Semantic Networks of Strong and Weak Brands

Abstract

Which associations do consumers have when asked about certain brands? What is the structure and content of their brand knowledge? How do semantic brand networks differ from strong and weak brands? Recently brand semantic brand networks have received a great deal of attention in marketing research. Brand semantic networks refer to the mental representations of brands in the minds of consumers. This is primarily due to fact that brand associations have significant implications for consumer-based brand equity. Example given, strong, favorable, and unique brand associations lead to high consumer-based brand equity. There is a variety of ways brand associations can provide value. Among the ways in which associations create value to the firm and its customers are: helping to retrieve information,- differentiating the brand, generating a reason to buy, creating positive attitudes, and providing a basis for extension. With a brand consumers might associate particular benefits, attributes or attitudes. But not only different kinds of brand associations influence brand equity but also the way how consumer structure brand information can be regarded as a factor that influences consumer-based brand equity. According to branding and psychological literature these valuable brand associations are organized in a semantic network model. This model not only assumes that brand knowledge is represented in network with nodes and links but also provides a useful approach for analyzing brands. To our best of our knowledge as far as consumer-based brand equity research is concerned the structures of these brand associations have not been considered. But in order to understand and build strong brands, it is necessary not only to identify brand associations but also to analyze their interconnections. These complex relationships between the nodes show a much clearer picture of the brand as univalent relationships. As such Krishnan has called for the investigation of those interconnections. A deeper understanding of brand associations would contribute significantly to the consumer-based brand equity literature. In order to address this research gap a useful brand association measurement technique has to be developed. Network analysis will help to identify central associations, associations which are grouped together, direct and indirect associations, mutual associations and density of semantic networks. These associations will be identified and analyzed in terms of their attributes uniqueness, relevance, strength and relevance. Substantial differences between strong and weak brands as far as their semantic networks are concerned, are expected.