All approaches

Question 1

Economic approach

Answer 1

The right marketing mix will generate optimal sales.

Question 2

Identity approach

Answer 2

Consumers (& stakeholders) base consumption decisions on their perceptions of company personality to a much greater extent than on a rational evaluation of product attribute functionality.

Question 3

Consumer-based approach

Answer 3

The brand resides in the minds of consumers as a cognitive construal

Question 4

Personality approach

Answer 4

Consumers see themselves in the personality of the brand and use brand personality in their construction and expression of identity and self

Question 5

Relationship approach

Answer 5

The brand is understood as a phenomenon –> experience relationships with certain brands and these relationships are closely linked to their life situations and values.
- Like personality approach but based on scientific ideals

Question 6

Community approach

Answer 6

Consumers form communities around brands. In brand communities, a brand is the focal point of
social interaction among passionate consumers. These consumers use the community to share
their brand experiences and brand stories.

Question 7

Cultural approach

Answer 7

It is based on analysis of brands and branding in the light of cultural influences. The approach emphasizes the cultural forces in society and how these can be used to build iconic brands as well as the impact of branding practices on the globalized culture and
marketplace.

Question 8

Sensory approach

Answer 8

Engages the consumers’ senses and affects their perception, judgment and behaviour

Question 9

Sender perspective

Answer 9

1) Economic approach
2) Identity approach

Question 10

Dialogue between sender and receiver

Answer 10

1) Consumer-based approach
2) Personality approach
3) Relational approach

Question 11

Communication in group dynamic and cultural forces

Answer 11

1) Community approach
2) Cultural approach