Image And Reality: Seeing Things In Different Ways (Chapter 2)

Do you see a vase or 2 faces?

Do you see a young wife looking away or an old granny?

Evaluating Brands- We tend to evaluate brands by their attributes or features.

 Positive or Negative Features- Emotions play a major role in deciding our reaction toward a brand.

Ad Influence on our brand attribute agenda- We tend to assign descriptors to brands such as reliable, cute, tough etc..

Positive Positioning- Words and images are used to make the positive attributes of an advertiser’s brand or product more salient.

Negative Repositioning- Using positive attributes of one’s own brand or highlighting the negative features of the opposition’s product.

Point of Sell Advertising- A great way to direct attention to different aspects of the same thing.

Brand Name Influences- The most popular brands make a name for themselves. For example, when someone says fast food, many will think of…