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Chapter 3: Branding Strategy

Brand names, logos, symbols, characteristics, packaging, and slogans are all examples of
Brand equity
Brand differentiators
Positioning approaches
Core values
Brand elements
Describe the 3 degrees of attatchment a consumer can have to a particular brand
For durable goods, like cars and computers, which are not sold in "packages", a key influencer in the buying decision is the
Retailer
Lifestyle image
Brand personality
Design
Mileage
Brand Equity is influenced by the following (choose all that may apply)
Percieved quality
Packaging
Brand name awareness
Customer loyalty
Brand association
Colour and design
An identifying mark, symbol, word or words, or combination of mark and words that separates one product from another is a(n)
Watermark
Brand
Brand name
Endorsement
Advertisement
What packaging elements help differentiate a brand on the shelf?
Convenience
Design and colour scheme
Distribution process
Emotional response
Attractive and eye-catching
Informative
A brand mark or other brand element that is granted legal protection so that only the owner can use is called a
Word mark
Trademark
Registered trademark
Protected brand
Legal brand
Identify the 4 steps of building the brand, set by the brand manager
Brand loyalty is measured in three distinct stages. In order, they are
Brand loyallty, brand preference, and brand insistence
Brand loyalty, brand insistence, and brand preference
Brand recognition, brand insistence, and brand preference
Brand recognition, brand preference, and brand insistence
A good positioning strategy should be
What element(s) guide(s) all marketing and marketing communication strategies?
Target Market Analysis
Competitor Analysis
Market Analysis
All of the above
The value a customer derives from a brand over and above the value derived from the physical attributes is called
Brand equity
Brand loyalty
Brade trademark
Brand value
Brand name
In this step in the brand-building process, brand managers alter, expand and rejuvenate brands to retain their position in the marketplace.
Plan and implement the marketing program
Measure and evaluate brand performance
Identify target market and segmentation
Build brand loyalty and brand equity
Identify brand values and positioning strategy
Describe the 5 types of brand positioning placements
Over time, consumers start associating specific colouring with a brand and they know exactly what they are looking for when they are trying to spot a brand on the store shelf. This illustrates the importance of
Retailers
Advertising
Branding
Lifestyle marketing
Packaging
The image that marketers desire a brand to have in the minds of consumers is called
Brand loyalty
Brand positioning
Brand equity
Imaging
Advertising
Activities that produce a strong and favourable association with a brand in a consumer's memory is called
Volvo consistently communicates the message that Volvo cars are safer than any other car on the market. This is an example of
Innovation postioning
Brand leadership positioning
Head-on positioning
Product differentiation positioning
Competitive positioning
_______ positioning is a strategy in which one product is presented as an equal or better alternative competing product
Head-on
Innovation
Leadership
Comparative
Both 1 and 4
Both 1 and 3
Describe the information transfer process
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