Chapter 3

Question 1

4 steps of brand building

Answer 1

1. identification of the brand + association in consumers’ mind
2. totality of brand meaning in the minds of consumers
3. consumer responses to the brand
4. convert brand responses to create brand resonance + intense loyal relationship

Question 2

What is brand saliance? What are depth and breadth?

Answer 2

how easily and often the brand is evoked under various situations

breadth: range of purchase and usage situations in which the brand element comes to mind

depth: how likely it is for a brand element to come to mind and the ease with which it does so

Question 3

What gives a product an identity? (3)

Answer 3

1. product category
2. associated purchase
3. consumption or usage situations

Question 4

what is the product category structure?

Answer 4

how product categories are organized in memory

Question 5

What are the strategic implications of brand salience? (3)

Answer 5

1. top-of-mind
2. sufficient mind share
3. right times and places

Question 6

What is brand performance? (3)

Answer 6

how well the product:
1. meet functional needs
2. rate on assessments of quality
3. satisfies utilitarian, aesthetic and economic customer needs and wants

Question 7

what are attributes/benefits of brand performance? (5)

Answer 7

1. Primary ingredients and supplementary features: ingredients necessary for a product to work
2. Product liability (consistency), durability (economic life) and serviceability (ease of repairing)
3. Service effectiveness (satisfies customer service requirements), efficiency (speed and responsiveness) and empathy (trust, care)
4. Style and design: aesthetic considerations
5. Price: relative pricing of the product