HCI and User-Experience Design by Aaron Marcus

Author:Aaron Marcus
Language: eng
Format: epub
Publisher: Springer London, London

Knowledge: the extent of the consumer’s awareness of the brand and understanding of its identity, which measures the “intimacy” that consumers “share” with the brand.

Young and Rubicam assert that differentiation and relevance taken together strongly determine growth potential (“brand vitality”), while esteem and knowledge determine the current power of a brand (“brand stature”). According to their Web site, they conduct an annual survey based on the Brand Asset Valuator, which contains data on about 20,000 brands based on the opinion of over 230,000 respondents in 44 countries.

Some Internet-oriented authors, like Schwartz (1999), have argued that branding on the Web is quite different, that “interactive, personal media such as Websites simply aren’t good at burnishing an emotionally charged message into the minds of millions” because consumers “use the Web as a tool to accomplish a particular objective”. Schwartz describes this as solution branding, not product branding, but it seems to be an evolution, not a revolution, of the branding of services. Branding of both products and services survives and thrives in ever more clever and forceful ways/waves as persuasive communication explores new media.

Other authors comment on the shifting focus of global brands, in which U.S. based brands are losing “power,” while Asian and European brands have gained strength (Buck 2004; Cheng 2004). In global and local markets, brand awareness, competitiveness, and effectiveness are studied carefully by market leaders and their would-be supplanters (Buck 2004).

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.