Categorization

Question 1

Schemas

Answer 1

beliefs about and knowledge linked to a concept (product, brand, people, etc.)

Question 2

Image

Answer 2

A subset of salient and feeling-related associations stored in a brand schema

Question 3

Brand Personality

Answer 3

the set of associations that reflect the personification of the brand.
Like human personality, it’s distinctive and enduring.
AXE: seductive, masculine, individualistic, unconventional
Marlboro: masculine, adventurous, free

Question 4

Creating schemas, images, and personalities

Answer 4

Help consumers better understand what a product is offering and how it is different from the competition.
Can be created by brand extensions, licensing, brand alliances, and sponsorship.

Question 5

Scripts

Answer 5

Knowledge of a sequence of events
Procedure for doing various things learned over time
Tell a story
Visit a restaurant
Marketing of services
Print ads
Helps marketers understand how consumers buy and use an offering
May want consumer to consider brand as part of scripted activity

Question 6

Taxonomic

Answer 6

Similar objects in the same category
Objects in categories have same features
Lots of sharing within categories
Little sharing across categories

Question 7

Taxonomic Categorical Structure

Answer 7

Hierarchical structure (“different levels of specificity”)
Basic
Superordinate
Subordinate

Question 8

Part-list cueing

Answer 8

harder to come up with members if given a few to start.

Question 9

Graded Structure

Answer 9

Some members represent category better than others

Question 10

Best example of a category

Answer 10

IE Protoype
Most easily recalled
Standard of comparison for category
Shares the most associations with other members of its own category

Question 11

Downsides of categories

Answer 11

Sales may be lost as well as gained from such over-familiarity
Legal: a trademark that is used to describe a type of product rather than a brand of product, is said to be generic and won’t be given any protection (lose legal status as a trademark)

Question 12

Goal-Derived Categories

Answer 12

Contain things relevant to a goal
Focus on consumer need rather than product form
We use rules/experience to create these
ie wedding gift, quick breakfast

Question 13

Taxonomic

Answer 13

naturally occurring relationship between objects and features Examples: dogs, birds, beverages, cameras, cars

Question 14

Analogies

Answer 14

Help people better understand your product (providing a reference point)
Fax machine is like..
Gatorade is like..
iPad is like..

Question 15

How Marketers Influence Categorization?

Answer 15

Create a new category
Often a combination of two “known” categories
Goal-derived categories
Repositioning:
Can use placement to change categorization

Question 16

Positioning and Competition

Answer 16

Position close to prototype (me too brands)
Position away from prototype
Position relevant to goal