Brand Management: Research, theory and practice

Box 6.1 Memory representations

Memory representations fall into different categories: direct, non-verbal

representations (sensory), propositional representations (abstract interpreta-

tions) and linguistic representations.

• Direct or analogous representationsare direct (non-verbal) sensory
  sensations such as: what does a brand look like or how does it feel?
  Sensory representations also include how packaging and advertise-
  ments look. For example a Volvo is a large, rather square car and most
  often a station wagon.

90 Seven brand approaches

Linguistic

representations

• Visual (letters, words,
  sentences)


• Auditory (noises,
  sounds)

Direct or analogous

representations

• Visual images


• Auditory
  representations


• Tactile experiences


• Tastes


• Smells

Propositional representations

Symbolic meanings

(‘Image’)

(‘Mentalese’)

Brand

Figure 6.6The three forms of cognition applied to brands; from G. Franzen and M.

Bouwman, The Mental World of Brands(2001), figure 10.1, p. 178, reprinted by

permission of World Advertising Research Centre, Henley on Thames

(www.warc.com)