Kap 10 - Branding decisions

Question 1

Vad är ett brand? Vad gör det?

Answer 1

It adds value to the products, ex Nike. Detta gör skillnad mellan liknande produkter och gör så att många kunder väljer dom

Question 2

3 main types of brands:

Answer 2

Manufacturer (well-known, established, äger och marknadsför sin produkt)
Distributor (distribuerar)
Generic (un-brandend, säljs med minimal branding)

Kan även vara annat, typ person/plats

Question 3

Brand name?

Answer 3

Distinkt
Easily recalled, spelled, spoken
Easy to transfer between markets

Question 4

Varför gillar customers brands?

Answer 4

Inform about the source of offering
Identify preferred offerings
Reduce level of risk
Improve shopping experience
Provide symbolic meaning.

Question 5

Vad är brand equity?

Answer 5

To measure the value of a brand

Question 6

How to value brand equity?

Answer 6

1. Financial perspective
2. Marketing perspective

Question 7

Nämn olika perspektiv om branding:

Answer 7

Society perspektiv - Sociological or cultural approach! Focus on någon av dom

Consumer perspektiv - Antingen economic eller pshycial approach

Question 8

Kellers Brand pyramid

Answer 8

How brands can be built:

1. Customer identify with the brand
2. Establish what the brand means by linking olika varumärkesassociationer. Ex hur bra man tror produkten är
3. Encourage customer responses
4. Foster an active relationship between customer and the brand