brand building exam

What is a brand?

A name, term, symbol, design, or combination intended to identify goods or services and differentiate them from competitors.

Why do brands matter?

They simplify decision-making, reduce perceived risk, create trust, build loyalty, enable premium pricing, and help companies command shelf space and advocacy.

What is Customer-Based Brand Equity (CBBE)?

Keller's model describing how brand strength lies in consumer perceptions built through four stages: Brand Awareness, Brand Meaning, Brand Response, and Brand Resonance.

What are the four stages of Keller's CBBE pyramid?

Brand Salience, Brand Meaning (Performance & Imagery), Brand Response (Judgements & Feelings), and Brand Resonance (Loyalty & Engagement).

What is brand noticeability?

The degree to which a brand is noticed or thought of in buying situations; the foundation of brand equity.

What is brand meaning?

The associations and imagery consumers attach to a brand driven by product performance and emotional connection.

What is brand response?

How consumers evaluate the brand based on judgements like quality, credibility, and superiority and feelings like warmth or excitement.

What is brand resonance?

The ultimate relationship where loyalty, attachment, community, and engagement with the brand are strongest.

What are Kotler's five levels of product meaning?

Core benefit, Basic product, Expected product, Augmented product, Potential product.

What differentiates a product from a brand?

A product performs a function while a brand adds emotional and symbolic meaning that shapes consumer identity and experience.

What is brand identity?

The set of brand elements and associations that the company seeks to create and maintain — what the brand wants to stand for.

What is brand image?

The consumer's perception of the brand based on their experiences and associations.

What is brand positioning?

Designing the brand's offering and image to occupy a distinct and desirable place in the minds of consumers relative to competitors.

What is the role of differentiation in branding?

It ensures a brand stands out in a cluttered market through unique associations, tone, and experiences that build long-term equity.

What are the key dimensions of brand equity?

Brand awareness, brand associations, perceived quality, and brand loyalty.

How do strong brands create value for consumers?

They reduce risk, simplify decisions, provide psychological rewards, and represent quality assurance.

How do strong brands create value for firms?

They enable price premiums, increased loyalty, easier brand extensions, and stronger resilience during crises.

What is the relationship between brand identity and equity?

A clear identity leads to consistent associations which build consumer trust and brand equity.

Example of a brand with strong identity and meaning?

Apple stands for innovation, simplicity, and creative empowerment consistently reflected across all touchpoints.

Why is brand meaning critical?

Meaning drives differentiation; without emotional or symbolic meaning brands become commodities.

What defines the shift from traditional to digital branding?

Traditional branding used one-way mass media while digital branding creates two-way dialogue and co-creation with empowered consumers.

How has digital changed brand control?

Control of the brand narrative has shifted from companies to consumers who shape meaning through reviews and content.

Who is the empowered consumer?

Modern consumers compare, review, and broadcast opinions instantly influencing brand perception and co-creating meaning.

How does the digital consumer journey differ from the traditional funnel?

It is non-linear; consumers move fluidly between awareness, evaluation, purchase, and advocacy influenced by online research and peers.

What is the McKinsey Consumer Decision Journey?

A circular model where consumers continuously consider, evaluate, purchase, and advocate for brands.

What is the Zero Moment of Truth (ZMOT)?

The moment when consumers research online before making a purchase often determining which brand they'll choose.

Why is ZMOT crucial for digital branding?

It is where brand visibility, credibility, and reviews matter most and directly impact conversions.

How has online retailing transformed brand management?

Digital shelf space, product reviews, SEO, and UX now replace packaging as key brand impression drivers.

What is an omnichannel brand experience?

A seamless unified brand journey across all touchpoints online mobile in-store and social so consumers perceive one consistent brand.

Difference between multichannel and omnichannel?

Multichannel means several disconnected touchpoints while Omnichannel means integrated and consistent experience.

Why is omnichannel strategy important?

Consumers switch between devices and channels so brands must provide consistent messaging and design everywhere.

