Brand Management

Brand Management

Associations, Involvement, Emotion, and Perception

Functional and Emotional Realms

Brand Attributes Consumer Benefits

Symbolic Meaning

Personality Authenticity

Reassurance

Social language of the brand • Self-enhancement • Self-positioning

Transformation of experience

Safe choice

Keeping promises of performance

Easy choice

Certainty in an uncertain world

Replicability of satisfaction

Emotional Realm

Functional Realm

Involvement and Risk

Adapted from Rosenbaum-Elliott et al 2011

Predictability Consistent

specific behaviour

Dependability Generalised risk

experience

Trust Emotional investment

Human relationships (Rempel 1985) Brand relationships (Gurviez 1996)

Associations

Associations

• Brand’s assets and liabilities that include anything “linked” in memory to a brand (Aaker, 1991)

• “Intangible brand assets which consumers hold in memory related to a brand name and symbol” (Low and Lamb 2000)

• Associative network memory model (Keller 1993) • Nodes (information) and links (strength of association) • Relationships between thoughts • Links strengthened when two events co-occur e.g. brand name co-

occurs with a benefit

• Based on the “assumption that consumers use brand names and product attributes as retrieval cues for information about product performance” (van Osselaer and Janiszewski 2001) • Rather, “depends on how uniquely a brand name can predict the

benefit”

Associations and Extensions

• The higher the association with guarantee (quality), the higher the acceptance of possible future brand extensions

• The higher the association with personal identification, the higher the acceptance of possible future brand extensions

• The higher the association with social identification (apart of the group), the higher the acceptance of possible future brand extensions

• The higher the association with status function (as distinct from the group), the higher the acceptance of possible future brand extensions

(del Rio et al 2001)

Associations

• Taste, shape, and texture • Colours – the silent salesman: Red end of

spectrum increases arousal (Osgood et al 1978)

• Colour, design, and meaning in logos (Hynes 2009)

• Music: • Slower tempo = +£ and + (Millman 1982) • Type – Wine shop

• Classical or pop? (Areni and Kim 1993) • Country of origin: French music 4x more likely to

buy French (North et al 1999) • German 2x more likely

3x greater with classical

Associations cont’d

• Brand name suggestiveness (Keller 1998) • Suggestive name leads to higher levels of recall

• Celebrity endorsements almost always lead to higher brand awareness (Bush et al 2004) • But beware:

Involvement

Involvement

• ‘Structural aid in locating individuals’ subjective perceptions of the personal relevance of a product, brand, purchase decision, or ad’ (Rossenbaum-Elliot et al 2010)

• A continuum • Highly contextual - no product is low-involvement for every

person at all times.

• Impacts loyalty: higher involvement = more investment in decision process: If satisfied, confirmation of correct choice; if not, brand avoidance!

Involvement

• Influenced by (Richins et al 1992): Consumer

ProductSituation

self concept, values, personal goals, needs

price, frequency of purchase, symbolic meanings and social visibility, risk of harm, time commitment

time, exposure, intended use e.g. gift or social situation

Involvement Factors

Inexpensive

Frequent

Snack food

Soap

Soft drink

Calculator

Book

Expensive

Infrequent

Clothes

Watch

Dishwasher

Skis

Running Shoes

Price

Frequency

Symbolic meaning

Social visibility

Time commitment

Potential for harm

Technical complexity

Low Involvement

High Involvement

Rossenbaum-Elliot et al 2011

Low Involvement Choice

• Avoidance of mental and physical effort is key motivator as we want to be satisfied not delighted

• Choose the brand that is least likely to give problems • Heuristics – short cuts in the mind; very little processing

• Low involvement processing is ‘the glue that holds the entire world of brands together’ (Heath 2000)

• Top-of-mind is critical (be relevant; be considered) • These brands set the decision pool though environment can influence • Consumers remember 2-6 brands in a category • Brand awareness is a key predictor of choice (Axelrod 1968) • Major route to awareness is through past behaviour (Ehrenberg 2000)

Emotion

Emotion

• Significant role yet often ignored • Reaction Triad (Scherer 2000):

Physiological

Subjective feeling

Motor expression

Emotions

6 primary emotions (Griffiths 1997; Ekman 1992)

• Surprise, Anger, Fear, Disgust, Sadness, Joy • Reflex responses • Cross cultural – felt the same way across the world

Secondary/social emotions

• Informed by culture • Social construction • Require higher cognitive processing • E.g. embarrassment, anxiety

Emotions and Symbolism

Some decisions do not require higher order cognitive processing and those that do can be mediated by unconscious emotional responses.

