This class was created by Brainscape user L B. Visit their profile to learn more about the creator.
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L B
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Decks in this class (20)
1 - Introduction To Branding
Brands,
Marketing philosophies,
Products vs brands
11
cards
2 - What is Brand Equity
Brand equity,
Differential effect,
Consumer response
23
cards
3 – Building Brand Equity I: Brand Elements and Marketing Programs
Brand positioning,
Brand positioning considerations,
Points of parity
17
cards
4 – Building Brand Equity II: Communications
Integrated marketing communicatio...,
Contribution of imc to brand equity,
Marketing communication effective...
18
cards
5 – Building Brand Equity IV: Secondary Elements
Leveraging secondary associations,
Company,
Sources of corporate associations
19
cards
6 – Measuring Sources of Brand Equity
Qualitative research,
Free associations,
Projective techniques
27
cards
7 – Sustaining Brand Equity I: Implementation
Brand portfolio,
Brand architecture,
Brand product matrix
37
cards
8 – Sustaining Brand Equity II: Extending Brands
Brand extension,
Line extension,
Category extension
12
cards
9 – Sustaining Brand Equity III: Management
Reinforcing brands,
Maintaining brand consistency,
Protecting sources of brand equity
16
cards
10 – Cause Related Marketing & Brand Crisis Management
Cause related marketing,
Advantages of cause related marke...,
Dos and donts
8
cards
Module 1
A brand defined by the american m...,
Many practicing managers refer to...,
The difference between ama s bran...
104
cards
Module 2
Cbbe,
Customer based brand equity,
When does a brand have positive cbbe
131
cards
Module 3
Positioning means,
__ __ is at the heart of marketin...,
Who said act of designing the com...
116
cards
Module 4
Brand elements,
The main brand elements are,
Criteria for choosing brand elements
133
cards
Module 6
Brands themselves may be linked t...,
In effect the brand borrows brand...,
Different means by which we can c...
66
cards
Module 7
Virtually every marketing dollar ...,
Some observers believe that up to...,
Marketers must go beyond roi meas...
58
cards
Module 8
Qualitative research techniques o...,
Relatively unstructured measureme...,
Qualitative research techniques i...
73
cards
Module 9
If this business were split up i ...,
Seven important customer related ...,
Methods of measuring sources of b...
73
cards
Module 10
Branding strategy is critical bec...,
Two important strategic tools tha...,
Brand architecture defines both
115
cards
Module 11
New products brand extensionsas b...,
Ansoff s growth share matrix,
When a firm introduces a new prod...
47
cards
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Branding
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