Brand Lecture Flashcards
1
Q
Brands are:
A
Key contributors to value
2
Q
Interbrand Equity Calculation:
A
Financial Performance
Role of Brand
Brand Strength
Brand Value
3
Q
The Brand Ladder:
A
Awareness –> Associations –> Relationship
4
Q
Differentiation - Value:
A
Three Vectors: Operational Excellence, Relational/intimacy, performance superiority
5
Q
Best thing to do for companies on the Differentiation - Value map:
A
Seek differentiation on one vector and parity on others.
6
Q
Cannot be all things to all people
A
Confusion about positioning
Murky Brand message/value proposition
7
Q
Five Brand Personality Dimensions (differs in different countries):
A
Sincerity Excitement Competence Sophistication Ruggedness
8
Q
Brand Name and Packages:
A
Four easy “tests”: say, spell, read, remember
9
Q
Four “Fit” tests:
A
Target market, benefits, culture, legal
10
Q
The Customer Value Imperative:
A
- Value vectors: performance/quality, price/convenience, relational/intimacy
- Superior value proposition requires a business model optimized for that strategy
- Cannot be all things to all people
