14 - Branding Flashcards
(21 cards)
What is a brand in marketing?
A brand is more than just a name, logo, or slogan; it’s the sum of all experiences a customer has with a company, product, or service, representing a promise, perceived value, and emotional connection.
What is brand building?
It’s the process of creating a unique identity and value proposition for an offering in consumers’ minds, fostering recognition, image, and loyalty.
What was a primary focus of classic narratives in branding?
Differentiation through features and benefits; promise of quality and reliability; authority and expertise; aspiration and status; one-way communication.
Give an example of a classic branding narrative focus.
Early detergent brands focusing on “whiter whites,” or luxury brands emphasizing craftsmanship.
What is a key characteristic of modern narratives in branding?
Purpose-driven and values-based; authenticity and transparency; storytelling and emotional connection; community and belonging; personalization and co-creation; two-way dialogue and interaction.
Give an example of a modern branding narrative focus.
Patagonia’s environmental activism; Nike’s focus on empowerment; brands engaging in social media conversations.
What is the product/service in relation to a brand?
The tangible or intangible offering that a company provides; the “what” is offered.
What is the company in relation to a brand?
The legal entity or organization that produces and offers the product/service; the “who” is offering.
What is the brand in relation to a product/service/company?
The perception and promise associated with the product, service, or company in the minds of the target audience; the unique identity and emotional connection.
How does a product/service act as a manifestation of the brand?
The actual product or service must deliver on the brand’s promise (e.g., if a brand promises quality, the product must be quality).
Why is the company considered the source of the brand?
The company’s reputation, values, and actions directly influence its brands.
Name three benefits of building strong brands?
Increased customer loyalty; higher price premium; reduced marketing costs; greater brand extension opportunities; attraction/retention of talent; competitive advantage; resilience during crises; increased bargaining power; higher stock market valuation.
Name three common elements of brand identity.
Brand Name, Logo, Slogan/Tagline, Color Palette, Typography, Imagery/Visual Style, Brand Voice/Tone, Brand Story, Brand Values.
What does the Brand Iceberg Model illustrate?
Only a small portion of a brand’s identity is visible, while deeper, foundational elements (values, purpose, culture) lie beneath the surface.
In the Brand Iceberg Model, give an example of an “above the waterline” element.
Logo, slogan, product design, marketing communications.
In the Brand Iceberg Model, give an example of a “below the waterline” element.
Brand values, brand purpose, brand culture, brand personality.
What are the six facets of Kapferer’s Brand Identity Prism?
Physique, Personality, Culture, Relationship, Reflection, Self-Image.
In Kapferer’s Prism, which facet represents the physical attributes and appearance of the brand?
Physique.
In Kapferer’s Prism, which facet represents the character of the brand (e.g., its communication style)?
Personality.
In Kapferer’s Prism, which facet represents how the target audience wants to be seen by using the brand?
Reflection.
In Kapferer’s Prism, which facet represents how the customer feels about themselves when using the brand?
Self-Image.
