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Brand associations refers to a set of information nodes held in memory that form a network of associations and are linked to a key variable. For example, variables such as brand image, brand personality, brand attitude, brand preference are nodes within a network that describes the sources of brand-self congruity.
The category management 8-step process. The industry standard model for category management in retail is the 8-step process, or 8-step cycle developed by the Partnering Group. [10] The eight steps are shown in the adjacent diagram; they are : Define the category (i.e. what products are included/excluded).
The decision-making process is still not well enough understood to clarify the distinction between the models used to represent the process and the process of decision-making itself. [3] Many researchers reject the idea of a two-step decision-making process using a consideration set, and instead insist on viewing the consideration set as simply ...
Brand awareness is related to the functions of brand identities in consumers’ memory and can be measured by how well the consumers can identify the brand under various conditions. [2] Brand awareness plays an important role in the consumer's purchasing decision-making process that tends to sustainable business growth and loyalty. Strong brand ...
AHP stands for analytic hierarchy process – a multi-criteria decision-making (MCDM) method. In AHP, values like price, weight, or area, or even subjective opinions such as feelings, preferences, or satisfaction, can be translated into measurable numeric relations.
Brand implementation is an integrated part of a branding cycle and needs to be initiated during the brand design and development phase. Brand implementation is the continuous and consistent application of the brand's image in all business units, communication channels and media. This refers to marketing and branding as a unified whole.
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Every point of contact is a form of communication and it is, therefore, necessary to consider touch points as a communication platform. Touch points can be either physical or a human interaction between a brand and the consumer which influence customer decision-making process during pre-purchase, purchase and post-purchase. [51]