5.1brand basics and brand importance

Question 1

Function of the brand for the customer 3

Answer 1

• Security
  o Risk reduction
• Economic
  o Saving search costs
• Expressive values
  o Social
  o Emotional

Question 2

Volatility of brand importance

Answer 2

it differs per category how important the brand is. For beauty products really important but for grondstoffen niet

Question 3

Functions of the brand 4

Answer 3

• Differentiation and margin (for all stakeholders)
  o Margin: white shir with nike logo willing to pay more than Walmart
• Platform for extending activities (if you already have one brand it is easier to manage more brands)
  o Efficiency
  o Growth
• Entity for relationship creation and development
  o Relationship equity
• Internal focus and cohesion
  o Internal marketing

Question 4

From quality guarantee to a shared value system

Answer 4

• Brand concept serves as what Kapferer calls a particular sense of meaning and direction

Question 5

Brand equity: customer based

Answer 5

the differential effect of brand knowledge on consumer response to the marketing of the brand

Question 6

• Brand knowledge 2

Answer 6

o Awareness
o Brand image  associations

Question 7

Brands are

Answer 7

symbols/names with a set of asscioatoin, which can be very meaningful (SFU)
- Strong
- Favorable
- Unique

Question 8

brand concept

Answer 8

the enduring soul of the brand. the single idea that fuses the key emotional and functional roles of the brand

Question 9

personality of the brand

Answer 9

the image of the brand, expresses in human charasteristics

Question 10

values of users

Answer 10

what the users of the brand care about most

Question 11

emotional rewards

Answer 11

emotional benefits expected from using the bradn

Question 12

Dwivedi: most important for extension and brand success 3

Answer 12

perceoved fit, parent brand image, brand extention attitude

Question 13

perceived fit

Answer 13

fit between new prodduct and already existing brand

Question 14

affect transfer theory

Answer 14

the transfer of positive affect from a celebrity to an endorsed brand can lead to more positive ad effects than the transfer of negative affect

Question 15

brand extension evaluation is 2

Answer 15

parent brand knowledge and effect variables + perception of fit variables

Question 16

parent brand evaluation 3

Answer 16

parent brand variables, fit variables, brand extension evaluation variables

Question 17

Types of brand extensions
Horizontal extensions:
- Line extension

Answer 17

new flavour soup

Question 18

• Category extension

Answer 18

new product. Fit is mostly lower because you introduce something new.

Question 19

strength of brand associations in horizontal extensions helps with 2

Answer 19

• They give the direction and the limitation as to where the brand can go
• Higher values make the brand stronger and open broader extension areas

Question 20

If brand domain (brand fit) is strong, product fit can

Answer 20

low (caterpillar shoes)

Question 21

Vertical extensions
Example

Answer 21

girogio Armani, Armani exchage, armani jeans. Different levels in differetn target groups and price but the same category