Branding Flashcards
What are brand values?
Core VALUES and QUALITIES that sum up essence of the brand
What is brand awareness?
The extent which CONSUMERS are AWARE of a prod,service or brand
What is brand equity?
The VALUE- tangible and intangible - that a brand ADDS to prod or servic
What is brand piracy?
The act of DESIGNING, NAMING OR PACKAGING a prod in a manner that result in CONFUSION with another better KNOWN brand
What is a trademark?
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.
What is a copyright?
A set of EXCLUSIVE RIGHTS granted to author or creator of original work, including right to COPY, DISTRIBUTE and ADAPT the work.
What is a brand name?
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.
What is a brand mark?
Is any PICTURE, LOGO, SYMBOL or SHAPE that DIFFERENTIATES a prod
What are branding strategies?
Strategies used when deciding how to brand prod or services
What are generic prods?
Very basic label with no branding
Co. Spend little money to promote or advertise it
When is the generic strategy used?
During economic downturns, there is greater demand for cheaper products
What are manufacturer brands?
Prods PRODUCED and PROMOTED by PRODUCER or MANUFACTURER
What are private brands?
Retailer buys in BULK and puts its OWN NAME or LOGO on product
What is the advantage of manufacturer brands/ private brands?
Avg CONSUMER knows the ATTRIBUTES of prod
What is a family brand?
A COMMON BRAND NAME used for several RELATED PRODS
What is another name for family brand?
Umbrella branding
What is the advantage of family branding?
Customer TRUST and LOYALTY can be built into family brand name
What are individual brands?
- separate brands
- promoted independently
Disadvantage of individual branding?
Cost of promoting brands are high
What is brand management?
Making decisions about advertising,promotion and market allocation
What is the management process of brand management?
Mix of marketing STRATEGIES to IMPROVE the EFFECTIVENESS of brand performances through life cycle
What are line extensions?
Uses an ESTABLISHED BRAND name to LAUNCH a NEW and DIFF prod in SAME sector
What is a range extension?
Promises by ORIGINAL BRAND name ad FEATURES and QUALITIES, to ADD a RANGE of prods in same area of CAPABILITY.
What is brand extension?
EXPANDING an EXISTING BRAND into NEW and DIFF prod CATEGORIES aimed at DIFF TARGET MARKETS or similar ones
What is re-branding?
PROCESS of giving an ESTABLISHED BRAND a new NAME, LOGO, SLOGAN, DESIGN with intention of making it more ATTRACTIVE.
What is co-branding?
STRATEGIC ALLIANCE between 2 companies with ESTABLISHED BRAND NAMES, in which a SINGLE prod/Service is ASSOCIATED with the brand names of BOTH companies
Define A Brand
It’s a NAME, SYMBOL, SLOGAN, or DESIGN created aim of IDENTIFYING a SELLER, MANUFACTURER Of a product
