Chapter 3: Branding Strategy

Brand names, logos, symbols, characteristics, packaging, and slogans are all examples of

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

Brand Equity is influenced by the following (choose all that may apply)

An identifying mark, symbol, word or words, or combination of mark and words that separates one product from another is a(n)

What packaging elements help differentiate a brand on the shelf?

A brand mark or other brand element that is granted legal protection so that only the owner can use is called a

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

A good positioning strategy should be

What element(s) guide(s) all marketing and marketing communication strategies?

The value a customer derives from a brand over and above the value derived from the physical attributes is called

In this step in the brand-building process, brand managers alter, expand and rejuvenate brands to retain their position in the marketplace.

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

The image that marketers desire a brand to have in the minds of consumers is called

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

_______ positioning is a strategy in which one product is presented as an equal or better alternative competing product

Describe the information transfer process