Professional Documents
Culture Documents
We call
them Brand Archetypes.
They operate in the collective psyche of humankind which can be used to modify
choices and behaviours in relation to a brand. These are:
Marketing activities are undertaken with the goal of changing or reinforcing the
consumer ‘mindset’ in some way. This includes thoughts, feelings, experiences,
images, perceptions, beliefs and attitudes towards a brand. Keller and Lehmann
describe five dimensions as being important measures of the consumer mindset:
3. Brand attitude (perceived quality of, and satisfaction with, the brand)
5. Activity (how much consumers talk about, use, seek out information,
promotions, etc. regarding the brand).
Brand perceptions are attributes in consumer memory that are linked to the
brand name. They have been the subject of research for many decades,
particularly since the seminal article by Gardner and Levy (1955), which
articulated that the brand was more than just the sum of functional qualities it
offered. Considered to be a key aspect of brand equity, developing, changing or
reinforcing brand perceptions has long been considered an outcome of effective
advertising, n that these perceptions and associations can influence the
response to subsequent marketing activity.
The second influence is the degree to which the attribute defines the category,
or its prototypicality. The more often an attribute is mentioned across all brands,
the more prototypical it is considered to be. For example, the attribute of ‘quick
service’ would be more prototypical in the fast-food market than, say, ‘healthy’.
Empirically, all brands would gain more responses for ‘quick service’ than they
would for ‘healthy’. It would be expected that prototypicality levels would change
over time, as particular attributes become ‘standard’ in an industry. For
example, ‘has low carbohydrates’ in a food market would have gained only a few
responses for any food brand three years ago. Now, however, the attribute would
gain more responses across all brands as consumers have become more aware
of this feature within the food market, and marketers focus on this attribute in
their communications and packaging. Likewise, prototypicality levels can
decrease as attributes become less relevant. For example, in the banking
industry, it would be expected that the prototypicality levels of ‘having
convenient branches’ would have declined as other non-branch methods of doing
banking have increased.