Brainscape's Knowledge GenomeTM

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


See full index

MRKT438 > Brand Architecture, + TB Chapter 12 > Flashcards

Brand Architecture, + TB Chapter 12 Flashcards

1
Q

Brand architecture

A

Relationship between brands within an organization and how they interact with one another
Role of brand architecture is to clarify brand awareness and improve brand awareness

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

Importance of developing a brand architecture strategy

A

Helps marketers determine which products and services to introduce
Which brand names, logos, symbols, etc to apply to new and existing products

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

Brand-product matrix and brand hierarchy help businesses to?

A

Evaluate and create structures in business’ portfolios
Gain an overview of their brands and future extension
Assess brand’s key features and differentiations with the competitors
Prevent brand-clash, in which businesses are offering the similar features or PODs of a product or service of an already existing brand

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

Brand line

A

Consists of all products, original as well as line and category extensions, sold under a particular brand

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

3 steps in developing a brand architecture strategy (DIB)

A

Defining brand potential
Identifying brand extension opportunities
Branding new products and services

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

Defining brand potential (3 important characteristics VBP)

A

Brand vision
Brand boundaries (broad brand)
Brand positioning

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

Brand vision

A

Management’s long term view of the brand’s potential

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

Brand boundaries

A

Identifying the products or services that a brand should offer based on brand vision and positioning
eg: Mercedes should not offer school buses

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

Brand positioning

A

Key ingredients include competitive frame of reference, POD, POP, brand mantra

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

Identifying brand extension opportunities

A

Line extension
Category extension
Equity implications of each extension needs to be understood in terms of POPs and PODs

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

Specifying brand elements for branding new products and services

A

New products and services must be branded in a way to maximize the brand’s overall clarity:
Branded house strategy
House of brands strategy
Sub-brands

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

Branded house strategy

A

Umbrella corporate or family brand for all its products (B2B)
eg: Amazon, Amazon Webservices

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

House of brands strategy

A

Collection of individual brands all with different names
eg: Nestle, P&G, Unilever

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

Sub-brands

A

New product carries both parent brand name and new name
eg: Mercedes-AMG

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

Brand portfolios

A

Includes all brands sold by a company in a product category
Brand portfolio judged by its ability to maximize brand equity

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

Reasons for introducing multiple brands in a category

A

Increase shelf presence and retailer dependence
Attract consumers seeking variety who may otherwise switch to another brand
Increase internal competition within the firm
Yield economies of scale in advertising, sales, merchandising, and physical distribution

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

Flankers

A

Protective or “fighter” brands
To create stronger POPs with competitor brands
Must not be so attractive that they take sales away from higher-priced comparison brands
eg: Armani - Giorgio Armani (very expensive tier 1), Emporio Armani (moderate price tier 2), Armani Exchange (less expensive (tier 3)

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

Cash cows

A

A cash cow is a company or business unit in a mature slow-growth industry. Cash cows have a large share of the market and require little investment

eg: Apple iPhone

19
Q

Low-end, entry-level brand

A

Attract customers on the brand franchise

20
Q

High-end, prestige brands

A

To add prestige and credibility to the entire portfolio

21
Q

Levels of a brand hierarchy

A

Corporate level
Family brand level
Individual brand level
Modifier level
Product descriptor

eg: General Motors - Chevrolet - Corvette - C8 - Z06 (corporate, family, individual, modifier, descriptor)

22
Q

Corporate / company brand level

A

Highest level of hierarchy, is the corporate image

23
Q

Family brand level

A

Used in more than one product category, also called a range brand or umbrella brand

24
Q

Individual brand level

A

Restricted to essentially one product category although multiple product types may differ

25
Q

Modifier level

A

Must further distinguish brands according to different types of items or models

26
Q

Product descriptor

A

Helps consumers understand what the product is and does

27
Q

Challenges in setting up a brand hierarchy is to decide

A

Specific products to be introduced for any one brand
Number of levels of the hierarchy to use
Desired brand awareness and image at each level
Combinations of brand elements from different levels of the hierarchy
Best way to link any one brand element to multiple elements

28
Q

Guidelines for brand hierarchy decisions

A

Decide on which products are to be introduced
Decide on the number of levels
Decide on the levels of awareness and types of associations to be created at each level
Decide on how to link brands from different levels for a product
Decide on how to link a brand across products

29
Q

Deciding on which products are introduced (GSS)

A

Principle of growth
Principle of survival
Principle of synergy

30
Q

Principle of growth

A

Invest in market penetration or expansion versus product development according to ROI opportunities

31
Q

Principle of survival

A

Brand extensions must achieve brand equity in their categories

32
Q

Principles of synergy

A

Brand extensions should enhance the equity of the parent brand

33
Q

Deciding on the number of levels (SC)

A

Principle of simplicity
Principle of clarity

34
Q

Principle of simplicity

A

Employ as few levels as possible

35
Q

Principle of clarity

A

Logic and relationship of all brand elements must be obvious and transparent

36
Q

Deciding on levels of awareness and types of associations to be created at each level (RD)

A

Principle of relevance
Principle of differentiation

37
Q

Principle of relevance

A

Create abstract associations that are relevant across as many individual items as possible

38
Q

Principle of differentiation

A

Differentiate individual items and brands

39
Q

Deciding on how to link brands from different levels for a product

A

Principle of prominence

40
Q

Principle of prominence

A

The relative prominence of brand elements affects perceptions of product distance and the type of image created for new products

41
Q

Deciding on how to link a brand across products

A

Principle of commonality

42
Q

Principle of commonality

A

The more common elements products share, the stronger the linkage

43
Q

Corporate image dimensions (CPVC)

A

Common product attributes, benefits, or attitudes
People and relationships
Values and programs
Corporate credibility

MRKT438 (11 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions