Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

Brand Management > All > Flashcards

All Flashcards

1
Q

What is a brand ?

A

The face of a business
Any feature identifying a companies goods and services

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

What is the definition of a brand ?

A

A brand is a bundle of benefits with sustainable differentiation consisting of functional benefit components and symbolic utility

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

What are functional benefit components ?

A

Quality, function, taste, characteristics
What does the brand offer
Extrinsic value

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

What is symbolic utility ?

A

Psychological and emotional additional benefit
Intrinsic value

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

What two components does a brand consist of ?

A

Functional benefits
Symbolic utility

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

What are benefits of brand management ?

A

Builds preferences and differentiates
Positions for target group
Creates customer loyalty
Increases probability of success for future products
Creates pricing leeway

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

What is the identity based brand approach ?

A

Brand identity & brand image
Creating a brand that reflects the companies core beliefs, mission and purpose

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

What is brand identity ?

A

Image of the brand from the inside

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

What is the brand image ?

A

Image of brand by external individuals

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

What is the best case scenario for identity based brand approach ?

A

Brand identity and image are aligned and fit together leading to a company being trustworthy

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

What is the inside out perspective ?

A

Interpretation of company based on experience or perspective
(placement of association)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

What is the outside in perspective ?

A

Interpretation based on external factors
(perception of accusation)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

What are the 4 elements of a strong brand identity ?

A

Reciprocity
Continuity
Consistency
Individuality

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

What is reciprocity ?

A

Delivering value to customers and stakeholders to build a better brand relationship and brand identity

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

What is continuity ?

A

Maintaining core elements of the brand over time

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

What is consistency

A

Consistency of brand identity throughout whole company

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

What is individuality ?

A

Unowned of essential brand elements differentiating from competing products

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

What are the 4 stages of the brand life cycle ?

A

Introduction
Growth
Maturity
Decline

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

During what stages of the brand life cycle can growth stages be added ?

A

Maturity and growth stage

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q

What are the 4 steps of the decision making process ?

A

Consideration of initial set of brands
Adding/subtracting brands based on needs
Brand selection
Post purchase experience

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
21
Q

What is the loyalty loop ?

A

Skipping phase 1-3 of the customer decision making process due to loyalty of customer

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
22
Q

What is the result of a well managed brand ?

A

Trustworthy
Worth paying for
Cool to have
Giving direction for future product

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
23
Q

What are the 3 types of managing a brand ?

A

Launch of a brand
Relaunch of a brand
Line category extension

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
24
Q

What is the launch of a brand and during what phase is it done ?

A

Entering market with a new brand
Introduction and growth phase

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
25
Q

What is relaunch of a brand and during what phase is it done?

A

Changing design and/or formula of existing brand
Maturity and decline phase

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
26
Q

What is line category extension and during what phase is it used ?

A

Adding new variances/products to already existing product line
Maturity and decline phase

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
27
Q

What is concept writing ?

A

A structure to rationalise an idea aimed for market success

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
28
Q

What are Skills driving innovative ideas ?

A

Associating
Questioning
Observing
Experimenting
Networking

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
29
Q

What is meant by associating ?

A

Connecting unrelated ideas or concepts

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
30
Q

What is questioning ?

A

Constantly asking
Why? Why not? What if ?

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
31
Q

What is observing ?

A

Data collection of Problem or solution

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
32
Q

What is experimenting?

A

Prototypes
Launching pilots

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
33
Q

What is networking ?

A

Meeting people with different perspectives and ideas

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
34
Q

What is concept structure ?

A

Who is the customer/what’s consumer problem or wish
What does the product offer to consumer(USP formula)
Which technology enables product to solve issue
How to phrase benefit in understandable way to consumer

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
35
Q

What should be included in a typical persona?

A

Name
Age/life stage
Occupation
Family situation
Hobbies and interest
Attitudes towards technology
Key values
Media interests(newspaper,movies)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
36
Q

What is insight trinity ?

A

Truth: I do
Need: because
Friction: but

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
37
Q

What is an example of insight trinity ?

A

I wash my hair because it gets dirty but it gets dry when I do it to often

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
38
Q

What is the USP formula ?

A

If I use: product
I will get: benefit
Because of: source of benefit

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
39
Q

5 factors to develop a good concept

A

Relevance of product
USP formula
insight trinity
Wow factor
Market of hope

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
40
Q

What is cost based pricing ?

A

Pricing based on production costs

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
41
Q

What is value based pricing ?

A

Pricing based on perceived value to consumer

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
42
Q

What is competitive pricing ?

A

Price based on competitors price

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
43
Q

What is price penetration ?

A

Low pricing to gain market share and later increasing price

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
44
Q

What is price skimming strategy ?

A

Starting with a high price then lowering

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
45
Q

Name 5 main pricing strategies

A

Cost based
Value based
Competitive
Penetration
Price skimming

46
Q

What are the 5 steps of brand management ?

A

Inspiration for concept
Identification of Business potential
Concept development
Concept optimisation
Concept implementation

47
Q

What does CCEE stand for ?

A

Consistent
Credible
Exciting
Emotional

48
Q

What is consistent in CCEE?

A

Consistency of brand in all activities

49
Q

What is credible in CCEE?

A

Convincing brand

50
Q

What is exciting in CCEE?

A

Sell what is wanted

51
Q

What is emotional in CCEE?

A

Listening to consumer need

52
Q

What is inspiration for concept ?

A

Consumer insights
trends
mistakes/success of past
Competitive launched

53
Q

What is Identification of business potential ?

A

Factors identifying potential:
Target group size
Market size
Competition

54
Q

What is concept development ?

A

Marketing campaign
Matching target group

55
Q

What is concept optimisation ?

