Session 15: Branding Flashcards
1
Q
Brands are ___
A
Mental schemata
Fictional entities
2
Q
What are the benefits of having a brand
A
Functional ( physical attributes known)
Emotional ( how product makes you feel)
Self expressive (what products say about who you are)
3
Q
Branding types;
A
Generic Global/national Private label Family/master brand Parent /brand extension (m&m) Cobranded (eg bryer
4
Q
Brand identity associations are
A
Product (quality usage users country of origin)
Organization (core values of company - think Apple ad)
Person (sincerity excitement competence sophistication ruggedness)
5
Q
Brand equity
A
Awareness
Attitude
Premium on price
Brand strength
6
Q
6 elements of brand consideration are:
A
Memorable Meaningful Likable Transferable Adaptable Protectable
7
Q
Fighter brand
A
Low cost brand to combat low cost competitors and protect premium brand
