Brakus, et al. (cited in Rosenbaum-Elliott et al., 2007) defines a brand as "a label, designating ownership by a firm, which we experience, evaluate have feeling towards, and build associations with to perceive value". The mind of the costumers are the realm where brands exist, so its management is all about perceptions. By influencing perceptions, the experience of using a product can be changed.
Brands that master the emotional/symbolic language are perceived as the safe choice rather than the easy one. By increasing the levels of risk, the choice is more complex and consumers have to develop a relationship with a brand. "As consumers become more involved with a purchase decision, their choice becomes increasingly driven by emotional processes and so the consumer benefit of the brand becomes a safe choice, safe in terms of all the expectations that consumers have for the product, be in performance, excitement, style, status, etc." (Rosenbaum-Elliott et al., 2007)
For consumers to recognise a need or an opportunity for a product, they must perceive what is in their way between where they are and where they want to be.
P. 13
Simple associations between a brand and its attributes or emotions largely drive consumers' choices. Consumers learn and are reminded about these characteristics through advertising and they will even build their own interpretations. As Carpenter et al (cited in Rosenbaum-Elliott et al., 2007) suggests, the best brands can make this happen even with meaningless differentiation based on irrelevant attributes.
P. 22-27
In order to understand how to use emotions is important to know the difference between the roles this concept plays in regards of feelings. Bradley and Lang (cited in Rosenbaum-Elliott et al., 2007) explain that feelings describe the point where someone becomes aware of an emotion. As Damasio (cited in Rosenbaum-Elliott et al., 2007) put it: "The full human impact of emotions is only realised when they are sensed, when they become feeling, and when those feelings are felt. That is where they become known, with the assistance of consciousness".
Emotions have two fundamental ways of creation: through the uncontrolled cognitive system and the sociocultural environment or experience, which can be manipulated at will.
Emotional judgements drive consumers choice. If someone says a car is 'too flashy', it says more about the judge than about the vehicle. Emotional judgements reflect subjective feelings without the need of using verbal descriptors, which means emotion relies on non-verbal channels of communication.
When looking for an emotional response, knowing a sociocultural context will not make the prediction easier. To understand emotional responses, one way is to assume that emotions work like mechanisms that cannot be altered. The following principles have been framed as laws by Frijda (cited in Rosenbaum-Elliott et al., 2007).
- Law of concern
The natural response that arises in consumers' in response to their goals, motives or concerns are emotions. They continually interpret situations they have to face through their own system of values, which lead them to have a preference to experience things that reinforce those values.
- Law of apparent reality
Emotions are brought out by events that seem real, and the intensity is given by the level of reality. For example, the Red Cross is more successful showing a photo of a starving child that telling potential donors that thousands die every day. The apparent reality focuses on consumers' weaknesses and it suggests that imagination can overwhelm reason for consumers to create their own reality.
- Law of closure
A desire for a product can cloud the judgement of consumers, making them ignore other aspects of it to be completed absorbed in the shopping experience.
- Law of the lightest load
The regular tendency is to minimise the negative emotional load. Consumers often engage in 'retail therapy', which is simply buying something to treat themselves after having a stressful time. Mood repairing is a major motivation that overarches a wide range of compensatory behaviours in consumption.
P. 38
Advertising has certain social roles, and one of them is educating consumers. Over the years, they have learned how to feel towards a product or service. For example, luxury ice-cream is something that was successfully repositioned as a product with romantic or sexual connotations. Products can be 'emotionalised' to increase their connection with powerful emotions.
Emotion-driven choices are almost instantaneous, and marketers have to make sure consumers have no impediments to react.
P. 53
Advertising creates and modifies cultural meanings and it also reflects the consumers' world view. This means that a culture can have new meanings and products can be part of a culture.
P. 67-69
It is important to understand the difference between the signifier and the signified for semiotic analysis. The signifier (E.G: A brand name) does not have a meaning on its own. The meaning is acquired through associations with other pre-existing meanings until it stands on its own. The signifier is a statement of a fact. The signified is a connotative communication that generates associations, feel and overtones. It can be anything that can be linked with the signifier.
Marketers need to understand the communication codes in particular cultures to be in control of the meaning. Unspoken rules and conventions that structure sign systems and meanings, Lawes (2002) says. (cited in Rosenbaum-Elliott et al., 2007)
The following analysis aimed to identify the key codes of major beer brands from six major markets worldwide.
