MKT3006 Global Advertising and Brand Promotion (L2) - Global Branding

How does de Mooij (2022) define a brand

A brand is something made to appear unique

It builds trust, creates feelings associated with a product, explains why people may pay more for it, and represents the proprietary visual, emotional and rational image people associate with a company or product

Why is a brand more than just a product

A brand represents the feelings, meanings and associations a product creates in people's minds, not simply the physical product itself

How does Stern's (2006) research explain the metaphorical meaning of a brand

A brand can be understood through the long-term characteristics and mental associations linked to it

It may represent a company's personality, an image in consumers' minds or a symbolic space where buyers and sellers establish relationships

What is the literal interpretation of a brand in Stern's (2006) analysis

A brand can be viewed as an asset belonging to a firm, particularly through the brand names it owns

It can also be understood as a proprietary mark or name that identifies an entity

What does an integrative understanding of a brand include

It brings together several perspectives, including brand identity, brand image, corporate identity, information communicated to stakeholders and brand essence

These concepts help explain what a brand represents and how people perceive it

What three concepts does the lecture use to illustrate how brands are represented in consumers' minds

Brand association networks, brand schemas and brand images

A brand schema can include the attributes, benefits and values associated with a brand

What does the comparison of the largest companies in the United States, Europe and China illustrate

It compares major companies across these three regions, introducing a global perspective on businesses and brands operating in different markets

What does the acronym WEIRD stand for

W — Western

E — Educated

I — Industrialised

R — Rich

D — Democratic

The acronym appears in the lecture through the research of Henrich, Heine and Norenzayan (2010)

What is branding according to Jones (2017)

Branding is the set of activities a brand owner undertakes to establish a brand

It helps a company make its product stand for something meaningful in the minds of consumers

What is the difference between a brand and branding

A brand is the result, while branding is the activity that produces it

In other words, branding is the cause and the brand is the effect

What is brand identity

Brand identity consists of the elements through which a company presents itself to existing and potential customers

It reflects how the company wants its brand to be perceived and helps audiences identify and distinguish it from others

What elements make up a brand's identity

The name, design, colours, logo, typography and tone of its content

Together, these elements help communicate the brand's intended image

What does Pepsi's logo redesign demonstrate about branding

Pepsi's visual identity has changed across different periods through successive logo redesigns

The example illustrates how a brand's visual presentation can evolve over time

How has Adidas's logo developed, according to the lecture

The timeline highlights four stages: the beginnings in 1949, the introduction of the Trefoil in the 1970s, the Equipment logo and three bars in the 1990s, and the three-stripes identity associated with Adidas today

How does Adidas differentiate its Performance and Lifestyle categories

Adidas Performance products are designed for sport and use the three-bar logo to represent athletic performance

Adidas Originals focuses on lifestyle products, drawing on sporting heritage, classic designs and cultural connections, represented by the Trefoil

What does the Trefoil represent for Adidas Originals

It is the iconic signifier of Adidas Originals

It represents products that connect with culture, draw on Adidas's archive and celebrate partnerships, combining classic designs with new, visionary styles

What are the five dimensions of brand personality identified by Aaker (1997)

Sincerity, excitement, competence, sophistication and ruggedness

What characteristics are associated with the sincerity dimension of brand personality

Down-to-earth, honest, wholesome and cheerful

What characteristics are associated with the excitement dimension of brand personality

Daring, spirited, imaginative and up-to-date

What characteristics are associated with the competence dimension of brand personality

Reliable, intelligent and successful

What characteristics are associated with the sophistication dimension of brand personality

Upper class and charming

What characteristics are associated with the ruggedness dimension of brand personality

Outdoorsy and tough

What is the central idea of the Cultural Branding Model presented by de Mooij (2022)

Powerful brands can become iconic or myth brands

Their strength comes from the cultural meanings and symbols that people associate with them

How does the Cultural Branding Model define culture

Culture refers to the symbols, rituals and social phenomena found within countries, rather than simply the values people hold

Why does the Cultural Branding Model suggest that iconic or mythical brands cannot necessarily be global

Because many myths are national in nature

A cultural symbol or myth that gives a brand meaning in one country may not have the same significance elsewhere

What does the Marlboro Man advertising example illustrate about cultural branding

It illustrates how advertising can use recognisable cultural symbols and myths, such as the rugged cowboy image, to create a distinctive identity and meaning for a brand

Why is Greggs included in the lecture's discussion of cultural branding

Greggs provides an example of a brand associated with British bakery culture and familiar food products such as sausage rolls

The historical shop images and newer products illustrate the relationship between a brand, its cultural context and its evolving product range

What five reasons does the lecture give for why branding is critical to business success

Branding helps a business stand out from competitors, builds trust and credibility, creates emotional connections with customers, strengthens marketing and boosts the bottom line

What six common branding mistakes should businesses avoid

Inconsistency, an undefined brand purpose, imitating competitors, focusing only on design, being inauthentic and ignoring customer feedback

What are the first three steps recommended for building a strong brand

First, define the brand's mission and values

Second, research competitors and market gaps

Third, create the brand identity

What are steps four to seven in the process of building a strong brand

Develop the brand voice and messaging, implement the brand across all channels, educate the team on brand guidelines, and monitor and evolve the brand over time

What is brand architecture

Brand architecture describes how a company organises its brand portfolio and the relationships between its corporate brand, sub-brands and individual product brands

What are the three brand architecture types identified in the lecture, and how are they labelled in the diagram

Branded House — Corporate branding

Endorsed Brands — Endorsement branding

House of Brands — Product branding

What is a Branded House

The individual offerings are visibly connected to the main brand

Which companies illustrate the Branded House model in the lecture, and what examples are shown

Apple and FedEx

Apple's examples include Apple Pay, iPad Pro and iPhone, while the FedEx diagram shows its services organised under the FedEx brand

What are Endorsed Brands

Endorsed Brands have their own identifiable brand names but are supported by a parent or corporate brand

The endorsement connects them to the wider organisation while allowing them to maintain distinct identities

Which examples illustrate Endorsed Brands in the lecture

Marriott and Kellogg's

The examples show Marriott-associated hotel brands, such as Courtyard and SpringHill Suites, and Kellogg's cereal brands, such as Rice Krispies, Crunchy Nut and Corn Flakes

What is a House of Brands

A House of Brands is an architecture in which a company manages a portfolio of distinct brands

Individual brands can have their own names and identities rather than relying primarily on the parent company's name

How do the consumer-product examples and Coca-Cola's brand portfolio illustrate the House of Brands concept

The slides show portfolios containing multiple distinct brands and products

The consumer-product examples illustrate how one company can manage brands across different categories, while Coca-Cola's portfolio includes names such as Fanta, Sprite, Schweppes, smartwater, Appletiser, Rose's and Costa Coffee, alongside Coca-Cola products