Branding strategi

Question 1

Krav til brand navn

Answer 1

• A brand is a name, a term, a symbol or any other unique element of a product that identifies one firms products and sets it apart from the competition
• There are four easy tests to select a good brand name:
o Easy to say
o Easy to spell
o Easy to read
o Easy to remember
• The brand name also needs to pass the four fit tests:
o Fit the target market
o Fit the product’s benefits
o Fit the customers culture
o Fit legal requirements

Question 2

Branding strategier

Answer 2

Individual brands versus family brands
• Part of developing a branding strategy is deciding whether to use a separate, unique brand for each product item - an individual brand strategy - or market several items under the same brand name - a family brand or umbrella brand strategy
National and own-label brands
• Producers brands are called national or manufacturers brands. Own-label brands, also called private label or own brands are the retail shop or chain’s exclusive trade name
Generic brands
• An alternative to either national or store branding is generic branding which is basically no branding
• Generic branded products are typically packaged in white with black lettering that names only the product itself
Licensing
• Some firms choose to use a licensing strategy to brand their products.
• A licensing agreement means that one firm sells another firm the right to use a legally protected brand name for a specific purpose and for a specific period of time
Co-branding
• Co-branding is when both partners combined two brands by providing more recognition power than either enjoys alone.
• A new and fast-growing variation on co-branding is ingredient branding, in which branded materials become component parts of other branded products

Question 3

Brand naming strategier

Answer 3

•	Individual names
•	Separate family names
•	Blanket family names
•	Private brands
Brand extensions 
Virksomheden anvender et eksisterende brand til at lancere nye produkter

Question 4

Typer af branding

Answer 4

• Produktbranding
• Co-branding
• Ingredient branding
• Celebrity branding
• Influencers
• Corporate branding
• Nation branding
• Global brands
• Global brands are brands that customers can find under the same name in multiple countries with generally similar and centrally coordinated marketing strategies.

Question 5

Hvad hører under brand equity?

Answer 5

Salience, performance, imagery, consumer feelings and judgements, consumer brand resonance