Building A Brand: Marketing Programs Digital, Secondary Associations, + TB Chapter 7 & 8

Question 1

Digital era trends when implications for branding and brand management

Answer 1

Sharp increase in buying via e-commerce
Shifts in advertising and promo expenditures to e-commerce
Increase in consumer touchpoints
Digital personalization
Increases in data
User experience importance

Question 2

Two way, one to many, many to many comms

Answer 2

Two way - Brand to entities and entities to brand
One to many - Brand to entities
Many to many - Brand to entities and entities to entities

Question 3

Marketing attribution

Answer 3

Practice of determining the role that any given channel plays in informing and influencing the customer journey

Question 4

Digital personalization

Answer 4

Targeting individual consumers with varying offers to ensure that they complete a purchase
Digital tools now allow for personalized product and message

eg: cancelling adobe plans

Question 5

Dynamic pricing

Answer 5

Same product can become available at different prices based on expressed consumer interest

Question 6

3 forces of coproduced brand meaning

Answer 6

Firm-generated brand meaning
Consumer-generated brand meaning
Media and cultural influences

Question 7

User experience as a key to digital brand success

Answer 7

Seamless user experience
Needs and interface that consumers can effortlessly navigate to maximize user experience

Question 8

3 levels of customer brand engagement

Answer 8

Low brand engagement
Moderate brand engagement
High brand engagement

In a pyramid, shows different sizes of user engagement with high at the top (smallest but most valuable segment)

Question 9

Brand evangelist

Answer 9

Someone who promotes the positive attributes of a brand (highest level of brand engagement)

Question 10

Negative brand element

Answer 10

Hatred and dissatisfaction with a brand can lead to boycotts and social movements
Brands are more readily ridiculed and parodied due to the online nature of comms

Question 11

Paid digital marketing comm channels

Answer 11

Search advertising
Display advertising
Social media advertising
Email marketing
Paid bloggers or influencers
Mobile in app advertising

Question 12

Owned marketing comm channels

Answer 12

Company websites
Company-owned social media
Mobile apps

Question 13

Earned digital marketing comm channels

Answer 13

Review websites
Public relations
Media coverage

Question 14

Content marketing

Answer 14

Strategic approach focused in creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience

Question 15

Above the line (ATL) marketing

Answer 15

Generate and spread brand awareness. Getting the brand name out there

Pros:
May be ideal for building brand awareness with a large group of people
May be impactful because it combines visual and audible elements to augment customers attention

Cons:
Hard to measure exact impact and ROI
Costly

Question 16

Below the line (BTL) marketing

Answer 16

Promotes to a targeted audience

Pros:
Aimed at those specifically identified
More focused than ATL on ROI, user conversions and quantifying success
Highly trackable results

Cons:
Risk (no prior knowledge of how much traffic will be received)
Need to consider costs and time involved when deciding whether to use paid traffic campaigns

Question 17

Through the line (TTL) marketing

Answer 17

Integrated approach that combines both ATL and BTL methods to create a cohesive campaign

Pros:
Attacking two fronts simultaneously improving general awareness and also aiming to increase traffic and sales

Cons:
More expensive to use than either ATL or BTL alone. For this reason it is used typically by large established companies

Question 18

Secondary associations

Answer 18

Those associations related to other nodes to which a brand is linked (the association of the association)

Question 19

3 important factors in predicting the extent of leverage from linking a brand to another entity

Answer 19

Awareness and knowledge of the entity
Meaningfulness of the knowledge of the entity
Transferability of the knowledge of the entity

Question 20

Leveraging secondary brand associations can allow marketers to

Answer 20

Create or reinforce POD
Create or reinforce necessary or competitive POP

Question 21

Commonality leveraging strategy

Answer 21

Makes sense when consumers have associations to another entity that are congruent with the brand

Question 22

Complementarity branding strategy

Answer 22

Makes sense when entities represent a departure for the brand because there are few if any common or similar associations

Question 23

A country of geographic location from which a product originates may:

Answer 23

Become linked to the brand
May generate secondary associations

Question 24

Consumers choose brands originating in different countries based on

Answer 24

Their beliefs about the quality
The image that these brands or products communicate

Question 25

Geography-of-origin alphabet

Answer 25

Chocolate - Belgian chocolate
Engineering - German engineering

Question 26

What entities brands use to leverage secondary associations to build brand equity (GCSCET)

Answer 26

Geography-of-origin
Companies/brands
Spokespersons
Characters
Events
Third party sources

Question 27

What makes a spokesperson a good brand endorser

Answer 27

Relevant to the target market
Relevant to the product
Credible in terms of expertise, trustworthiness, and likeability
Draws attention to the brand (but not overpowering)
Shapes the perceptions of the brand by consumer perceptions on the spokesperson
Not linked to a number of other brands or overexposed

Question 28

Co-branding aka brand bundling aka brand alliance

Answer 28

When two or more existing brands are combined into a joint product or are marketed together in some fashion

Question 29

Ingredient branding

Answer 29

Creates brand equity for components, materials, or parts of a larger branded product

Question 30

Licensing

Answer 30

Creates contractual arrangements whereby firms can use the names, logos, characters, and so forth of other brands to market their own brands for some fixed fee

Question 31

Third party sources

Answer 31

Linking the brand to various third-party sources, often featuring them in advertising campaigns and selling efforts

Question 32

High credibility

Answer 32

Securing endorsements, testimonials, reviews, and certifications have the added bonus of adding credibility