Brand Management Final Exam

KU Leuven - Spring 2025

Product Centered

Trademarks may consist of any signs capable of being represented graphically, particularly words, including personal names, designs, letters, numerals, the shape of goods or their packaging.

Word Mark

A type of trademark that consists of words, letters, numbers, or any combination thereof, claimed as a brand identifier.

Figurative mark

A type of trademark that includes visual elements, such as logos or stylized designs, which distinguish goods or services without relying on text.

Figurative mark with letters

A trademark that combines visual elements and text, such as logos integrated with letters or numbers, to identify a brand.

Shape mark

A type of trademark that consists of distinct shapes or packaging designs that identify and distinguish goods or services without reliance on words or logos.

Pattern Mark

Exclusively of a set of elements which are repeated regularly

Color single mark

Single color (without contours)

Genericide

A situation where a trademark becomes generic and loses its distinctiveness, often due to widespread use in common language to refer to a general class of products.

What is an example of Genericide

Q-tip, Band-Aid, Chapstick, Kleenex

Customer-centered definition

Associations that consumers have with something that can be managed professionally (a product, service, person, name)

Overview of brand functions for companies (PHOTO)

Net present value =

Price premium

Identical product can be sold for higher price to consumers

Sales premium

identical product can be sold more often to consumers

Sales premium dominant

Low prices is part of the brands identity a core function

Price premium dominant

If a high price is part of the brand’s identity and the brand’s high price is linked to strong psychological and/ or social benefits (luxury brands)

Price and sales premium

A brand is positioned as being of higher quality but prices is not a core brand attribute

Brand extensions, co-branding

Uses the company’s accumulated investments in the brand; cash flows of the brand’s other products serve as a “bond” for the extension’s quality

Firm-level risk (type 1)

vulnerability of future cash flow (bankruptcy)

Firm-level risk (type 2)

Variability / volatility of future cash flows

Higher quality perceptions

lower price sensitivity

Corporate reputation effect

As investors have higher awareness levels and stronger and more positive quality associations

BRiC operationalization

Overall role brand plays in customers’ decision making in a specific category

General decision weight

Puts expected brand benefits in relation to other product benefits

Category-level

Measure, not brand-level measure, i.e., it does not vary across brands but only across categories

Associative network memory model

Memory consists of a network of nodes (=stored information or concepts) and connecting links (=strength of association between the nodes)

Brand related information is stored where?

Long-term memory where it is organized as an associative network

Components of brand knowledge (Photo)

Brand recognition

the degree to which consumers can confirm prior exposure to the brand when provided with a brand element (name, logo, jingle) as a sensory cue

Brand recall

The degree to which consumers can retrieve the brand from memory without a brand cue when given

Set Theory of consumer decision making (Photo)

Why does brand awareness matter?

Learning advantages: Create a brand node in consumers’ memory

Consideration advantage: The degree of brand awareness affects the brand’s likelihood of being a member of the consumer’s evoked set

Choice advantages: Can affect decisions about brands even if no other brands associations exist

Brand Image

Set of associations linked to the brand of that consumers hold in memory

What are the components of brand knowledge

Brand image, Types of brand associations, Attributes, Benefits, Attitudes, Abstract-related, Product performance-related, Functional, experiential, Symbolic

Brand attributes

Features that characterize the brand and are related to the brand’s performance

Brand Benefits

Personal value that a consumer associates with a brand and its usage

What are some characteristics/ dimensions of brand associations

Strength, Favorability, and Uniqueness

Non monetary brand equity

Analyzing brand awareness and brand image

Monetart brand equity

Measuring future earnings that are attributable to the brand

Formal definition of brand equity (PHOTO)

Brand earnings

Revenue x Royalty Rate

Brand Value

Determine the future revenue stream, apply the royalty rate, and discount the estimated future royalty stream (net present value)

Four possible cases for a revenue premium

The difference in revenue (net price x volume) between a branded product and the corresponding unbranded product (a weak private label)