denquel Crest (with "X") Fruit Juice Sunny DelightLine
4 types of new products
Product Category Old Old Brand Name New
price/quality line extensions...