lec 6 building the brand Flashcards
1
Q
who controls the brand
A
the customers
2
Q
brand equity
A
assets and lability linked to brand
3
Q
benefits of brand equity
A
perceived quality
4
Q
what’s more important? emotional connection or customer satisfaction
A
emotional connection more important than customer satisfaction
5
Q
brand mantra
A
3-5 words that articulate brand
6
Q
Describe the C-D map
A
centrality (how representative) vs distinctiveness (degree it stands out from other brands) map. Circle size represents the financial metric
7
Q
brand evolution
A
Small changes to promote values from a new angle
8
Q
Rebranding
A
Totally different name, values, logo ie Meta and facebook
9
Q
Brand extensions
A
new product category
