Branding

Question 1

branding is

Answer 1

the idea or image of a specific product or service that consumers connect with, by identifying the name, logo, slogan, or design of the company who owns the idea or image

Question 2

branding is a promise

Answer 2

to your customers - what they can expect from your products and services, and it differentiates your offering from your competitors

Question 3

Essential questions to branding

Answer 3

What is your brand identity?
What does your brand mean?
What is your consumer’s response to the brand?
How can the brand relationship be formed and extended in long term?

Question 4

Added value intrinsic to brand equity frequently comes in

Answer 4

the from of perceived quality or emotional attachments

Question 5

brand strategy is

Answer 5

how, where, what, when and to whom you plan on communicating and delivering on your brand messages

Question 6

Consistent, strategic branding leads to

Answer 6

a string brand quality, which means the added value brought to your company’s or services that allows you to charge more for your brand than what identical, unbranded products command
Example: Coke vs a generic soda

Question 7

Branding strategy - purpose

Answer 7

ü Understand the purpose of the organization

ü How will out products help solve our costumer’s problems 

ü Customers tend to foster a stringer connection to a brand with a greater purpose other than making a profit

Example: apple’s vision is to bring the best user experience to its customers and not just sell electronics and computer software

Question 8

Branding strategy - consistency

Answer 8

Do the activities align with the image being presented to the world?

The business should present a consistent, familiar identity to its customers

A cohesive message on social media can be sent and none of the messages should confuse the audience

Question 9

Consistently =

Answer 9

logo, font sizes, colors, imagery, the style of language. This makes it easier for costumers to recognize the brand

Question 10

• Observing the guidelines can help

Answer 10

reinforce the brand’s messages and objectives to all the company’s stakeholders

Question 11

Some companies use a style quite

Answer 11

• which editorial voice to use of the company logo online, color scheme, as well as how to position its product and services

Question 12

Branding strategy - emotion

Answer 12

• Humans possess in innate desire to build relationships

- A business touch the emotions of its target market by finding a way to relate on deeper level

Question 13

For example: Apple recognizes its customer’s need to be social and belong too a “group” and uses such a need in its branding strategy

Answer 13

Branding strategy - emotion

Question 14

Apple uses emotions to

Answer 14

build long-term relationships with costumers, which explains why customers are willing to wait fro days and line up fro hours to get the latest iPhone

The company also fosters a community where its customers can share ideas, ask questions, and get updates on the latest products that it is working on

Question 15

Branding strategy - employee involvement

Answer 15

• Employees are an important part of the branding process
• A representative of the company’s identity well-versed in the proper handling of communications with customers
• Tactic: Educate them o n brand identity with training sessions and workshops
• Another way to encourage employee involvement in the branding process is to offer practical resources and tools that the staff can use to create emotional content that will be distributed to current and potential customers

Question 16

Brand: communities of users

Answer 16

• When you buy a brand, you buy into a community of other users who share their love and trust of the brand with each other

Example: Mercedes - Benz is a different community from BMW, as Apple is from Samsung
Nike is a community of athletes, while Harley Davidson is a blood brotherhood of bikers

Question 17

Importance of branding

Answer 17

v It makes people aware of your unique selling proposition

v Its helps people to recognize and trust you

v Familiar with your product 

v It helps drive sales / repeat business

v Confirm credibility

v Motivates buyer

v Connect target preselects emotionally

Question 18

There are 5 main types of brands:

Answer 18

• Master brands
  
  • Prestige brands
  • Global brands
  • Tribal brands
  • Super brands

Question 19

Master brand

Answer 19

They have a strong display and aspirational values-social, luxury, ego

Consumer’s relationship with the brand are based on a combination of:

- Authority (trust and innovation)
- Approval (acceptability)
- Identification (bonding and nostalgia)

Question 20

The success of the master brand depends upon:

Answer 20

• The success of the single, large brand (the consumer perception of this brand)
  
  • The company’s maintenance of a constant quality and brand strategy across all its products and brands

Question 21

Using the master brand strategy helps on the following ways:

Answer 21

• Brand awareness is increased
  
  • Customer communication in the form of feedback Is made more efficient
  • The marketing costs ideally needed to establish the brand identity is reduced
  • Merger of brands, whenever necessary is made easy

Question 22

Prestige brands

Answer 22

offer the best quality in their class, the notion of quality being rooted in cultural myth about quality
Consumer’s affinity with this type of brand is based on:
• Authority (trust and innovation)
Approval (prestige and endorsement)

Question 23

Global brands

Answer 23

These are brands which are often perceived as local offerings, although they are marketed globally

Usually compromises of categories such as food, household products, and personal care - with weak display value

Affinity with this brand is based on

- Authority (Trust and innovation)
- Heritage (nostalgia)

Building brands without borders

Flexible branding strategies

Germany: Mecces 
France: McDo
USA: Mickey D’S
Australia: Maccas
Mexico: McDona’s
Japan: Makku
Scotland: McD’s

Question 24

Tribal brands

Answer 24

These are brands with a strong display value, that provide an individualistic alternative to other current brands

They are most attractive to younger, more sophisticated western and Asian consumers - especially in fashion oriented categories

A brand tribe is a group of people who are linked by a shared belief around a brand. Its members are not simple consumers, they are also believers and promoters

Question 25

Tribal brands rely on:

- Anticipation of usage 
- Social (or depersonalized) attraction to others who use the service or product 
- Commitment 
- Loyalty 
- Trust

Question 25

Tribal brands rely on:

Answer 25

• Anticipation of usage
  
  • Social (or depersonalized) attraction to others who use the service or product
  • Commitment
  • Loyalty
  • Trust

Question 26

Super bands

Answer 26

A brand that has been around fro a long number of years and has survives the upheavals of a tumultuous marketplace

A brand that has very large volumes that makes it to the top-of-the-pops chart in every consumer home

A brand that is very profitable

A brand that is a consumer favorite

Question 27

Marketing goals

Answer 27

Create awareness

A gage customers

Design promotional activities