Branding

Question 1

Combination of a name and logo to allow consumers to identify the goods and services of one seller and differentiate from other sellers

Answer 1

Branding

Question 2

Important in the longevity of the company (part of branding)

Answer 2

name

Question 3

Brand name/mark, logo, and slogan. Most successful is a seamless combination of all elements. Ex. the Nike swoosh (represent speed), name, and “just do it”

Answer 3

Product of brand identity

Question 4

6 elements of __ __.

Memorable: say to say/read/spell/remember

Meaningful: suggests key category, ingredient, type of customer, purpose

Likable: creates positive feelings about the brand using the color, size, mark, name, or font

Transferable: to new products (brand extensions), across geographic borders and market segments

Adaptable: Not easily dated or limited regional meaning

Protectable: ability to defend name, mark, color, or character (red soles of Christian liboutuni)

Answer 4

Brand Elements

Question 5

Brand ___. 3 things: brand culture, brand equity, and brand value

Answer 5

How do brands function? (how do brand bring benefits to companies?

Question 6

Brand function. 1/3. Brand ____ Shared, taken for granted brand stories and associations. It evolves as four authors who create stories involving the brand: The firm, Pop culture, influencers, and customers

Answer 6

Brand culture

Question 7

Brand function. 1/3. Brand ____. The set of assets linked to a brand’s name that adds to or subtracts from the value of that product or service. Non name brand vs name brand , see how the customers react. Creating strong pos brand ____ is the goal of brand management.

Answer 7

Brand equity

Question 8

Components of brand ___. A) brand awareness B) perceived quality C) brand associations D) Brand loyalty

Answer 8

Components of brand equity

Question 9

Brand architecture. ____. One brand across many types of products. “A branded house.”

Answer 9

Standardize

Question 10

Brand architecture. ____. One company owning several different brands (of same/different products) with their own identity. House of brands

Answer 10

Diversify

Question 11

Standardize: Brand ___. Different products under the same name. Create a new product because it fits with the specific skills of an existing brand. Leveraging their already existing brand identity to promote other products. CAT making machines, and boots that are strong and tough just like the machines. Law& Order, SVU

Answer 11

Brand extension

Question 12

Brand architecture. ____. Good for smaller companies, efficient in terms of marketing mix/consistent image. Cons: limits a company’s ability to target a wide audience, product expansion, can tarnish reputation with one bad product

Answer 12

Standardize

Question 13

Brand architecture. ____. Pros: create distinct brand lines, target brand consumer audiences, ability to dominate a product category (Procter and Gamble, owns Joy, Dawn, and Ivory). Confuse customers trying to boycott. Cons: risk cannibalizing the products own individual market shares, requires greater resources to manage a diverse product portfolio with multiple product images and accurate messaging. (need to hire specific people and events for each product)

Answer 13

Diversitfy

Question 14

Six control our ___. GE, NewsCorp, Disney, Viacom, Time Warner, CBS. No representation, these people dictate the programming/messaging. it is powerful/scary how only a few people control this

Answer 14

Media

Question 15

Brand architecture solution. Many brands empty ___/___ ___ strategies. Disney expanded its G-rated movie focus to an R rated audience through buying Touchstone and Miramax, Google bought youtube but kept YT’s brand though all of google’s products are very google branded

Answer 15

Hybrid/house blend

Question 16

__-_____. Frito-Lay sells chips flavored with KC Bbq sauce, Breyers sells ice cream that incorporates Resee’s Penut butter cups

Answer 16

co-branding

Question 17

___ brands. Similar to co-branding. “intel inside” or additive like NutraSweet within other branded products

Answer 17

Ingredient brands

Question 18

the “__ _____” brand. Generic products, no official name, plain labels, no advertisitng to support the product. Pharmaceutical industry: have the “store brand” next to the branded version, with similar packaging

Answer 18

The “no brand” brand

Question 19

___ brands/ ___ label products. Wholesalers/retailers sell their own brand on the shelf, less expensive than national brands. Manufacturers supply the same product to retailers and branded companies, so the “wegmans brand” version of an item could be from the same place

Answer 19

Private brands/private label

Question 20

__ brands’ competitive edge. Today, consumers believe that the ___ brand version is the same level of quality, with better value. This is a win win for shoppers and retailers

Answer 20

Private brands

Question 21

Case study: ___ ___. Only the consumer brand, small store, prestige, “healthy, luxurious, and good quality”, no choice/competition (only their brand is sold in their store) – no mass market brand, no coupons/scanner card/weekly sales, instead has a “daily low price” strategy. “funky shop around the corner” enthusiastic workers in hawaiian shirts.

Answer 21

Trader Joe’s

Question 22

Case study: ___ ___. Outsourcing competetors – Stacey’s Pita chips creats for them but two dollars cheaper, they don’t have a choice bc they wouldn’t be making money off of __ anyways, __ can change distributors at any time, __ keeps this secret and it is in __ packaging.

Answer 22

Trader Joes

Question 23

Case study: Pros/Cons. P: no advertising for the house brand, eliminators of in-store competitors (loyalty to private brand), outsourcing to major brands = an assured popularity of a product. Cons: transparency issues (organic stores, origin of food), potential brand contamination if outsource has recall

Answer 23

Trader Joes

Question 24

Case Study: creating a pos image for their private brand that is high qulaity, organic but inexpenseive
Targeted a high income, niche group
Offering a limited-selection, high turnover model, traded selection for value
Outsources private brand from competitors
to maintain brand loyalty to house brand
elminiate competion
keeps consumers int he dar about the source of its house brand = can change manufacturers and reduce costs

Answer 24

TJ

Question 25

___ to ___. Direct competation is the most commonly encountered/difficult to deal with. Half life of leading brands has gone down from 29-51 to 12-24, attributed to increases in competition via mass-marketing and the internet.

Answer 25

Brand Threats

Question 26

Measuring a ____’s _____. Perceptual map and Young and Rubicam Brand Asset Valuator.

Answer 26

Measuring a Brand’s Success

Question 27

Measuring a Brand’s Success - ___ ____.
2 dimensional representation of how consumers perceive competitive brands
Analyses what characteristics are important to which segments and how potential buyers rate all the alternatives on these attributes = discover where your product stands in the minds of your customers

Answer 27

Perceptual Map

Question 28

Measuring a Brand’s Success - ___ ____. Differentiation - the brand’s point of difference, relevant, esteem, knowledge

Answer 28

Young and Rubicam Brand Asset Valuator

Question 29

Your Professional Brand - “___ ___” Unique skill set, perceptions that friends/employers have of you, you you define your professional self in terms of key traits and how they set you apart from your competition.

Answer 29

Self Brand

Question 30

___ ___ Questions. Who is your target audience? - desirable segment to target, broad and specific. Unique selling proposition (what is different about your brand?) tight range of skills) What do you want your target audience to feel after reading your resume? “this person is exactly what we’re looking for” Is your brand consistent in showcasing exactly what you want to be seen as to employers?

Answer 30

Self - Brand questions