Lecture 1 and 2

Question 1

what does a good symbol entail?

Answer 1

A good symbol should have a meaning connected to values and communicate about the product

Question 2

how are brands and identity tied together?

Answer 2

brands engage in many symbols at the same time, which are interpreted by consumers and which, ultimately, convey meaning

Question 3

What is a brand?

Answer 3

A brand is ‘‘a name, term, symbol or design, or a combination of these, which is intended to identify goods or services of one seller, or group of sellers and to differentiate them from those of competitors

Question 4

What is a symbol?

Answer 4

any object, word or action that stands for something else.

Question 5

What does a (good) brand do?

Answer 5

1. reminds the audience of the associated organisation
2. recalls previous encounters with he organisation
3. says something about the company values and leadership
4. communicates something about the products

Question 6

What are the characteristics of a product brand?

Answer 6

1. Can have a completely different identity than the organisation behind it
2. only concerns one product/ a small group of products
3. targets consumers only
4. only meant to survive as long as the product survives

Question 7

What are the characteristics of a corporate brand?

Answer 7

1. It influences all the products of an organisation, no matter what kind.
2. originates from the company’s heritage, its values and beliefs, and what members of the organisation have in common.
3. targets all stakeholders, including employees, managers, suppliers and even politicians.
4. it is meant to be long lasting

Question 8

What is the VCI alignment model?

Answer 8

vision-culture-image alignment model - Think of strategic vision, organizational culture, and stakeholder images as pieces of a jigsaw puzzle. Spread out on the table,
the pieces are incoherent. Put into place, they form an integrated,
expressive, and satisfying whole that builds strong corporate reputations while integrating organizational behaviour behind delivery of the brand promise to all the stakeholders who make up the
enterprise.

Question 9

What are tangible assets?

Answer 9

buildings, cash, investments, equipment etc.

Question 10

What are intangible assets?

Answer 10

elements of value that do not exist physically, such as patents and indeed brand equity

Question 11

What is brand equity?

Answer 11

Brand equity represents the value of a brand in the marketplace

Question 12

Which elements define brand equity?

Answer 12

1. Market behaviour (market share, price and distribution)
2. Awareness ( extent to which a population claims to know that brand exists)
3. Association and differentiation
4. quality
5. Loyalty

Question 13

What are symbolic values?

Answer 13

stakeholders of a certain organisation attribute a value to its brand because it defines a degree of belonging based on the creation of a common ground of understanding.

based on the values conveyed by the brand, stakeholders buy branded products, work for the company behind the brand, invest in company stock etc.

Symbolic value of a brand translate into financial value

Question 14

what is the concept of brand architecture mean?

Answer 14

how multiple product brands owned by a single company relate to one another, helps some people understand the relationship between
a product and a corporate brand.

example: product brands
may operate independently, the way Procter & Gamble’s stable of product brands do (Tide, Ivory, Pampers, Crest, Duracell, Gillette, and so on),
or be grouped into brand families like General Motors ’
Chevrolet, Buick, Pontiac, GMC Truck, Saturn, Hummer, Saab,
and Cadillac.

Question 15

What is an example of a corporate and product brand?

Answer 15

Corporate Brand: Samsung
Product Brand: Samsung Galaxy S23 Ultra (phone)

Samsung is the overarching corporate brand. It encompasses the company’s values, mission, and overall reputation. The Samsung Galaxy S23 Ultra is a specific product line under the Samsung brand. It has its own marketing and messaging focused on the features and benefits of that particular phone.

Question 16

Which elements combine a corporate brand?

Answer 16

1. names, symbols, experiences
2. A central idea or set of ideas
3. Qualities, emotions, attitudes and style

Question 17

which elements influence branding trends?

Answer 17

1. historical and cultural events
2. political context
3. economical and financial conditions

Question 18

what was branding mainly for in the 19th century?

Answer 18

1. inform the consumer that a product exists
2. guarantee a certain degree of quality

Question 19

what was branding mainly for in the 20th century?

Answer 19

branding is instrumental -> it informs consumers of where a product comes from, or how it is made. Focus is on the product and its characteristics

Question 20

What was branding mainly for in the 60s and 70s?

Answer 20

branding became part of marketing as abundance of goods on the market made it a buyer’s market.

Question 21

What was branding mainly for in the 70s and 80s?

Answer 21

branding followed two trends:
1. identity-based branding
2. combination of outside-in perspective (image) and inside-out perspective (employees + competence).

service also became an important part of branding

Question 22

What are the three identity theories?

Answer 22

1. Interactionism - identity forms by adjusting self-perception to social perception

Question 23

What is brand identity?

Answer 23

all characteristics which define the brand, according to internal target groups (= those who define the organisation from inside)

Question 24

What is brand image?

Answer 24

identity of the organisation as established by all of its audiences, over time

Question 25

What is brand promise?

Answer 25

all benefits relevant to the purchase that are offered to the target group

Question 26

What is brand behaviour?

Answer 26

Product, emplyee and advertisements shape how customers experience the brand

Question 27

What is brand need?

Answer 27

what consumers expect from the brand

Question 28

What is brand experience?

Answer 28

Interactions between consumers and brands at different touch points

Question 29

Which elements form the brand identity?

Answer 29

1. Brand origin - refers to where the brand comes from, and often hints at the history of the brand
2. brand vision - forward-looking i.e. what are the objectives of the brand and how is the brand going to achieve them? if well formulated, includes guidelines for employees to identify competences essential to the fulfilment of the vision
3. Brand competences - what is the brand capable of? what can its employees do> often expressed into how much more consumers are willing to pay compared to other brands
4. Brand values - what does the brand believe in? delivers to consumers non-functional benefits, such as the perception of a company as authentic and consistent.
5. Brand personality - Human personality traits attributed to the brand. It can be thought of as intended, as though brands had an ideal for the type of personality they’d like to broadcast to internal and external audiences.
6. Brand offer - how is the brand useful to the consumer? What does a brand produce? But also: how does it support consumers, what kind of other services does it offer?

Question 30

What are functional benefits?

Answer 30

1. economic example: they are cheaper than the rest
2. utilitarian example: they work faster/better

Question 31

What are non-functional benefits?

Answer 31

1. Sensual + aesthetic example: ad is not related to the product i.e. parfume but the brand tries to sell and idea/experience that is connected to the product. technique used by brands that sell expensive products are no economic/utilitarian cause
2. hedonic example: it is enjoyed by the buyer only i.e. a hotel stay. it is hard to measure how much someone will enjoy it
3. social - self-expression in a social context i.e. going viral or recognisable for a group of people
4. trust - higher-order brand benefit: something that can prevail on the fulfilment of all the others.