Advertising Brand Management Session 1

Brand Equity

Value derived from brand recognition and loyalty.

Brand Management

Process of building and maintaining brand value.

Brand Positioning

Creating a unique image in consumers' minds.

Brand Audit

Assessment of a brand's current position and performance.

Brand Elements

Components that identify and differentiate a brand.

Brand Knowledge Structures

Frameworks that shape consumer understanding of brands.

Consumer Purchasing Decisions

Choices made by consumers influenced by branding.

Branding Strategies

Plans to enhance brand visibility and market share.

Interactive Communications Tools

Platforms giving consumers control over brand interactions.

Brand Differentiation

Distinguishing products/services from competitors.

Marketing Programs

Strategies to promote and communicate brand value.

Secondary Brand Associations

Linking brands to external entities for value.

History of Branding

Evolution and significance of brands over time.

Branding as Art and Science

Combination of creativity and strategic analysis.

Brand Audit

Assessment of a brand's current market position.

Brand Tracking

Monitoring brand performance over time.

Brand Extensions

Introducing new products under an existing brand.

Brand Management

Strategies to maintain and enhance brand value.

Global Brand Building

Creating brand presence in international markets.

Brand Definition (AMA)

Identifies goods/services of sellers, differentiating from competitors.

Brand Awareness

Recognition and recall of a brand by consumers.

Brand Reputation

Public perception of a brand's quality and reliability.

Brand Distinction

Difference between commodities and unique offerings.

Trademark

Legally registered symbol representing a company or product.

Trademark Act of 1881

First U.S. law for protecting trademarks.

Industrial Revolution

Period (1750s-1870s) of mass production and competition.

Branding Origin

Derived from Norse 'brandr', meaning 'to burn'.

Cattle Branding

Marking cattle to signify ownership historically.

Product Logos

Visual symbols representing brands or products.

Peer Evaluation

Assessment of classmates' contributions and presentations.

Wright Brothers

Pioneers of powered flight in 1903.

Coca-Cola

Iconic beverage brand introduced in 1886.

Colgate

Toothpaste brand established in 1873.

Ford Motor Company

Founded in 1903, revolutionized automobile industry.

Chanel

Luxury fashion brand founded in 1909.

LEGO

Toy brand established in 1932, known for bricks.

Print Advertising

Used newspapers and magazines for brand promotion.

Informational Advertisements

Described product functions and benefits clearly.

Radio Advertising

Became popular in the 1920s for branding.

Radio Jingles

Catchy tunes used to promote brands on air.

Targeted Messaging

Advertising tailored to specific audience demographics.

Sponsorship of Programs

Brands funded entire radio shows for exposure.

Television Commercials

Visual ads that brought brands into homes.

First TV Ad

Bulova Watches aired first commercial in 1941.

Post-WWII Era

Time of significant consumer culture transformation.

Car Culture

Increased automobile use in post-war America.

Suburbanization

Population shift to suburbs after World War II.

Brand Recognition

Visible branding through billboards and packaging.

Color TV

Introduced in 1953, enhanced advertising visuals.

Brand Management

Discipline evolved to handle competitive branding.

Emotional Advertising

Focus on feelings to connect with consumers.

Modern Branding

Began in the 1950s, focusing on emotional connections.

Emotional Connection

Linking products to consumer feelings and identity.

Brand Differentiation

Creating unique brand identity to stand out.

Revamping Campaigns

Updating slogans to refresh brand image.

Retail Evolution

Stores curating products for enhanced shopping experience.

Target Demographic

Specific audience marketers aim to reach.

Social Media Advertising

Utilizing platforms for targeted brand promotion.

Data-Driven Marketing

Using analytics to inform advertising strategies.

#ShareACoke Campaign

Coca-Cola's initiative encouraging customer engagement online.

Customer Reviews

Feedback influencing brand perception and sales.

Branding Techniques

Methods used to create and promote brand identity.

Changing Tastes

Evolving consumer preferences impacting brand strategies.

Intimate Branding

Creating personal connections between consumers and brands.

Influencer Partnerships

Collaborating with public figures to enhance brand visibility.

Digital Age Branding

Modern branding strategies leveraging technology and data.

Slogan Importance

Catchy phrases that enhance brand recognition.

Brand Innovation

Continuous improvement of products to meet consumer needs.

Advertising Power

Marketers' ability to influence consumer choices effectively.

Curation in Retail

Selecting specific products to enhance shopping experience.

Brand Awareness

Extent to which consumers recognize a brand.

Market Competition

Rivalry among brands for consumer attention.