ch.9 Flashcards
strategic brand management process?
1-identifing and developing marketing plans
2- designing and implementing marketing programs
3- measure brand performance
4- sustain brand equity
why do Marketing Accountability
Initiative highlights that, Many digital
companies such as LinkedIn, Uber, Tumblr,
and Airbnb are worth billions of dollars?
due to strong customer relationships applied with intangible services
new accountability?
every dollar spent must be both effective and efficient in terms of return on marketing investment
what is the new accountability formula?
incremental revenue attributes divided by marketing investments.
brand audit consists of?
1- brand inventory
2- brand exploratory
what is marketing analytics dash boards?
key tools for tracking brand’s metrics and provides ways for managers to evaluate the effectiveness of their marketing expenditures
what is a brand audit?
1-comprehensive, consumer focused examination about the brand’s health, discovering it’s source of equity and suggests ways to improve leverage equity
2- provides in-depth information and insights essential for long term strategic direction
what is marketing audit?-
independent examination about the marketing environment, objectives, goals and strategies to make sure marketing is effective and efficient
marketing audit consists of?
1- data collection
2- agreement on objectives and approch
3- reports
why brand inventory is the first step in brand audit?
1- suggests what current consumer’s perceptions are
2- provides useful information for interpreting follow up research
3- provides useful analysis and insights to make the brand equity stronger
what is the purpose of brand inventory?
provide current, comprehensive profile on how all products and services are marketed
what is the useful insights provieded by digital brand inventory?
1- overlaping brand assets
2- particular social and digital channels where the brand does not have presence
3- outdated brand accounts that have fallen in disuse
what are the steps in brand exploratory?
1-study prior research
2- interview internal personal
3- conduct additional research
what is brand exploratory?
1-provide detailed information about what the consumers think of the brand (think, feel, act towards the brand)
2- helps identify the brand equity
3- uncover the current knowledge structure for the core brand and it’s association
4- determing the desired brand awareness, image, POD and POP
what are the criteria to judge qualitative research techniques?
1- direction
2- depth
3- diversity
brand exploratory mental map consists of?
1- trustworthy
2- innovative
3- trendy
4- excellent quality
5- technology
6- relaible
what is core brand association?
attributes and benefits that characterizes the most important abstracts of the brand
what is digital marketing review?
generates useful insights of the brand’s online presence
what are the benefits of the brand exploratory and digital marketing review?
1- highlights wether a brand digital efforts are recieved in online channels
2- helps unlock important customer level insights which is important for brand image and personality
3- acts as health check of a brand’s digital and social media strategy
what does moving from the current brand image to the deired brand image means?
1- adding new associations
2- strengthIng existing ones and weaking the existing ones
What are John Roberts key considerations of the brand positioning? and why are they important?
1- customer current believe
2- customer value
3- firm current saying
4- firm like to take the brand
since they suggests and reflect different approches
what is brand tracking studies?
provides information for short term tactical decisions
how can brand tracking studies help marketers?
1- category dynamics
2- consumer behavior
3- market effectiveness and efficiency
what is brand equity measurement system?
1- research procedures designed to provide marketers with accurate, timely information about brands
2- improve the understanding of the brand equity
how to establish BEMS?
1-brand charter
2- brand equity report
3- brand equity responsibilities
what is a brand charter?
1- defines the firm’s view of the brand equity
2- describes the scope of key brands
3- specifey actual and desired brand equity
4- explain how brand equity is measured
5- suggest ways of how brand equity is measured
6- specifey the proper treatment for the brand in terms of trade mark usage, packing and communication
brand equity report consists of?
1- what is happeing to the brand
2- why is it happening
what are the aspects of brand equity responsabilties?
1- brand needs
2- overseeing brand equity
3- organizational design and structure
4- managing marketing partners
