Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

A - Marketing spring > sem 2 - Branding and Packaging > Flashcards

sem 2 - Branding and Packaging Flashcards

1
Q

what is a brand?

A

a name, term, sign, symbol or design or a combination of these that identifies the products or services of one seller or group of sellers and differentiates them from those of competitors

Kotler 2013

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

what are the types of brands?

A
  • manufacturer brand (market products under their name), retain customer loyalty and satisfaction onto other products (APPLE)
  • distributor / own label brand (tescos own)
    sell under the distributor name, can have various product lines within e,.g specials
  • generic brands (e.g. ‘cola’ vs coke / gin vs ‘gordons’
    designed to be subistitute, plain labels, e.g. if drug patent runs out just produce aspirin
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

companies invest significant amounts of money in branding, why do they do this?

A
  • customer benefits

- company benefits

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

what are the customer benefits that come from branding?

A
  • trust, reassurance, reduced risk
  • indicators of quality
  • increased speed of decision making
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

what are the company benefits that come from branding?

A
  • develop customer trust and loyalty
  • enables premium pricing
  • differentiation from competitor offerings
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

what is customer brand equity?

A

the differential effect that brand knowledge has on consumer response to the marketing of that brand

the value of a brand on customer

can be positive and negative

khalid salah - 59% of people would buy a new product from a brand familiar to them

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

what is positive brand equity?

A

consumers respond more favourably when the brand is identified vs. when it is not

e.g. Apple computer vs other

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

what is negative brand equity?

A

consumers reposed less favourably when the brand is identified vs. when it is not

brand has a negative effect on business

for example Burberyr in which use to burn millions worth of products in order from them being stolen or sold for less

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

what is the brand asset valuator?

A

measures brand strength / value by applying four broad factors

Young and Rubicam

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

what are the four factors in the BAV?

A
  • differentiation: does the brand stand out? uniqueness
  • relevance: does it meet consumer needs? personal appropriateness of brad t consumers
  • knowledge: do consumers know about the brand? awareness levels of the brand, comes from brand building
  • esteem: do consumers respect and admire the brand? perceptions of the brand from the consumer
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

what is controlled by the company in terms of the elements of a brand?

A

brand identity

the way i which a company resents themselves in the public

the physical features of the brand itself

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

what are the elements are involved with brand identity?

A
  • brand name
  • packaging and labelling
  • logo and tagline
  • aesthetic style
  • tone of voice
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

what is controlled by the consumer perceptions in terms of elements of a bran ?

A

brand positioning

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

what are th elements involve with brand positioning?

A
  • brand associations
  • perceived brand personality
  • attitudes toward brand
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

what are the characteristics associated with brand names, what makes a brand?

A

your name is an extension fo your brand
can link in with your strategy

  • evoke positive assocations
  • easy to pronounce
  • memorable
  • suggest product benefits
  • distinctive
  • transferable
    nokia lumia - prostitute in spanish slang
  • new considerations: is it web friendly?
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

what is involved with pack aching and labelling what makes a good brand?

A
  • protect product
  • keep product ready for use
  • dispense product
  • provide information (important now due to allergens such as Pret)
  • make product attractive
  • promotional tool
  • differentiate product

e.g. cadburys wrappers mostly purple, different to other brands.

Although cola a lot are red coca cola stands out due to the font of its brand name

should also think about wastage, global warming

17
Q

what did coca cola do as a packaging promotional tool?

A

launched the personalised bottles and cans

ShareACoke
social media encouraged people to share it with their fiends 2013 and 2014

18
Q

what are strong examples of differentatition in packaging?

A

pringles - crisps not in packets

toblerone

jean paul perfume

terrys chocolate range

coca cola bottles

19
Q

what are the legal and ethical issues associated with packaging and labelling?

A

misleading labels e.g. fat free some may assume that this is zero calories
- price per unit

  • ingredients ( naming them all)
  • nutritional info 2016 prêt death
  • warnings and allergens
  • best before dates (getting rid of these)
  • waste (unneeded plastic, apple only use little boxes)
  • copycat brands
    (range rover evoke and the LandWInd chinese copycat)
20
Q

what allows yo to protect brand identity?

