Ch.9 Brand

Question 0

Brand purpose

Answer 0

ID
Build trust (exchange promise)
Be symbolic of a culture, a vision
Be valuable through consumer associations (even legally protected from competitors) and gives bargaining power with retailers

Question 1

Brand=

Answer 1

Meaning
Personal, social identity
Have a place in the mind of consumers ( perceptual maps, positioning, perception)

Question 2

Brand equity (intangible)

Answer 2

$ amount attributed to recognition, quality & loyalty (goodwill)

Question 3

Perks of brand icons

Answer 3

Don’t age
No prejudices
Controllable PR

Question 4

Branding strategy

Answer 4

Positioning
Naming
Sponsorship
Development

Question 5

Brand positioning

Answer 5

Attributes- fresh taste
benefits- clean
beliefs- healthy & beautiful smile forever

Question 6

Brand naming

Answer 6

Selection- easy to learn (simple)& remember, unique to sobresalir, interesting or funny, mental picture (symbolic or associative but no prior association), phonetically attractive

protection- trademark (slogan, logo, abbreviation)

Question 7

Brand sponsorship

Answer 7

Manufacturer’s: Kellogg’s, Sony
Private: president’s choice
Licensing: Disney in Walmart
Co-branding: Nike+ ipod, Disney+ Pixar

Question 8

Brand development

Answer 8

Line extension- existing product category, existing brand name (Campbell’s soup flavours)
Brand extension- new product category, existing brand name (dole de fruta a Bon ice) should utilize co’s expertise, associated product ex: lictors de cafe pa Starbucks
Multi- brands- EPC, NBN (Ace vs Ariel (P&G))
New brands- NBN, NPC

Question 9

Trade dress

Answer 9

Visual cues used to create overall look

Question 10

Brand names have become…

Answer 10

Category names (aspirin, google, thermo, jello…)

Question 11

Brand loyalty

Answer 11

Recognition: awareness & ID
Preference: previous experience
Insistence: refuse of alternatives

Question 12

Brand personality

Answer 12

Set of human characteristics associated with a brand. Important to develop relationships (long vs short) with them as if they were people
Sincerity coke
Competence IBM
Excitement virgin
Sophistication Tiffany's 

Ruggedness Marlboro
Peacefulness Kleenex

Question 13

Brand communities

Answer 13

Communities formed around brands or market offerings: Apple, Star Trek, Harley

Need to belong, social interaction, structure

Have shared consciousness (differentiation from others)
rituals & traditions
moral responsibility to the group