Brands exist in peoples' minds as a network (a unique memory structure) of thoughts, feelings, experiences, images, stories, colours, sounds, symbols and memories.
Understanding (a clearly specified) behaviour in context in order to develop interventions more likely to prove effective in changing that behaviour.
The binomial test is a statistical test on a variable with two categories (such as yes or no) which tells you if observed percentages are significantly deviating from a theoretically expected (binomial) distribution (at a certain level of accuracy).
Behavioural science is a discipline that aims to explain, predict, and influence human behaviour. Whilst it is a multidisciplinary approach, it is typically associated with psychology - and therefore our mental processes.
Brand Salience is the degree to which your brand is thought of or noticed. Strong brands have high Brand Salience and weak brands have little or none. Without brand salience people would not be choose your brand at the moment of truth.
Business-to-business research is where the participants are selected because of their job role in an organisation.
For consumers, brands are more than just corporate logos. They have meaning, personality and even attitude.
Brand purpose is a strategic concept which provides a reason for a brand to exist beyond making a profit and encompasses the philosophy behind a brand, and what helps to drive it.
Biotechnology applications are used in a variety of fields of science such as agriculture and medicine, including biopharmaceuticals and gene therapy.
A measure or indication of the readiness with which a brand springs to mind, usually expressed as a percentage of the target market.