Marketing Mix and Brand Identity

These flashcards cover key concepts related to the marketing mix and brand identity, highlighting definitions and elements crucial for understanding branding and marketing strategies.

The marketing mix comprises the 4 Ps: Product, Price, Place, and __.

Promotion.

Price influences demand, perceptions of quality, and competitive __.

positioning.

Place pertains to how and where a product is sold, including physical stores and __ channels.

online.

Promotion includes advertising, sales promotions, public relations, and __ selling.

personal.

The 7 Ps of the marketing mix add People, Process, and __ to the original 4 Ps.

Physical Evidence.

People in the marketing mix refers to the staff and __-facing teams involved in delivering the product.

customer.

Process involves the procedures, mechanisms, and flow of activities that lead to delivering the __.

product.

Physical Evidence encompasses tangible elements that help customers evaluate and experience the __.

service.

A brand is defined as a name, term, design, symbol, or any other feature that identifies one seller's good or service as __ from those of other sellers.

distinct.

Brand valuation can be difficult to measure since a brand is an __ asset.

intangible.

A brand identity is what makes you instantly __ to your customers.

recognizable.

The Kapferer Brand Identity Prism includes aspects like Physique, Personality, __, and Culture.

Relationship.

Brand equity is how the brand is evaluated as a financial __.

asset.

The brand is strong when it is __ over time.

consistent.

When products look alike, the __ makes the difference.

brand image.

The way your brand presents itself is referred to as brand __.

identity.

The expectation of how a consumer perceives a brand falls under consumer __.

perception.