Brand Management and Marketing Strategies

These flashcards cover key terms and concepts related to brand management and marketing strategies based on lecture notes.

Brand survey

Polls, questionnaires, and surveys designed to quantify hypotheses from qualitative studies.

Social media listening/monitoring

Real-time tracking of specific brand mentions, hashtags, and keywords.

User-generated content (UGC)

Content created by unpaid fans or customers, including videos, photos, and reviews.

Online communities (open)

Digital groups allowing anyone to join, promoting many-to-many interactions.

Qualitative interviews

In-depth conversations using open-ended questions to explore personal experiences and beliefs.

Secondary data

Information previously collected for a purpose other than current research, useful for identifying trends.

Experiments

Structured procedures to test hypotheses by manipulating variables.

Tactics

Specific, short-term actions to execute a high-level strategy.

Field experiments

Research studies conducted in natural settings rather than artificial laboratories.

A/B testing (social media)

Comparing two versions of a post or ad to see which performs better.

Big data

Extremely large data sets analyzed to reveal patterns and trends in human behavior.

Brand architecture strategy

Structural framework that organizes a company's portfolio of brands and products.

Brand potential

Future growth and maximum financial value that a brand can achieve within a market.

Brand positioning

What the brand should be today or tomorrow.

Spandex rule

Warning against over-expansion or pursuing every opportunity, emphasizing strategic limits.

Branded house strategy

An umbrella corporate brand encompassing all products.

House of brands strategy

Collection of individual brands all with unique identities.

Brand-product matrix

Graphical representation of all brands and products sold by a firm.

Brand hierarchy

Graphically portrays a firm’s branding strategy across its products.

Cash cow brands

Established market leaders in low-growth industries generating consistent profit.

Family brand

A marketing strategy selling multiple related products under one established brand name.

Corporate brand equity

Differential response by consumers to the actions and products of a corporate brand.

Brand extension

Using an established brand name to enter a completely new product category.

Billboard effect

A product that attracts overall brand attention, similar to a billboard.

Choice overload

Psychological phenomenon where too many options lead to stress and indecision.

Parent brand

The main brand that owns or connects multiple products or sub-brands.

Segment relationship management (SRM)

Discipline focused on interactions between different customer segments.

Functional Conflict

One segment’s usage prevents another segment from using the product effectively.

Planks

Stopping service to a specific customer group due to conflict or brand damage.