Midterm Flashcards

1
Q

Recognition

A

remembering a past exposure to the brand

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2
Q

Recall

A

product/brand comes to mind when category is discussed

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3
Q

brand name dominance

A

only brand name consumer thinks of in particular category, name becomes synonymous with category

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4
Q

perceived quality

A
  • unrelated to actual quality and success in market place
  • only perceived quality has positive impact on performance
  • specialisation leads to higher perceived quality
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5
Q

brand loyalty

A

it is more efficient to keep an existent customer than get a new one

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6
Q

loyalty segmentation

A
not fans, don't buy
price switchers
passively loyal , habit not reason
fence sitters , always between two
committed
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7
Q

Brand association

A

anything consumer may associate with a a particular brand

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8
Q

Law of Shape

A

Logotypes help define brand fromm distance
horizontal works best cause eyes are side by side
- legibility more important than creativity!!
- symbols are good but rarely more important than name, except Nike

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9
Q

Law of Color

A

there are 5 basic colours

  • red
  • blue
  • orange
  • green
  • yellow

be opposite of competitor

  • red light moves towards you (retail, inviting), blue moves away (corporate)
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10
Q

Brand Essence

A

heart and soul
no more than 7 sevens, can be 3
reminder to company themselves!

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11
Q

Brand Promise

A

last part of positioning statement

unique benefit offered

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12
Q

Benefit

A

Emotional
Functional
Self - Expressive

must be meaningful to target
must be able to deliver
competition must not do same thing

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13
Q

Frame Reference

Competitive Framework

A

who are obvious competitors
who are not so obvious
what could make product obsolete
How de we fail!

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14
Q

Brand personality

A

the stronger the brand, the more defined the personality
is brand:
trustworthy, reliable, likeable, admirable, authentic, relevant, hones, innovative, popular, appealing

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15
Q

Brand Identity

A

unique set of brand associations that a product wants to create or maintain
“up to now mostly internal, must now develop what we want our customer to think or feel about us”

12 dimensions, 4 perspectives

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16
Q

Brand Image

A

what customers currently think about us

17
Q

Brand Identity perspectives

A

brand as:

  • product
  • organisation
  • person
  • symbol
18
Q

Branding

A

art of creating differentiation from other products that you compete against(the process)

19
Q

Brand Equity

A

total commercial value of brand based on all associations and expectations over a period of time

20
Q

Brand Attributes

A

what makes product different
usually product related attribute

results in product benefit!! emotional, functional, self expressive

if brand solely build on attribute, you risk being challenged by competition.
“dimensionalize brand in order to insulalte it!”

21
Q

Quality

A

doesn’t matter, only perceived quality does.

22
Q

brand as personality

A

helps dimensionalize beyond benefits
people relate own personality traits to brands
people sometimes form relationships with brands

23
Q

Brand as symbol

A

can help with recognition and recall

24
Q

Brand Identity structure

A
  • Core identity, consistent meaning (“soul”) of brand
  • Extended Identity, everything added for texture and completeness
  • value proposition, combination of functional, emotional and self expressive benefits that drive purchasing decision
25
Functional Benefit
measurable | product attribute that provides functionality
26
Emotional Benefit
When purchase of brand give buyer good/positive feeling, there is an emotional benefit provided. add richness and depth to the experience of using the brand.
27
Self Expressive Benefit
fulfilling need of self expression through purchase hip by buying a&f successful by driving mercedes nurturing by serving cheerios
28
Self expressive and emotional benefits often overlap
key difference: - public setting, must be seen by others - aspirational and about future
29
role of Price in value proposition
it is our job as marketers to drive brand equity via benefits and not price! can bring down can bring up, Nordstrom
30
Benefits, Models and 5 personality factors
``` functional -> functional benefit presentation model emotional -> relationship basis model self expressive -> self expression model 1. sincerity 2. ruggedness 3. excitement 4. competence 5. sophistication ```
31
Moving from awareness to insistence
``` 5 factors: brand awareness accessibility value relevant differentiation emotional connection ```
32
Accessibility
must be accessible convenience is key however: exclusivity and scarcity can stimulate demand
33
product characteristics can be boring so we
add personality
34
self expression model
brand becomes vehicle to express part of self identity
35
relationship basis model
interaction between you and the brand is a comfortable and sorted out relationship
36
if your brand could speak,
what would it say to you ?
37
functional benefit model
brand identity cues the functional benefit
38
brand essence -> positioning -> benefit -> personality
!!!