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The Learning Process Products as reminders of life experiences Products + memory = brand equity/loyalty Learning: a relatively permanent change in behavior caused by experience Incidental learning Ongoing process Behavioral Learning Theories Learning = responses to external events “Black box” Observable behavior Classical conditioning instrumental conditioning Classical Conditioning Ivan Pavlov CS + UCS = response Over time: CS = response Brand names as CS Credit card as CS Music, humor, imagery CS first, then UCS Classical Conditioning (Cont’d) Repetition of exposure Type of medium used Extinction Izod Lacoste crocodile on baby clothes Beware of… Advertising wearout Frequent product encounters Discussion Some die-hard fans were not pleased when the Rolling Stones sold the tune “Start Me Up” for about $4 million to Microsoft, which wanted the classic song to promote its Windows 95 launch. Other rock legends have refused to play the commercial game. Singer Neil Young is especially adamant about not “selling out.” What’s your take on this issue? How do you react when one of your favorite songs turns up in a commercial? Is this use of nostalgia an effective way to market a product? Why or why not? Classical Conditioning (Cont’d) Stimulus Generalization Halo effect “Piggybacking” strategy Masked branding Family branding, product line extensions, licensing, look-alike packaging Discussion Identify some important characteristics of a product with a well-known brand name. Based on these attributes, generate a list of possible brand extension or licensing opportunities, as well as some others that would most likely not be accepted by consumers. Classical Conditioning (Cont’d) Stimulus Discrimination Brand positioning Unique attributes of brand Anti-Counterfeiting Coalition combats “knockoffs” Semantic Associations Intel = “intelligent” + “electronics” Viagra ~ Niagara (Falls) Qualcomm = “quality” + “communications” p, b, t, d = slow f, v, s, z = fast Blackberry PDA b =