Fundamental concepts

Question 1

brand association

Answer 1

Thoughts Images Perceptions/Beliefs Experiences Feelings

Attitudes

Question 2

Evaluation dimensions

Answer 2

Strength Favourability Uniqueness

Question 3

Example touch points

Answer 3

The product/service itself
The store/distribution channel The people – employees, other
customers…
Support instructions and guides
Customer service
Market communication – advertisement, social media…

Question 4

Brand awareness

Answer 4

relates to the strength of the brand in memory, as reflected by consumers’ ability to recall or recognize the brand.

Question 5

Awareness depth

Answer 5

Likelihood/ease of recall/recognition

Question 6

Brand recall

Answer 6

Being able to generate the brand from memory, when given a relevant cue (e.g product category)

Question 7

Brand recognition

Answer 7

Being able to identify the brand

Question 8

Awareness breadth

Answer 8

The range of purchase and usage situations where the brand comes to mind

Question 9

Financial brand equity

Answer 9

How much financial value the brand holds: the net discounted cashflow attributable to the brand, after production, operations, marketing costs

Question 10

Consumer-based brand equity

Answer 10

The value added by the brand: the differential effect that consumers’ brand knowledge has on their response to the marketing of that brand

Question 11

Factors influencing consumer buying behaviour

Answer 11

• Culture 
• Subculture 
• Socialclass 
• Referencegroups 
• Rolesandstatus 
• Age/Life-cycle stage 
• Occupation 
• Economiccircumstances 
• Lifestyle/Personality 
• Motivation 
• Perception 
Beliefs/attitudes

Question 12

Brand identity

Answer 12

The brand owner’s intention of what the brand should be

Company-projected Active, forward-looking

Question 13

Brand image

Answer 13

Perceptions about a brand as reflected by the brand associations held in consumer memory
Consumer-negotiated Passive, backwards-looking

Question 14

Market segmentation

Answer 14

the process of dividing a varied and differing group of potential buyers into smaller groups,+within which broadly similar patterns of+buyer needs exist.

Question 15

A good segment is…

Answer 15

Identifiable- Segment is distinguishable from other segments

Substantial- Segment sales potential is large

Accessible- Possible to target given available resources and capabilities

Stable- Predictable also in the future

Question 16

The positioning statement

Answer 16

• A tool for condensating the overall marketing strategy into a clear Vision which is the brand’s promise to deliver
• Articulated by the brand manager for internal use

Question 17

Brand promise

Answer 17

What value will the brand create
The promise defines three things: 
• What it is
• What it does or doesn’t do to create value
• Why this matters

Question 18

Brand purpose

Answer 18

what is the brands reason to exist

Question 19

BrandCommunication

Answer 19

an important part and tool ofbrand managementby which the companies inform, persuade, enlighten, teach, remind, and enrich the knowledge of their stakeholders about the brand, its strengths,values, fundamentals, and its offerings ofproductsand services.

Question 20

Descriptive concept

Answer 20

refer to the noun(s)/the descriptive phrase is used in relation to a specific brand, to categorize and define what the brand is.
Ex: Volvo XC60- a sports utility vehicle (SUV)
Facebook- A social utility

Question 21

Choices when designing a descriptive concept:

Answer 21

1. Using an already existing term
2. Modifying an already existing term (creating a sub-category)
3. Creating a completely new term
4. Avoid using a descriptive term altogether

Question 22

genericized trademark

Answer 22

has moved from distinguishing a specific brand to become the generic description for, or synonymous with, a product or service.
Ex: Kleenex or keso

Question 23

Brand elements

Answer 23

names, products, logo, colour, scent, symbol, design, shapes, spokes persons

Question 24

Keller’s consumer-based brand equity model

Answer 24

• Memorability
• Meaningfulness 
• Appeal
• Transferability
• Adaptability
• Protectability
 Example: Chanel NO.5

Question 25

Brand resonance

Answer 25

Is described as the highest level of commitment to a brand, consumer has an active relationship and psychological bond to the brand, and an engagement that stretches beyond consumption. For ex actively participating in forums or fan clubs.

Question 26

The logic on why it is why a descriptive concept and a distinctive mark is important

Answer 26

1. “Define”boundaries”of”trademark”rights 2.”“Protect”against”trademark”degeneration
2. "”Signal”intended”utility”or”usage
3. "”Define”segments”and”competition 5.”“Strengthen”the”customer”perceived”differentiation

Question 27

brand purpose as strategy tool

Answer 27

Sets direction for the brand both internally and externally, and increases transparency and psychological connection.