Topic 7 - Brand

Question 1

What are characteristics of brand image?

Answer 1

• The name
• Physical appearance
• Imagery
• Its main functions

Question 2

What are characteristics of brand identity?

Answer 2

• Design
• Logos
• Name
• Packaging
• Symbols

Question 3

What are the benefits of a brand for the consumer?

Answer 3

1) Easier product identification
2) Reduces risk
3) Communicates features and benefits
4) Establishes products position

Question 4

How much does a brand contribute to the companies value through intangible assets according to smith 2006?

Answer 4

30-70%

Question 5

What are some characteristics involved in building a good brand name?

Answer 5

• Distinctive
• Supportive
• Acceptable
• Available