Chapter 8 (cont.): Branding

Question 1

the name or symbol that identifies a specific business’s product or service (the overall thing; includes the color, the auditory, etc. that identifies…)

Answer 1

brand

Question 2

the visual design, logos, colors, typefaces, and other representations of a brand that cannot be spoken.

Answer 2

brand mark

(JUST the symbol that identifies a specific business’s product or service, not the name)

Question 3

• The Chevrolet “bowtie” design and the font used to spell the word Chevrolet, is an example of a (brand/brand mark)
• The actual word, Chevrolet in its logo design, is an example of a (brand/brand mark)

Answer 3

• brand mark
• brand

Question 4

The color scheme for UPS is brown. This is an example of a (brand/ brand mark)

Answer 4

brand mark

Question 5

Where does the idea of branding stem from and what is the point of branding (that is, what does it do for a company)?

Answer 5

• Where the idea came from: cattle farmers used to brand their cows, which showed 1.) who owned the product (the cows), and 2.) it shared information about the product beyond just who owns it (ex: with the cattle, the branding signified not just who owned it, but where the cattle was raised, what they likely ate, etc.)
• Point of branding: to convey information that doesn’t need to be said every time you talk to customers (ex: you don’t have to say our quality is great in all your advertisements; the brand simply signifies this)

Question 6

the process of endowing products with the power of a brand

Answer 6

branding

Question 7

the financial value of a brand

Answer 7

brand equity

Question 8

Suppose you had two completely identical cups of coffee in front of you. You tasted both and they tasted the same to you. The only difference between them is that one cup indicated that the coffee came from Starbucks and cost $4 and the other cup had no markings on it at all and cost $2. A person’s willingness to pay more for the assurance of having a valued brand over an identical unbranded product represents the brand’s ________.

Answer 8

equity

(also defined as the willingness to pay more for one brand over another brand)

Question 9

the differential effect of a brand on consumer responses to marketing. (the effect your brand has on how people think, feel, and behave)

Answer 9

customer-based brand equity

(means that by putting your brand on a thing, people will react different… ex: bleach. Clorox has a different effect on consumers than Great Value Bleach. This is customer-based brand equity)

Question 10

What is the top-ranked brand financially?

Answer 10

Apple

Question 11

What can a powerful brand do?

Answer 11

Creating a powerful brand can CHANGE how consumers respond (physically, mentally, and emotionally) to a brand.

Question 12

What does the Pepsi Taste Challenge tell us about the positive effects of the power of branding?

Answer 12

By creating a powerful brand, the brand becomes sticky (attitude about the brand sticks). That is, it leads to CUSTOMER LOYALTY

(ex: In the taste challenge, due to Coke’s powerful brand it has created, customers would rather choose Coke over Pepsi if the drinks had the drink labels on them, even if they thought Pepsi tasted better than Coke unlabeled)

Question 13

How do we create a powerful brand? That is, to create a powerful brand, there needs to be what two things?

Answer 13

1. Brand awareness (familiarity breeds liking)
2. Brand image of favorable thoughts and emotions

Question 14

the extent a market knows or recognizes a brand.

Answer 14

brand awareness

Question 15

the collection of associations, thoughts, and feelings that are evoked when exposed to a brand.

Answer 15

brand image

(The images you want to come to people’s mind when they think about your brand)

Question 16

Why does brand awareness matter?
Because brand awareness by itself can create ________ ________.

Answer 16

brand equity

(you don’t even have to love the brand; just recognizing it can build brand equity)
(ex: if you walk into a supermarket in a foreign state and you recognize a brand, you immediately have some liking toward it because familiarity breeds likeness)

Question 17

______ brands often have very low brand awareness. But ______ brands, their brand awareness is sky high.

Answer 17

Local; major

(so, brand awareness can make a huge difference for local brands)

Question 18

What are the 2 different ways to measure brand awareness?

Answer 18

1. Unaided recall
2. Aided recall

Question 19

Which way of measuring brand awareness does this pertain to:
If you go out and ask people, what pizza places do you know in the Auburn area? And you measure brand awareness based on the % of people who list you in that 1st set of answers.

Answer 19

Unaided recall

Question 20

Which way of measuring brand awareness does this pertain to:
If you give a list of all the things in a certain category (ex: pizza places in the pizza category), and ask which one of these do you recommend?

Answer 20

Aided recall

Question 21

a metric that measures how well people can remember a brand or product (brand awareness) without any help, such as hints or suggestions

Answer 21

unaided recall

Question 22

a metric to measure brand awareness where consumers are prompted with clues or hints (ex: lists of products in a product category) to help them remember a specific brand/ product, essentially measuring how well they recognize something when given a reminder

Answer 22

aided recall

Question 23

Which is more powerful: aided or unaided recall?

Answer 23

unaided recall

Question 24

T or F: Brand awareness by itself is enough to create a powerful brand.

Answer 24

False; isn’t enough in itself to create a powerful brand, but is enough by itself to create brand equity

Question 25

T or F: Brand awareness is difficult to create.

Answer 25

False; not difficult

(any publicity is good publicity applies to brand awareness; that is, you can be scandalous or do outrageous things, and this will build brand awareness)

Question 26

Which is more difficult and takes more time to create: brand awareness or brand image?

Answer 26

Brand image

Question 27

How does brand image work?

