Brand pg. 117
Is a promise to deliver specific benefits associated with products or services to consumers.
My brand promise is to deliver good grades for good class work and higher grades for excellent work.
(publix- where shopping is a pleasure)
Brand equity pg. 117
the power of a brand, through creation of a distinct image, to influence customer behavior.
- walmart shirt $20 but same shirt but Ralph lauren $150
Building Strong Brands
provide identity, project the right message, saves time
Brand Architecture
The naming and organizing of brands within a broader portfolio.
Apple: iPhone, iPad, iPod…
brand strategy
the process where the offer is positioned in the consumer’s mind to produce a perception of advantage
Private label vs national labels
National: consumer groups, heinz,
Private: store brands, publix cheese,
Cannibalization
the loss of sales of an existing brand when a new item in a product line or product family is introduced
brand managers
person responsible for managing the marketing activities associated with a brand.
category managers
person responsible for managing a product line that may contain one or more brands.
brand management
the overall coordination of a brand’s equities to create long-term brand growth through overseeing marketing mix strategies.
intellectual property
A collection of non-physical assets owned by an individual or company that are the result of innovation and are legally protected from being copied or used by unauthorized parties.
Ex. Patents and trademarks.
How do we manage our brands?
constant and consistent communication of a brands desired positioning
4 P’s of Marketing
Price, Product, Place, Promotion
Brand ____ is the power of a brand, through creation of a distinct image, to influncer customer behavior.
equity
A(n) ____ is a system in which products and services flow from business to consumers while payment flows from consumers to businesses.
Channel
Brand equity reflects the value ____ attach to the promise of the brand.
consumers
Which of the following was is among the top ten in business week’s annual rating of the best global brands for 2009?
Microsoft.
Toyota.
IBM.
Coca-cola.
Of the types of brand loyalty, which one leads to a higher relative price?
attitudinal
Businesses selling to other businesses tend to discuss ____ when presenting their product and services than business-to- consumer brands do.
more rational elements
The middle level of brand positioning is _____.
benefits
_____ consists of characteristics that make a brand unique.
brand personality
In the competition between ____ and ____ brands, retailers have the advantages of controlling what products will be stocked, where products will be stocked, and what prices will be charged.
manufacturer; private label
Private label brands have almost completely replaced _____.
generic products