Product Category Schemata –
Pick a product category. Describe your personal product category schemata (or associative memory network). Who are the leading brands in this category? Discuss the 1) product category risk, 2) utilitarian category value, 3) category signal value, and 4) category consumption visibility? How does all of this affect your perception of global brand superiority in the category? Do you have a preference for a global or local brand in this category? Now, pick one brand in this category and briefly discuss the brand’s cultural positioning. Is this effective?