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11 Cards in this Set
- Front
- Back
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3 Functions of a Brand Positioning |
1. Navigation - differentiation from one brand to the next 2. Reassurance - intrinsic value of the brand 3. Engagement - identify or connect with a company |
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Branding |
A process used to build awareness and extend customer loyalty Research > Strategy > Designing Identity > Touch-points > Managing Assets |
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Co-branding |
2 brands, one product. Ex. Oreo Blizzard |
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Digital Branding |
e-commerce |
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Personal Branding |
Kim Kardashian |
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Cause Branding |
UNICEF, Cancer |
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Country Branding |
Travel Alberta |
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Brand Name |
- meaningful -distinctive - future-oriented - modular - protect able -positive |
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Brand Architecture |
- monolithic (Gmail, Googe, G+) - endorsed - sub-brand - pluralistic (Campbells owns Godiva) |
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Tag Line |
- different from slogan - more long standing - short -differentiated from competitors - captures brand essence and positioning - no negative connotations |
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Promotion Strategy |
Product features and attributes - puppy chow Competitive advantage - feature that competitor does not have Differentiation Repositioning - how you choose to be in the eyes of the consumer (ex. Chapters and furniture) |