Affect choice model (Mittal 1988)

• Applies to expressive products – symbolic meaning • Limited cognition • Choice is:

• Holistic: form an overall impression; can’t or don’t want to separate out attributes

• Self-focused: involves the chooser directly (‘car is too flashy’) • Not capable of being verbalised

11 Laws of Emotional Responding

Frijda (1988)

• Law of concern: emotions arise in response to events important to our goals, concerns, values.

• Law of apparent reality: emotions vary based on level of perceived reality

• Law of closure: absolute in their judgements; beyond reason

• Law of the lightest load: seek to maximise emotional gain; reinterpret the situation; alleviate negative emotional states – retail therapy

11 Laws of Emotional Responding

More than 1500 children have died from the war in Yemen and there is a food shortage crisis

Frijda (1988) • Law of concern: emotions arise in

response to events important to our goals, concerns, values. • Law of apparent reality: emotions

vary based on level of perceived reality • Law of closure: absolute in their

judgements; beyond reason • Law of the lightest load: seek to

maximise emotional gain; reinterpret the situation; alleviate negative emotional states – retail therapy

11 Laws of Emotional Responding

Frijda (1988) • Law of concern: emotions arise in

response to events important to our goals, concerns, values. • Law of apparent reality: emotions

vary based on level of perceived reality • Law of closure: absolute in their

judgements; beyond reason • Law of the lightest load: seek to

maximise emotional gain; reinterpret the situation; alleviate negative emotional states – retail therapy

11 Laws of Emotional Responding

Frijda (1988)

• Law of concern: emotions arise in response to events important to our goals, concerns, values.

• Law of apparent reality: emotions vary based on level of perceived reality

• Law of closure: absolute in their judgements; beyond reason

• Law of the lightest load: seek to maximise emotional gain; reinterpret the situation; alleviate negative emotional states – retail therapy

Imagery

• Expression of emotion is heavily reliant on non-verbal channels • Facial expressions • Emojis!

• Vividness effect (Fiske and Taylor 1984): images have more impact than verbal reports of same events

Emotion, Sharing, Virality • Content evoking positive emotions are generally shared more • Negative emotions shared as well though • More about it being a high-arousal emotion

• Anger for instance can motivate to action – sharing • Sadness demotivates us

(Berger 2013)

• Brand pulsing • Evoke emotion right away • Emotional rollercoaster through emotion pulsing (cleansing the emotional

palate)

• Surprise but don’t shock (Teixeira 2012)

Perception

Brand Experience

• Brakus et al (2009) • “sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that

are part of a brand's design and identity, packaging, communications, and environments” • Brand experience scale on four dimensions: sensory, affective, intellectual, and behavioral

• Perception is more important that reality (Duncan and Moriarty 1998) • But we’re not in control:

• It’s the customers’ experience • External factors impact as well

• Brand Management is all about the management of perceptions. How do we influence this?

• Be careful…”Reality always catches up with perception” Regis McKenna (2017)

Group A and B Group A:

You are going to look briefly at a picture and then answer some questions about it. The picture is a rough sketch of a poster for a trained seal act. Do not dwell on the picture. Look at it only long enough to “take it all in” once. After that, you will answer yes or no to a series of question.

Group B:

You are going to look briefly at a picture and then answer some questions about it. The picture is a rough sketch of a poster for a costume ball. Do not dwell on the picture. Look at it long enough to “take it all in” once. After that, you will answer yes or no to a series of questions.

In the picture was there:

Yes No

1. An automobile? ___ ___

2. A man? ___ ___

3. A woman? ___ ___

4. A child? ___ ___

5. An Animal? ___ ___

6. A whip? ___ ___

7. A sword? ___ ___

8. A man’s hat? ___ ___

9. A ball? ___ ___

10. A fish? ___ ___

How Many F’s below?

