Ch. 13 - B2B Branding

Question 1

What are the three elements of the Branding Triangle?

Answer 1

• company
• collaborators
• customers
• general public is just outside the triangle

Question 2

Name as many of the 8 roles of branding as you can:

Answer 2

• secure future business
• create brand loyalty
• differentiate marketing
• create preferences
• create brand image
• command price premium
• increase sales
• differentiate

Question 3

What are the four parts of the branding checklist?

Answer 3

1. Brand identity
2. brand awareness
3. competitive positioning
4. process (looking to the future)

Question 4

Define brand management

Answer 4

brand management is the organizational framework that systematically manages the planning, development, implementation, and evaluation of the brand strategy.

Question 5

A recognized brand name with positive customer perception has an advantage at all stages of decision-making. What are the 5 decision making steps?

Answer 5

• determine that a need exists
• determine product specifications
• determine potential solution providers
• sort of bids/proposals to a short list
• evaluate the short list, or get revised proposals/bids

Question 6

How do manufacturers brands become standard. Give three reasons:

Answer 6

• first with new technology
• being best with service
• innovating to meet the need

Question 7

How does an organization defend the market position from imitators?

Answer 7

• market up: building relationships with management influencers to reinforce the decision process
• market down: Builder elation ships with lower level users of the product or service
• market sideways: build relationships in other parts of the organization

Question 8

When building a strong brand the following brand elements are key:

Answer 8

• name
• logo
• tagline (or slogan)
• brand story

Question 9

What is a visual identity code?

Answer 9

Branding guidelines that specify the use of each brand element

Question 10

The visual identity code should follow a set of choice criteria in order to reduce the risk of diluting or weakening the brand. These elements include:

Answer 10

• available
• meaningful
• memorable
• protectable
• future oriented
• positive
• transferable

Question 11

Define ingredient branding - or inbranding

Answer 11

An essential ingredient or component of the product that has its own brand identity.