Marketing Communications

58 CHAPTER 2 BRANDING possible are satisfi ed, committed buyers. Not only will committed buyers repurchase the brand, but also t ...

BENEFITS OF BRANDING 59 Branding makes shopping more effi cient in that it reduces the amount of decision-making time required a ...

60 CHAPTER 2 BRANDING Good product performance and higher perceived quality give the consumer a good reason to buy the product, ...

MARKETING COMMUNICATIONS AND BRAND EQUITY 61 To form a rich network of associations around a brand, it is advisable to alternate ...

62 CHAPTER 2 BRANDING Also, when a brand has been on the market for a long time, investing in communications that strengthen dee ...

REVIEW QUESTIONS 63 REVIEW QUESTIONS What is a brand? What are the characteristics of a good brand? What types of brand can be ...

64 CHAPTER 2 BRANDING Further reading Aaker, D. (2011), Brand Relevance: Making Competitors Irrelevant. New York: Wiley. Davis, ...

CASE 2 65 products and technologies are obviously important, unfor- tunately they cannot make Barco unique since they can be eas ...

66 CHAPTER 2 BRANDING According to a recent employee survey, Barco managed to keep high employee engagement after the brand redi ...

CASE 2 67 Source : Reproduced with permission of Barco. stakeholders in the industry on the value of 4K. Every day he reported h ...

68 CHAPTER 2 BRANDING it was not just Barco who was announcing a new digital cinema projector, but the whole industry. Third and ...

References 1 Keller, K.L., Aperia, T. and Georgson, M. (2012), Strategic Brand Management: A European Perspective , 2nd edition. ...

70 CHAPTER 2 BRANDING Share and Advertising Effi ciency’, Journal of Marketing Research , 29 (August), 296–313. 22 Ahluwalia, R. ...

REFERENCES 71 bwdaily/dnfl ash/aug2005/nf2005084_8340.htm (accessed June 2009). 49 Interbrand, Best Global Brands 2011 , http:// ...

Chapter 3 How marketing communications work Chapter objeCtives This chapter will help you to:  Get an idea of how hierarchy-o ...

HIERARCHY-OF-EFFECTS MODELS 73 Introduction Often it is hard to predict how a consumer will respond to advertising or how someon ...

74 CHAPTER 3 HOW MARKETING COMMUNICATIONS WORK Vaughn^3 proposed an integration of the different sequence models and presented a ...

HIERARCHY-OF-EFFECTS MODELS 75 Purchase decisions in the first quadrant are characterised by high involvement and rational decis ...

76 CHAPTER 3 HOW MARKETING COMMUNICATIONS WORK Notwithstanding the important contribution of the classical hierarchy models, sev ...

ATTITUDE FORMATION AND CHANGE 77 the feelings associated with the object; and the behavioural component refers to action readine ...