Margarita Zharkova

[Margarita Zharkova @mzharkova_]

Lifestyle brands are used by the consumers to express themselves and validate their identity and values. This kind of brands have their own specific psychographic target market. @lets_NEUROmkt #NMKTRCH

[Margarita Zharkova @mzharkova_]

In #neuromarkering, there are thinking products (products that predominantly serve an utilitarian function) and feeling products (goods that go beyond only utility function, and that convey meaning for the consumers).@lets_NEUROmkt #NMKTRCH

[Margarita Zharkova @mzharkova_]

Nowadays, the role of ideas and concepts in consumption experiences is really significant. Majority of human consumption can be better understood by using “conceptual consumption” rather than traditional “goods consumption”. @lets_NEUROmkt #NMKTRCH

[Margarita Zharkova @mzharkova_]

Virality is not born, it is made. To achieve virality, marketers need to create a message that will trigger consumers’ emotions and provoke reactions.@lets_NEUROmkt #NMKTRCH

[Margarita Zharkova @mzharkova_]

Lifestyle brands embody consumers’ values,interests and opinions for marketing purposes. These brands motivate and inspire people by contributing to the customers’ way of living. @lets_NEUROmkt #NMKTRCH

[Margarita Zharkova @mzharkova_]

Products are viewed not as objective entities but rather as subjective symbols. People buy products not only for what they can do, but also for what they mean for the consumers. @lets_NEUROmkt #NMKTRCH

[Margarita Zharkova @mzharkova_]

Nowadays, we evolved from consuming goods to consuming concepts. Products are pretty much the same, but images & psychological perceptions determine what people will purchase. @lets_NEUROmkt #NMKTRCH

[Margarita Zharkova @mzharkova_]

In STEPPS model, "social currency" stands for things that make people look good or things you would tell your friends about.@lets_NEUROmkt #NMKTRCH

[Margarita Zharkova @mzharkova_]

STEPPS model explains and points out the factors and principles of virality. They include: social currency, triggers, emotions, public, practical value and stories.@lets_NEUROmkt #NMKTRCH

[Margarita Zharkova @mzharkova_]

Viral content - is a new item, image or video that has become really popular within hours or days by being shared by a big amount of people through social media. This kind of content provokes strong reactions and emotions.
#NMKTRCH @lets_NEUROmkt

[Margarita Zharkova @mzharkova_]

#Rebranding - is the activity of changing the associations that consumers have with the brand. @lets_NEUROmkt #NMKTRCH

[Margarita Zharkova @mzharkova_]

#Brand has three perspectives: legal (property,rights), financial (assests,sources of profit) and graphical/visual (colors,shapes). @lets_NEUROmkt #NMKTRCH

[Margarita Zharkova @mzharkova_]

If a brand can be recognized by consumers without mentioning its name, it means that the brand is doing well and has a strong brand identity. Consumers use patterns and associations to recognize brands and their products or services. @lets_NEUROmkt #NMKTRCH

[Margarita Zharkova @mzharkova_]

A brand - name, symbol, design or any other feature that differentiate one seller’s goods or services from others. It can identify one item, “family” of items or all the items of a specific seller. @lets_NEUROmkt #NMKTRCH

[Margarita Zharkova @mzharkova_]

Packaging is a really important part of a brand and it’s image. Changing packaging can lead to loss of associations with the brand, and therefore, to the decrease in sales and customers. Example of this could be “Tropicana” case. @lets_NEUROmkt #NMKTRCH

[Margarita Zharkova @mzharkova_]

Brand associations are malleable. We can use existing associations to enhance the brand’s image or try to minimize or eliminate bad associations by changing the logo, for example. @lets_NEUROmkt #NMKTRCH

[Margarita Zharkova @mzharkova_]

Brand - is a company’s most important asset. It is not just a physical product or service, it is something that exists in the minds of the consumers. @lets_NEUROmkt #NMKTRCH

[Margarita Zharkova @mzharkova_]

According to #neuromarketing, in traditional paradigm: we influence people through analytical system (S2), while in new paradigm: we influence people through experiential system (S1). Emotions simplify and guide decision making process for consumers. @lets_NEUROmkt #NMKTRCH

[Margarita Zharkova @mzharkova_]

There are External and Internal emotions’ triggers in neuromarketing. Internal triggers can be divided into 2 categories: future (planning, projecting, dreaming and imagining) and past (remembering and recalling).@lets_NEUROmkt #NMKTRCH

[Margarita Zharkova @mzharkova_]

In #neuromarketing, there are 2 systems of reasoning. “Experimental system” that is responsible for autonomous processes and “Analytic system” that is in control of the deliberate processes. Both systems interact with and reinforce each other.
@lets_NEUROmkt #NMKTRCH