Brands and Branding Midterm

MIDTERM 2025

5B’s

Brand Portfolio, Brand Relevance, Brand Image, Brand Loyalty, and Brand Equity

Brand equity

is the collection of all brands and products that a company owns and manages. (Known as the umbrella)

Brand relevance

is how well a brand meets the needs and desires of its target customers, making it meaningful and useful to them.

Brand Loyalty

is when customers consistently choose and prefer a specific brand over others, showing strong ongoing support and trust.

Brand Image

is how people perceive and view a brand based on their experiences, feelings, and associations with it.

Brand Equity

is the value and strength of a brand based on customer perceptions, loyalty, and awareness.

3 Parts of the Aaker’s Brand Identity/Vision model? 

Strategic Brand Analysis, Strategic Identity System, and Brand Identity Implementation System 

3 categories/terms under Strategic brand analysis?

Customer analysis (trends or needs)

Competitor analysis (strengths, vulnerabilities, brand image)

Self analysis (5B’s)

4 key perspectives/ key terms under Brand Identity? Extended→ core→ brand essence ( Part 2 of Aaker’s model)

Brand as a Product: product scope, uses, country of origin

Brand as Organization: organizations attributes, local versus global

Brand as Person: personality or customer/brand relationships

Brand as Symbol: visual image/metaphors or brand heritage

Value Proposition

functional, emotional, social, and self-expressive benefits

• an effective value proposition should lead to a brand customer relationship and ddrive purchase decisions

Credibility

support other brands

• history of fulfilling customers expectations

• brand promise

• creating trust with customers

• ex. apple builds trust from its known quality

4 key terms under the Brand Identity Implementation system in Aaker’s model? (Part 3)

Brand Identity Elaboration, Brand Position, Brand-Building Programs, and Tracking

Brand Position

The part of the brand identity and value proposition that is to be actively communicated to the target audience. And that demonstrates an advantage over competing brands

Another definition of brand image:

includes brand awareness, perceived quality, and brand associations

Additional information of brand relevance:

associations could help build this too

• contains the terms of Credibility and Visibility 

Additional key terms in Brand Vision (Identity) Model with Aaker?

Brand image: how a brand is currently perceived

Brand identity: how a brand would like to be perceived, aspirational

brand position: the part of the identity that’s actively communicated

Thing to include in a Brand positions statement. 

• brand

• unique and compelling benefit or shared value

• target audience description

• product/service category

• market condition/trend that makes the benefit/value even more compelling

• proof points or reasons to believe

Brand Identity Traps

• Brand Image Trap

• Brand Position Trap

• External Perspective Trap

• Product- attribute fixation trap

Brand system analysis: Assess the brands equity in terms of:

• brand awareness

• brand loyalty

• perceived quality

• brand associations 

Visibility (Brand Relevance) 

• break through media clutter

• creative ideas

• improving offerings and creating new ones

• ex. apple improving/creating new products= visibility

Brand as person/brand personality traits?

• sincerity

• excitment

• competence 

• sophistication 

• ruggedness

Brand Building Programs: Under Part 3

how is the brand bringing the brand vision and position to life?

This concept used to be seen as awareness or attributes? 

Branding  

This is a shortcut to an idea or what people say about you when you're not in the room?  

Brand

These elements of modern digital marketing, that are increasing the immediate sales with little regard to building the brand? 

Data analysis over customers to figure out how to increase sales 

This brand recently released a global campaign to market creativity and self-expression? 

Crayola 

The World's most valuable Brand? 

Apple 

This warning is, if your strategy takes too long to explain then it's not worth it? 

“If your explaining, your losing” 

This this the enemy that brands must overcome and fight and not end up as wallpaper? 

Invisibility  

What should Brand be treated as? (from Aaker)? 

Strategic Assets  

The template for giving a statement including your target audience, brand/product, market category, brand promise, and reason to believe? 

Brand position Statement 

This helps identity market gaps and opportunities for differentiation? 

Competitor analysis  

To make sure the Brand is considered through every angle, Aaker list what 4 perspectives? 

Product, Organization, Person, and Symbol 

The first step to understanding strategic brand analysis? 

Customers/Target Audience  

Tracking a brand's perceptions overtime, using socials and listings? 

Brand monitoring  

What is the heart of the 5B’s that ties Brands together, as the umbrella? 

Brand Equity 

This Brands show aspirational expression? 

Brand Vision 

These two elements help create brand relevance? 

Visibility and Credibility  

This “B” attributed to people wanting to come back to the brand? 

Brand Loyalty  

Which of the 5B’s is closely related to how customers associate and feel with the brands?  

Brand Image  

Brand asset valuation data shows as this fades so does business performance? 

Brand Differentiation  

This is a long-term declaration that that the brand aims to become or achieve in the future?

Vision Statement

What are the three types of analysis we examine?  

Customer Analysis, Competitor Analysis, and Self Analysis  

Which of the 5 B’s is known as the umbrella?  

Brand Equity  

Creating memorable ads, promoting innovative products, being part of sponsorships are examples of which 10 ways in Aaker's article to excel build a brand?  

Brand Energizers 

What is a new category that we should analyze when trying to identify our target audiences, besides demographics? 

Microcultures  

Under which category of Strategic Brand Analysis do we also analyze the 5B’s?  

Self-Analysis  

what is the last and only differentiator in the world?

Brand authenticity and your brand values/purposes.

Am I Boring to consumers? What is important to be to consumers? 

Brand Relevance

What advice did he leave to mess with the social media echo chambers and get out?

Look up elephants.....or something else to change your feed