Better Brand Health eBook

have a separate marketing budget and their own communication activities •are building their own brand identity •have longevity and are not just short-term launches to…

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Responses are neither 100% stable, nor random—the second wave of responses vary predictably, in line with the idea of probabilistic retrieval from memory

ease of this task means that if this metric drops then all the brand’s memory

split-sample approach where each person only gets one cue, but different samples of category buyers get different cues, is an effective way to compare cue performance that avoids priming.

What happens when you ask multiple, similar, unprompted questions in quick succession? Well, it depends on the type of category.

For example, the expected value for SN1 on the attribute to relieve boredom is calculated in the following way: To get the deviation from the expected scores we subtract the actual (128) from the expected (111) = 17, divide this total by the sample size (205) and multiply by 100 = ((17/205)*100) = +8 percentage point (pp) mental advantage for SN1 o

Marketing activity impacting brand-attribute linkages

Include the brand name – The brand name is the new addition to non-buyer memory, which needs to be a prominent, noticeable part of the marketing activity. 3Include category name as an anchor – The category name puts the brand in the ‘right’ part of non-buyers’ memory. It needs to be near the brand name to form an associative link in non-buyer memor

brand attitudes can affect buyers, this only happens if the attitude is remembered.