What are brand communities?

Groups of customers emotionally connected through shared brand experiences values and identities.

What is co-creation?

When consumers actively contribute to product development promotion or feedback creating ownership and advocacy.

Example of successful co-creation?

LEGO Ideas where fans submit designs that become products strengthening connection.

Why is brand control limited online?

Social media and reviews give consumers a public voice making transparency and authenticity essential.

How do brands manage online reputation?

Monitor mentions respond quickly show empathy and use transparency to rebuild trust.

Example of strong online reputation management?

KFC's "FCK" apology ad turned a crisis into goodwill through humour and honesty.

What is content marketing?

Creating valuable relevant content to attract retain and engage audiences.

What is brand storytelling?

Crafting narratives that reflect brand values and connect emotionally with audiences.

Example of powerful storytelling?

Nike's "Dream Crazy" campaign with Colin Kaepernick showing purpose-driven empowerment.

What is data-driven branding?

Using analytics CRM and behavioural data to personalise experiences and optimise communication.

What is the risk of over-personalisation?

It can feel invasive or unethical if it breaches privacy expectations under GDPR or POPIA.

How do brands humanise digital presence?

By using conversational tone behind-the-scenes content empathy and real people to build warmth and trust.

Examples of humanised brands?

Innocent Drinks for playfulness and Dove for authenticity and empowerment.

What is purpose-driven branding?

Aligning brand actions with values that positively impact society such as sustainability and equality.

Examples of purpose-driven brands?

Ben & Jerry's social justice Patagonia sustainability and Nando's local humour and activism.

Why is authenticity essential in purpose-driven branding?

Consumers reject "purpose washing"; purpose must align with real brand behaviour and values.

Key insight from Unit 2?

Digital branding is about shared storytelling omnichannel consistency emotional authenticity and ethical use of data where brands and consumers co-create meaning.

What are brand elements?

Distinctive assets that identify and differentiate a brand including name logo slogan symbol packaging or jingle.

What is the purpose of brand elements?

To build awareness shape associations create memorability and support brand equity across all touchpoints.

Examples of brand elements?

Name Apple Nike Logo McDonald's arches Slogan "Just Do It" Character Tony the Tiger Packaging Coca-Cola bottle.

What are Keller's six criteria for choosing brand elements?

Memorability Meaningfulness Likeability Transferability Adaptability Protectability (MMLTAP).

What do the offensive criteria (MML) achieve?

They build brand equity through awareness appeal and positive associations.

What do the defensive criteria (TAP) achieve?

They protect brand equity by ensuring adaptability across markets and legal defensibility.

What is memorability in brand elements?

Elements should be easily recognised and recalled such as the Nike swoosh or Apple logo.

What is meaningfulness in brand elements?

They should convey something about the brand's function or values e.g. Dove symbolising purity and softness.

What is likeability in brand elements?

They should be aesthetically pleasing or emotionally appealing such as Innocent Drinks' playful design.

What is transferability in brand elements?

The ability to work across product categories and markets e.g. Virgin from music to airlines.

What is adaptability in brand elements?

The capacity to evolve with trends while retaining identity e.g. Google's logo refreshes.

What is protectability in brand elements?

The need for legal trademark protection and distinctiveness to prevent imitation.

What are examples of strong brand element combinations?

Nike memorable swoosh and slogan Apple's minimalist identity Nando's tone and colours Tiffany's blue box.

How do brand elements support Keller's CBBE model?

They build salience (awareness) meaning (imagery) and feelings (response) leading to resonance (loyalty).

What is brand consistency?

Maintaining aligned visuals tone and messaging across platforms to build trust and recognition.

Why is consistency important?

It prevents confusion reinforces professionalism and strengthens equity through repetition.

What is the difference between brand refresh and rebrand?

A refresh modernises visuals without changing core meaning; a rebrand overhauls identity positioning and messaging.

What is the importance of protectability in branding?

