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SBM > SBM > Flashcards

SBM Flashcards

1
Q

Draw the brand equity pyramid

A

Salience
Imagery, Performance
Judgements, feelings
Brand resonance

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2
Q

Benefits of customer relationship management

A

CRM increases CLV.

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3
Q

What are the two components of brand knowledge

A

Brand meaning and brand awareness

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4
Q

Benefits of co-branding

A

Borrow expertise, leverage partner’s equity

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5
Q

Disadvantages of co-branding

A

Loss of control
brand equity dillution
negative feedback effects
lack of brand focus
organizational distractions

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6
Q

Celebrity endorsements

A

Draws attention to the brand, shapes perception of brand. Celebrity should have high visibility, favorability (Q-rating)

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7
Q

Research: If you keep your marketing elements fixed

A

Brand based approach

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8
Q

If you keep your brand elements fixed

A

Market based approach

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9
Q

Both markets and brand elements are varying

A

Conjoint approach

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10
Q

What is explorative research

A

Qualitative

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11
Q

What is explanatory research

A

Quantitative

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12
Q

Where on balance sheet is brand equity

A

Goodwill

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13
Q

Which approach does not exist

A

Benefits approach

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14
Q

SECSR

A

Sincerity, excitement, competence, sophistication, ruggedness

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15
Q

5-15-42 rule

A

SECSR

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16
Q

Brand dynamics model

A

Bonding, advantage, performance, relevance, presence (BAPRP)

17
Q

Brand mantra

A

Internal

18
Q

exisitng market with existing product

A

Penetration

19
Q

New product for new market

A

distruptive

20
Q

The 5 ps

A

People
Product
Price
Place
Promotion

21
Q

Different forms of marketing

A

Experiential marketing
one-to-one marketing
permission marketing

22
Q

Re-intermediation

A

Re-intermediation

23
Q

5 C’s

A
  1. Coverage
  2. Cost
  3. Contribution
  4. Commonality
  5. Complementary
  6. Versatility
24
Q

Campell prego was

A

unsucessful

25
Q

Brand-product matrix

A

rows=extensions
columns = brand portfolio

SBM (1 decks)

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