Cepr 135: Chapter 3

Front 1

Brand

Back 1

The sum of all tangible and intangible characteristics that make a unique offer to customers (Brand name, logo, symbol, trademark)

Front 2

Brand Characteristics

Back 2

Personality (Intangible factors), Need to offer something uniquer, quality assurance, express a set of values.

Front 3

Brand Loyalty

Back 3

Degree of consumer attachment to a particular brand

Front 4

Brand Recognition

Back 4

Consumer is aware of the name, benefit, and package.

Front 5

Brand Preference

Back 5

Brand is top of mind and considered a good alternative. Consumer will buy if available.

Front 6

Brand Insistence

Back 6

Consumer buys one brand only. If brand is not available, the purchase is postponed.

Front 7

Brand Equity

Back 7

The value of a brand in its holistic sense to its owners as a corporate asset. The value a consumer derives from a brand over and above the value derived from physical attributes.

Front 8

What is brand equity influenced by

Back 8

Awareness, degree of consumer loyalty, perceived quality, association with a certain attribute.

Front 9

Consumer benefits of Branding

Back 9

Suggest certain level of quality, psychological rewards, distinguishes competitive offerings, unique selling point, creation and development of image, repeat purchase and loyalty.

Front 10

Identify Brand Values and Position Strategy

Back 10

Identify key attributes and benefits. Clearly state what the brand will do for the customer.

Front 11

Plan and Implement the Marketing Program

Back 11

Develop an integrated plan that draws upon key elements of the marketing mix and design and execute the marketing communications mix.

Front 12

Measure and evaluate Brand Performance

Back 12

Evaluate the results against planned objectives, including loyalty, market share and sales.

Front 13

Build brand loyalty and brand equity

Back 13

Alter, expand, and rejuvenate brands to retain their position in the marketplace.

Front 14

Brand positioning

Back 14

The selling concept that motivates purchase, or the image that marketers desire a brand to have in the minds of the consumer. A good positioning strategy clearly differentiates a brand from competing brands.

Front 15

Core Values

Back 15

The primary attributes and benefits a brand delivers

Front 16

Attributes

Back 16

A descriptive feature

Front 17

Benefit

Back 17

value consumers attach to the brand attribute. Ex

Hint 17

Dover promotes self-esteem as the benefit more than just the product.

Front 18

Importance of Positioning

Back 18

A clearly worded and position strategy statement provides guidance for developing all marketing and marketing communication strategies.

Front 19

Product differentiation

Back 19

The brand communicates meaningful and valued differences in order to distinguish itself.

Front 20

Brand leadership

Back 20

Brand who already re-inforcing this position ex. always coca-cola

Front 21

Head On positioning

Back 21

A brand is presented as an equal or better alternative, usually through some form of comparison

Front 22

Innovation

Back 22

Focus on leading edge and newness

Front 23

Price(Value)

Back 23

Focus pricing strategy, value or high end. Ex. Walmart save money live better

Front 24

Lifestyle (Image)

Back 24

Focusing on the intangible characteristics in order to build a desired image and personality (ex, jeep)

Front 25

Repositioning

Back 25

Changes in environmental factors can affect consumer preferences, leading manufacturers to reposition. Change the place a product occupies in the consumers mind relative to the competition. Ex Hyundai

Front 26

Planning and Implementing

Back 26

How to build brand loyalty and equity. Determine the appropriate brand elements to focus on (names, packages, symbols) and must all be consistent. Devise an effective marketing communication strategy to communicate the brand’s values and positioning strategy.

Front 27

Packaging and brand building

Back 27

A good package design helps build brand. The look must be instilled in the consumers mind, it must differentiate the brand, maintain brand identity and across product lines, familiarity creates trust

Front 28

Roles of packaging

Back 28

Protect the product, market the product, provide convenience.

Front 29

Branding by design

Back 29

not everything can be sold in packages. For durable foods must fit into consumer lifestyle; form follows function; For intangible profducts, need effective marketing communication program.