Digital Product Brand Positioning Flashcards

What defines the values of a brand?

Brand Identity: Set of characteristics and features.

List elements of brand identity.

Logo design, product image, colors, ethical aspects, user sensation, brand values, sounds, brand message, and customer interaction.

Why is brand identity important?

Increases consumer confidence, brand recognition, customer loyalty, consistent sales, credibility, control over price, links brand to positive traits.

What is a disadvantage of developing a brand identity?

Very high cost in money and time

How does brand identity help build customer trust?

By having a strong, unique vision that connects with customers on a deeper level.

What is the Golden Circle?

A framework consisting of 'Why' (purpose), 'How' (process), and 'What' (result) to define a company's core values and offerings.

List the bases for creating a brand identity.

Purpose of the company, future objectives, study the competition, develop a voice, avoid mimicry, extend beyond the logo, create a coherent message.

What should you consider when creating a logo?

The public who will see the logo and their demographics (e.g., age, interests).

What are the characteristics of a good logo?

Instantly recognizable in any format, simple, and works both with the company name and as a separate proxy.

What is User Acquisition?

The process of using data-driven mobile ad campaigns to create awareness of apps, platforms, or services and engage new users.

What is the focus of most user acquisition strategies?

Social media channels like Facebook Ads, Google Ads, and Apple Search Ads (ASA).

Describe the User Acquisition Process.

Identify potential users -> Create target audiences -> Implement and adjust creative.

Why is User Acquisition important?

It leverages the vast number of smartphone and tablet users, offers cost-effective campaigns, drives conversions, and provides detailed user activity visibility.

What are the disadvantages of User Acquisition?

Saturated market with many alternatives and changing momentum due to new devices and user preferences.

List commonly used channels for User Acquisition.

Facebook Ads, Google Display Network, AdMob, Google AdWords, YouTube, Google Play Search Ads, and Apple Search Ads (ASA).

What is User Retention?

Implementing strategies to increase the loyalty of current customers and the revenue generated by them.

How do you retain a customer?

Adopt new customer service tools, take customer feedback into account, discover customer needs, and use support as a retention tool.

List benefits of User Retention.

Stability for the business, higher long-term income, increased profits from existing customers, and cost savings compared to acquiring new customers.

What are the benefits of customer Customization?

Stimulates impulse buying, increases revenues, results in fewer returns, and leads to loyalty.

What are the key elements of effective customer service?

Being able to quickly solve a problem or answer a question, having a FAQ section, and enabling multichannel communication.

What are the benefits of a loyalty program?

Earning rewards and loyalty points, constant satisfaction, and encouraging repeat purchases.

What is the purpose of Email Marketing in User Retention?

To inform about discounts, remind about subscription expiration, wish a happy birthday, or get feedback.

What is Data Analysis in marketing?

A technique where the company takes all available information and prepares a marketing plan.

Why is Data Analysis important?

It helps to give a vision of where the company stands, identifies working and non-working areas, and allows comparison of objective achievement.

List the stages of Data Analysis

Reports from the past, analyze the current situation, and predicting and setting future objectives

What are the benefits of Data Analysis?

Measure the performance of strategies, understand the 'health' of the company with metrics like ROI, understand consumer behavior, and support decision making.

What is a Positioning Strategy?

A strategic marketing plan that helps determine where your company stands in the market and how it should position itself to attract more customers.

Why is Positioning Strategy important?

It ensures that marketing tactics have an impact on customers and allows a company to shine in areas where it outperforms the competition.

What elements are needed to create a positioning strategy?

The channel, the customer, and the competition.

Define the relationship between Value proposition and positioning

Value propositions and positioning strategies are designed to differentiate companies from their competitors.