1. Chapter 25 Communication strategies to reach consumers

2. (a) Low involvement

4. Figure 25.3: The Rosssiter-Percy grid (1997).

5. Types and forms of branding zTypes of Brands yManufacturers’ yOwn-label (private) yPrice brands yGeneric z Forms of Brands ySingle form yBrand form yBalanced form yVariety form yCorporate form

6. Consumer benefits of branding zHelps with identification of preferred products zReduces length of perceived risk and thus improves quality of shopping experience zEasier to gauge level of quality z Can provide psychological reassurance or reward z Provides cues re. nature of the product source and any associated values

7. Supplier benefits zPermits premium pricing zHelps differentiate from competition zEnhances cross-product promotion and brand extension opportunities zProvides some legal protection z Encourages customer loyalty/retention and repeat purchase z Assists the development and use of IMC z Contributes to corporate identity programs z Provides greater thematic consistency and uniform messages and communications

8. Aspects of brand audit zWhat current brand image is zWhat brand form has been identified zHow the form relates to current and future strategies zHow brand is positioned in mind of target consumer zHow brand relates to competition in terms of market share, performance and other measures of perception and attitudes zHow brand image is to be changed or reinforced