Session 8

Question 1

Brand elements -

Answer 1

elements that identify and differentiate the brand.

Question 2

Why use a brand character?

Answer 2

1. Grab attention
2. No personal issues (as with testimonials)
3. Can be updated as need be
4. Can be transferred across categories
5. Can be more personable to audience; Can explain otherwise difficult or boring product attributes

Question 3

Brand licensing -

Answer 3

essentially a firm is “renting” another brand/character to contribute to the attractiveness of its own products.

Question 4

Brand Associations -

Answer 4

benefits but also images and symbols associated with a brand. It’s anything which is deep seated in consumer’s mind about the brand, the attributes of brand which come to into consumers mind when the brand is talked about.