1. Advertising: to turn the mind of the prospective customer toward the brand. (P6)
Promotion: to produce immediate purchase of the brand. (P7)
2. Direct mail, personal selling, social media ads, etc. (figure 1.1)
4. Because although the use of many media ca increase the reach of a campaign, such a practice
is prohibitively expensive and is not very efficient for achieving the frequency and continuity
that most brands require.
5. Table 1.6 P16
6. Use high-quality advertising to announce the price-off promotion
7. Corporate Brand Equity: (P18-20)
It is of most interest to corporate accountants and industry investors; measuring leadership,
internationality, stability, market strength, market trend, support, and protection; cannot be
taken for granted in the long term and show surprising volatility even on an annual basis;
marketing activities overall cause the changes in a brand’s value
Brand Item Equity:
Measuring two types of brand-item equity: value equity and uniqueness equity
1. Prerequisite for marcoms campaign planning, ad or promotion processing, brand
communication effects, customer decision stages (P24)
4. Because the four diverse responses that can be made during exposure can occur in many
different permutations, the word polyarchical is more accurate. (P28-29)
5. Before the manager can make a reasonable decision about where the brand should be headed
via its marcoms, the manager first has to decide who the brand should be targeted towards,
identifying the customer’s category need for which the brand can best complete, and selecting
the key benefit the brand should emphasize.
6. Target audience action objective: for pre-purchase behaviors or actual purchase behaviors
7. Communication objectives: five brand communication effects (level2) can be objectives; the
selection depends on the brands.
1. Target Consumer, Category Need, and Key Benefit, the clear statement of these factors answer
the questions “who is the brand for?”, “what is the brand?”, and “what does this brand offer?”,
so that they can help managers make the decision on brand positioning.
2. We should use electronic search to get the information about competing brands’ marketing
strategies from their ads, then “reverse engineer” them to infer the T-C-B positioning that the
brand appears to be employing.
3. No, the brand is rarely adequately summarized by just naming the physical product or obvious
service category. It is vital to identify and describe the Category Need in customer language.