Erin Lee Research

Research Project 5




A brand is a psychological entity that exists in the mind of the consumer. Products are made in factories; brands exist in the consumer's mind. All brands stand for something in the consumer’s eyes, and what a brand stands for is vitally important for the success of business and product. Many must link their brands to other entities, for example, people, places, things, or other brands, as a means to improve their brand equity. Like piggy backing on others success.

The brand's resources gratify, enable and enrich the self and can be represented in the consumer's mental representation, which connects the brand to the self. The way in which different parts of an organization are able to feed in their views, and are heard, as well as the role local groups and individual members play in helping to determine future direction of policy.

The view that semantic representations are necessary in the sentence comprehension process and is plausible, since it provides for an extremely natural account of communication exchanges between speakers and hearers. On this account, the formal objects that are encoded and recovered in speech exchanges are semantic representations. It seems that any psychological model of such exchanges must recognize some formal object, which captures the notion of the message in a standard communicated sentence.

There are four dimensions of psychological distance, temporal distance, spatial distance, social distance, and hypothetically. Each of these dimensions is highly relevant to the psychology of consumer decision-making. For example, individuals often commit now to a decision that will go into effect at a later point. It is similarly common to buy something now for use at a later date. Think relationships. Think of a customer saying, "What's in it for me?" not a marketer saying, "Cool, I have another marketing tool!" Think of customers talking with each other, not companies adding social media to their "marketing mix."

The consumer mind is insecure; minds are both emotional and rational. Purchasing decisions are really not known because minds remember things that no longer exist. Branding for sensory information stimulates the relationship with the brand because it allows an emotional response to rational thinking. It also offers different dimensions for a single brand. The ultimate should be a strong, positive, and loyal relationship between brand and consumer.

It is not charisma that creates leadership. You are the same as your consumer, not superior. Getting consumers to see themselves as part of a group provides them with a social identity. When a customer chooses a product, their memory is triggered and they remember a television commercial they saw, or a jingle they heard on the radio or the big sign they see while driving home from work every day. This makes them familiar with the product more than inexpensive products. Even if you are not in a store, some of the jingles you have heard get stuck in your head and you find yourself singing or humming them.