Ulf 2 Flashcards
1
Q
2 ways of brand growth
A
- organic growth
- acquisitions
2
Q
Reason for why consumer brands are acquired
A
- strategic reasons
> big companies can leverage strong small companies
> companies buy brands to gain distributions, data, permits
3
Q
Why buy a brand
A
- For what it can do
- sell more products at higher prices - For what it has
- distribution
- market share
- legal protection
4
Q
Types of acquisitions
A
- Keep acquired brand (P&G with Gillette, Duracell, Tampax)
- Merge the acquired brands either existing brands (AstraZeneca)
- Integrate the acquired brands with the existing brand (whirlpool and Philips)
5
Q
Brand acquisition characteristics
A
- highly popular
- high failure rate
> especially in international acquisitions
6
Q
Definition Brand
A
Name Term, Design, Symbol or any other feature that identifies one sellers goods or services as distinct from those of other sellers
7
Q
Brand vs trademark
A
Brand: commercial potential
Trademark: legal aspects
8
Q
B2B branding purpose
A
- facilitate identification of products and businesses
- differentiate them from competitors
9
Q
B2C vs B2B purpose
A
B2C: emotional and symbolic
B2B: functional and value maximizing
10
Q
How B2B companies build brands
A
- mainly via product design and manufacturing, and their direct contacts either customers
-> it is the employees actions that build B2B brands
11
Q
Brand equity
A
- set of assets and liabilities linked to a brand
- differential effect of brand knowledge on consumer response to the marketing of the brand
> brands ability to make money for its owner
12
Q
Brand equity transfer
A
- when company acquires and integrates a brand the goal is to transfer the brand equity of the subsumed brand to the corporate brand, thereby adding value to the whole combined entity
-> retain awareness
-> retain image
