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304 Branding > Brand Benefits > Flashcards

Brand Benefits Flashcards

1
Q

Brand benefits

A

Competitive advantage (diff)
Premium pricing
Employee focus& motivion
Greater loyalty

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2
Q

10 major components of brand love (batra et al 2012)

A 
High quality 
Emotional bond
Intrinsic rewards
Investment of time/money
frequent use
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3
Q

Brand love benefits

A

Loyalty (Caroll and ahuvia 2012)
Positive wom
Premium prices (batra et al 2012)
Forgiveness of brand failures (Huang, 2017)

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4
Q

Implications

A

Overspend -> high investment does not = better campaign

7up -> decline in 1990’s campaign

Whereas, California milk processor “got milk” thrived.

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304 Branding (3 decks)

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