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2 can you think of yourself as a brand what do you do

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2. Can you think of yourself as a brand? What do you do to ‘brand’ yourself?
3. What do you think of the new branding challenges and opportunities that were listedin the chapter? Can you think of any other issues?Brand builders have faced forms of some of these challenges in the past, including increasedcompetition and media fragmentation. Though the new challenges certainly make it moredifficult to build a strong brand, by no means do they make it impossible. Other issues includebrand backlash, which illustrates a different type of accountability. As the repeated targetingduring anti-globalization protests of retail locations of multinational companies such asMcDonald’s, Microsoft and Shell4.Customer-based brand equity(CBBE) is the differential effect that brand knowledge has on consumer response to themarketing of that brand. Brand knowledge is a function of awareness, which relates toconsumers’ ability to recognize or recall the brand and image and which consists of consumers’perceptions of and associations for the brand. We can define brand knowledge in terms of anassociative network memory model, as a network of nodes and link wherein the brand node inmemory has a variety of associations linked to it.Building awareness requires repeatedly exposing consumers to the brand as well as linking thebrand in consumer memory to its product category and to purchase, usage and consumptionsituations. Creating a positive brand image requires establishing strong, favorable and uniqueassociations for the brand.The important contribution of brand knowledge to brand equity. Brandknowledge is composed of brand awareness, which is itself a function of recognition and recall,and brand image, which reflects the associations that consumers hold for the brand in memory.Brand awareness is important because (i) it is a necessary condition for inclusion in the set ofbrands being considered for purchase; (ii) in low-involvement decision settings it can be asufficient condition for choice and (iii) it influences the nature and strength of associations thatcomprise the brand image. Awareness can be heightened by increasing consumer exposure tothe brand and by linking the brand to product category, consumption and usage situations.A brand’s image reflects all the associations consumers have for a brand in memory.The strength, favorability and uniqueness of the associations affect the response consumers willhave to the brand and to its supporting marketing activities. Associations can be about attributes
and benefits of the brand or attitudes towards it. Attributes, which are descriptive features of abrand, can relate to the actual physical components and ingredients of a brand (product-related)

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