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28 Cards in this Set
- Front
- Back
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brandr
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burn
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Two core needs/purposes to “brand” a product
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Distinction & Quality approval
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The importance of branding increased
rigid laws in place to protect original products and to give purchasers more confidence |
18th century
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Industry revolution redefined branding
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19th century
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A distinctive idea (strong identity) expressed in a set of functional & experiential features (identity symbols/entity);
A promise of value relevant to its end users, and an economic return to its producers |
Brand
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How the company wants to present the brand
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Brand identity
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How the consumer ends up seeing the brand
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Brand image
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A set of short, three- to five-word phrases capturing the irrefutable essence of sprit of the brand positioning & brand value
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Brand mantra
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A variety of human characteristics that people associate with a brand
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Brand personality
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A brand’s current market value
The greater the equity is the more valuable the brand will become The brand’s ability to retain current customers & attract new ones |
Brand equity
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The essence of a brand
Compared to “product” or “service”, “entity” is more inclusive and has a legal insinuation |
Brand entity
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Characterized by emotional intensity such as self- transformation or awakening, separation from mundane, extreme enjoyment, and connectedness to larger phenomena outside the self
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Brand experience
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Total absorption in an activity achieved through intense, focused engagement in the mastery of an activity
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Flow
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An ephemeral, yet powerful, personally meaningful, and potentially transformational experience
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Peak
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Identify and Establish
Brand Positioning and Values |
Stage 1
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Plan and Implement Brand Marketing Programs
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Stage 2
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Measure and Interpret Brand Performance
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Stage 3
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Grow and Sustain Brand Equity
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Stage 4
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Divide the market into distinct groups of homogeneous consumers
Who have similar needs & consumption patterns Thus require similar marketing mixes |
TARGET MARKET SEGMENTATION
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A marketing research practice identifying what is perceived to be currently “cool” among a certain demographic group (e.g., teenagers)
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Cool hunting
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A character, a concept, a person, or any entity that represents a distinct sub-culture
From a classic art or a pop-culture |
Cultural Icon
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The actual mental slot where the consumer places the brand relevant to others
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Position
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Aprocessandastrategy,thatcanbesummarizedinthe following four questions:
What: what is the benefit and purpose of the brand? The brand promise and value to the consumer need to be clearly identified. Who: who is the target, the potential customer? Reason: what are the differentiators that support and can create such a benefit? Against whom: who is the competition? |
Positioning
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The product mix is at the core of any branding strategy
Positioning a brand (with its competitors) by product mix |
Product-level Positioning
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The physical manifestation of the identity
Highlighting the brand’s competitive features or attributes |
Product mix
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Position brands by non-functional attributes
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Brand-level Positioning
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The strong, favorable, and unique brand associations for a brand that consumers could not find to the same extent with a competitive brand
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Points-of-Difference Associations
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The associations that are
not necessarily unique to the brand but may in fact be shared with other brands |
Points-of-Parity Associations
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