Answer 27

All the things that your brand does have to speak to your brand image (ex: all the marketing materials, all the ways your employees are, all the experiences people have)
People have to have multiple encounters over and over for these things to start to reside with them.

Question 28

Why did downloads of Twitter drop 30% once it rebranded to X?

Answer 28

Bc Twitter was a powerful brand before, and it TAKES TIME to build up a powerful brand/brand image. So, Elon Musk has to REBUILD this to evoke the things he wants to evoke out of consumers.

Question 29

What can brand image focus on? (list 5 things; this list is not exhaustible)

Answer 29

1. Leadership (not all brands in a category can do this. However, brands that can claim to be the biggest selling, the highest rated, the most popular, or some other legitimate type of leadership can add prestige to their brand image)
2. Key Benefits (ex: Volvo tying its brand image to safety, Disney to magic, State Farm to neighborly service)
3. Low-Price Image
4. Build image around your customers (people often select one brand over others because the image of the brand seems consistent with their own self-images. Marketers can build brands to emphasize that their brands are right for certain types of people)
5. Build image on how or when a product is used (often brands emphasize their fit for certain uses or occasions. Recently, Ford trucks advertised with the new slogan “We Own Work.” The brand was being positioned as the best truck for hard job-related use)

Question 30

a visual display of data that shows prospect or customer perceptions of brands, relative to their competition

Answer 30

brand map

(mapping out the associations made to your brand; ex: Budweiser being associated with American, patriotic, horses, etc and Corona being associated with beach, exotic, relaxed, lime)

Question 31

What is the key to building brand image?

Answer 31

Consistency in brand image over time and experiences

Question 32

T or F: It’s good to have a brand image that you can manifest in different ways, and all can represent the same idea, and look fresh.

Answer 32

True

(ex: Coke can manifest happiness and positivity in lots of different ways)

Question 33

What does Barnes & Noble tell us about branding?

Answer 33

Sometimes good branding breaks the rules
(like how the Barnes and Noble bookstore completely changed their name, the layout inside the store, and became inconsistent to make the bookstore feel like a local bookstore and it worked)

Question 34

T or F: Brand image isn’t always controlled by the company.

Answer 34

True (you can’t always control what gets linked in people’s minds in regards to a brand)

(ex: people’s perceptions of Corona beer changed when the Coronavirus became a thing; sales went down)

Question 35

A family of disparaging images and stories about a brand that are circulated in popular culture by a loosely organized network of consumers, anti brand activists, bloggers, and opinion leaders in the news and entertainment media

Answer 35

doppelgänger brand image

(ex: Starbucks coffee logo created that says “Starbucks Sucks”, “Evil Empire”, etc. instead of “Starbucks Coffee”)

Question 36

Does brand image have to only focus on the brand?

Answer 36

No; brand image can be made up of anything, including scandals and fights

(ex: Crossfit doesn’t just build their brand based on their exercises, they also build their brand based on their fights)

Question 37

Sometimes brands lose control of their image. An example of this would be __________ brand image.

Answer 37

doppelgänger

Question 38

placing a brand name on multiple products

Answer 38

brand extensions

(ex: Reeses putting their name on ice cream and peanut butter)

Question 39

allowing one branded product to feature another brand as a component part or ingredient (ex: Breyers ice cream featuring Reeses on their ice cream)

Answer 39

co-branding (co-brands)

(when you have a product that has two brands on it together)

Question 40

T or F: If you build a powerful brand, one of the nice benefits is that you can extend it. You can put it on more products. What you’re hoping to have happen is that all the associations with your first product hop over to the next.

Answer 40

True

Question 41

What 3 things determine the success of a brand extension (determine if a brand extension works)?

Answer 41

Success is based on:
1. Connection (the amount of connection between the brand and the product)
2. Strength of Brand
3. Amount of Successful Extensions (the amount you have predict greater success and future extensions)

Question 42

What are the 2 different types of brand extensions?

Answer 42

1. In-Category Extension
2. Out-of-Category Extension

Question 43

type of brand extension that is in the same or very similar product category

Answer 43

In-Category Extension

Question 44

type of brand extension that’s in a completely different product category; this is when you start having potential problems in the connection between the brand and the product)

Answer 44

Out-of-Category Extension

Question 45

What are the 2 positive outcomes of brand extensions?

Answer 45

1. Improves odds of new product success
2. Positive feedback effects (when the extension’s successful, it makes your brand look better)

Question 46

What are the 2 negative outcomes of brand extensions?

Answer 46

1. Negative feedback effects (when the extension fails, it makes your brand look bad)
2. Ongoing link to extended brand (brand forever linked to extension products, which is a potential weakness –> ex: if it ends up in the “junk drawer” your brand will forever be linked to that)

Question 47

What happened to Donald Trump’s brand and brand extensions after he was president? Why?

Answer 47

Trump used a lot of out-of-category brand extensions. These extensions had varied success, likely due to connection.

Once the Trump name became extremely controversial (after he became President), the brand extensions began to fail.
At first, some of the extensions were spared. But over time, a negative feedback affect permeated across the Trump brand, even to his original branded products.

Question 48

T or F: Brand extensions are a way to capitalize on the work you’ve done. But using it over and over, introduces potential problems, which can eventually come back to affect your family products (your main starting product and mess up your brand forever).

Answer 48

True