MKT100-lecture 1

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MKT 100-Principles of Marketing Lecture 1 -1/21/16 Basic Marketing Concepts What is a Brand? - How is marketing different from brands Brand Schema The associative model of memory (Anderson,1993) o suggests that memory is comprised of info nodes which are linked together by varying degrees of strength. o These nodes are organization into info clusters known as schemas Brand Schemas contain brand relevant content such as attribute info and product class Also be linked to other brands within a product category o Example:Nike and logo of Twitter What is a brand?- what is the value of a brand White shoe with the apple logo and with the logo of McDonalds o Apple shoe: people will be curious and would want to purchase it b/c it might be advance technology as well as the brand is well respected and a lot of people enjoy apple products where as McDonalds people would not
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