Session 6

Question 1

Brand recall: Depth

Answer 1

Who?
The percentage of people wo recall the brand

Question 2

Brand recall: Width

Answer 2

When?
The cues that lead to brands recall
Subcategories
Places
People
Times

Question 3

Brand recognition

Answer 3

Do you remberer having seen this brand?

Question 4

Brand image

Answer 4

When you think of this brand what comes to mind

Question 5

Brand image:
Elaboration questions

Answer 5

• Who is the typical user of this brand?
• When would you use this brand?
• If this brand was a person, what would its personality look like?
• If I mention this brand, what type of feelings does it evoke?

Question 6

The functional benifit trap

Answer 6

Our instinct is that customers will be swayed by product-related attributes and
functional benefits. But it is often more effective to move beyond those and
consider higher-order experiential and symbolic benefits.
* “When I buy or use this brand, I feel __.”
* “When I buy or use this brand, the type of people I relate to are __.”
* “When I buy or use this brand, I am __.”

Question 7

Reference groups

Answer 7

• Aspirational = Group that we wish to be like
• Dissociative = Group that we wish to avoid
• Associative = Group that we belong to