Brands

Question 1

Brand equity

Answer 1

Assets or liabilities linked to the brand name/ symbol

1. Build high brand awreness (anchor)
2. Link name to points of parity and difference
3. Deep emotional connection to the brand

Question 2

Brand health indicators

Answer 2

Marketing activities Brand health ind Financial
Advertising Awareness brand sales
Pricing consideration
Promotion Liking

Direct route and indirect (mind set route)

Question 3

Colin Kaepernick

Answer 3

Nike- racialised police bruitality

was seen as authentic becuase of Nikes messages regarding inclusivity and diversity

Question 4

Benefits of strong brand equity

Answer 4

1. Sales growth: strong brand makes custoemr acquisition easier becuase there is less perceived risk
2. Performance enhancement: beucase of this companies are able to price premium or lower operating costs
3. loyalty- biggest barrier to entry
4. Change real experiences- taste of a product (Coca-cola)

Question 5

Measuring a brand

Answer 5

Perception metrics: Awarness and consideration
Brand performance metrics: behavioural and deicsion
Financial idnicatiors: value creation

Question 6

Brand architecture

Answer 6

How the brand is used at different levels of the organisation
House of brand architecture: the firm focuses on branding each product seperately e.g. p and g
Endorsed brands
Sub-brands
Branded house architecture: the firm uses a single set of brand elements for all itsproduct e.g. virigin

Question 7

Brand extensions

Answer 7

When a firm launches new offerings by leveraging an existing brand through either line (same product category but different segment) or category (different prodcut category) extensions.