This essay takes up the question: "How is brand represented in the consciousness of the consumer? And on the basis of this starting point, how can the different expressions or manifestations of brand be explained?" This exploration is based upon the findings of cognitive psychology. The latter starts from the assumption that knowledge is stored in memory in the form of schemata or networks. In this sense, brands can be conceived of as complex schemata, which represent, so to speak, the mind map of the brand in question. As a result of individual value orientations and, in part, of situational needs, the mind map is translated into a functional or emotional benefit of the brand. Mind maps prove especially useful in understanding brand communications and in the development of line extensions. This paper presents the way in which the structure and contents of mind maps are established. Specific examples will be presented in order to show the usefulness of this analysis in increasing our comprehension of the interaction of the brand with a range of substantive elements, be they product benefits, advertising images, or emotional benefits.
Until recently, the German pharmaceutical market was hardly subject to any changes which resulted from a general economic development or the population's changed attitude as to values in general. As far as the Federal Republic of Germany is concerned, considerable changes are envisaged and expected to take place in this field over the next couple of years. Consequently this will necessitate a systematic trend research to be carried out in order to analyse the market itself and its future changes and fluctuations. This report does not only reflect some of the economic tendencies but also the changing attitudes among the experienced the population. It describes the population's attitude towards the doctor and the doctor's behaviour. The results obtained from this preliminary study will be taken as a basis for future projects of trend research.
Today, trend research can no longer be conceived in terms of updating motivations, attitudes and interests, but must also be understood as determination of reaction patterns to given environmental conditions. Based on continuous observation of the psychological variables within the population since 1973 it has to be noted that all in all an increase in individualisation is to be observed. This process of individualisation is however superimposed be fear and resignation due to a feeling of insecurity as to the further development of the personal economic situation. Work orientation is increasingly replaced by leisure-time orientation. This goes along with a growing trend for an individual way of life and for adventure. These overall psychological trends are also reflected in media utilisation. However, the future development will largely depend on the increase or decrease of the feeling of fear and insecurity.