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What does brand loyalty as an attitude and behavior entail?
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It involves personal definitions of loyalty and is measured through purchase patterns, opinion surveys, and experimentation.
Why is consistency in brand image not always necessary across all audiences?
Different audiences may perceive the brand differently, and consistency isn't always crucial across these varied perceptions.
What role does brand awareness play in building brand loyalty?
Brand awareness, involving recognition and recall, is the foundation of the brand loyalty hierarchy.
Differentiate between an evoked set and a consideration set in brand loyalty.
Evoked set refers to brands that come to mind first, while consideration set includes brands actively considered for purchase.
What is the impact of positive brand equity on a brand?
Positive brand equity can increase sales, allow for premium pricing, reduce costs, and influence business deals and collaborations.
How might a brand achieve strong consumer identification despite quality issues?
Through strong brand affinity and forming loyal groups, as seen with Harley-Davidson.
What is a common misconception marketers have about brand loyalty?
Marketers often misunderstand or cannot define brand loyalty, and true brand loyalty is rare among brands.
What are the potential risks associated with brand extensions?
Brand extensions can lead to brand dilution, where the core brand meaning weakens or becomes unclear.
What is the significance of brand tone in communication?
Brand tone refers to the situational variant of the brand's voice, adjusting how the brand communicates depending on the context.
Define brand architecture and provide an example.
Brand architecture is the arrangement of products and brands within an organization. An example is Procter & Gamble's sub-brands.
Explain how brand dilution can occur using a specific example.
Brand dilution can occur when a brand expands into varied product categories, like Virgin's diversified products.
Describe the difference between brand personality and brand persona.
Brand personality refers to traits attributed to a brand, while brand persona visualizes the brand as a human with those traits.
What is the ultimate goal for marketers in shaping brand image?
The ultimate goal is to build desired brand equity through shaping the brand's image.
How does brand identity differ from brand image?
Brand identity consists of recognizable elements such as logos and colors, while brand image is the audience's perception of the brand.
What factors can influence consumers' brand loyalty?
Factors include price, quality, location, and social influence; these are often confused with loyalty itself.
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