Chapter 7

Question 1

How to achieve brand identity?

Answer 1

Brand salience
Brand awareness

Question 2

What is brand salience?

Answer 2

how often is the brand evoked in different situations

Question 3

What is brand awareness?

Answer 3

ability to recall or recognize a brand

Question 4

What is brand positioning?

Answer 4

establishing unique brand associations in the mind of customers

Question 5

What are the 2 aspects of brand positioning?

Answer 5

Brand performance
brand imagery

Question 6

What is brand performance?

Answer 6

meeting customers’ function needs

Question 7

What is brand imagery?

Answer 7

meeting customers’ abstract psychological needs

Question 8

4 aspects of brand response

Answer 8

quality, credibility, consideration set, superiority

Question 9

What is brand resonance?

Answer 9

strength of psychological bond
Loyalty, attachment, engagement

Question 10

What is brand attitude?

Answer 10

% of org buyers who have a positive image of a company minus those with a negative opinion

Question 11

What are the implications of brand attitude?

Answer 11

Associated to stock market performance and lead to financial performance 3-6 months later

Question 12

How is product quality maintained?

Answer 12

ISO-9000 → equality standards set out by geneva based international standards organization

Question 13

What are the 3 stages of quality movement?

Answer 13

1) meeting specifications
2) quality is more important
3) market perceived quality and value versus competitor