FINISHED FILES ARE THE RESULT OF YEARS OF SCIENTIFIC STUDY COMBINED WITH THE EXPERIENCE OF MANY YEARS

Perception and Brand Choice

• Brands exist in the mind of the market so brand management is about managing perceptions

• Low/high involvement situations • Cognitive misers - brands simplify choice mostly

through an emotional response

• Low involvement situations/top of mind awareness may be single most important factor

References

• Areni, C. and Kim, D (1993) The Influence of Background Music on Shopping Behavior: Classical Versus Top-Forty Music in a Wine Store", Advances in Consumer Research, Volume 20, Pages: 336- 340.

• Axelrod, J. (1968). Attitude measures that predict purchase. [Bridgeport, Conn.]: [Markus Wiener, Inc.].

• Berger, J. (2013). Contagious. [United States]: Business Book Summaries.

• Brakus, J., Schmitt, B. and Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?. Journal of Marketing, 73(3), pp.52-68.

• Bush, A., Martin, C. and Bush, V. (2004). Sports Celebrity Influence on the Behavioral Intentions of Generation Y. Journal of Advertising Research, 44(1), pp.108-118.

• Damasio, A., Everitt, B. and Bishop, D. (1996). The Somatic Marker Hypothesis and the Possible Functions of the Prefrontal Cortex [and Discussion]. Philosophical Transactions of the Royal Society B: Biological Sciences, 351(1346), pp.1413-1420.

• Duncan, T. and Moriarty, S. (1998). A Communication-Based Marketing Model for Managing Relationships. Journal of Marketing, 62(2), p.1.

• Ehrenberg, A. (2000). Repetitive Advertising and the Consumer. Journal of Advertising Research, 40(6), pp.39-48.

• Ekman, P. (1992). Facial Expressions of Emotion: New Findings, New Questions. Psychological Science, 3(1), pp.34-38.

• Fast Company. (2017). The Man Who Made Apple Famous On The Danger Of Frothy Startup Narratives. [online] Available at: https://www.fastcompany.com/3068650/the-man-who-made-apple- famous-on-the-danger-of-frothy-startup-narrati [Accessed 14 Nov. 2017].

• Fiske, S. and Taylor, S. (1984). Social cognition. Sage Publications.

• Frijda, N. (1988). The laws of emotion. American Psychologist, 43(5), pp.349-358.

• Griffiths, P. (2002). What emotions really are. Chicago [u.a.]: Univ. of Chicago Pr.

• Heath, R. (2000). Low involvement processing—a new model of brands and advertising. International Journal of Advertising, 19(3), pp.287-298.

• Hynes, N. (2009). Colour and meaning in corporate logos: An empirical study. Journal of Brand Management, 16(8), pp.545-555.

• Keller, K. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), p.1.

• Keller, K., Heckler, S. and Houston, M. (1998). The Effects of Brand Name Suggestiveness on Advertising Recall. Journal of Marketing, 62(1), p.48.

• Milliman, R. (1982). Using Background Music to Affect the Behavior of Supermarket Shoppers. Journal of Marketing, 46(3), p.86.

• Mittal, B. (1988). The role of affective choice mode in the consumer purchase of expressive products. Journal of Economic Psychology, 9(4), pp.499-524.

• North, A., Hargreaves, D. and McKendrick, J. (1999). The influence of in- store music on wine selections. Journal of Applied Psychology, 84(2), pp.271-276.

• Osgood, C., Suci, G. and Tannenbaum, P. (1978). The measurement of meaning. Urbana-Champaign: University of Illinois Press.

• Rempel, J., Holmes, J. and Zanna, M. (1985). Trust in close relationships. Journal of Personality and Social Psychology, 49(1), pp.95-112.

• Richins, M., Bloch, P. and McQuarrie, E. (1992). How Enduring and Situational Involvement Combine to Create Involvement Responses. Journal of Consumer Psychology, 1(2), pp.143-153.

• Rosenbaum-Elliott, R. (2015). Strategic brand management. Oxford University Press. • Sherer, K. (2000). Psychological Models of Emotion. In: J. Borod, ed., The

Neuropsychology of Emotion. Oxford: Oxford University Press, pp.139-162.

• Sierra, J. and McQuitty, S. (2007). Attitudes and Emotions as Determinants of Nostalgia Purchases: An Application of Social Identity Theory. The Journal of Marketing Theory and Practice, 15(2), pp.99-112.

• Teixeira, T. (2012). The New Science of Viral Ads. [online] Harvard Business Review. Available at: https://hbr.org/2012/03/the-new-science-of-viral-ads [Accessed 9 Nov. 2017].