Week 3 Marketing Communication Strategy Based on Brand Evaluation + Positioning

Question 1

Define Brand.

Answer 1

Name, term, symbol, design, or combination that identifies a seller’s products and differentiates them from competitor’s products.

Question 2

Define Brand name.

Answer 2

Part of a brand that can be spoken, including letters, words, and numbers.

Question 3

Define Brand mark.

Answer 3

Elements of a brand that cannot be spoken.

Question 4

List the 3 forms of brand identification.

Answer 4

1. Brand equity
2. Global brand
3. Brand loyalty

Question 5

Define brand equity.

Answer 5

Value of a company or brand name.

Question 6

Define global brand.

Answer 6

Brand that obtains at least one-third of its earnings from outside its home country.

Question 7

Define brand loyalty.

Answer 7

Consistent preference for one brand over all others.

Question 8

Define Individual branding.

Answer 8

Using different brand names for different products.

e.g. p&g

Question 9

Define Family branding.

Answer 9

Marketing several different products under the same brand name.

e.g. Walt Disney

Question 10

Define Manufacturer’s brand.

Answer 10

A brand owned by a manufacturer. Sometimes, manufacturer’s brand is interchangeable with national brand.

e.g. arnotts

Question 11

Define National brand.

Answer 11

The brand name of a product that is distributed nationally under a brand name owned by the producer or distributor, as opposed to local brands (products distributed only in some areas of the country), and private label brands (products that carry the brand of the retailer rather than the producer.)

Question 12

Define Private brand.

Answer 12

A brand owned by a wholesaler or a retailer. It is interchangeable with private label or store brand.

e.g. Coles

Question 13

What are the Adv of Carrying Manufacturer’s brands?

Answer 13

1. heavy consumer ads = customer loyalty
2. attract new customers and enhance dealer’s prestige
3. offer rapid delivery, enabling the dealer to carry less inventory
4. loyalty to the dealer

Question 14

What are the Adv of carrying Private brands?

Answer 14

1. wholesaler/retailer can earn higher profits on its own brand
2. private brand ties customer to a wholesaler/retailer
3. wholesalers/retailers have no control over intensity of distribution of manufactures’ brands
4. can become competitor to dealers
5. can drop brand or a reseller at any time

Question 15

List the 3 types of co-branding.

Answer 15

1. Ingredient branding
2. Cooperative branding
3. Complementary branding

Question 16

Define ingredient branding.

Answer 16

Identifies the brand of a part that makes up the product.

Question 17

Define cooperative branding.

Answer 17

Occurs when 2 brands receiving equal treatment borrow from each other’s brand equity.

Question 18

Define complementary branding.

Answer 18

Suggests usage by advertising and marketing products that are used together.

Question 19

What does STP consist of ?

Answer 19

1. Segment: group of potential customers
2. Target: focus with advertising and integrated brand promo
3. Positioning: attempt to give a brand a certain meaning relative to its competitors.

Question 20

Define PPmRp.

Answer 20

• Positioning
• Perceptual mapping
• Repositioning

Question 21

Define Positioning.

Answer 21

Influences potential customers’ overall perception of a brand, product line, or organisation in general

Question 22

Define Perceptual mapping.

Answer 22

Means of displaying or graphing the location of products. brands, or groups of products in customers’ minds

Question 23

Define Repositioning.

Answer 23

Changing consumers’ perceptions of a brand in relation to competing brands.

Question 24

What are the essentials for effective positioning strategies?

Answer 24

1. Deliver on promise - dominos
2. Consistency - advertise same facts across all channels
3. Simplicity and distinctiveness - USP

Question 25

List positioning bases.

Answer 25

1. Attribute - fast delivery/ green laser > red
2. Price & Quality - aldi
3. Use or application - easy (Apple)
4. Product user - old spice (target mkt = male)
5. Product class - tablet can function as laptop
6. Competitor - burger king always compare w/ big mac
7. Emotion - coca-cola always “deliver happiness”

Question 26

Define Attitudes.

Answer 26

Learned predispositions to respond to an object linked to purchase decisions.

Question 27

List the strategies to change attitudes.

Answer 27

1. change strength/belief rating about an impt attribute
2. change perceptions of impt of an attribute
3. add a new attribute to the attitude formation mix
4. change perceptions or belief ratings about a competing brand