Midterm

Question 1

Recognition

Answer 1

remembering a past exposure to the brand

Question 2

Recall

Answer 2

product/brand comes to mind when category is discussed

Question 3

brand name dominance

Answer 3

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

Question 4

perceived quality

Answer 4

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

Question 5

brand loyalty

Answer 5

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

Question 6

loyalty segmentation

Answer 6

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

Question 7

Brand association

Answer 7

anything consumer may associate with a a particular brand

Question 8

Law of Shape

Answer 8

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

Question 9

Law of Color

Answer 9

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)

Question 10

Brand Essence

Answer 10

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

Question 11

Brand Promise

Answer 11

last part of positioning statement

unique benefit offered

Question 12

Benefit

Answer 12

Emotional
Functional
Self - Expressive

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

Question 13

Frame Reference

Competitive Framework

Answer 13

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

Question 14

Brand personality

Answer 14

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

Question 15

Brand Identity

Answer 15

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

Question 16

Brand Image

Answer 16

what customers currently think about us

Question 17

Brand Identity perspectives

Answer 17

brand as:

• product
• organisation
• person
• symbol

Question 18

Branding

Answer 18

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

Question 19

Brand Equity

Answer 19

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

Question 20

Brand Attributes

Answer 20

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!”

Question 21

Quality

Answer 21

doesn’t matter, only perceived quality does.

Question 22

brand as personality

Answer 22

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

Question 23

Brand as symbol

Answer 23

can help with recognition and recall

Question 24

Brand Identity structure

Answer 24

• 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

Question 25

Functional Benefit

Answer 25

measurable

product attribute that provides functionality

Question 26

Emotional Benefit

Answer 26

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.

Question 27

Self Expressive Benefit

Answer 27

fulfilling need of self expression through purchase
hip by buying a&f
successful by driving mercedes
nurturing by serving cheerios

Question 28

Self expressive and emotional benefits often overlap

Answer 28

key difference:

• public setting, must be seen by others
• aspirational and about future

Question 29

role of Price in value proposition

Answer 29

it is our job as marketers to drive brand equity via benefits and not price!

can bring down
can bring up, Nordstrom

Question 30

Benefits, Models and 5 personality factors

Answer 30

functional -> functional benefit presentation model
emotional -> relationship basis model
self expressive -> self expression model
1. sincerity
2. ruggedness
3. excitement
4. competence
5. sophistication

Question 31

Moving from awareness to insistence

Answer 31

5 factors:
brand awareness
accessibility
value
relevant differentiation 
emotional connection

Question 32

Accessibility

Answer 32

must be accessible
convenience is key
however:
exclusivity and scarcity can stimulate demand

Question 33

product characteristics can be boring so we

Answer 33

add personality

Question 34

self expression model

Answer 34

brand becomes vehicle to express part of self identity

Question 35

relationship basis model

Answer 35

interaction between you and the brand is a comfortable and sorted out relationship

Question 36

if your brand could speak,

Answer 36

what would it say to you ?

Question 37

functional benefit model

Answer 37

brand identity cues the functional benefit

Question 38

brand essence -> positioning -> benefit -> personality

Answer 38

!!!