{"id":54898,"date":"2026-04-03T11:48:47","date_gmt":"2026-04-03T11:48:47","guid":{"rendered":"https:\/\/certifeka-edu.com\/programs\/strategic-marketing-module-2\/lessons\/lesson-5brand-knowledge-3-2\/"},"modified":"2026-04-03T11:48:47","modified_gmt":"2026-04-03T11:48:47","slug":"lesson-5brand-knowledge-3-2","status":"publish","type":"lesson","link":"https:\/\/certifeka-edu.com\/ar\/programs\/integrated-marketing-strategies-module-ucam-university\/lessons\/lesson-5brand-knowledge-3-2\/","title":{"rendered":"Lesson 5:Brand Knowledge"},"content":{"rendered":"

\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n

Lesson 5: Branding
\n<\/h2>\n

Brand Knowledge
\n<\/h3>\n

\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n

Customer–based brand equity occurs when the consumer has a high level of awareness and familiarity with the brand and holds some strong, favorable, and unique brand associations in memory.<\/h5>\n
What marketers need, then, is an insightful way to represent how brand knowledge exists in consumer memory.<\/h5>\n
An influential model of memory developed by psychologists is helpful for this purpose.<\/h5>\n
The associative network memory model views memory as a network of nodes and connecting links, in which nodes represent stored information or concepts, and links represent the strength of association between the nodes.<\/h5>\n
Any type of information whether it’s verbal, abstract, or contextual can be stored in the memory network.<\/h5>\n
According to the previous model, brand knowledge consists of a brand node in memory with a variety of associations linked to it.<\/h5>\n
Brand knowledge has two components.<\/h5>\n
\n\n\t\t\t\t\t Brand awareness
\n\t\t\t<\/path><\/svg>
\n\t\t\t<\/path><\/svg>
\n\t\t\t\t\t\t<\/summary>\n
is related to the strength of the brand node or trace in memory, which can be measured by the consumer’s ability to identify the brand under different conditions.<\/h5>\n
It is a necessary, but not always a sufficient step in building BE<\/h5>\n<\/details>\n
\n\n\t\t\t\t\t Brand image
\n\t\t\t<\/path><\/svg>
\n\t\t\t<\/path><\/svg>
\n\t\t\t\t\t\t<\/summary>\n
is consumers’ perception about a brand, as reflected by the brand associations held in consumer memory.<\/h5>\n<\/details>\n
is related to the strength of the brand node or trace in memory, which can be measured by the consumer’s ability to identify the brand under different conditions.<\/h5>\n
It is a necessary, but not always a sufficient step in building BE<\/h5>\n
is consumers’ perception about a brand, as reflected by the brand associations held in consumer memory.<\/h5>","protected":false},"comment_status":"open","ping_status":"closed","template":"","class_list":["post-54898","lesson","type-lesson","status-publish","hentry"],"yoast_head":"\nLesson 5:Brand Knowledge - Certifeka-edu<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/certifeka-edu.com\/ar\/programs\/integrated-marketing-strategies-module-ucam-university\/lessons\/lesson-5brand-knowledge-3-2\/\" \/>\n<meta property=\"og:locale\" content=\"ar_AR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lesson 5:Brand Knowledge - Certifeka-edu\" \/>\n<meta property=\"og:description\" content=\"Lesson 5: Branding Brand Knowledge Customer–based brand equity occurs when the consumer has a high level of awareness and familiarity with the brand and holds some strong, favorable, and unique brand associations in memory. 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