Agenda 3

Question 1

Uniqueness is important because

Answer 1

It tends to be a driving force in the direction and intensity of brand equity

Question 2

A brands uniqueness reflects its

Answer 2

Quality
credibility
authenticity
and originality

Question 3

Another way to describe uniqueness is saying that

Answer 3

The brand has personality

Question 4

Personality/Uniqueness is measured from the perspective of the

Answer 4

Consumer

Question 5

Dimension 1 of brand personality

Answer 5

Sincerity

Question 6

Sincerity is

Answer 6

The extent to which the brand is considered down to earth, honest, wholesome, and cheerful.

Question 7

Dimension 2 of Brand Personality

Answer 7

Excitement

Question 8

Excitement is

Answer 8

The extent to which the brand is considered to have an exciting personality and/or is perceived as daring, spirited, imaginative, and up-to-date.

Question 9

Dimension 3 of Brand Personality

Answer 9

Competence

Question 10

Competence is

Answer 10

The extent to which a brand is considered reliable, intelligent, and successful

Question 11

Dimension 4 of Brand Personality

Answer 11

Sophistication

Question 12

Sophistication is

Answer 12

The extent to which a brand is considered upper class and charming

Question 13

Dimension 5 of Brand Personality

Answer 13

Ruggedness

Question 14

Ruggedness is

Answer 14

The extent to which a brand is considered tough and outdoorsy

Question 15

3 Methods of communicating brand Personality/Uniqueness

Answer 15

1. The speak for itself approach
2. The message driven approach
3. The Leveraging Approach

Question 16

What is The “Speak-for-itself” approach?

Answer 16

This method allows brand equity to develop through an individuals trial and experience with the brand. The strategy is to get the product to consumers through sampling and sales promotions

Question 17

What is The “Message Driven” approach?

Answer 17

Relies on strong message arguments to create brand equity. Typically considered the optimal strategy because it provides a compelling reason to adopt the brand. Sometimes called a “unique selling proposition”

It is used less today than it was in the past because brands are becoming more similar in consumers minds.

Question 18

What is The “Leveraging approach”?

Answer 18

This method create brand equity through the concept of meaning transfer (That is, developing secondary meaning)

It does this by associating the brand with something else in the “culturally constituted world”

Brands often use the leveraging approach because it provides a convenient way to communicate the meaning of the brand.

Question 19

Examples of Leveraging Approach

Answer 19

Associations can be connected to: other marketing offers (Sponsorships), Places (country of origin), Things (causes), and People (endorsers)

Question 20

Another Common form of leveraging is

Answer 20

Co-branding

Question 21

Examples of Co-Branding at the retail level

Answer 21

Mcdonalds or subway in Walmart

Happens warn two or more separate brands form an alliance to work together.

Question 22

What is Co-branding at the product level

Answer 22

Ingredient Branding

Question 23

Ingredient Branding

Answer 23

A special form of co-branding, occurs when one brand uses another as an ingredient.

Intel processors
Poptart cereal
Reese’s Ice Cream

Question 24

Four Conditions for Ingredient Branding

Answer 24

1. The ingredient is Highly Differentiated
2. The ingredient is central to the functional performance of the final product
3. The final products are not well branded themselves
4. The final products are complex

Question 25

360 degree branding is defined as

Answer 25

The extent to which a brand communicates its message across a multitude of platforms