5 - the brand decision process
TRANSCRIPT
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The BrandDecision
Process
5
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The Head and Heart Decision
-
Making
Continuum
Cognitive, rational
decision making
Experiential, emotional
decision making
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Recognize
problem or
opportunity
Search for
information
Evaluate
choices
Make buying
decision
Review
decision
Recognize
problem or
opportunity
Evaluate
feelings about
choices,
benefits
Make buying
decision
Review
decision
Recognize
problem or
opportunity
Make buying
decision
Review
decision
Three Approaches to making a Brand Decision
Cognitive Model
Experiential Model
Habit/Repeat Model
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Step 1 : Problem and opportunity Recognition
BASIC BRAND DECISION-MAKING STEPS
Step 2 : Information Search
Step 3 : Evaluation of Choices
Step 4 : Behavior and Action
Step 5 : Review of buying Decision
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Maslows Hierarchy of Needs
Physiological: water, sleep, food,
shelter
Promote the status appeal of , furniture,
upscale electronics, country clubs, liquor,
first class
Level of Needs Marketing and IMC application
Self
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actualization: Self fulfillment,
creative expression
Belongingness : love, friendship,
acceptance
Safety: Security, shelter, protection,
order, discipline
Esteem: Prestige, status,
accomplishment , respect,
recognition.
Promote lifestyle product, clothing ,
grooming aids, restaurants and clubs.
Promote insurance, alarm system, cavity
protection, retirement, investment
Promote survival necessities, staple,
medicine , generic food products
Promote the enriching experience of
travel education, hobbies.
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Maslows
Hierarchy of
Needs
Self-actualization: Self
fulfillment
Press Ad Aurora
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BASIC BRAND DECISION-MAKING STEPS
Attention Factor
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BASIC BRAND DECISION-MAKING
STEPScont
Step 2 : Information Search
-The Awareness factor
-Relevance Factor
-Central and Peripheral Routes
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BASIC BRAND DECISION-MAKING STEPS
Information Search
The Awareness factor
Energizer
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BASIC BRAND DECISION-MAKING STEPS
Information Search
The Awareness factor
And the ad is
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BASIC BRAND DECISION-MAKING STEPS
Information Search
Peripheral Routes
Marlboro Press Ad
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BASIC BRAND DECISION-MAKING
STEPS cont
Step 3: Evaluation of Choices
-Cognitive response:
Involve reasoning , judgment and knowledge-Evoked Sets:
A set of acceptable or liked brand within a category
-Affective Response:
A response that involves emotional processing and results inpreferring (or not preferring) a brand and developing a convictionabout it.-Deen Badal- Jeley
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BASIC BRAND DECISION-MAKING STEPS
Evaluation of Choices continued.
-Attitude formation:
Attitude direction ( Feeling is positive or negative) and
Degree of conviction (How strong the feelings is)- Bachtey
holey Jantey hobey.
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BASIC BRAND DECISION-MAKING
STEPS
Evaluation of Choicescontinued.
Likeability
Liking the brand, liking the brand message
CredibilityProduct publicity in print media
Opinion leaders
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BASIC BRAND DECISION-MAKING
STEPS
Step 4: Behavior and Action
Behavioral stage- the one in which a customer takes some
type of action in response to a message.
Step5:Review of Buying Decision
Learning
A change in the knowledge base that comes from exposure
to new information or experience.
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Review of Buying Decision cont
Learning as a mental process-Cognitive learning theory
Learning as a trial and error process-Conditioned
learning theoryCognitive Dissonance
The contradiction between two or more believes or behaviors.
When such a dissonance (or clashing) occurs during thereview of a buying decision, customer generally search formore information
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Persuasion: Hierarchy of Effect Model
Persuasion: The act of creating changes in
belief, attitude and behaviors.
Marketing communication messages are designed to affecthow customers and prospects think about the brand, feel
about a brand, and make a brand choice.
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AIDA
A Classic Persuasion Model; an acronym derived from
four persuasive steps or desired effects that a brand
message should have on customers and prospects:
ATTENTION
INTEREST
DESIRE
ACTION
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Recognize problem or
opportunity
This shows how the Think/Feel/Do model
relates to the other decision models
Search for information
Evaluate choices
Make buying decision
Review buying decision
Attention
Interest
Desire
Action
THINK
(cognitive)
FEEL(affective)
DO
(behavioral)
Decision-Making Steps Hierarchy of Effects
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Four Paths to a Brand DecisionType of Decision
Process
Route Products
Cognitive processing Think/feel/do Car, new products,
major appliances,
ExperientialProcessing- impulse
Do/feel/think Snacks, Beverages,small household item
featured at the
checkout stand
Experiential
Processing-experiences
Feel/do/think Restaurants, sporting
events, Trade show
Repeat/ habit /
processing
Do/Think/Feel BtB supplies, routine
purchase, repeat
purchase.
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Brand
DecisionProcess
Try
Buy Other action
response
Repurchase
DO
The Response Wheel
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A Final Note
Persuade People to Persuade Themselves
Communication that aids customers and
responds to them in a personal way is much
more persuasive than communication that
tries to manipulate them.