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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.
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