Standing out from the competition Flashcards
what sports event was spoken about in class as brands pay millions to have their adverts shown during the breaks
super bowl
types of characters in stories
hero
villian
rebel
change maker
what is a brand
a name, symbol, design to differentiate from other sellers
what is brand salience
when people notice a brand and have positive associations with it
what is name dominance
when the brand is the first that comes to mind when thinking of a product eg huggies nappies
even if a brand has no other value, why is name dominance valuable
people recognise when abroad
trust worthy
what is brand loyalty
resistance to switch to another brand
why is brand loyalty good money wise for marketers
it is easier and cheaper to retain customers than to attract new noes
what are evangelists when it comes to marketinf
loyal customers who advertise on your behalf, for free
what is a logo
stylised version of the brand name
why are logos important
humans recall visuals better than text
examples of types of stories
heritage
contemporary
folklore
vision
examples of ads where the supplier is the hero
aldi
lidl
supervalu
local farmers
examples of companies where the employees are the herso
ikea
example of companies where the founder is the hero
guinness
arthurs day
what do heritage stories often entail
detail on how the brand came to be and why is has certain qualities
what do contemporary stories usually entail
the suite of stories brands tell today
communicate brand promise, innovation etc
what do folklore stories often entail
stories told about a brand by others that organically nuture the culture and sub cultures around a brand
examples of folklore stories
oral histories, popular beliefs, customs, parodies
example of nike’s heritage story
was founded by Phil Knight and his University of Oregon track coach Bill Bowerman, thus setting the tone that Nike is a
“For Athletes, By Athletes” brand.
example of folklore stories
Tiffany celebrates true love stories on its website,
