Branding
and
the
Consumer
MAIN
GOALS
FOR
MARKETER
•
•
Getting
merchandise
noticed
Getting
product
to
stick
in
the
consumers
mind
KEY
FACTORS
IN
BRANDING
•
•
How
the
consumer
remembers
the
product
over
competition
Some
products
have
become
so
big
that
any
other
product
is
referred
to
by
that
name
–
Coca
Cola,
Kleenex,
and
Q‐Tip
would
be
examples
BRANDS
AID
IN
THE
PURCHASING
PROCESS
•
•
Without
a
brand
the
consumer
would
be
unable
to
easily
look
at
the
product
and
differentiate
between
two
different
products
Brands
show
the
consumer
o Quality
o Status
o If
they
will
ultimately
end
up
purchasing
the
product
BRAND
LOYALTY
•
•
Sense
of
trust
in
consumers
mind
With
a
loyal
consumer
base
brands
can
ward
off
competition
COGNITIVE
LEARNING
•
•
Encompasses
all
mental
activities
of
humans
as
they
work
to
solve
problems
or
cope
with
situations
3
types
of
learning
in
consumers
mind
o Iconic
Rote
Learning
o Vicarious
Learning/Modeling
o Analytical
Reasoning
ICONIC
ROTE
LEARNING
•
•
Consumer
sees
or
hears
a
message
repeatedly
–
consumer
associates
that
message
with
product
A
low
involvement
learning
VICARIOUS
LEARNING
OR
MODELING
•
•
•
Consumer
pays
attention
to
those
around
them
as
well
as
advertisements
From
models
the
consumer
is
able
to
learn
what
is
accepted
or
proper
in
society
Learn
new
trends
in
product
ANALYTICAL
REASONING
•
In‐the‐moment
type
of
learning
•
Consumer
reasons
that
the
product
is
similar
to
what
they
are
looking
for
All
types
of
learning
are
the
breakdown
of
cognitive
learning
–
learning
that
takes
place
in
the
mind
of
the
consumer
as
well
as
from
the
senses
of
sight
sound
touch
and
occurrences
within
the
world
around
them
EMOTIONAL
RESPONSE
•
Brands
that
are
able
to
evoke
a
memory
or
feeling
RETRO
BRANDING
•
•
Revitalize
and
bring
back
feelings
of
“the
old
days”
Relate
back
to
a
time
when
things
were
simpler
and
safer
KEY
FACTORS
•
•
•
•
Understanding
consumer
behavior
How
the
buyer
learns
about
the
brand
Possibilities
of
advertising
–
creating
an
emotional
attachment
A
brand
name
or
logo
that
is
memorable