Legal protection safeguards investment and prevents dilution of brand equity.

Key insight from Unit 3?

Brand elements are the building blocks of equity; Keller's MMLTAP ensures memorability relevance and long-term protection.

What is Integrated Marketing Communications (IMC)?

Strategic coordination of all brand communication tools and channels to deliver a clear consistent and compelling message to target audiences.

What is the main purpose of IMC?

To create clarity consistency and synergy across all marketing activities to strengthen brand equity.

What are the six Cs of IMC?

Clarity Consistency Credibility Competitiveness Cost-effectiveness Communication synergy.

What is the IMC process?

Identify target audience set objectives design the message choose channels ensure consistency and evaluate results.

Why is consistency central to IMC?

Mixed messages confuse consumers while consistent tone and visuals reinforce trust and recall.

What is the AIDA model?

Awareness Interest Desire Action — a framework for communication objectives.

How does IMC link to Keller's CBBE model?

It builds awareness meaning response and resonance through consistent cross-channel messaging.

What are the main IMC tools?

Advertising PR Sales Promotions Personal Selling Direct Marketing Social Media Sponsorships Content Marketing.

What is the PESO model in IMC?

Paid Earned Shared and Owned media channels working together for full communication coverage.

What does Paid Media include?

Advertising such as TV print and digital ads — controlled exposure that builds awareness.

What does Earned Media include?

Press coverage influencer mentions and organic PR that build credibility.

What does Shared Media include?

Social sharing and UGC that create conversation and engagement.

What does Owned Media include?

Brand-controlled channels like websites newsletters and packaging where the message is fully owned.

What is brand voice?

The personality of a brand expressed through communication style tone and language.

What is storytelling in IMC?

Using narrative to connect emotionally with audiences through relatable and values-driven messages.

What is the structure of a brand story?

Hero (customer) Problem Guide (brand) Solution Transformation — showing how the brand enables change.

Why does storytelling work?

Stories create emotion and memory making the brand more meaningful and human.

What are the benefits of IMC?

Builds trust synergy and loyalty reduces duplication and improves ROI.

What are the challenges of IMC?

Siloed departments inconsistent tone cultural misalignment or overexposure of messages.

How can these IMC challenges be resolved?

Use clear brand guidelines centralised leadership and consistent evaluation.

What defines successful IMC in South Africa?

Local authenticity humour cultural relevance and alignment with diverse audiences.

Examples of strong South African IMC?

Nando's satire Castle Lager unity message MTN's empowerment storytelling.

Key insight from Unit 4?

IMC is about unifying brand voice across channels through clarity consistency and creativity to build lasting equity.

What is Secondary Brand Knowledge (SBK)?

Associations that a brand gains by linking itself to other entities such as companies countries people or events that already have meaning or reputation.

Why do brands leverage secondary brand knowledge?

To build awareness faster enhance credibility differentiate emotionally and expand into new markets by borrowing equity.

What are Keller's eight sources of Secondary Brand Knowledge?

Company, Country of Origin, Distribution Channel, Co-Branding, Ingredient Branding, Endorsements, Events/Sponsorships, Third-party Sources.

What is Co-Branding?

A partnership between two brands that share equity and audiences to create a joint product or campaign such as Adidas x Gucci or Intel Inside.

What are the types of Co-Branding?

Ingredient Complementary Same-Company and Joint Venture Co-Branding.

What is Ingredient Branding?

When a component brand is promoted within another product to add credibility such as "Intel Inside" or "GORE-TEX."

What are the benefits of Co-Branding?

Shared costs wider audience reach improved credibility and fresh relevance.

What are the risks of Co-Branding?

Brand mismatch partner scandal dilution of equity or dependency on the partner.

What is the Country of Origin (COO) Effect?

Consumer perceptions about a product based on its country of manufacture or origin e.g. "Made in Italy" means luxury "Made in Germany" means precision.

Why is COO important?

Country reputation influences brand positioning and consumer trust especially for global or premium products.