branding issues

Question 1

What is the importance of brands?

Answer 1

for Consumers: identity, reduce search costs, the promise, symbol, signal of social class

for Producers: simplify logistics, legal protection of unique features, quality level assurance, competitive advantage, profits

Question 2

What make a brand strong?

Answer 2

leadership, stability, internationality, trend, support, protection, market

Question 3

What are the different brand associations? aka meanings attached to the brand

Answer 3

product attributes, customer benefits, intangibles, relative price, celebrity, lifestyle, class, place

Question 4

What is the value of brand associations? general

Answer 4

help process and retrieve info, differentiate, positive attitude, basis for brand extension (Honda engine -> Honda lawnmower)

Question 5

How to create brand associations?

Answer 5

: identify and manage signals, anticipate signals, promotion, publicity, involve customer

Question 6

What are the elements of a brand?

Answer 6

brand name, logo symbol, characters, slogan, packaging (key visual elements, attribute association) trademarks (protect profits and proprietary G/S)

Question 7

What are the characteristics of these brand elements?

Answer 7

memorable, meaningful, protectable, adaptable, transferable (time, products)