Branding

Question 1

What are brand values?

Answer 1

Core VALUES and QUALITIES that sum up essence of the brand

Question 2

What is brand awareness?

Answer 2

The extent which CONSUMERS are AWARE of a prod,service or brand

Question 3

What is brand equity?

Answer 3

The VALUE- tangible and intangible - that a brand ADDS to prod or servic

Question 4

What is brand piracy?

Answer 4

The act of DESIGNING, NAMING OR PACKAGING a prod in a manner that result in CONFUSION with another better KNOWN brand

Question 5

What is a trademark?

Answer 5

It’s a BRAND NAME, SLOGAN, specific SHAPE or LOGO that IDENTIFIES a prod or service and DISTINGUISHES from prods and services of another manufacturer or service provider.

Question 6

What is a copyright?

Answer 6

A set of EXCLUSIVE RIGHTS granted to author or creator of original work, including right to COPY, DISTRIBUTE and ADAPT the work.

Question 7

What is a brand name?

Answer 7

Consists of one or more WORDS, a COMBINATION of LETTERS or one letter or Combo of NUMBERS, which form a UNIQUE NAME that represents a co. Market offerings.

Question 8

What is a brand mark?

Answer 8

Is any PICTURE, LOGO, SYMBOL or SHAPE that DIFFERENTIATES a prod

Question 9

What are branding strategies?

Answer 9

Strategies used when deciding how to brand prod or services

Question 10

What are generic prods?

Answer 10

Very basic label with no branding

Co. Spend little money to promote or advertise it

Question 11

When is the generic strategy used?

Answer 11

During economic downturns, there is greater demand for cheaper products

Question 12

What are manufacturer brands?

Answer 12

Prods PRODUCED and PROMOTED by PRODUCER or MANUFACTURER

Question 13

What are private brands?

Answer 13

Retailer buys in BULK and puts its OWN NAME or LOGO on product

Question 14

What is the advantage of manufacturer brands/ private brands?

Answer 14

Avg CONSUMER knows the ATTRIBUTES of prod

Question 15

What is a family brand?

Answer 15

A COMMON BRAND NAME used for several RELATED PRODS

Question 16

What is another name for family brand?

Answer 16

Umbrella branding

Question 17

What is the advantage of family branding?

Answer 17

Customer TRUST and LOYALTY can be built into family brand name

Question 18

What are individual brands?

Answer 18

• separate brands

- promoted independently

Question 19

Disadvantage of individual branding?

Answer 19

Cost of promoting brands are high

Question 20

What is brand management?

Answer 20

Making decisions about advertising,promotion and market allocation

Question 21

What is the management process of brand management?

Answer 21

Mix of marketing STRATEGIES to IMPROVE the EFFECTIVENESS of brand performances through life cycle

Question 22

What are line extensions?

Answer 22

Uses an ESTABLISHED BRAND name to LAUNCH a NEW and DIFF prod in SAME sector

Question 23

What is a range extension?

Answer 23

Promises by ORIGINAL BRAND name ad FEATURES and QUALITIES, to ADD a RANGE of prods in same area of CAPABILITY.

Question 24

What is brand extension?

Answer 24

EXPANDING an EXISTING BRAND into NEW and DIFF prod CATEGORIES aimed at DIFF TARGET MARKETS or similar ones

Question 25

What is re-branding?

Answer 25

PROCESS of giving an ESTABLISHED BRAND a new NAME, LOGO, SLOGAN, DESIGN with intention of making it more ATTRACTIVE.

Question 26

What is co-branding?

Answer 26

STRATEGIC ALLIANCE between 2 companies with ESTABLISHED BRAND NAMES, in which a SINGLE prod/Service is ASSOCIATED with the brand names of BOTH companies

Question 27

Define A Brand

Answer 27

It’s a NAME, SYMBOL, SLOGAN, or DESIGN created aim of IDENTIFYING a SELLER, MANUFACTURER Of a product