Brand Knowledge

Brand Knowledge Structure and Brand Elements

What is Brand Awareness? Recognition versus recall
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Brand versus situation cues

Awareness depth versus breath
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Brand versus situation linkages

Why is brand awareness important?
A necessary condition for inclusion in the set of brands being considered for purchase – A sufficient condition for choice in low-involvement decision settings – Influences the nature and strength of association
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Brand Image Brand Perceptions through Associations
Types of brand association Attributes Product-related
(various degrees of Features/ingredients)

Benefits

Attitudes

Non-product-related

Functional

Price User imagery

Experiential

Symbolic Usage imagery Feelings and feelings -associated experiences Brand personality

Strength of brand associations

Favorability of brand associations
Uniqueness of brand associations

Brand Image Brand Perceptions through Associations

Degree of Abstractness
Types of brand association Attributes Benefits Functional Attitudes

Non-product-related

Product-related
(various degrees of Features/ingredients)

Price User imagery

Symbolic

Experiential Usage imagery Feelings and feelings -associated experiences Brand personality

Strength of brand associations Favorability of brand associations

Uniqueness of brand association

Strength of Brand Association
Connection by Direct Experience
Connection by Communicated Noncommercial Messages Connection by Communicated Commercial Messages

Brand A

Connection by Inferences

Strength of Brand Association (Initial Associative Strength)

Brand A

Quantity: Attention Quality: Relevance and Consistency

Strength of Brand Association– Recallability (Long-Term Associative Strength)
Presence of other product information Type and number of cues in the context of recall

Length of time

Favorability and Uniqueness of Brand Associations I want it
(desirability) Brand X can deliver it