Brands

Question 1

What is the base of the brand architecture model? and why is it important?

Answer 1

Brand knowledge
. you have to know a brand to buy it.
. without knowledge of the brand, other parts of the architecture are redundant

Question 2

What are the five pillars of brand architecture?

Answer 2

Brand heritage, core values, brand territory, brand personality, brand properties

Question 3

What is brand heritage?

Answer 3

the background to the brand and its culture. How it has achieved success (and failure) over its life. Brand heritage can form an extremely useful platform to build on, and some brands have long histories to help them stand out.

Question 4

What are the core values?

Answer 4

A small set of timeless guiding principles
• Only a few values can be truly core
• To identify the core values, determine the values that are
central and passionately held
• Values must stand the test of time, they do not change with
the market.

Question 5

What will being clear on your core values allow you to do?

Answer 5

When you are clear on your core values, you
will be able to :
• Make Better Decisions
• Achieve greater credibility
• Build stronger relationships

Question 6

What is Innocents core value? and explain importance

Answer 6

Having a natural product- helps appeal to their healthy customer target market. Overall good image= higher sales and brand equity

Question 7

What is brand territory? and give an exmaple

Importance of pillar

Answer 7

The brand’s target market and the market sector.
e.g. Land rover competes in the 4x4 industry and and SUV
Necessity for every brand however not the most influential part in terms of success and durability

Question 8

What is brand personality?

Answer 8

The character of the brand described in terms of other entities, such as people, animals or objects. These are both enduring and differentiating.

Question 9

What is an example of brand personality?

Answer 9

Harley Davidson has the brand personality of being notoriously rebellious which attracts a certain customer

Question 10

What are brand properties? and give an example

Answer 10

All the images, sounds, slogans, colours and
other physical elements that carry a brand’s
perception over various ad campaigns,
mediums and/or product design and
packaging.
e.g. ikea has a distinctive yellow and blue colour scheme

Question 11

What makes up the base of the roof and the roof of a brand?

Answer 11

Brand loyalty and brand equity

Question 12

What is brand loyalty?

Answer 12

The extent of the faithfulness of consumers to a particular brand, expressed through their repeat purchases, irrespective of the marketing pressure generated by the competing brands.

Question 13

What are examples of brand loyalty?

Answer 13

Coke vs Pepsi
Apple Mac vs Windows PCs
MacDonalds vs Burger King
iPhone vs Android/Samsung-iphone upgrades

Question 14

What is brand equity? and give example

Answer 14

The added value that accrues to a product
as a result of investments in the marketing
of the brand. An asset that represents the value created by the relationship between the brand and
customer over time.
e.g apple has a high brand equity as it has all the other pillars

Question 15

What is a brand?

Answer 15

A brand is a mixture of attributes, tangible and intangible, symbolised in a trademark, which, if managed properly, creates value and influence

Question 16

What is/ why is brand architecture important?

Answer 16

Brand Architecture is an important part of any company and can be referred to as a building plan and is the main factor that helps in making a strong and durable brand

Question 17

What does a brand mean for a consumer?

Answer 17

. Source of product
. Lower risk
. Less cost of
searching
for a choice
. Symbol of quality 
. Symbolic
device

Question 18

Why is a brand a source of product for a consumer?

Answer 18

Consumers can easily make a purchase decision based

on brand

Question 19

Why is a brand lower risk for a consumer?

Answer 19

Brands mean lower purchase risk to consumers as they
are dealing with a product or organization that they
trust

Question 20

Why is a brand less cost of searching for a consumer?

Answer 20

they make quick purchase

decision and save lot of time

Question 21

Why is a brand a symbol of quality for a consumer?

Answer 21

High influence and price suggest a reliable, quality product

Question 22

Why is a brand a symbolic device for a consumer?

Answer 22

Brands play a significant role in signifying certain product

features to consumers

Question 23

What does a brand mean for a seller?

Answer 23

. Means of Competitive Advantage
. Legal protection of products’ features
. Satisfied customer
. Means of profit
. barrier to entry

Question 24

Why is a brand a means of competitive advantage for a seller?

Answer 24

The brand loyalty that consumers have means that when a new product is released they will choose the brand before

Question 25

Why is a brand a means of legal protection of products feature for a seller?

Answer 25

Brands help to protect the unique features/traits of

products by legal copyrights

Question 26

Why does a brand mean a satisfied customer for a seller?

Answer 26

Brand represents values, ideas and even personality
and hence leads to an assortment of memories in
customers’ mind and hence satisfied customers

Question 27

Why is a brand a means profit for a seller?

Answer 27

The brand equity gained means market superiority which leads to higher sales, the ability to charge price premiums and the power to resist distributor power

Question 28

Why is having a brand a barrier to entry for a seller?

Answer 28

• The reputation of strong brands may be a powerful barrier to competition because The impact of the strong, positive perceptions held by consumers about top brands means it is difficult for new brands to compete

Question 29

What key aspects do companies need to consider to grow the brands of a laptop, food and clothes?

Answer 29

. Laptop- quality, features, price
. Food- price, taste, ingredients, values(free range)
. Clothes- look, design, colour, price

Question 30

How can big brands survive?

Answer 30

. Renovate/reinvent the core product: coke added diet, zero double check CASE STUDY
. Stay in touch with evolving consumer needs
. Stay agile in the market-react to trends
. Be strategic- better to do 1 thing well than ten things poorly. Don’t have to expand range
. Play to advantages- e.g. get good shelf space

Question 31

What are insurgent brands?

Answer 31

Small, innovative brands that challenge incumbent brands for their market share by introducing creative products that meet customer expectation.

Question 32

How do insurgent brands create disturbance in the market?

Answer 32

Heavily use digital marketing, analytics and customer reviews to give consumers what they want not what big brands are offering

Question 33

Characteristics of insurgents?

Answer 33

agile, tech-savvy, customer focus, risk takers

Question 34

What is brand knowledge?

Answer 34

Kevin Keller defined it as an awareness of the brand name and belief about the brand image but knowledge of the brand is equally important.

Question 35

What is an example of brand heritage and explain importance?

Answer 35

Stella Artois- “reassuringly expensive” image created by marketed heritage of being French but actually Belgium
=nostalgia and emotional connection to the drink being romantically french -makes customers beleive in value
-less important for new tech

Question 36

What is brand personality less/more important for?

Answer 36

Functional items e.g dishwasher
most important for young target market
most for clothes-represents you more than any other product

Question 37

Importance of brand properties and where most important with example

Answer 37

adds to distinctiveness+creates differential to other products
makes them unique+help portray personality
most important=young=snap crackle and pop

Question 38

Importance of brand loyalty in the architecture?

Answer 38

. hardest to get-held up by 5 pillars-but difference between success +failure
. critical for sustainable growth-harder to gain than keep
. major barrier to entry
. more important for more involved products
. good experience=loyalty becuase it makes purchase less risky
food=less loyal

Question 39

What are the conclusions from assessing brand architecture?

Answer 39

. brand knowledge most important
. brand equity is the result but held up by the architecture
. product and target audience vary the importance of each element
. most brands require strong personality due to psychology of consumers