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Word Count: 495
Understanding how consumers usually represent and organize brand information is the topic were discussing The way the information is formed in ones mind effects how the information is built retrieved and processed Choosing two products frequently used by consumers in the Middle East and around the world cognitive structures represent the interpreted meaning of the brands and how they implement and affect the consumers behavior or personality The meaning we assign to a product is because of a piece of info we store in the long term memoryThe memory plays a huge role in the consumers behavior regarding a brand Brand cognitive structure is how we represent a brand mentally in a consumers mind Example the two brands we chose Pantene and clear shampoos The response of the two consumers regarding the brands showed how each consumer perceives the product from a totally different aspect The CLEAR consumer sees the brand as a Christiano Ronaldo idol like hair where the other sees clear as a standard shampoo anti dandruff use Next comes the Pantene shampoo nowadays whenever we think of the Pantene shampoo we see Tuba Bykstn known as Lamees Consumers may create an overall evaluation of a certain brand based on the mental structure we built of that certain brand The quality image we got of Pantene is LameesCurly wavy hair like her own People whom are into football would actually go for the certain product that Cristiano Ronaldo uses where directly the mind says that Cristianoclearfootball player like hair Where regarding Pantene Turkish soap operas are well-known and got viewers attention rapidly so Pantene went for the AD where Pantene users would actually have the hair close to tubas one TubaPanteneCurly beautiful hairUsers of CLEAR shampoo chose this specific product based on the price quality and anti dandruff option if provides While they differentiate CLEAR from Pantene based on the audience they need to trigger CLEAR triggers more of the
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