Branding Decitions Flashcards
What classes if brands are there
Manufacturer, distributor and generic
In what five dimensions do customers differentiate brands personality
Sincerity, excitement, competence, sophistication and ruggedness
Explain Kellers brand pyramid
Steps to build a brand one associate product, class or need. Step two recognize brand associations and meaning. Step three judgement and feelings and step four is fostering an active relationship.
Ehat is brand equity
Goodwill
Which are the tree ps of brands
promise (brand awareness), positioning (brand attitude) and performance (brand respone)
Name some intrinsic attributes of a brand
its shape, preformance and physical capacity
Name some extrinsic atttributes of a brand
name, communications and other mechanizms that help consumers form associations
What makes a good brand name
It should be easily recalled spelled and spoken, strategically consistent with with the organizations policies, indicative of the offerings benefits, distinctive, meaningful to target audience and capable of legal copy right
What is a manufacturer brand
Markers signifying that a product was produced by a certain manufacturer, especially popular among fast moving consumer goods such as coke and heinz
Explain generic brands
The lack of promotional material, only displaying what is legually required
What are distributor brands
AKa private label Brands signifying a certain distributor, wholesalors and dealers and thier identithy
Explain an individual branding strategy
aka multibrand policy, make a new brand for every offering, brand each product separately. Costly bug good for segment targetting and to isolate backlash.
Explain a family branding strategy
aka multi brand policy. Requires all products to include the organization name at least partly. It is cheap becouse the brand policy reflects on all products which leads to a halo effect
Explain a corporate branding strategy
Have the organization name as an umbrella term at all locallities without including it in all product names.
What is brand salience
how easily and often do customers think about the brand
What is brand preformance
What quality does the brand signify
What is brand imigery
how well the looks, the brand s extrinsic properties satisfy the consumers psychological needs
what is brand judgement
the consumers opinion of the brand
what is brand resonance
the loyalty of consumers to the brand
what facets characterizes the quality of a brand relatinship
love/passion, self identification in brand, independdance, commitment, intimacy and perccived quality. Brands are seen to have human anthropomorphized characteristics
What is customer branding
When customers seek out and define an otherwise unbranded product
What is brand preference and relevance and which is best
b preference is when you marekt your brand as superior although this rarely translates to real profits on its own, b relevance is having a brand symbolise a segment and thos translates to real profits
What use does services have especially of brands
It increases trust and expectations, it makes the service easier to find,
What is a servicescape
resonate the area the service is performed in with the brand, f.ex mcdonalds
What use do b2b especially have of brands
It helps esily establish relationships as people know what you are about through the brand
Is branding only for customers
No, also for employees and other stakeholders
What is a brand scope
The markets where the brands operate
How do companies brand globaly
They use a so called brand portfolio to adapt to the local areas while staying true to their core tenants.
What aspects are there to brand equity
brand value aka goodwill, brand strength which is consumers attachment to the brand and brand description which is the attitudes held towards the brand
How may you value brand equity
In a finaciaíal way where you calculate how much it might generate in its lifetime; and the marketing way where you make a subjeci´tive assesment based on its strrenght
Name some non commercial types of brands
Personal brands like Elon Musk, idea brands like BLM and place brands like NY
What is the diference between digitization and digitalization
Digitization is when analogue data is transferred to a digital medium and digitalization is when business processes are changed by digital technology