A

trade marks act 1994

21
Q

what does the trade marks act of 1995 enable?

A

registration of:

  • smells
  • sounds
  • product shapes
  • packages
  • brand names
  • logos

examples of trademarked words:

  • chapstick
  • Jacuzzi
  • jetski
22
Q

what is brand positing?

A

relates to how much space your brand occupies in the mind of the consumer
how do consumers perceive you?
the benefits you want them to think about
an effective ne can increase relevancy an differentatta

23
Q

what are the key objectives of brand positioning?

A
  • Relevance is priority #1. Customers must find the brand appealing. If not, the brand won’t make it into the consideration set, regardless of how differentiated or credible it is.
  • Differentiation is critical and the key driver of positioning success. The brand must be unique vs. competitive offerings.
  • Credible and attainable is the final measure. If you cannot credibly provide the offering, the customer is left with an empty promise.
24
Q

what is the brand positioning model?

A

created by jobber and ellis chadwick (2013)

25
Q

what are the factors involved in the brand psotitioning model?

A
  • brand domain
  • brand values
  • brad heritage
  • brand assets
  • brand personality
  • brand reflection
  • brand values
26
Q

what is brad domain?

A

where is the brand competition in the market?
(what is it, who’s it for?)

e.g. Graze: convient delivered to busy working professional trying to eat healthily whilst in the office

27
Q

what is brand assets?

A

what makes the brand distinct from competing brands?

  • packaging
  • distinctive tagline
  • well known logo
  • distinct product features and benefits
28
Q

what is brand values?

A

what does the brand stand for?

Lego - ‘play good’ learning through play

nike - acheivement

Toms

29
Q

what is brad heritage?

A

what is the brands background / history?

Fairy, very well respected due to the age of the product
The Audi emblem with its four rings identifies one of Germany’s oldest-established automobile manufacturers. It symbolizes the amalgamation(coming together) in 1932 of four previously independent motor-vehicle manufacturers: Audi, DKW, Horch and Wanderer.

30
Q

what is brand personality?

A

if your brand were person, wh oowuld it be?
/
Virgin - fun? cheeky

barclays - reliable

31
Q

what is brand reflection?

A

what does purchasing the brand say about me?

waitrose - class statement

lamogini

32
Q

how did lucazade reposition their brand?

A

in the 1950s/60s lucazade was positioned as an energy drink to replace energy if someone was ill, people took it to hospital when visiting poorly relatives

in the 1980s and 90s they repositioned itself as an energy drink swell, now has a significant market share of products that focus on energy and review

when you change position in market place specifically marketing mix

33
Q

what are brand archetypes?

A

useful framework for brand peronslaities, choosing the right one is essential

evoke deep feeling , their meanings resonate with consumers

Carl Jung

34
Q

what are the 12 brand achetetypes?

A
  • creator
  • caregiver
  • ruler
  • jester
  • everyman
  • lover
  • hero
  • outlaw
  • magician
  • innocent
  • explorer
  • sage
35
Q

what is the innocent archetype?

A

purity, goodness, simplicity, optimistic, honest, enthusistic and full of sooner

innocent brands have associations with cleanliness, health or virtue

straight talking gimmick free advertising

36
Q

what is th everyman archetype?

A

connection, belonging, real ordinary, down to earth

aka regular guy, more commonly used in industry

ads typically feature situations that we can relate to and more uelatsic models/actors

IKEA
KITKAT

37
Q

what is the explorer archetype?

A

adventure
discovery, freedom

ads are lifestyle focus, rather than product focused

contrasts strongly with everyman brand the explorer provides a means to differentiate

38
Q

what is the jester archetype?

A

enjoyment, playfulness, funny’

ads tend to focus on entertaining rather than informing

unusual or playful ads, especially those that are light of the seriousness of life

M&Ms
skittles
old spice

39
Q

what is the magician archetype?

A

visionary, innovator, fiscnatng, enchanting

promote themselves as the gateway to transformative knowledge or experiences

ads are imaginative and inspiring

apple
disney

A - Marketing spring (13 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions