Final Exam

Question 1

Is a name, term, sign, symbol, design, or a combination of these, which is used to identify the goods or services of one seller or groups of sellers and to differentiate them from those of competitors.

Answer 1

Brand

Question 2

What are the 4 ages of global branding?

Answer 2

Age of identity, Age of value, Age of Experience, Age of “Self”

Question 3

What are the functions of branding?

Answer 3

Creates identification (positioning) and brand awareness.

Guarantees quality and satisfaction = brand loyalty

Promotes the product

Question 4

Name the 3 types of brands

Answer 4

National Manufacturer Brands

Retailer Brands

Generics

Question 5

The act of designing the company´s offer and image so that it occupies a distinct and valued place in the target customers mind.

Answer 5

Brand Positioning

Question 6

Name the 5 brand elements

Answer 6

Brand Names and URLs

Logos and Symbols

Characters

Slogans and Jingles

Packaging and Signage

Question 7

Captures the central theme or key associations of a product

Answer 7

Brand Name

Question 8

Short phrases that communicate descriptive or persuasive information about the brand

Answer 8

Slogans

Question 9

Musical messages written around the brand

Answer 9

Jingles

Question 10

Capture human or real-life characteristics of a brand.

Answer 10

Characters

Question 11

What are the 6 brand element choice criteria?

Answer 11

Memorable, Meaningful, Appealing, Protectable, Adaptable, Transferable.

Question 12

What does it means for a brand to be memorable?

Answer 12

To be easily recognized, and easily recalled

Question 13

What does it means for a brand to be meaningful?

Answer 13

To be descriptive and persuasive

Question 14

What does ti means for a brand to be appealing?

Answer 14

To be fun, interesting, aesthetically, with rich visuals and verbal imagery

Question 15

What does it means for a brand to be protectable?

Answer 15

To be legally, competitively

Question 16

What does it means for a brand to be adaptable?

Answer 16

To be flexible and updateable

Question 17

What does it means for a brand to be transferable?

Answer 17

Within and across product categories, and across geographical boundaries and cultures without issues.

Question 18

Advantages and Disadvantages of Brand Names element

Answer 18

Advantages: the anchor, quick and easy to process and recall.

Disadvantages: Difficult to change, globalization issues.

Question 19

Advantages and Disadvantages of Characters element

Answer 19

Advantages: Rich meaning, attention-getting

Disadvantages: Can get outdated. Global transfer

Question 19

Advantages and Disadvantages of Logos and symbols element

Answer 19

Advantages: Attention-getting. Can reinforce associations. Global transfer.

Disadvantages: Can get outdated. Can be ambiguous / misinterpreted

Question 20

Advantages and Disadvantages of Slogans and Jingles element

Answer 20

Advantages: Can be highly memorable. Cathy. Convey meaning.

Disadvantages: Difficult to translate. Musical taste differences.

Question 21

Advantages and Disadvantages of Packages element

Answer 21

Advantages: Recognition, Convey info and meaning.

Disadvantages: Production issues. Channel concerns

Question 22

What are the 7 types of brand names?

Answer 22

Descriptive

Metaphor

Surname

Arbitrary

Altered

Blended

Invented

Question 23

Type of brand name that describes the product or service

Answer 23

Descriptive

Question 24

Type of brand name that represents attributes or symbolism

Answer 24

Metaphor

Question 25

Type of brand name that's a person´s name

Answer 25

Surname

Question 26

Type of name that uses real words with no obvious brand association

Answer 26

Arbitrary

Question 27

Type of brand name that uses fiction words based on real worlds.

Answer 27

Altered

Question 28

Type of brand name that uses two word merged

Answer 28

Blended

Question 29

Type of brand name that uses nonsense words, not based on real words

Answer 29

Invented

Question 30

The overlap consumers need product qualities, and brand strengths

Answer 30

Consumer-based Insight

Question 31

Attributes or benefits that are not necessarily unique to the brand, but may in fact be shared with other brands

Answer 31

Points of Parity (Similarity) POP

Question 32

Attributes or benefits that consumers believe that they could not find to the same extent with a competitive brand

Answer 32

Points of Difference (POD)

Question 33

Portrays a target market's most relevant brand associations (attributes) and consumer responses

Answer 33

Mental Map

Question 34

Difference between brand slogan and brand mantra

Answer 34

A brand manta is the brand essence or core for INTERNAL TEAMS.

Question 35

Formula to get the brand value

Answer 35

Financial value X Brand contribution = Brand Value

Question 36

Is the monetary value of a brand in terms of net revenues the brand is expected to generate over time, across all country markets.

Answer 36

Financial Brand Equity

Question 37

Focuses on the differential effect of a brand on consumer response. It contains behavioral and image components.

Answer 37

Customer Brand Equity

Question 38

Is related to the strengths of the brain in consumers memory

Answer 38

Brand awareness / salience

Question 39

Consumer´s ability to correctly discriminate the brand as having been seen or heard before

Answer 39

Brand recognition

Question 40

Consumer´s ability to retrieve the brand from memory when given the product category, the needs fulfilled by the category, a purchase or consumption situation.

Answer 40

Brand recall

Question 41

The way in which a product or service attempts to meet customers functional needs

Answer 41

Brand Performance

Question 42

The way in which a product or service attempts to meet customer´s psychological or social needs.

Answer 42

Brand Imagery

Question 43

Customers´personal opinions and evaluations of the brand, based on the different performance and imagery associations.

Answer 43

Consumer Judgements

Question 44

Emotional responses and reactions with respect to a brand.

Answer 44

Consumer Feelings

Question 45

Extent to which customers feel in sync with the brand

Answer 45

Consumer Resonance

Question 46

Reasons for a brand to go global

Answer 46

Competitors are expanding Economies of scale Internet and Global outsourcing Access to Resources

Question 47

Marketing activities coordinated and integrated across multiple country markets.

Answer 47

Global Marketing

Question 48

Markets in which buyer preferences are similar across countries

Answer 48

Global Markets