Final Exam Flashcards

1
Q

Brand Awareness

A

function of recognition and
recall

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2
Q

Advantages of Brand Awareness

A

Learn Advantages, Consideration Advantages, Choice Advantages

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3
Q

Establishing Brand Awareness

A

Brand Elements; a brand name, symbol, logo, character, packaging, or slogan – including advertising and promotion, sponsorship and event marketing, publicity, and public relations (PR), and outdoor advertising

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4
Q

Brand Image

A

reflects the associations consumers hold
for the brand in memory

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5
Q

Strength of Brand Associations

A

Personal Relevance, Consistency over time

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6
Q

Favorability of Brand Associations

A

Marketers create favorable brand associations
by convincing consumers that the brand
possesses relevant attributes/benefits and satisfies needs and wants

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7
Q

Uniqueness of Brand Associations

A

brand has a sustainable competitive
advantage or “Unique Selling Proposition” that gives consumers a compelling reason why they should buy

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8
Q

Brand Building Blocks

A

1) brand salience,
2) brand performance,
3) brand imagery,
4) brand judgments,
5) brand feelings,
6) brand resonance

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9
Q

Brand Salience

A

aspects of awareness of the brand

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10
Q

Brand Performance

A

This relates to ways in which product / service meets customers’ needs

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11
Q

Brand Benefits

A

personal value and meaning that consumers
attach to the product or service attributes

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12
Q

Brand Judgements

A

The customers’ personal opinions and evaluations with regard to the brand

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13
Q

Brand Feelings

A

The customers’ emotional responses and reactions with respect to the brand

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14
Q

Brand Resonance

A

The ultimate relationship &
level of identification that the
customer has with the brand

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15
Q

Customer Relationship Management

A

Uses a company’s data systems and
applications to track consumer activity and
manage customer interactions with the
company.

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16
Q

Customer-Based Brand Equity (CBBE)

A

when the consumer has a high level of awareness and familiarity with the brand and holds some strong, favourable, and unique brand associations

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17
Q

Brand Knowledge

A

brand awareness and brand image

18
Q

Increasing Brand Awareness

A

increasing exposure to brand and links brands to product category, consumption, and usage situations.

19
Q

Attributes

A

descriptive features of a brand

20
Q

Attitudes

A

of brand associations, reflect consumers’ overall evaluations of a brand

21
Q

CBBE Model

A

1) establishing the proper brand identity,
2) creating the appropriate brand meaning,
3) eliciting the right brand responses, and
4) forging appropriate brand relationships with
customers.

22
Q

Brand Knowledge

A

A result of consumers’ knowledge about the brand

23
Q

Marketing Advantages of Strong Brands

A

 Improved perceptions of product performance
 Greater loyalty
 Less vulnerability to competitive marketing actions

24
Q

associative network memory model

A

views memory as consisting of a
network of nodes and connecting links, in which
nodes represent stored information or concepts

25
Q

Stakeholders

A

a member of “groups without whose support the organization would cease to exist”

26
Q

Brand Node

A

trace in memory, which we can
measure as the consumer’s ability to identify the
brand under different conditions

27
Q

Brand Awareness consists of:

A

Brand recognition and brand recall

28
Q

Brand Recall

A

consumers’ ability to retrieve the brand from memory when given the product category

29
Q

Learn Advantages

A

Register the brand in the minds of consumers

30
Q

Consideration Advantages

A

Likelihood that the brand will be a member of the
consideration set, the handful of brands that receive serious consideration for purchase

31
Q

Choice Advantages

A

Affect choices among brands in the consideration
set (Consumer purchase motivation, Consumer purchase ability)

32
Q

Elaboration-Likelihood Model

A

theory of how persuasion occurs due to
promotion communication. It proposes that
the method of persuasion depends on the
consumer’s level of involvement with the
product and the message

33
Q

Central route to persuasion

A

When consumers are considering an expensive or complicated product purchase, they have a higher level of involvement with the product or the message which leads to higher understanding

34
Q

Peripheral route to persuasion

A

Consumers with little or no reason to pay attention to or comprehend the central information are less likely to pay attention to direct expression of a central route communication, but they will be more likely to stop and absorb some peripheral aspects of the promotion

35
Q

Consumer purchase motivation

A

products and brands may be critically important to marketers, choosing a brand in many categories is not a life-or-death decision for most consumers.

36
Q

Consumer purchase ability

A

Consumers in some product categories just do not have the necessary knowledge or experience to judge product quality even if they so desired (high-tech)

37
Q

Brand Desirability

A

relevant, distinctive, believable consumers find brand association

38
Q

Unique Selling Point

A

The unique product benefit that a firm aggressively promotes in a consistent manner to its target market

39
Q

Depth of Brand Awareness

A

Ease of recognition and recall, Strength and clarity of category membership

40
Q

Breadth of brand awareness

A

Purchase consideration, Consumption consideration

41
Q

product category structure

A

how product categories are organized in memory

42
Q

Product Hierarchy

A
  1. Product Class Information
  2. Product Category Information
  3. Product Type Information
  4. Brand Information