Brand Equity: Different Perspectives Cognitive psychology(associative network memory model): strong, favorable, and unique brand associations as nodes of a network in consumer memory to be activated by some stimuli Information economics: brand as a cognitive short-cut or decision heuristic for consumers to reduce perceived risk Social relationship: brand is the bridge connecting brand and its consumers as if such relationship was interpersonal relationship Choudhary, Nichiketa(2008), "People Buy Brands Like They Make Friends brandchannel. com. May 5 Issue ID Branding(2008), Give Them Something to Believe In: The Value of Brand Culture O Copy rights reserved, Zou Deqiang4 4 © Copy rights reserved, Zou Deqiang Brand Equity: Different Perspectives • Cognitive psychology (associative network memory model): strong, favorable, and unique brand associations as nodes of a network in consumer memory to be activated by some stimuli • Information economics: brand as a cognitive short-cut or decision heuristic for consumers to reduce perceived risk • Social relationship: brand is the bridge connecting brand and its consumers as if such relationship was interpersonal relationship Choudhary, Nichiketa (2008), “People Buy Brands Like They Make Friends,” brandchannel.com, May 5 Issue. ID Branding (2008), Give Them Something to Believe In: The Value of Brand Culture Choudhary, Nichiketa (2008), “People Buy Brands Like They Make Friends,” brandchannel.com, May 5 Issue. ID Branding (2008), Give Them Something to Believe In: The Value of Brand Culture