72 PART II • DEVELOPING A BRAND STR

72
PART II • DEVELOPING A BRAND STRATEGY
the strength of association between the nodes. Any type of information—whether it’s verbal,
abstract, or contextual—can be stored in the memory network.
Using the associative network memory model, let’s think of brand knowledge as consisting of a
brand node in memory with a variety of associations linked to it. We can consider brand knowledge
as having two components: brand awareness and brand image.
Brand awareness
is related to the
strength of the brand node or trace in memory, which we can measure as the consumer’s ability to
identify the brand under different conditions.
8
It is a necessary, but not always a sufficient, step in
building brand equity. Other considerations, such as the image of the brand, often come into play.
Brand image has long been recognized as an important concept in marketing.
9
Although
marketers have not always agreed about how to measure it, one generally accepted view
is that, consistent with our associative network memory model,
brand image
is consum-
ers’ perceptions about a brand, as reflected by the brand associations held in consumer
memory.
10
In other words, brand associations are the other informational nodes linked to the
brand node in memory and contain the meaning of the brand for consumers. Associations come
in all forms and may reflect characteristics of the product or aspects independent of the product.
For example, if someone asked you what came to mind when you thought of Apple
computers, what would you say? You might reply with associations such as “well-designed,”
“easy to use,” “leading-edge technology,” and so forth. Figure 2-2 displays some commonly
mentioned associations for Apple that consumers have expressed in the past.
11
The associations
that came to
your
mind make up your brand image for Apple. Through breakthrough products
and skillful marketing, Apple has been able to achieve a rich brand image made up of a host of
I
n her book
No Logo,
Naomi Klein details the aspects of global
corporate growth that have led to consumer backlash against
brands. She explains the subject of her book as follows:
The title
No Logo
is not meant to be read as a literal slogan
(as in No More Logos!), or a post-logo logo (there is already
a No Logo clothing line, I’m told). Rather, it is an attempt to
capture an anti-corporate attitude I see emerging among
many young activists. This book is hinged on a simple hy-
pothesis: that as more people discover the brand-name se-
crets of the global logo web, their outrage will fuel the next
big political movement, a vast wave of opposition squarely
targeting those with very high name-brand recognition.

ผลลัพธ์ (อังกฤษ) 2:

72
PART II • A BRAND STRATEGY developing
the strength of association between the nodes. Any Type of information-whether it's verbal,
Abstract, or Contextual-Can be stored in the memory Network.
Using the associative Network memory Model, let's Think of Brand Knowledge As consisting of a
Brand node in memory with a Variety of Associations linked to it. . We Can consider Brand Knowledge
As Having Two Components: Brand awareness and Brand image.
Brand awareness
is Related to the
strength of the Brand node or Trace in memory, which we Can measure As the Consumer's ability to
identify the Brand under different conditions.
8
It. is a necessary, but not always a sufficient, Step in
Building Brand Equity. Other Considerations, such As the image of the Brand, often Come into Play.
Brand image has long been recognized As an important Concept in Marketing.
9
Although
Marketers have not always agreed About How to measure it, one generally accepted View
is that, consistent. Network with our associative memory Model,
Brand image
is Consum-
ers' perceptions About a Brand, As Reflected by the Brand Consumer Associations held in
memory.
10
In Other Words, Other Informational Brand Associations are the nodes linked to the
node in memory and Brand. contain the meaning of the brand for consumers. Associations Come
in May Reflect all Forms and characteristics of the product or Independent aspects of the product.
For example, if someone asked What You Came to Mind when You thought of Apple
Computers, What would You Say? You Might As such Associations reply with "well-designed,"
"Easy to use," "leading-EDGE Technology," and so forth. Figure 2-2 Displays Some commonly
mentioned for Apple that Consumers Associations have expressed in the Past.
11
The Associations
that Came to
your
Mind Make up your Brand image for Apple. Through Breakthrough products
and Skillful Marketing, Apple has been a rich Able to Achieve Brand image Made up of a Host of
I
n Her Book
No Logo,
Naomi Klein details the aspects of Global
Corporate growth that have LED to Consumer backlash against
brands. She explains the subject of Her Book As follows:
The Title
No Logo
is not meant to be read As a literal slogan
(As in No More Logos!), or a Post-Logo Logo (there is already
a No Logo Clothing line, I. 'm told). Rather, it is an attempt to
Capture an Anti-Corporate Attitude I See emerging among
many Young activists. Book this is hinged on a Simple HY-
Pothesis: As More people that the Discover Brand-name Se-
Crets of the Global Logo Web, fuel their outrage Will the next
Big Political Movement, a vast Wave of opposition squarely
targeting those with very High. name-brand recognition.

ผลลัพธ์ (อังกฤษ) 3:

72
PART II - DEVELOPING A BRAND STRATEGY
the strength of association between the nodes. Any type of information - whether. It ', s verbal
abstract or -, contextual can be stored in the memory network.
Using the associative network, memory model let s.' Think of brand knowledge as consisting of a
brand node in memory with a variety of associations linked to it. We can consider. Brand knowledge
.As having two components: brand awareness and brand image.

Brand awareness is related to the
strength of the brand node. Or trace in memory which we, can measure as the consumer 's ability to
identify the brand under different 8 conditions.

. It is a necessary but not, always, a sufficient step in
building brand equity. Other considerations such as, the image. Of, the brandOften come into play.
Brand image has long been recognized as an important concept in marketing.


, 9 Although marketers Have not always agreed about how to, measure it one generally accepted view
is that consistent with, our associative network. Memory model
brand, image
-
is consum ers' perceptions about, a brand as reflected by the brand associations held in consumer.


. 10 memory.In other words brand associations, are the other informational nodes linked to the
brand node in memory and contain the. Meaning of the brand for consumers. Associations come
in all forms and may reflect characteristics of the product or aspects. Independent of the product.
For example if someone, asked you what came to mind when you thought of Apple
computers what,, Would you say?You might reply with associations such as "well-designed,"
"easy, to use." "leading-edge technology," and so forth. Figure 2-2 displays. Some commonly
mentioned associations for Apple that consumers have expressed in the past.


11 The associations that came. To

mind your make up your brand image for Apple. Through breakthrough products
and, skillful marketingApple has been able to achieve a rich brand image made up of a host of

n I her book

Logo No, Naomi Klein details the. Aspects of global
corporate growth that have led to consumer backlash against
brands. She explains the subject of her. Book as follows The Title


No Logo is not meant to be read as a literal slogan
(as in No More Logos!), or a post-logo. Logo (there is already
.A No Logo clothing line I ', m told). Rather it is, an attempt to
capture an anti-corporate attitude I see emerging among.
many young activists. This book is hinged on a simple hy -
pothesis: that as more people discover the brand-name se -
CRETS. Of the global, logo web their outrage will fuel the next
big political movement a vast, wave of opposition squarely
.Targeting those with very high name-brand recognition.