Branding Decitions

Question 1

What classes if brands are there

Answer 1

Manufacturer, distributor and generic

Question 2

In what five dimensions do customers differentiate brands personality

Answer 2

Sincerity, excitement, competence, sophistication and ruggedness

Question 3

Explain Kellers brand pyramid

Answer 3

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.

Question 4

Ehat is brand equity

Answer 4

Goodwill

Question 5

Which are the tree ps of brands

Answer 5

promise (brand awareness), positioning (brand attitude) and performance (brand respone)

Question 6

Name some intrinsic attributes of a brand

Answer 6

its shape, preformance and physical capacity

Question 7

Name some extrinsic atttributes of a brand

Answer 7

name, communications and other mechanizms that help consumers form associations

Question 8

What makes a good brand name

Answer 8

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

Question 9

What is a manufacturer brand

Answer 9

Markers signifying that a product was produced by a certain manufacturer, especially popular among fast moving consumer goods such as coke and heinz

Question 10

Explain generic brands

Answer 10

The lack of promotional material, only displaying what is legually required

Question 10

What are distributor brands

Answer 10

AKa private label Brands signifying a certain distributor, wholesalors and dealers and thier identithy

Question 11

Explain an individual branding strategy

Answer 11

aka multibrand policy, make a new brand for every offering, brand each product separately. Costly bug good for segment targetting and to isolate backlash.

Question 12

Explain a family branding strategy

Answer 12

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

Question 13

Explain a corporate branding strategy

Answer 13

Have the organization name as an umbrella term at all locallities without including it in all product names.

Question 14

What is brand salience

Answer 14

how easily and often do customers think about the brand

Question 15

What is brand preformance

Answer 15

What quality does the brand signify

Question 16

What is brand imigery

Answer 16

how well the looks, the brand s extrinsic properties satisfy the consumers psychological needs

Question 17

what is brand judgement

Answer 17

the consumers opinion of the brand

Question 18

what is brand resonance

Answer 18

the loyalty of consumers to the brand

Question 19

what facets characterizes the quality of a brand relatinship

Answer 19

love/passion, self identification in brand, independdance, commitment, intimacy and perccived quality. Brands are seen to have human anthropomorphized characteristics

Question 20

What is customer branding

Answer 20

When customers seek out and define an otherwise unbranded product

Question 21

What is brand preference and relevance and which is best

Answer 21

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

Question 22

What use does services have especially of brands

Answer 22

It increases trust and expectations, it makes the service easier to find,

Question 23

What is a servicescape

Answer 23

resonate the area the service is performed in with the brand, f.ex mcdonalds

Question 24

What use do b2b especially have of brands

Answer 24

It helps esily establish relationships as people know what you are about through the brand

Question 25

Is branding only for customers

Answer 25

No, also for employees and other stakeholders

Question 26

What is a brand scope

Answer 26

The markets where the brands operate

Question 27

How do companies brand globaly

Answer 27

They use a so called brand portfolio to adapt to the local areas while staying true to their core tenants.

Question 28

What aspects are there to brand equity

Answer 28

brand value aka goodwill, brand strength which is consumers attachment to the brand and brand description which is the attitudes held towards the brand

Question 29

How may you value brand equity

Answer 29

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

Question 30

Name some non commercial types of brands

Answer 30

Personal brands like Elon Musk, idea brands like BLM and place brands like NY

Question 31

What is the diference between digitization and digitalization

Answer 31

Digitization is when analogue data is transferred to a digital medium and digitalization is when business processes are changed by digital technology