Brandin Midterm

Question 1

Brand Equity- 4 components?

Answer 1

1) Brand Awareness
2) Brand Loyality
3) Perceived Quality
4) Brand Associations

Question 2

Brand Awareness

Answer 2

Recognition: simply means the consumer knows that a particular brand exists.
recall: product comes to mind when category is discussed or product seen

Question 3

Brand Equity

Answer 3

everything associated with the brand that adds value, emotional connection, creates a relationship,

Question 4

Positioning statement

Answer 4

To target——-in search of ——-only———-and give you the benefit

Question 5

Benefits (3)

Answer 5

Functional: Functionality to consumer

Emotional: positive feeling

self-expressive: showing off

Self-expressive and emotional can overlap

Question 6

Brand Essence

Answer 6

• the heart and soul of the brand

- internal communication within the company

Question 7

Brand Image

Answer 7

-totality of perceptions resulting from all experience
how consumers perceive the brand
-what consumer currently think about us

Question 8

Brand Identity

Answer 8

• combination of visual, auditory and other sensory components that create recognition
• represent the brand promise
• is a unique set of brand associations that a product wants to create or maintain

Question 9

Core identity

Answer 9

1. similiar to brand essence; is the consistent meaning and is the soul of a brand
   ; brand personality is not often part of the core identity

Question 10

Brand Identity Structure

Answer 10

Core identity and extended identity

Question 11

Extended Identity

Answer 11

is everything that is then added to create texture and completeness in the marketplace

a. brand as a product
b. brand as a symbol
c. brand as an organization
d. brand as a person

Question 12

Value proposition

Answer 12

A combination of functional, emotional and self expressive benefits that drive a purchase decision.

Question 13

Brand personality

Answer 13

is defined as a set of human characteristics associated with the brand.

Question 14

Brand Personality 5 factors

Answer 14

1) Sincerity
2) Excitement
3) Competence
4) Sophistication
5) Ruggedness

Question 15

Sincerity

Answer 15

DONW-TO-EARTH:
family-oriented, small-town, conventional, blue-collar,

HONEST:
sincere, real, ethical, thoughtful, caring

WHOLESOME:
original, genuine, ageless, classic, old-fashioned

Question 16

Excitement

Answer 16

DARING:
trendy, exciting, off-beat, flashy, provocative

SPIRITED:
cool, young, lively, outgoing, adventurous

IMAGINATIVE:
unique, humorous, surprising, artistic, fun

UP-TO-DATE:
independent, contemporary, innovative, aggressive

Question 17

Competence

Answer 17

RELIABLE:
hardworking, secure, efficient, trustworthy, careful

INTELLIGENT:
technical, corporate, serious

SUCCESSFUL:
leader, confident, influential

Question 18

Sophistication

Answer 18

UPPER CLASS:
glamorous, good-looking, pretentious, sophisticated

CHARMING:
feminine, smooth, sexy, gentle

Question 19

Ruggedness

Answer 19

OUTDOORSY:
masculine, Western, active, athletic

TOUGH:
rugged, strong, no-nonsense

Question 20

Product related characteristics

Answer 20

Can be the key driver for creating personality(prejudice)

1) product category(banks)
2) package(roche)
3) price(mercedes)
4) attributes(activia donnan)

Question 21

Non product related characteristics

Answer 21

1) User imaginery
2) Sponsorship
3) Age of Brand
4) Symbols
5) Advertising style
6) country of origin
7) company image
8) CEO identification
9) celebrity endorsers

Question 22

Brand personality statement

Answer 22

helps to provide depth and texture that helps to keep the communication message on target and help to create positive brand equity.

Question 23

Self-expressive Model

Answer 23

Brand becomes a vehicle to express a part of their self- identity

Question 24

Relationship Basis Model

Answer 24

The interaction b/w you and the brand is a comforable and sorted out relationship.

Question 25

Functional Benefit Model

Answer 25

The Brand personality cues the functional benefit.

Question 26

Cultural Icon

Answer 26

A person or thing regarded as a representative symbol.

Question 27

Identity myth

Answer 27

are the stories are associated with the icon and help to dimensionalize what it stands for.

Question 28

Moving from brand awareness to INSISTENCE needs 5 FACTORS

Answer 28

1. Brand awareness: What is your brand offering? What benefits are associated with yor brand?
2. Accessibility: Your brand must be available where people shop. Convenience is key. However, exclusivitity and scarcity can in fact stimulate demand.
3. Value: No matter what you charge, there must be a perceived good value.
4. Relevenat differentiation: Does your brand own consumer relevant and compelling benefits? Are you unique and believable?
5. Emotional Connection: When consumers bond with your brand beyond functional benefits, then you have developed a much stronger relationship to leverage.

Question 29

Non-traditional advertising method

Answer 29

internet
co-branding
co-marketing
flagship store
special events( red bull)
outdoor 
ingredient branding

Question 30

Direct Marketing

Answer 30

-	is very powerful because it allows you to:
o	target specific people
o	tailor message by person
o	action oriented
o	confidential
o	economical
o	easy to measure
o	easy to change