Read the case study "The rebranding of Virgin Australia" on follow in pictures. Explain how chunking, rehearsal, recirculation and elaboration might play a part in the rebranding of Virgin Australia. What were some other ways that Borghetti could remove customers' previous associations about Virgin Blue? How might these existing associations interfere with the knowledge structure that Borghetti wants customers to have about the new Virgin Australia?
This successful rebranding of Virgin Australia makes use of the concepts of brand image, brand personality and schemas that you have learned in this chapter. Customers previously had different schemas about each of the separate airlines - all of which generally linked the Virgin Blue group of airlines to its 'low-cost' status. But as part of the revitalisation, this schema changed into one that linked the single Virgin Australia brand with its 'modern' and "business class' image. Therefore, the brand image and brand personality was changed in order to shake up what customers previously knew about the airlines into what Borghetti wanted them to know about the new Virgin Australia." CASE QUESTIONS 1 Borghetti was able to change the explicit memories that customers had about Virgin Blue. Do you think he was able to change customers' implicit memories as well? How do you think this might positively or negatively influence the long-term success of Virgin Australia? 2 Explain how chunking, rehearsal, recirculation and elaboration might play a part in the rebranding of Virgin Australia. 3 Do you think Borghetti was also able to change the scripts that customers had about when to fly on Virgin Australia, Qantas or another airline? 4 What were some other ways that Borghetti could remove customers' previous associations about Virgin Blue? How might these existing associations interfere with the knowledge structure that Borghetti wants customers to have about the new Virgin Australia? ENDNOTES 1 Loraine Lau-Gesk, "Understanding Multimedia Context," Journal of Extensions," Journal of Consumer Consumer Evaluations of Mixed Consumer Research, December Research, March 1987, pp. 473-491. Affective Experiences," Journal of 2001, pp. 482-493. Consumer Research 32, no. 1, 2005, Allan Paivio, "Perceptual pp. 23-28. 5 Guojun Zhang, and Herbert A. Comparisons Through the Mind's Simon, "STM Capacity for Chinese Eye," Memory and Cognition, 2 R. N. Haber, "The Impending Words and Idioms: Chunking and November 1975, pp. 635-647; Demise of the Icon: A Critique of Acoustical Loop Hypotheses," Stephen M. Kosslyn, "The Medium the Concept of Iconic Storage in Memory & Cognition 13, May 1985, and the Message in Mental Visual Information Processing," pp. 193-201. Imagery," Psychological Review, The Behavioral and Brain Sciences, 6 Lingyun Qiu, and Weiquan Wang, January 1981, pp. 46-66; and March 1983, pp. 1-54. "The Effects of Message Order and MacInnis and Price, "The Role of 3 George A Miller, "The Magic Information Chunking on eWOM Imagery in Information Processing." Number Seven, Plus or Minus Persuasion," working paper, Peking Morris B. Holbrook and Elizabeth Two: Some Limits on Our Capacity University, Beijing, China, N.D., C. Hirschman, "The Experiential for Processing Information," http://www.pacis-net.org/file/2011/ Aspects of Consumption," Journal Psychological Review 63, March, PACIS2011-147.pdf of Consumer Research, September 1956, pp. 81-97. 7 Deborah J. MacInnis and Linda 1982, pp. 132-140; and Alan Nader T. Tavassoli and Jin K. Han, L. Price, "The Role of Imagery in Richardson, "Imagery: Definitions "Scripted Thought: Processing Information Processing: Review and and Types," in ed. Aness Sheikh, Korean Hancha and Hangul in a Imagery: Current Theory, Research, CHAPTER 3 | MEMORY AND KNOWLEDGE 151
