9.1 Branding Flashcards
How do the CIM define a brand?
- set of physical attributes of a product/service
+ together with beliefs surrounding it
= unique combination to evoke something in the mind of the audience
In which 12 ways could a brand generate a positive mind in the consumers mind?
- ) substance
- ) consumer trust
- ) consumer engagement
- ) brand story
- ) price premium
- ) longevity
- ) String brand name
- ) brand position
- ) private label
- ) ladder brand
- ) soft brand
- ) luxury brand
substance
Give the key fact about it!
- ) consistently same quality and style
e. g. non vintage house style champagne
consumer trust
Give the 2 key facts about it!
- ) related to substance
- ) buy the favored wine
e.g. important for supermarket own branded wines
consumer engagement
Give the 2 key facts about it!
- ) closeness of relationship
- ) careful with brand changes
e. g. labelling
brand story
Give the 2 key facts about it!
- ) most valuable attributes?
2. ) emotional attachment between brand & consumer!
brand story:
Give 6 example-question related to telling the story of a wine!
- ) producers history
- ) producing for generations?
- ) older vines?
- ) single vineyard?
- ) philosophy (organic/biodynamic/natural)?
- ) story behind the name of the wine? (kids)
price premium
Give the key fact about it!
1.) higher prices = seen as “guarantee of quality”
longevity
E.G. Gallo & Robert Mondavi
strong brand name
Give the 5 key facts about it!
- ) correct brand name is important
- ) easy to remember/easy to pronounce
- ) consider different languages !
e. g. MIST (Made in Saint-Tropez) - ) regarding to geographical features
e. g. Cloudy bay, Terrazas de los andes - ) regarding to founders name
List the 5 most relevant aspects of branding / types of branding!
- ) brand position
- ) private label
- ) ladder brand
- ) soft brand
- ) luxury brand
brand positioning:
which 4 indicators are used for figuring out where the brand sits?
- ) value
- ) standard
- ) premium
- ) super-premium
Give 5 key facts about brand positioning!
1.) set at launch + particular price point
2.) competition = maybe lower the price
3.) raise brands position by modernising, updating etc.
e.g. cockburns port
4.) consider the cheaper end of market
= volume sales
5.) position varieties of brands !
private label
Give the 4 key facts about it!
- ) supermarkets, deep discounter, larger bar chains
- ) popular producers
- ) maybe no producers name on bottle
- ) only available there !
ladder brands:
Name the 3 rungs of ladder brands!
1.) accessible
= least expensive = consumer buys most often
2.) stretch
= affordable; special occasions
3.) aspiration
= most prestigious
ladder brands:
Give an example of it related to every rung!
champagne & still wine
chamapagne:
- ) accesible = Pol roger non-vintage
- ) stretch = Pol Roger vintage
- ) aspiration = Pol Roger cuvée winston churchill
still wine:
- ) accesible = Bourgogne Rouge
- ) stretch = Gerry Chambertin
- ) aspiration = Le Chambertin Grand Cru
What could be the threat of a ladder brand?
- ) may not work with low-involvement consumers
2. ) maybe no identity of the aspiration wine with the other rungs
soft brand
Give the 3 key facts about it!
1.) country (brand Australia), region (Rioja),
GI (Pouilly fumé), grape variety (Merlot)
2.) feature of leading brands
3.) IMPORTANT in wine industry
e.g. GI = benefit for small producers
luxury brand
Give the 4 key facts about it!
- ) super-premium wines
- ) scarcity = affordable by only a few consumers
- ) no expenses spared = e.g. winemaking
- ) sponsorship / most upmarket retailers
Name the 10 most powerful wine brands in 2020!
- ) yellow tail (Australia)
- ) Casillero del Diablo (Chile)
- ) Gallo family vineyards (USA)
- ) Jacob´s Creek (Australia)
- ) Barefoot (USA)
- ) Gato Negro (Chile)
- ) Carlo Rossi (USA)
- ) Frontera (Chile)
- ) JP Chenet (France)
- ) Mouton Cadet (France)
= widespread awareness !!
