Innovation lecture 6

Question 1

Brand elements

Answer 1

• Enhance brand awareness
• Facilitate the formation of strong and unique brand associations
• Elicit positive brand feelings

Question 2

Offensive strategies

Answer 2

Memorable
Meaningful
Likable

Question 3

Defensive strategies

Answer 3

Transferable
Adaptable
Protectable

Question 4

Brand name functions

Answer 4

Denotation
Connotation
Linking

Question 5

Brand name guidelines

Answer 5

Easy to pronounce and spell.
Familiar and meaninful
Distinct and unique

Question 6

Uniform resource locators

Answer 6

• Specify location on website
• Known as domain names
  Protect brands from unauthorized use.
  Protect the brands from unauthorized.
  Cybersquatting

Question 7

Logos and symbols

Answer 7

Indicate origin, ownership, or association.

Question 8

Slogans

Answer 8

Short phrases communicating
Hooks or handles to help the consumer
Indispensable means of summarizing.

Question 9

Jingles

Answer 9

Musical messages
Have catchy hooks
Enhance brand awareness by repeating brand name.
Can backfire

Question 10

Packaging

Answer 10

activity of designing and producing containers or wrappers.

Must identify the brand

Question 11

Goal creating associations

Answer 11

Consumer based brand equity.

Only the resulting awareness and strength and favorability and uniqueness is important

Question 12

Master brand

Answer 12

Power over customers

Question 13

Agent brand

Answer 13

Little helper who saves time or lable or hassle

Question 14

Idol brand

Answer 14

Taps into desires

Question 15

Friend brand

Answer 15

Runs on sympathies of customers, appreciate its charms.

Question 16

Brand value chain stage 1

Answer 16

Marketing program investment.

• product research and develpment
• Product design
• Trad or intermediary
• marketing communication
• Employee selection

Question 17

Brand value chain stage 2

Answer 17

Customer mind set

• Awareness
• Association
• Attitudes
• Attachment
• Activity