Essay Branding: Marketing and Answer

2855 Words Mar 14th, 2013 12 Pages
Chapter-9: MCQ’s and short questions:
1._____ is endowing products and services with the power of a brand. Your Answer: | Branding |

2._____ is the added value endowed to products and services. Your Answer: | Brand equity |

3.______ are those trademarked devices that serve to identify and differentiate the brand. Your Answer: | Brand elements |

4._____ marketing is about mixing and matching marketing activities to maximize their individual and collective effects. Your Answer: | Integrating |

5._____ is consumers' ability to identify the brand under different conditions as reflected by their brand recognition or recall performance. Your Answer: | Brand awareness |

6._____ occurs when customers experience the company as
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If the product fails or appears to have a low quality the company's image is not hurt.
 A second strategy is to use blanket family names. By using this strategy, there is no need for "name" research or heavy advertising to create brand-name recognition; this reduces initial development costs.
 A third strategy is to use separate family names for all products. This works best for companies that produce quite different products and one blanket family name is not desirable.
 Finally, a company can use the corporate name combined with individual product names as a branding strategy. The company name legitimizes and the individual name individualizes the new product.

6. The Marketing Insight - Applying Permission Marketing, presents the practice of permission marketing as an important tool for building customer loyalty. List the five steps which Seth Godin, a pioneer in the technique, has identified as important in creating effective permission marketing.
Ans:- Godin identifies the following 5 steps: Offer the prospect an incentive to volunteer (e.g., free sample, sales promotion, or contest). Offer the interested prospect a curriculum over time that teaches the consumer about the product or service. Reinforce the incentive to guarantee that the prospect maintains the permission. Offer additional incentives to get more permission from the consumer. Over time, leverage the permission to change consumer behaviour

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