Search results
Results from the WOW.Com Content Network
As brands are competing in a highly globalized market, brand awareness is a key indicator of a brand's competitive market performance. [4] Given the importance of brand awareness in consumer purchasing decisions, marketers have developed a number of metrics designed to measure brand awareness and other measures of brand health.
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.
Crowley and Zajas have analyzed how to determine the benefits of strong brand names in the software sector. Quantitative marketing research by sampling large customer bases using adaptive conjoint techniques and qualitative marketing research by focus groups and observing customers in stores are examples of techniques they recommend.
Slogans adopt different tones to convey different meanings. For example, funny slogans can enliven conversation and increase memorability. [3] Slogans often unify diverse corporate advertising pieces across different mediums. [2] Slogans may be accompanied by logos, brand names, or musical jingles. [4]
The notion that advertisers should allow people to show them how to live the good life. A constant encouragement to consume lest one miss out on something new. The false belief that products will deliver the non-market good with which they are associated. [20] A similar criticism of emotional branding concerns its very origin as the use of ...
Another challenge related to marketing activation has to do with reaching different target markets with culturally relevant propositions. McDonald's is said to be a good example of a company that can effectively reach a diverse audience. Among the techniques it uses, "it engages in unique marketing activation, including strong use of PR and ...
Brand equity, in marketing, is the worth of a brand in and of itself – i.e., the social value of a well-known brand name.The owner of a well-known brand name can generate more revenue simply from brand recognition, as consumers perceive the products of well-known brands as better than those of lesser-known brands.
Celebrity branding has become a marketing strategy to help appeal a brand to new consumers. They are a way for brands to increase their sales and grow their market, having a huge influence on society as they are seen as opinion leaders. [62] Brands build a relationship with new consumers through celebrities endorsing their products.