Branding

Qualitative research allows us to

Go deeper into consumer motivations

Which type of brand architecture simultaneously builds the product brand and the master brand?

Branded House

A brand extension consists of:

Line extensions and category extensions

the process of establishing and maintaining a distinctive place in the market for a product or service is know as:

positioning

the four categories of brand resonance include:

behavioral, attitudinal, community, active engagement

the image of the brand is the __________ with the customer.

brand association

quantitative research includes:

collecting large amounts of data

a category extension is considered:

a brand extension within a new category

co-branding is when:

two brands combine into a joint product or market their products together

the benefits of having secondary associations include which of the following?

other entities can transfer knowldge about your brand

a good brand positioning is something that must be _________________ to the customer.

believable

a brand element is also known as brand ______________.

identity

a brand inventory includes:

The brands marketing elements and marketing plan

a new brand should be introduced:

to develop new brand associations

which of the following are considered secondary associations?

alternate channels of distribution

co-branding

licensing

a line extension should do which of the following?

At least one of: 

bring in new users

gain new usage occassions

meet an unmet consumer need

a brand portfolio includes:

all of a company's brands in a product category

a brand architecture strategy takes in account which of the following?

your brand positioning

it’s used to identify the brand, to enhance brand awareness and to facilitate brand associations:

brand elements

an integrated marketing strategy:

ensures brand consistency regardless of where consumers connect

brand positioning is foundational for:

integrated marketing

global marketing

the way a customer thinks, feels and perceives a product or brand is:

brand equity

brand purpose is defined as:

in addition to a commercial interest, it's why brands do what they do

a branded house is when:

each brand feeds into the identity and strengths of the master brand

a strong brand position includes the following components:

unique claims, competitive reference, target audience, reasons to believe

criteria for choosing a brand element include:

memorable, meaningful, likeable, transferable, adaptable

which of the following are examples of brand associations:

good value, durable, easy-to-use and exceptional customer servic

marketing can contribute to brand equity by:

creating awareness of the brand

linking points-of-difference associations to the brand in consumers’ memory

facilitating a stronger brand resonance

Brand Equity consists of:

Brand Awareness and Brand Image

Which of the following best defines Brand Architecture?

a process for helping to determine which products and services to introduce

strong brand equity enables brands to:

charge more for your products and services

a brand’s positioning statement should include which of the following:

concrete support/reasons to believe

unique and important claim

competitive set of reference

a brand exploratory helps me deeply understand my customers. T or F

true

Brand Recognition is another name for aided awareness. T or F

true

a company should change their brand positioning when they introduce a new product. T or F

false

two brands coming together to form a new product is called a category extension. T or F

false

a brand brand's purpose needs to be supported by a range of consistent actions. T or F

true