The analysis enabled marketers to better understand how beer advertisement communicates with the audience and the hidden propositions competitors were making, allowing them to plan a new brand strategy.
----a brand as a person or a person as a brand----
If a personality can be designed for a business, it means that a business can be personified. Human personality traits are associated with a brand, and sometimes, real persons are used to represent a brand. For example, Richard Branson in Virgin. Aaker (cited in Rosenbaum-Elliott et al., 2007) claims that these traits can be associated indirectly through other features like name, symbol, style, price or distribution channel. When a personality has to be faithfully conveyed across different cultures is important to consider the five factors of brand personality: sincerity, excitement, competence, sophistication and ruggedness. Brand personality offers a way for personal expression by the consumer based on metaphors, symbols, emotional benefits and self-expressive benefits.
P.94-97
Strong brand awareness can be achieved exploiting concepts like familiarity, which is a primitive sense of knowing about something without the need for specific details. (Schacter, 2001. cited in Rosenbaum-Elliott et al., 2007). This is important to consider, as in a market with so many brands dividing attention, a customer will rely on the brand that has certain sense of familiarity, whilst specific details about others will be put on a side. Brand awareness is the beginning of a relationship that, if everything works out, will lead a customer to feel loyal towards a certain brand. The key is to keep a strong and positive attitude.
Choices are not easy, and even less if they have to be done based on attributes. Brands have to offer trust, and this is when emotional associations become important. Particular memories linked with these associations affect directly the perception a consumer has from a brand. In the functional realm, brands are chosen based on attributes. But in the emotional realm, it is required more from a brand. There must be certain attitude. More difficult the choice is, more important the emotions become, but in the end, both features are equally important. If a product is not good enough, it is very difficult for the emotions to convince the consumer.
P.110
----DEFINITION OF BRAND----
The American Marketing Association (AMA) defines brand as to enable a person to identify one alternative from a competitor. This is very accurate, but Rosenbaum-Elliott et al. (2007) suggests that a brand must be a label, something that is attached to a product and gives information about it.
P.112
Brands that are the best in their category do not need to continually list their benefits. The other brands should have a differential positioning, focusing on the benefits that consumers find important.
P. 114
Consumers might buy lower calorie foods because they are gaining weight (a negative motive), or buy certain brands for more taste (a positive motive). Rosenbaum-Elliott et al. (2007) explains that benefits related to negative motives (problem-solution or problem avoidance) 'are unlikely to drive specific brand purchases. Someone may be looking for a lower calorie product, but probably not at the expense of taste. The reason this is such an important point is that positive motives suggest marketing communication where the execution itself actually becomes the product benefit'. Positive motives require a unique execution and the brand has to own the feeling created in adverts. If the motive is negative, the benefit is in the information provided.
P. 13
Simple associations between a brand and its attributes or emotions largely drive consumers' choices. Consumers learn and are reminded about these characteristics through advertising and they will even build their own interpretations. As Carpenter et al (cited in Rosenbaum-Elliott et al., 2007) suggests, the best brands can make this happen even with meaningless differentiation based on irrelevant attributes.
P. 22-27
In order to understand how to use emotions is important to know the difference between the roles this concept plays in regards of feelings. Bradley and Lang (cited in Rosenbaum-Elliott et al., 2007) explain that feelings describe the point where someone becomes aware of an emotion. As Damasio (cited in Rosenbaum-Elliott et al., 2007) put it: "The full human impact of emotions is only realised when they are sensed, when they become feeling, and when those feelings are felt. That is where they become known, with the assistance of consciousness".
Emotions have two fundamental ways of creation: through the uncontrolled cognitive system and the sociocultural environment or experience, which can be manipulated at will.
Emotional judgements drive consumers choice. If someone says a car is 'too flashy', it says more about the judge than about the vehicle. Emotional judgements reflect subjective feelings without the need of using verbal descriptors, which means emotion relies on non-verbal channels of communication.
When looking for an emotional response, knowing a sociocultural context will not make the prediction easier. To understand emotional responses, one way is to assume that emotions work like mechanisms that cannot be altered. The following principles have been framed as laws by Frijda (cited in Rosenbaum-Elliott et al., 2007).
- Law of concern
The natural response that arises in consumers' in response to their goals, motives or concerns are emotions. They continually interpret situations they have to face through their own system of values, which lead them to have a preference to experience things that reinforce those values.
- Law of apparent reality
Emotions are brought out by events that seem real, and the intensity is given by the level of reality. For example, the Red Cross is more successful showing a photo of a starving child that telling potential donors that thousands die every day. The apparent reality focuses on consumers' weaknesses and it suggests that imagination can overwhelm reason for consumers to create their own reality.
