Lecture 1 : COMMUNICATION SPECIFITIES

Question 1

Brand

Answer 1

A brand is a name, term, sign, symbol or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers, and to differentiate them from those of a competitor’

Question 2

BRAND EQUITY

Answer 2

differential effect that knowing the brand name has on customer response to the product and its marketing

Question 3

BRAND VALUE

Answer 3

the total financial value of a brand

Question 4

Consumer brand equity

Answer 4

The differential effect of brand knowledge on consumer response to the marketing of the brand (for company and consumer)

Question 5

Marketing Communication

Answer 5

use of different marketing channels and tools in combination

Question 6

3 Principles of effective communication

Answer 6

1-Relevant
2- Different
3- Coherent

Question 7

Relevant

Answer 7

( meaningful, shared values) ->The message should connect with the audience by addressing their interests, needs, or values. It should resonate emotionally or intellectually with the audience.

Is the message meaningful to them?

Question 8

Different

Answer 8

unique and creative

The communication should stand out by being unique, fresh, or innovative. It should offer something that competitors don’t, capturing attention and making the brand memorable.

Question 9

Coherent

Answer 9

(between brand and communication)-> The message must be consistent with the brand’s identity, values, and positioning. It should reflect the brand accurately and make sense within the context of the brand’s overall strategy and communication style.