Brand Management Test 1

Front 1

What are the 4 levels of the customer based brand equity model?

Back 1

1. Salience (Identity:who are you)
2. Performance/Imagery (Meaning: what are you)
3.Judgments/Feelings (response: What about you?)
4.Resonance (relationships: what about you and me?)

Front 2

what are the four steps in the strategic brand management process?

Back 2

Step 1: Identify and establish brand positioning and values
Step2: Plan and implement brand marketing programs
Step 3: Measure and interpret brand performance
Step 4: Grow and sustain brand equity

Front 3

What did the case Tulving and Pearstone tell us about brain nodes?

Back 3

Any node is potentially AVAILABLE in Memory, but may not be ACCESSIBLE

Front 4

What are the five components of brand personality?

Back 4

1. Sincerity: (down to earth, honest, wholesome)
2. Excitement: (Daring, spirited, imaginative)
3. Competence: (reliable, intelligent, successful)
4. Sophistication: (upper class, charming)
5. Ruggedness: (outdoorsy, tough)

Front 5

What are some brand building implications?

Back 5

1. customers own brands
2. don't take shortcuts with brands
3. brands should have both head and heart appeal
4. brands should have richness of associations
5. brand resonance/relationship is goal

Front 6

What did the coke case teach us about who owns the brands?

Back 6

Customers own the brands

Front 7

what are the components of brand culture? So, what are the components of brand co-creation?

Back 7

1. Influencers
2. Popular culture
3.Customers
4. Firm/marketers

Front 8

What are the four components of brand value? (Holt 2003)

Back 8

1. Reputation value: Brand cultures shape perceived product quality

2. Relationship value: Brand cultures shape relationships perceptions

3. Experiential value: Brand cultures frame consumer experiences

4. Symbolic Value: Brand cultures express values and identities

Front 9

What part of the brain is associated with Reward?

Back 9

Ventral Putamen

Front 10

What part of the brain is associated with Self?

Back 10

Medial PreFrontal Cortex

Front 11

What part of the brain is associated with sensory experience?

Back 11

Somatosensory Cortex

Front 12

What is the format for a brand positioning statement?

Back 12

(PRODUCT/BRAND)
is (UNIQUE AND MOST IMPORTANT CLAIM)
among all (COMPETITIVE FRAME)
for (TARGET MARKET)
because (SUPPORT, REASONS WHY)

Front 13

in what situations are points of parity particularly important?

Back 13

1. new brands: The more innovative the more difficult to fit into existing frame
2.Brand extensions: bring point of difference but need to establish parity in new category

Front 14

What are some techniques to increase success of negatively related attributes

Back 14

1. sequencing
2.Leverage unconnected attribute
3.contradictions as complements

Front 15

What is the format for a brand mantra?

Back 15

1. Emotional modifier
2. Descriptive modifier
3. Brand functions

Example:
Nike
1.authentic
2.athletic
3.performance

Front 16

what are the criteria for creating brand elements?

Back 16

1. Meaningful: enhance formation of brand associations
2. Memorable: Facilitate brand awareness
3. Likability: Fun, Interesting, Aesthetically pleasing
4. Transferability: ability to cross product category and geographic/cultural boundaries
5. Adaptability: flexibility over time
6. Protectability: legal trademark

Front 17

what are some pros and cons of fictitious brand names?

Back 17

pros: Transferable, adaptable, Protectable

cons: costs lots of money to create meaning

Front 18

What is the Lanham act of 1946?

Back 18

Trademark infringement legislation. Exists when a consumer confusion as to origin of trademark. So there must be evidence of actual consumer confusion over two marks.

This occurs if only if one of the following is met:
1.currently or potentially competitors
2.Serve same markets
3.use same channels of distribution

Front 19

What are the three acceptable uses of Another's trademark?

Back 19

1. Nominative fair use (e.g., we repair VOLKSWAGEN automobiles)
2.Comparative advertising (e.g. MAC vs PC)
3.Parody (e.g. SNL)

Front 20

What is the Federal trademark dilution act of 1995?

Back 20

Broadens scope to dilution

-Lessening of capacity of famous mark to identify or distinguish goods or services

-regardless of presence or absence of:
Competition between owner of famous mark and other parties.
Likelihood of confusion, mistake or deception

Front 21

what are three things people like in brand logos?

Back 21

1. natural: commonly experienced objects
2. Harmony: (balance, center point, symmetry)
3. Elaborate: moderately complex, 3-d depth, motion or flow.

Front 22

What is the customer prospective of pricing?

Back 22

the perceived value is highly context dependent. Coke on a beach

Front 23

what is the duel entitlement of price fairness?

Back 23

Consumers believe a price increase is fair only if the firm is not increasing their profits

Front 24

What is the effect of brand reputation on price increases?

Back 24

a good reputation brand is less elastic when comparing perceived unfairness with company profit increases.

Front 25

What are the pros and cons of privet label manufacturing?

Back 25

Pros:
-Excess capacity--smooth production
-more clout with retailer
-pre-emptive move (rather cannibalize than lose share to competitor)


CONS:
-shift emphasis to lower profit product
-erode consumer-brand relationship
-encourage price sensitivity

Front 26

what are the purposes behind marketing communication?

Back 26

1. attract attention and create brand awareness
2.convey product information
3.create emotional response
4.link to brand
5.encourage or facilitate purchase
6.generate word of mouth/buzz

Front 27

What are the principles behind creating brand buzz? *

Back 27

1. Be honest and genuine
2.concentrate on trendsetters
3.constantly interact with target consumers
4.tie into key passion points
5.Partner with relevant, aspirational brands
6.integrate across all touch-points / media
7. always surprise and break new ground

Front 28

what are some tactics for buzz principles?

Back 28

1. seed vanguard
2.ration supply (beanie babys)
3. Exploit icons (tickle me elmo)
4. Tap power of lists (MBA rankings)
5. Nurture grass roots (harley owners group)
6. Be authentic (lucky strike)

Front 29

What are the components used to evaluate IMC programs?

Back 29

1. Coverage: (proportion and overlap of target markets reached by marcom)
2.contribution: inherent ability of marcom to create desired consumer response
3. commonality: extent to which common associations are reinforced across marcom
4. Complementarity: extent to which different associations and linkages are emphasized across marcom
5. robustness: extent to which information contained in marcom is flexible and works with different types of consumers