- Law of closure
A desire for a product can cloud the judgement of consumers, making them ignore other aspects of it to be completed absorbed in the shopping experience.
- Law of the lightest load
The regular tendency is to minimise the negative emotional load. Consumers often engage in 'retail therapy', which is simply buying something to treat themselves after having a stressful time. Mood repairing is a major motivation that overarches a wide range of compensatory behaviours in consumption.
P. 38
Advertising has certain social roles, and one of them is educating consumers. Over the years, they have learned how to feel towards a product or service. For example, luxury ice-cream is something that was successfully repositioned as a product with romantic or sexual connotations. Products can be 'emotionalised' to increase their connection with powerful emotions.
Emotion-driven choices are almost instantaneous, and marketers have to make sure consumers have no impediments to react.
P. 53
Advertising creates and modifies cultural meanings and it also reflects the consumers' world view. This means that a culture can have new meanings and products can be part of a culture.
P. 67-69
It is important to understand the difference between the signifier and the signified for semiotic analysis. The signifier (E.G: A brand name) does not have a meaning on its own. The meaning is acquired through associations with other pre-existing meanings until it stands on its own. The signifier is a statement of a fact. The signified is a connotative communication that generates associations, feel and overtones. It can be anything that can be linked with the signifier.
Marketers need to understand the communication codes in particular cultures to be in control of the meaning. Unspoken rules and conventions that structure sign systems and meanings, Lawes (2002) says. (cited in Rosenbaum-Elliott et al., 2007)
The following analysis aimed to identify the key codes of major beer brands from six major markets worldwide.
The analysis enabled marketers to better understand how beer advertisement communicates with the audience and the hidden propositions competitors were making, allowing them to plan a new brand strategy.
----a brand as a person or a person as a brand----
If a personality can be designed for a business, it means that a business can be personified. Human personality traits are associated with a brand, and sometimes, real persons are used to represent a brand. For example, Richard Branson in Virgin. Aaker (cited in Rosenbaum-Elliott et al., 2007) claims that these traits can be associated indirectly through other features like name, symbol, style, price or distribution channel. When a personality has to be faithfully conveyed across different cultures is important to consider the five factors of brand personality: sincerity, excitement, competence, sophistication and ruggedness. Brand personality offers a way for personal expression by the consumer based on metaphors, symbols, emotional benefits and self-expressive benefits.
P.94-97
Strong brand awareness can be achieved exploiting concepts like familiarity, which is a primitive sense of knowing about something without the need for specific details. (Schacter, 2001. cited in Rosenbaum-Elliott et al., 2007). This is important to consider, as in a market with so many brands dividing attention, a customer will rely on the brand that has certain sense of familiarity, whilst specific details about others will be put on a side. Brand awareness is the beginning of a relationship that, if everything works out, will lead a customer to feel loyal towards a certain brand. The key is to keep a strong and positive attitude.
Choices are not easy, and even less if they have to be done based on attributes. Brands have to offer trust, and this is when emotional associations become important. Particular memories linked with these associations affect directly the perception a consumer has from a brand. In the functional realm, brands are chosen based on attributes. But in the emotional realm, it is required more from a brand. There must be certain attitude. More difficult the choice is, more important the emotions become, but in the end, both features are equally important. If a product is not good enough, it is very difficult for the emotions to convince the consumer.
P.110
----DEFINITION OF BRAND----
The American Marketing Association (AMA) defines brand as to enable a person to identify one alternative from a competitor. This is very accurate, but Rosenbaum-Elliott et al. (2007) suggests that a brand must be a label, something that is attached to a product and gives information about it.
P.112
Brands that are the best in their category do not need to continually list their benefits. The other brands should have a differential positioning, focusing on the benefits that consumers find important.
P. 114
Consumers might buy lower calorie foods because they are gaining weight (a negative motive), or buy certain brands for more taste (a positive motive). Rosenbaum-Elliott et al. (2007) explains that benefits related to negative motives (problem-solution or problem avoidance) 'are unlikely to drive specific brand purchases. Someone may be looking for a lower calorie product, but probably not at the expense of taste. The reason this is such an important point is that positive motives suggest marketing communication where the execution itself actually becomes the product benefit'. Positive motives require a unique execution and the brand has to own the feeling created in adverts. If the motive is negative, the benefit is in the information provided.
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