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7 Cards in this Set
- Front
- Back
- 3rd side (hint)
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Define branding. Name 3 roles of a brand.
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A name, term, sign, symbol or design to identify goods/services of sellers and to differentiate them from competitors.
1. Identifies the maker 2. Create barriers to entry 3. Signify quality |
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What is Mind Share Branding? What are the advantages and disadvantages?
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Cognitive form of branding. Consumer's awareness and perception of particular brand/products compared to competitor's product/services.
Advantage |
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What is the brand onion? Discuss what aspects are included using example illustrate.
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1. Essence - Global fashion hub
2. Brand Value - Innovative 3. Brand Personality - Fresh, Young 4. Brand in Action - Continue global expansion |
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What is Customer-based brand equity? Discuss how consumer responses differ in relation to brand knowledge brand equity.
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It is a way of assessing the value of the brand in the customer's mind. These differences are a result of a consumer's brand knowledge, that is all thoughts, feelings, images, experiences, beliefs etc..
Brand equity is reflected in perceptions, preferences and behaviour related to all aspects of the marketing of a brand. 1. Salience. Identity (who are you?) 2. Performance, Imagery. Meaning (what are you?) 3. Judgements, Feelings. Response (what about you?) 4. Resonance. Relationship (what about you+me?) |
Pyramid
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What are brand elements and what criteria should be considered for a successful element? Provide three examples and three element criterias.
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Trademarkable devices that identify and differentiate the brand.
E.g. Brand names, slogans, logos. Criteria: Memorable, Meaningful, Likeable, Transferable, Adaptable, Protectable. |
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What does leveraging other brands mean? Discuss the advantages and disadvantages of leveraging.
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Ad: Create broader consumer appeal and greater equity, can expand into a category that might have otherwise been hard to enter alone.
Dis: Complex legal contract, careful coordination of marketing efforts, reputation risks. |
Apple & Nike
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What is brand positioning? Discuss what is required in order to decide on positioning.
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1. Determine frame of reference by identifying the target market and relevant competition.
2. Identify the optimal points of parity and points of different. (Explain) 3. Create brand mantra to summarise the positioning and essence of the brand. |
Sony Bravia
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