Brand Management Concept note questions
1. Brand awareness
It is the measure of a customers recognition of a brand and how customer perceives the company’s products or services. Brand awareness is an intangible assets and contribute to the business of the company because of the awareness about the product and the company.
2. Aided and unaided recall
Unaided brand awareness definition:
Measure the brand recall among customers without being prompted.
Aided brand recall:
Measure the brand recognition among customers when a brand is prompted
3. Brand resonance
Brand resonance is a brand equity formed due to cutomers psychological bond with the brand. It enhances repeat purchases, attachment, sense of community and active engagement with the …show more content…
Umbrella branding is also known as family branding. It is very common to find umbrella branding in FMCG products.
In India, umbrella branding is used successfully by Amul for dairy products
19. Brand positioning
Brand positioning is done by communicating special benefits and features that the brand offers to customers in comparison to other brands. It gives the customer a reason to buy the brand with preference to others. It creates brand image and improves brand awareness. Brand positioning errors are-
1. Under positioning- Customer’s get an unclear idea of the brand.
2. Over positioning- Limited awareness of the brand.
3. Confused positioning- Confused opinion of the brand.
4. Double Positioning- Customers have unaccepted brand claims.
20. Perceptual mapping
The different product attributes are matched in X and Y axes to understand and measure how the customer perceive the brand on these attributes.
21. Positioning statement
The components of a positioning statement:
1. Target Audience- the demographic …show more content…
30. Share of voice
Share of voice is the ratio of advertising spend by a company to the total spend by the whole industry in a market.PR should be taken care because that is an important touch point where the image about the company is build.
31. Brand Value Proposition ( BVP)
BVP states the targeted customers, the benefits offered and unique features provided by the brand. It gives the reasons why the customer should prefer to buy the brands when compared to other brands.
32. Brand Extension
It is using a popular brand name to leverage launch of a product in another category.
Advantages
1. Existing distribution channels could be used
2. Customer awareness would be high.
33. Product line extension
New products are introduced by the additions of features to existing product. The organization can have an idea regarding the market size and the probability of success of the new product.
34. Brand pruning
A company could kill brands and line brands, which have less contribution. Egs FMCG in India
35. Category penetration and Brand penetration index
Ratio of the amount of sales of a product or service of the company to the total estimated market or
1. Brand awareness
It is the measure of a customers recognition of a brand and how customer perceives the company’s products or services. Brand awareness is an intangible assets and contribute to the business of the company because of the awareness about the product and the company.
2. Aided and unaided recall
Unaided brand awareness definition:
Measure the brand recall among customers without being prompted.
Aided brand recall:
Measure the brand recognition among customers when a brand is prompted
3. Brand resonance
Brand resonance is a brand equity formed due to cutomers psychological bond with the brand. It enhances repeat purchases, attachment, sense of community and active engagement with the …show more content…
Umbrella branding is also known as family branding. It is very common to find umbrella branding in FMCG products.
In India, umbrella branding is used successfully by Amul for dairy products
19. Brand positioning
Brand positioning is done by communicating special benefits and features that the brand offers to customers in comparison to other brands. It gives the customer a reason to buy the brand with preference to others. It creates brand image and improves brand awareness. Brand positioning errors are-
1. Under positioning- Customer’s get an unclear idea of the brand.
2. Over positioning- Limited awareness of the brand.
3. Confused positioning- Confused opinion of the brand.
4. Double Positioning- Customers have unaccepted brand claims.
20. Perceptual mapping
The different product attributes are matched in X and Y axes to understand and measure how the customer perceive the brand on these attributes.
21. Positioning statement
The components of a positioning statement:
1. Target Audience- the demographic …show more content…
30. Share of voice
Share of voice is the ratio of advertising spend by a company to the total spend by the whole industry in a market.PR should be taken care because that is an important touch point where the image about the company is build.
31. Brand Value Proposition ( BVP)
BVP states the targeted customers, the benefits offered and unique features provided by the brand. It gives the reasons why the customer should prefer to buy the brands when compared to other brands.
32. Brand Extension
It is using a popular brand name to leverage launch of a product in another category.
Advantages
1. Existing distribution channels could be used
2. Customer awareness would be high.
33. Product line extension
New products are introduced by the additions of features to existing product. The organization can have an idea regarding the market size and the probability of success of the new product.
34. Brand pruning
A company could kill brands and line brands, which have less contribution. Egs FMCG in India
35. Category penetration and Brand penetration index
Ratio of the amount of sales of a product or service of the company to the total estimated market or