Sublime

Under this role a Brand Awareness measure aims to detect if the brand is present in the ‘right’ part of the category buyer memory, as defined by the category cue.

Therefore, brand images need to reflect how consumers see themselves (actual) or might want to see themselves

The goal for our branding should be that every potential customer knows exactly where we want to take them:

differences in retailer images that can influence the perceptions category buyers hold of different retailers’ PLs (e.g., more upmarket Costco and Kirkland versus the…

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Instead, a brand is a customer’s gut feeling about a product, service, or company.

Brands, as a general experience, are only a small part of a category buyer’s life, and most specific brands are only a minuscule part of the fabric of any category buyer’s day, week, month or year.

As a rule, if any individual PL in a specific category (e.g., Walmart’s Great Value in the Cream Cheese category) has substantive market share, then this PL brand…

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‘position’ your product.

neglects the inherent variability of memory retrieval. There is no set of brands that always gets into the nightclub.