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Business to Business Marketing > Chapter 13: Business-to-BUsiness branding > Flashcards

Chapter 13: Business-to-BUsiness branding Flashcards

0
Q

Why does branding ad value for the customer?

A

Branding makes the buying decision process easier and helps them reduce the risk of buying the wrong product

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1
Q

One way that marketing creates competitive advantage for the business-to-business firm

A

Brand management

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2
Q

How does branding help a company?

A

Branding adds value to a firm’s intangible assets and can create price premiums

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3
Q

Branding is a distinct way to ____products from the competition

A

differentiate

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4
Q

Branding is just as important in the B2B market as in the B2C market: T or F

A

T

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5
Q

How should companies approach the branding process?

A

New companies should work to build brand while established firms must nurture, protect, and use it with care

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6
Q

_____ plays an important role in markets by attracting qualified employees

A

Branding

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7
Q

______ helps people to organize their thinking and reduce their risk of purchasing the “wrong” product

A

Branding

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8
Q

An approach that emphasizes the total offering- the functional relationship between all of the pieces

A

Holistic

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9
Q

Brand perception is influenced by…

A

everything the company does that comes in contact with the customer

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10
Q

What are the most important brand functions?

A

Increased informational efficiency
Risk reduction
Value-added or image benefit creation

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11
Q

Brand is shorthand for the ___ _____ of the company

A

value image

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12
Q

The complexity of the buying process and size of the buying center make____ more relevant

A

brands

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13
Q

What increases the relevance of the brand in business markets?

A

Clearly visible “public” products
Recognition among buying center members
New task buying situations

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14
Q

What is the role of brands in business-to-business markets?

A

Differentiation - decommodotize products that are highly undifferentiated
Secure future business
Differentiate marketing efforts - more readily accepted than unbranded efforts
Create preferences
Command price Premium
Create brand image
Increase sales

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15
Q

Illustrates the marketing-related connections between a company, its collaborators, and its customers. It acts as a common field to the intersecting market participants.

A

Branding triangle

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16
Q

The ___ connects everything across all touch points of the business

A

Brand

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17
Q

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

A

Brand management

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18
Q

The choice of common and distinctive brand elements a company applies across the company itself and the various products and services it sells.

A

Brand strategy

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19
Q

The most important aspect of the branding strategy in business-ti-business companies?

A

defining the branding hierarchy

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20
Q

Companies can stretch their brand in what ways ?

A

Width - individual to corporate
Length - low to high end
Depth - national to international

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21
Q

if a company approaches several separate and diverse markets then ____ brands may be more favorable

A

Inividual

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22
Q

if a company approaches a whole industry then a ____ of brands makes sense

A

family

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23
Q

Which brand elements are key when building a strong brand?

A

Name
Logo
Tagline
Brand story

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24
Q

The ____ _____ _____ for the brand elements should folw a set of choice criteria in order to reduce the risk of diluting or weakening the brand

A

visual identity code

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25
Q

What are the brand building criteria for the visual identity code?

A

Available, meaningful, memorable, and protectable

26
Q

What are the defensive criteria of the visual identity code?

A

Future oriented, positive, and transferable

27
Q

It is usually less ____ to implement branding in business-to-business markets

A

costly

28
Q

relates to the regular work of pricing, distributing, and promoting of products and services to customers

A

external marketing

29
Q

describes all actions that train and motivate collaborators to become true brand ambassadors

A

internal marketing

30
Q

primarily affected by internet marketing

A

Interactive marketing

31
Q

Who are the three most important market participants?

A

Customers, collaborators, and the company

32
Q

The means of marketing communication by which companies aim to inform, persuade, and remind customers- directly or indirectly- about their products and brands

A

Brand building tools

33
Q

The brand building tools are not fundamentally ______ in business and consumer markets

A

different

34
Q

Business-to-business markets typically focus on which brand building tool?

A

personal selling

35
Q

In this brand equity and value approach, brand valuation is used to estimate the total financial value of the brand based on subjective judgements of knowledgeable people in an organization.

A

Financially driven approaches

36
Q

In this approach to measuring brand equity and value, measurement is done using a behavioral approach that puts a financial value on brands by researching customer behaviors and attitudes that have an impact on brands

A

research based evaluations

37
Q

___ approaches utilize both financial brand valuation and behavior brand valuation methods

A

Combined

38
Q

Inter brand Corporation’s global brand consultancy defines brand value as what?

A

The net present value of future profits attributable to the brand

39
Q

___ ___ in business-to-business marketing differs somewhat from branding in consumer markets - strong brands are built through careful establishment of a relationship with each customer and prospective customer

A

Brand building

40
Q

Every other potential competitor has to show that it meets or exceeds the specifications and that its overall offering has better value when a firm has an offering that is a ___ in an industry

A

standar

41
Q

A “shorthand” term simply referring to design engineers’ specification of materials and parts on the engineering drawings of devices

A

engineering call-outs

42
Q

What are some disadvantages of a product becoming a standard?

A

The brand could lose some differentiation value and could lead to brand proliferation

43
Q

How does a brand become a standard in an industry?

A

First with new technology, being the best with service, innovating the need and not the technology

44
Q

___ marketing plays an important role in brand consistency

A

Internal

45
Q

Involves positioning the product and organization with employees and internal stakeholders

A

Internal marketing

46
Q

technique to defend the brand that involves a missionary seller building relationships with management above the influencers to reinforce the decision process

A

market up

47
Q

defending the brand technique that involves paying attention to lab technicians, manufacturing personnel, and purchasing staff

A

Market down

48
Q

defending the brand technique that involves usign the breakthrough customer product as a demonstration of a product offering’s capabilities

A

market sideways

49
Q

Monopolistic competition makes the process of becoming a ___ more difficult and time consuming

A

standard

50
Q

These serve to protect the premium brand of a product offering

A

subordinate offerings

51
Q

These provide broader market coverage and protect high-end brands that have premium price and positioning

A

subordinate brands

52
Q

In established markets in which young companies compete against companies with strong brands, young companies are at a disadvantage because they have no brand recognition or reputation: T or F

A

T

53
Q

In early markets, young companies can build market ownership and brand reputation quickly: T or F

A

T

54
Q

made up of brand recognition or awareness, quality of the products or services, and the customer’s positive beliefs - associations linked to the brand

A

Brand strength

55
Q

This is a long term process that revolves around building value for the customers first

A

Building brand strength

56
Q

the most positive associations come from what?

A

Customers’ direct experiences

57
Q

The ability to provide appropriate value from the customer’s point of view

A

perceived quality

58
Q

___ ___ means having the ability to perform very well on the most important dimensions as determined by the target customer

A

high quality

59
Q

One of the most promising branding strategies for business-to-business companies

A

ingredient branding

60
Q

An essential ingredient or component of a product has its own brand identity

A

ingredient branding or inbranding

61
Q

The joint presence of two r more brands on a single product or service

A

Cobranding

62
Q

This type of branding is directed at two or more downstream stages of the value channel

A

Multi-stage branding

63
Q

Tremendously enhance the value proposition and points of differentiation of al products and services involved

A

brand alliances

Business to Business Marketing (8 decks)

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