In Chapter 2 you read about “leveraging” (refer to Figure 2.5) as one of the ways by which brand associations are created. Relate that discussion to the concept of imbuing a brand with meaning by pulling existing meaning from the “culturally constituted world.”
Answer to relevant QuestionsHow does your college or university position itself? If you were responsible for coming up with a new positioning, or repositioning, for your college/university, what would that be? Justify your choice. African-American, Hispanic-American, and Asian-American consumers do not signify three homogeneous markets; rather, they represent many markets composed of people who merely share a common ethnicity and/or language. Explain. Explain why attention is highly selective and what implication selectivity holds for brand managers and their advertising agencies. Construct a picture to represent your understanding of how the encoding variability hypothesis applies to an advertising context. Use an actual brand for illustration purposes. Show your understanding of Equation 9.4 and the data presented in Table 9.5 by constructing a spreadsheet (using, for example, Microsoft’s Excel) and altering the elasticity coefficients for different beers. For example, ...
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