5 - The Brand Decision Process

8/2/2019 5 - The Brand Decision Process

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The BrandDecision

Process

5


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The Head and Heart Decision

-

Making

Continuum

Cognitive, rational

decision making

Experiential, emotional

decision making


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Recognize

problem or

opportunity

Search for

information

Evaluate

choices

Make buying

decision

Review

decision

Recognize

problem or

opportunity

Evaluate

feelings about

choices,

benefits

Make buying

decision

Review

decision

Recognize

problem or

opportunity

Make buying

decision

Review

decision

Three Approaches to making a Brand Decision

Cognitive Model

Experiential Model

Habit/Repeat Model


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Step 1 : Problem and opportunity Recognition

BASIC BRAND DECISION-MAKING STEPS

Step 2 : Information Search

Step 3 : Evaluation of Choices

Step 4 : Behavior and Action

Step 5 : Review of buying Decision


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Maslows Hierarchy of Needs

Physiological: water, sleep, food,

shelter

Promote the status appeal of , furniture,

upscale electronics, country clubs, liquor,

first class

Level of Needs Marketing and IMC application

Self

-

actualization: Self fulfillment,

creative expression

Belongingness : love, friendship,

acceptance

Safety: Security, shelter, protection,

order, discipline

Esteem: Prestige, status,

accomplishment , respect,

recognition.

Promote lifestyle product, clothing ,

grooming aids, restaurants and clubs.

Promote insurance, alarm system, cavity

protection, retirement, investment

Promote survival necessities, staple,

medicine , generic food products

Promote the enriching experience of

travel education, hobbies.


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Maslows

Hierarchy of

Needs

Self-actualization: Self

fulfillment

Press Ad Aurora


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Attention Factor


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BASIC BRAND DECISION-MAKING

STEPScont

Step 2 : Information Search

-The Awareness factor

-Relevance Factor

-Central and Peripheral Routes


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Information Search

The Awareness factor

Energizer


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Information Search

The Awareness factor

And the ad is


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Information Search

Peripheral Routes

Marlboro Press Ad


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STEPS cont

Step 3: Evaluation of Choices

-Cognitive response:

Involve reasoning , judgment and knowledge-Evoked Sets:

A set of acceptable or liked brand within a category

-Affective Response:

A response that involves emotional processing and results inpreferring (or not preferring) a brand and developing a convictionabout it.-Deen Badal- Jeley


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Evaluation of Choices continued.

-Attitude formation:

Attitude direction ( Feeling is positive or negative) and

Degree of conviction (How strong the feelings is)- Bachtey

holey Jantey hobey.


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STEPS

Evaluation of Choicescontinued.

Likeability

Liking the brand, liking the brand message

CredibilityProduct publicity in print media

Opinion leaders


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STEPS

Step 4: Behavior and Action

Behavioral stage- the one in which a customer takes some

type of action in response to a message.

Step5:Review of Buying Decision

Learning

A change in the knowledge base that comes from exposure

to new information or experience.


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Review of Buying Decision cont

Learning as a mental process-Cognitive learning theory

Learning as a trial and error process-Conditioned

learning theoryCognitive Dissonance

The contradiction between two or more believes or behaviors.

When such a dissonance (or clashing) occurs during thereview of a buying decision, customer generally search formore information


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Persuasion: Hierarchy of Effect Model

Persuasion: The act of creating changes in

belief, attitude and behaviors.

Marketing communication messages are designed to affecthow customers and prospects think about the brand, feel

about a brand, and make a brand choice.


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AIDA

A Classic Persuasion Model; an acronym derived from

four persuasive steps or desired effects that a brand

message should have on customers and prospects:

ATTENTION

INTEREST

DESIRE

ACTION


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Recognize problem or

opportunity

This shows how the Think/Feel/Do model

relates to the other decision models

Search for information

Evaluate choices

Make buying decision

Review buying decision

Attention

Interest

Desire

Action

THINK

(cognitive)

FEEL(affective)

DO

(behavioral)

Decision-Making Steps Hierarchy of Effects


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Four Paths to a Brand DecisionType of Decision

Process

Route Products

Cognitive processing Think/feel/do Car, new products,

major appliances,

ExperientialProcessing- impulse

Do/feel/think Snacks, Beverages,small household item

featured at the

checkout stand

Experiential

Processing-experiences

Feel/do/think Restaurants, sporting

events, Trade show

Repeat/ habit /

processing

Do/Think/Feel BtB supplies, routine

purchase, repeat

purchase.


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Brand

DecisionProcess

Try

Buy Other action

response

Repurchase

DO

The Response Wheel


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A Final Note

Persuade People to Persuade Themselves

Communication that aids customers and

responds to them in a personal way is much

more persuasive than communication that

tries to manipulate them.

5 - The Brand Decision Process

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