Brand Management Revision: Equity, Architecture & Strategy

A complete set of vocabulary flashcards derived from Week 9 and Week 12 lecture notes, covering brand image benefits, architecture strategies, segmentation, Keller's CBBE model, and brand auditing.

Strong Brand Image

The concrete business payoff of consistent, well-managed branding, manifesting as premium pricing power, customer loyalty, and resilience to crises.

Secondary Brand Association

An equity shortcut where a brand borrows meaning, credibility, or awareness from something it is linked to (e.g., a parent company, country of origin, or spokesperson).

Licensing

Renting out a brand name or character to another company to manufacture products the original brand does not normally produce (e.g., Disney licensing Mickey Mouse for $28.6 billion in 2010 retail sales).

Co-branding

The strategy of two existing brands teaming up together on a single product, such as "Intel Inside" on laptops.

Brand Architecture

The "family tree" of a company’s brands that clarifies brand awareness and maximizes the transfer of equity between the parent brand and its products.

Brand Vision

The long-term aspiration of a brand that helps establish potential and boundaries.

Brand Boundaries

The limits defining which products or needs a brand should cover, such as Crayola expanding into markers but VW failing when pushing the Phaeton into the $85,000$ luxury territory.

House of Brands

A strategy where the corporate brand identity is hidden completely from the consumer, used by companies like Procter & Gamble and Unilever.

Branded House

A strategy where the corporate name is front and center across all products, such as Google or Virgin.

Sub-Brands

A naming strategy that blends the master brand with a specific product identity, such as FedEx Ground or Apple iPhone.

Endorsed Brands

Brands where the corporate identity is visible but secondary, often indicated by "by," such as Courtyard by Marriott or KitKat by Nestlé.

Brand Portfolio

All the brands a company sells within a specific category to maximize market coverage and build economies of scale while minimizing overlap.

Flankers / Fighter Brands

Cheaper brands launched to protect a premium brand from competitors, such as Qantas launching Jetstar to fight Virgin Blue.

Cash Cows

Older brands kept in the portfolio because they remain profitable with little to no marketing spend, such as Gillette's Trac II razors.

Brand Hierarchy

The five levels of brand organization: Corporate Brand, Family Brand, Individual Brand, Modifier, and Product Descriptor.

Line Extension

A growth strategy involving a new product within the same category as the existing brand, such as Tide Total Care.

Category Extension

A growth strategy involving a new product in a different category from the parent brand, such as Tide Dry Cleaners.

Brand Recognition

A consumer's ability to identify a brand based on prior exposure to its logo, packaging, or jingle, which lowers mental effort during low-involvement purchases.

Brand Loyalty

A deep, repeated preference for a brand over time that results in less price sensitivity and word-of-mouth advocacy.

Demographic Segmentation

Dividing a market based on measurable population traits such as age, gender, income, education, or family size.

Geographic Segmentation

Dividing a market based on physical location, including country, region, climate, or urban vs. rural status.

Psychographic Segmentation

Dividing a market based on lifestyle and values, such as personality, interests, or being eco-conscious.

Behavioral Segmentation

Dividing a market based on interaction with the product, including usage rate, purchase occasion, and loyalty status.

Keller's Model (CBBE Pyramid)

A customer-based brand equity model consisting of four stages (Identity, Meaning, Response, Relationships) and six building blocks.

Brand Salience

The foundational block of Keller's model representing brand awareness and the question "Who are you?"

Brand Performance and Imagery

The "What are you?" stage of Keller's model, covering functional attributes and social/psychological associations.

Brand Resonance

The peak of Keller’s CBBE pyramid, characterized by a deep psychological bond, active engagement, and a sense of community.

Brand Audit

A comprehensive check-up of a brand's health and market position consisting of a brand inventory and a brand exploratory.

Brand Inventory

An internal, objective snapshot of how a brand is currently marketed across touchpoints like pricing, distribution, and packaging.

Brand Exploratory

External research focused on what consumers actually think and feel about a brand’s perceptions and associations.

Brand Equity

The added value a brand generates for a business purely because of its name.