Branding And The Five Ps

Question 1

What is brand equity?

Answer 1

Brand equity is the overall market strength of the brand.

Question 2

What is branding?

Answer 2

Branding’s the use of a name, sign including color, symbol including logo, design, and experience or a combination of them in order to identify and tell a story of the goods, services, and sellers that differentiates the offering from others.

Question 3

What is brand awareness?

Answer 3

Brand awareness is the easy identification of a brand by the customer through the name; logo; prototypical image including Betty Crocker, the Energizer bunny, and Mary Kay of the cosmetics firm; design; and experience.

Question 4

What is brand identity?

Answer 4

Brand identity is the cluster of associations that a firm wants the customers to connect with or maintain towards the brand.

Question 5

What is brand image?

Answer 5

Brand image is the sum of a customer’s mental thoughts or perceptions of a product, service, or organization.

Question 6

What does user imagery refer to?

Answer 6

User imagery refers to the perceptions of the type of people who use the product or service.

Question 7

What does usage imagery depict?

Answer 7

Usage imagery depicts the situations or lifestyles in which the brand is used.

Question 8

What is brand personality?

Answer 8

Brand personality is part of the symbolic nature of brand image and refers to the human characteristics that are associated with the brand including being refined, friendly, and aloof.

Question 9

What is brand awareness?

Answer 9

Brand awareness is the customer’s overall positive or negative evaluation of brand associations.

Question 10

What is the three dimensions of PAD?

Answer 10

The three dimensions of PAD is the essence of the emotional experience.

Question 11

According the Mehrabian & Russell, what is pleasure?

Answer 11

According to Mehrabian & Russell, pleasure’s the positive evaluation of the feeling emotion.

Question 12

What is arousal?

Answer 12

Arousal’s defined ad the feeling state that varies from sleepiness to frantic excitement.

Question 13

What is dominance?

Answer 13

Dominance is the feeling of being unrestricted or in control of the situation.

Question 14

What does brand extension entail?

Answer 14

Brand extension entails the leveraging of the awareness and brand image in order to foster customer acceptance of other product lines and brands.

Question 15

What is line extension?

Answer 15

Line extension is the marketing of a new product line in the same product category including clothes and soft drinks.

Question 16

What is cobranding?

Answer 16

Cobranding’s the linking of two or more brands for the mutual benefit of a single product/service including the creation of the Eddie Bauer Edition of the Ford Explorer by Eddie Bauer and Ford.

Question 17

What are the five Ps?

Answer 17

The five Ps are the essential components for building an aesthetically integrated brand identity.

Question 18

According to Chapter 1, what are products?

Answer 18

According to Chapter 1, products are material, tangible goods with multisensory properties that are repeatedly experienced by the customer.

Question 19

What is a product line or assortment?

Answer 19

A product line or assortment is a group of products that have an underlying the aesthetic similarity of formal, expressive, and symbolic qualities or a combination of them that supports brand identity.

Question 20

What does the property include?

Answer 20

The property includes more permanent elements of the physical retail environment and corporate assets including office building interiors, architecture, and service vehicles.

Question 21

What does product presentation entail?

Answer 21

Product presentation entails the easily changeable elements of the setting that surround and enhance the goods and services.

Question 22

What are promotional activities?

Answer 22

Promotional activities are outlets and events for publicizing and promoting the brand that usually take place outside of the retail store.

Question 23

What do people consist of?

Answer 23

People consist of the appearance of brand representatives, the interactions between the brand representative and the customers, and the interactions among the customers that affect the brand experience.