Improving brand performance by altering consumers′ brand uncertainty

Points out that since consumers are seldom familiar with all the competing brands or the attributes of these brands, brand uncertainty exists in every market. Presents theoretical and empirical evidence from several disciplines to demonstrate that brand uncertainty affects brand attitudes and preferences, and consequently affects brand performance. Demonstrates the importance of actively managing brand uncertainty. Identifies and discusses marketing tools that can be used to reduce brand uncertainty at different stages in the consumer decision process. Discusses how managers can modify these tools to deal with high‐involvement versus low‐involvement products, how these tools should be scheduled for maximum impact, and the amount of control managers have over each tool.