A

Optimising a concept with:
Feedback
Testing
Developing

56
Q

What is Concept implementation ?

A

Final retail price
Selling story
Finalising product

57
Q

What is the IPM Approach ?

A

Integrated process oriented marketing approach

58
Q

What does the IPM approach stand for ?

A

Marketing towards all stakeholders(integrated) aligned with the management(process oriented) by the help of marketing tools

59
Q

What is marketing communication ?

A

All action taken to promote a product to their customer

60
Q

What is the importance of communication according to NIE?

A

Cuts down transaction costs
Builds trust
Reduces information asymmetries
Decreases buyer uncertainty

61
Q

What does can’t sell anything if you can’t tell anything mean ?

A

Customers need to be excited for a product

62
Q

What are the 4 P‘s of marketing ?

A

Product
Price
Place
Promotion

63
Q

Which of the 4 P‘s is in marketing communications ?

64
Q

What is the purpose of Promotion?

A

Create, maintain or increase demand for a product

65
Q

What are typical marketing challenges ?

A

Budget
Understanding market trends
Crisis management

66
Q

What is the zero moment of truth ?

A

Online Research of product
First step of decision making

67
Q

What is meant by Brand experience ?

A

All touchpoints for consumers
Overall perception of brand

68
Q

What is Moment marketing ?

A

Promotions at a certain time or place
(Christmas)

69
Q

What are Receptivity moments ?

A

Moments where consumers are most open to advertising

70
Q

What is meant by Meaningful relationships ?

A

Trust
Shared values
Loyalty to a brand

71
Q

What are the 5 stages of a customer journey ?

A

1.pre awareness
2.consideration
3.Evaluation
4.Purchase
5.After Sales Services & Usage

72
Q

What is the simple communication process ?

A

Sender->Message->Receiver->Feedback

73
Q

What is the AIDA Formula ?

A

Attention
Interest
Desire
Action

74
Q

What is meant by Attention in AIDA Formula?

A

Getting a product seen/ talked about

75
Q

What is meant by Interest in the AIDA Formula and how is it achieved ?

A

Create ab understanding of benefits ->
Advertising, PR, sponsoring, online marketing

76
Q

What is meant by Desire in the AIDA Formula?

A

Fulfill a need

77
Q

What is meant by action in the AIDA formula and how can it be achieved ?

A

Purchase-> personal selling, sales promotions, direct marketing

78
Q

What does the Hierachy of effects model say ?

A

Consumers go through Three phases when purchasing a product.
Each phase start fewer consumers

79
Q

What are the 3 phases of the hierarchy model ?

A

Cognitive phase (awareness, knowledge)
Affective phase (liking, preference)
Behavioural phase (Purchase)

80
Q

What is 360 communication ?

A

Marketing approach using as many touchpoints as possible during all phases of the customer journey

81
Q

What is the Promotional triad ?

A

Most important promotional tools
1.Advertising
2.Public Relations
3.Consumer Sales Promotion

82
Q

What does advertising aim at ?

A

Aims at transaction increases for single products

83
Q

What does public relations aim at ?

A

Building trust for the company as a whole

84
Q

What does sales promotion aim at ?

A

Approaching the target group at the point of sale

85
Q

What PR techniques are there ?

A

Media relations
Publications
Corporate communications
Public affairs
Lobbying

86
Q

What is POS communication ?

A

Point of sale communication
Displays and packaging marketing

87
Q

What are some online marketing tools ?

A

Display advertising
Data base marketing
Affiliate marketing
Social Media Marketing
SEM

88
Q

What is omni channel marketing ?

A

Marketing to customer via multiple channels with a consistent experience

89
Q

What is human perception ?

A

The way we interpret stimulations

90
Q

What is Römern psychology?

A

Louder/flashier ads are easier to perceive

91
Q

What is figure psychology ?

A

Easy to perceive ads are more powerful

92
Q

What is holistic psychology?

A

First look/timing of ad is crucial to success

93
Q

What is social perception ?

A

Ads need to combine familiarity and newness to be interesting

94
Q

What are the advertising Design golden rules ?

A

Activation process
Comprehensibility
Credibility
Avoidance of reactance
Reduction of cognitive dissonance

95
Q

What impulses are included in the activation process ?

A

Emotional
Cognitive
Physical

96
Q

What are emotional impulses ?

A

Small child pattern
Eroticism

97
Q

What can cognitive impulses be ?

A

Conflict
Contradiction
Surprise

98
Q

What can physical impulses be ?

A

Doge
Color
Sound

99
Q

What is meant by comprehensively ?

A

Easy understanding and interpreting by target group

100
Q

What is meant by avoidance of reactance ?

A

Disapproval or feeling of manipulation

101
Q

What is meant by cognitive dissonance ?

A

Contradiction of own beliefs
Post decision regret
Cognitive intrusion

102
Q

How can cognitive dissonance be reduced ?

A

Enhancement of information
Post purchase ads
Testimonials

103
Q

What is meant by integrated in the IPM approach ?

A

All stakeholders are targeted with all marketing measures

104
Q

What is meant by process oriented in the IPM approach ?

A

Management of the whole exchange process
Consistency throughout all of the company

105
Q

What is meant by marketing in the IPM approach ?

A

An instrument used for market oriented thinking and actions

106
Q

What is the pre awareness stage in the customer journey ?

A

Need/ Problem recognition

107
Q

What is the consideration stage in the customer journey ?

A

Information search

108
Q

What is the evaluation stage in the customer journey ?

A

Evaluation of alternatives

109
Q

What is the purchase phase in the customer journey ?

A

Choice and purchase decision

110
Q

What is the after sales stage of the customer journey ?

A

Post purchase use and evaluation

Brand Management (1 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2025 Bold Learning Solutions. Terms and Conditions