Positive Attitudes

3697 Words15 Pages
With reference to appropriate consumer behaviour models and theories explain how marketers try to generate positive attitudes towards brands. Your answer should make frequent use of examples of the marketing activities of an organisation of your choice.

|consumer attitudes are learned, stored and retrieved and use of examples (attention, perception, learning, |
|memory systems and processes) 35% |
|attitude models and use of examples (multi-attribute models, theory of reasoned action, heuristic models). 30%|
|role of attitude in the decision making process and use of examples (consumer decision process, evaluation of |
|alternatives, consideration set,
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Apple is associated with excitment, which is the message they portray in all their marketing material from adverts, to store and packing. So consumers who want to see themselves as young and with it need the latest apple product. (kotler,Armstrong)

Steve Jobs the late CEO of Apple was known worldwide for his unique personality, even if people didn’t like him they respected him which plays a big part in emotional branding.

“A successful brand is an identifiable product, service, person or place, augmented in such a way that the buyer or user perceives relevant, unique added values which match their needs more closely. Furthermore, its success results from being able to sustain those added values in the face of competition.” (DeChernatony, L. McDonald, M. 1998)

Greg Joswiak part of the iPhone marketing team told the audience at Silicon Valley Comes to Cambridge what Apple marketers focus on.

Simplicity—”Make complex things simple. A lot of people think it means take something simple and leave it at its core essence.

Courage—”Courage drives a lot of decisions in business. Don’t hang on to ideas from the past even if they have been successful for you. You don’t build a product just because everyone else has one. ”(Wall Street Journal)


Psychologist Sigmund Freud has a theory
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