W6 Lecture 5 Why branding is important

Question 1

Brand Architecture and Strategic Management, Is Branding
dead at the Digital Age, How does the Digital Economy
influence the creation of Brands? New brand related concepts.

Answer 1

a

Question 2

Brand identity

Answer 2

characteristics of brand that describe and define the brand. Brand identity is a kind of symbol (often use human feature)

Question 3

Brand image

Answer 3

similar to brand identity, brand image is more of adj??

Question 4

Brand equity

Answer 4

Awareness, loyalty, perceived quaility, brand association, intellectual rights

Question 5

co-branding

Answer 5

sony-erricson, or costa in bookstore: two brand working together in the same space.

Question 6

Brand relationship spectrum

Answer 6

• Houses of brand: P&G (sth happen w one of the brand, it doesnt affect other brands), independent in terms of functioning, have different up marketing approach
• Branded house: virgin.com => virgin companies: Virgin hotel, virgin games, virgin flight, virgin mobile v…v => the reputation of the company tranf=sfer to the reputation of each company, => sth went wrong w one brand, affect others
• Endorse brand: creating a brand and endorsing it (take ge.com as an example)
  +Token endorsement
  + Linked name: nesle, vingroup
  + Strong endorsement
• Subbrands
  + Codriver: Gillette mach3
  +Master brand as driver

Question 7

brand carnibalization

Answer 7

When driving customer of one brand to other brand belongs to the same company

Question 8

What makes an effective brand?

Answer 8

What our brand is:

Brand need to be consistent