notes - 1. Valuable Brands a. Coca Cola b. Mcdonalds 2. A...

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1. Valuable Brands a. Coca Cola b. Mcdonalds 2. A brand is a promise a. Brands are shortcuts in a cluttered world 3. Brand Mind Map a. Structure of attributes comparisons and other elements through which a consumer creates meaning for an individual brand b. Brain is based on chemical changes 4. Brand Info is stored as it relates to atrributes a. Other objects, events people and experiences 5. Brand sense a. Martin Lindstrom b. “Brand Sense” c. Entire understanding is thru senses d. These 5 contain more tracks then you can imagine 6. Harly Davidson’s engine sound a. A dinstinctive part of brand experience 7. Range of Sounds associated with experience fo driving the car a. Most developed brands in the world in terms of sensory branding i. Singapore airlines 1. Special silk 2. Nice water ii. Has sense become unique mark 1. Taste 2. Smell 3. Touch 4. Sight
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iii. Advertising favors cool rationale not senses 8. Our emotions are strongly linked to smell a. Crayola b. Westin i. White tea ii. Calming scent 9. Baylor Brain Scan coke vs pepsi a. Blind taste test even b. Colas identified i. ¾ choose Coke c. Brand loyalty overrides taste 10.5 Questions a. key consumer insight b. rational-why important c. advertising appeal or theme d. rationale- why appeal would work e. mix changes- 3 p’s 11.Brand Mind Maps a. A structure of attributes through which a consumer creates meaning for the brand i. Attributes ii. Other objects iii. Events experiences and people iv. 5 senses used to gather info that is stored v. Brand mind maps have rich potential for understanding consumer perspective 1. Communtication Process
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a. Innovative IBP report i. Target buys entire NY’er magazine 1. Done by hallmark as well b. Targets strategy i. Unclutter the ad environment ii. Hired 21 illustrators iii. Use target bull’s eye logo iv. Must have ny theme c. Target= only advertiser i. Paid 1.1 mil d. Used illustrators 2. Communication process a. Comm. Variable advertising can influence whether or not a sale occurs i. Awarness ii. Knowledge iii. Attitudes 3. Red Roof Inns a. Awarness i. What 3 motels come to mind? ii. Ever heard of a motel called RRI
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notes - 1. Valuable Brands a. Coca Cola b. Mcdonalds 2. A...

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