Branding Flashcards
1
Q
Advantages of a strong brand (5)
A
- customer loyalty
- higher prices
- stock brands
- business image
- credibility
2
Q
Brand must be (6)
A
- memorable
- meaningful
- likable
- transferable
- adaptable
- protectable
3
Q
Successful brand (7)
A
- quality > core benefits, customer expectation
- positioning > market space occupied
- repositioning > change position
- communication > marketing mix developed
- long-term perspective > customer loyalty created/maintained
- internal-marketing > brand value and positioning
- credibility > promise to deliver
4
Q
Brand extension
A
Use of successful brand to launch new product in same market
5
Q
Brand streaching
A
Use of established brand for products in unrelated markets
6
Q
Market mapping
A
Helps position the product in relation to what the consumer wants
