從行為科學角度來看繁忙世界裡的購買決策 章節2/2

我們已經看到了,較高的品牌顯著性會伴隨著較多的正面品牌連結與較少的負面品牌連結,但我們還未檢視品牌連結特定的性質:這些正面與負面的連結是由什麼組合而成?品牌連結較傾向於情感性還是功能性?為了回答這些問題,我們將分享三個市場領導品牌:蘋果、百威淡啤,以及另一個口腔護理領導品牌的研究結果。 We have seen that greater brand salience is accompanied by a greater number of positive associations and fewer negative associations but have yet to examine the specific nature of these associations. What do these positive and negative associations consist of? Are brand associations emotional or more functional? To shed light on the answers to these questions, we share our findings for three market leaders: Apple, Bud Light and the market leader in an oral care category.

品牌顯著性讓我們深入探究一個品牌最主要的對手是誰,而品牌連結則提供品牌經理更多資訊,知道如何更妥善地迎戰。運用品牌連結制定定位策略是多數品牌經理熟知的概念,所以在此我們不多加著墨(例如Aaker, 1991)。將品牌連結視為讓品牌被考慮購買的觸發記憶物,則是新的想法。以百威淡啤的品牌連結為例。
百威淡啤的品牌連結顯示,當要為了週一晚上的足球賽選擇搭配的啤酒時,百威淡啤比其他品牌更可能被選擇,因為它與足球和社交場合相關的連結(足球、運動、朋友、放鬆、玩樂、美好時光),讓它更可能在記憶中活化,成為週一晚間的球賽時被飲用的品牌。
While brand salience provides insights into whom a brand competes with most, brand associations provide brand managers with the information on how to compete better. The notion of using brand associations for positioning is one that most brand managers are familiar with so we will not discuss this here (e.g., Aaker, 1991). What is new, however, is viewing brand associations as memory triggers for purchase consideration. Consider Bud Light’s brand associations (Figure 8).
Bud Light’s brand associations suggest that when it comes time to choose a beer for Monday night’s football, Bud Light has a better chance of being selected than other brands. Bud Light’s football and social occasion related associations (football, sports, friends, relaxing, fun, good times) are likely to activate Bud Light from memory as the brand to be consumed for Monday night’s event.