Exam 9: Brand Strategy and Management

In order to be recognizable brand images and logos need to be ________. brightly coloured large consistent and exact detailed simple

A brand can be better positioned by associating its name with a __________ .

Before a company blindly decides to incorporate a brand extension, they need to seriously consider which of the following? new customers likes and dislikes how well the brand's association fit the new product past customers preferences nostalgia word-of-mouth promotions on YouTube and Twitter

A key element in a company's relationship with consumers, a __________ represents consumers' perceptions and feelings about a product and its performance.

In 2013, pop band One Direction allowed photos and band-related images to be placed on various footwear and apparel created by the Leomil Group in exchange for a royalty.This is an example of __________. licensing ingredient branding brand extension mega branding a brand touchpoint

The __________ is the sum total of all the attributes of a brand, and the emotions it inspires in the minds of consumers.

Brands are more than just names and symbols, they are relationships.Explain.

According to the text, consumer preference isn't based on taste alone.Consumers attach ________ to brands and develop ________ that go beyond a product's physical attributes. value, choices meaning, relationships benefits, alliances labels, lists names, icons

Branding strategy covers all the high-level decisions that govern the management of the brand, and guide the public and market perceptions about the brand.Name and explain the 3 branding strategy decisions.

Brand managers often describe their brands using the same kinds of adjectives typically used for people.Words like: traditional, youthful, sophisticated, and reliable are used.These managers are trying to build brand __________ .

Positioning a new chocolate bar brand as "the chocolate bar with the most cocoa powder" is positioning based on _________. product attributes product benefits product values and ideals user imagery brand equity

________ occurs when two established brand names of different companies are used on the same product. A brand extension Brand equity Co-branding Internal marketing Cannibalization

A consumer just bought a new smartphone game called "Hippy Monster" from his favourite app retailer.Which of the following is not a touchpoint for his brand experience? a friend telling him about Hippy Monster downloading the game buying the game from the app store the creation of the programming team to create Hippy Monster playing the game

An increasing number of retailers and wholesalers have created their own national brands, also called store brands.

Companies will often partner with film makers, musicians and artists to create brand context.This is an example of __________ .

Brands are more than logos and names.They also have personality, status and value.Explain what is meant by each of these 3 elements.

To be successful, brand managers continually ask "Is our brand consistently providing the benefits our customers value and expect?"

Recently Campbell's soup has developed a wide range of ethnic and religiously focussed soup varieties.This type of modification is known as ________. product mixing line extensions brand extensions promotional dilemmas customer stratification

The fundamental asset underlying brand equity is __________ -the value of the customer relationships that the brand creates.A powerful brand is important, but what it really represents is a set of loyal consumers.

Customers come to know a brand through a wide range of contacts and touch points, including word of mouth, personal interactions with company employees, telephone interactions, and company websites.