Marketing

Question 1

List the 3 perspectives of a strong brand

Answer 1

1) strategists
2) consumers
3) creatives

Question 2

What are the three levels of consumer brand engagement

Answer 2

1) social engagement
2) self-centred engagement
3) object engagement

Question 3

What are the 4 main purposes of brands?

Answer 3

1) functional
2) identity building
3) relational
4) symbolic

Question 4

What are the 4 types of brand associations?

Answer 4

1) emotions
2) relationship bonds
3) iconic meaning
4) collective identity

Question 5

Customer based brand equity pyramid

Answer 5

Bottom: 1) Salience (awareness) eg. coke being familiar
2) Performance (functional benefits)
3)Judgements (how do we evaluate)
4) Imagery (symbolism wrapped around the brand)
5) Feelings (emotions towards the brand)
Top: 6) Resonance (identify with) eg. pampers

Question 6

List the 12 brand archetypes

Answer 6

1) Outlaw (diesel, Harley)
2) Jester (alcohol brands)
3) Lover (Kisses chocolate)
4) Caregiver (Pillsbury cookies)
5) Everyman (Volkswagen)
6) Innocent (coca-cola)
7) Ruler (IBM)
8) Sage (SAP)
9) Magician (Disney)
10) Hero (Nike)
11) Creator (Lego)
12) Explorer (Jeep)

Question 7

7 common story types

Answer 7

1) underdog
2) quest
3) journey and return
4) comedy
5) tragedy
6) rags to riches
7) rebirth

Question 8

List some appeal techniques

Answer 8

1) positive appeal
2) negative appeal
3) humorous appeal
4) sexual appeal
5) emotional appeal
6) lifestyle appeal

Question 9

Steps in the social media marketing plan

Answer 9

1) determine the objective
2) plan the content
3) distribute and promote the content
4) measure success

Question 10

List the 7 steps in the creative inspiration process

Answer 10

1) goal
2) strategy
3) point of view
4) timeline
5) senses
6) medium
7) implementation

Question 11

List the 6 steps in the marketing communication mix

Answer 11

1. Advertising
2. PR
3. Sales promotion
4. Direct response
5. Personal selling
6. Events marketing/sponsorship

Question 12

List the internal and external sources of dilution

Answer 12

External:

• trademark infringement
• brand crisis
• social media

Internal:

• inconsistent marketing mix
• brand leveraging decisions

Question 13

What are the steps to the BETTER Model of experiential marketing

Answer 13

B- Brand personality
E- Emotional connection
T- Target audience 
T- Two-way interaction 
E- Exponential element 
R- Reach

Question 14

What is ambush (gorilla) marketing

Answer 14

The practice by which a rival company attempts to associate its products with an event that already has sponsors (showing up to a sports game in your brands t-shirts)

Question 15

List the brand architecture options

Answer 15

House of brands (P&G)

Endorsed brands (Courtyard by Marriott)

Sub-Brands (Apple)

Branded house (FedEx)

Question 16

List the company brand hierarchy

Answer 16

Company brand level (GM)
⬇️
Family brand level (Chevrolet) 
⬇️
Individual brand level (Cruze) 
⬇️
Modified level (Hatch)
⬇️
Product descriptor (blue)

Question 17

What is anti-branding

Answer 17

The process of turning brands against consumers

Question 18

What are celebrity brands

Answer 18

Celebrities endorsing their own products (Jenner family)

Question 19

What are zombie brands

Answer 19

Brands that have died and then have been relaunched (Polaroid camera)

Question 20

What are corporate brands

Answer 20

Large brands creating a culture or a specific way of thinking while appealing to investors (apple)

Question 21

What are place brands

Answer 21

Brands used to describe geographic destinations (las Vegas, Disney land)