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Hospitality Business Marketing > Mini-Test 1 > Flashcards

Mini-Test 1 Flashcards

1
Q

List the brand elements

A
  • brand name
  • URLs
  • logos
  • symbols
  • characters
  • spokespeople
  • slogans
  • jingles
  • packages
  • signage
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2
Q

What is a brand, beyond basic brand elements, identifiers, etc?

A

Something that has actually created a certain amount of awareness, reputation, prominence, etc, in the marketplace

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3
Q

What are the 10 principles of a strong brand?

A

1) commitment
2) protection
3) consistency
4) responsiveness
5) authenticity
6) relevance
7) understanding
8) clarity
9) differentiation
10) presence

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4
Q

10 principles of strong brands: COMMITMENT

A
  • a measure of an organization’s internal commitment to or belief in its brand
  • commitment is the extent to which the brand receives support in terms of time, influence, and investment
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5
Q

10 principles of strong brands: PROTECTION

A
  • how secure a brand is across different dimensions

* from legal protection and proprietary ingredients to design, scale, or geographic spread

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6
Q

10 principles of strong brands: CLARITY

A

•measures the degrees to which brand and its owner are truly dedicated to understanding and defining their customer

•values, positioning, and proposition must be clearly articulated and shared across the organization
-also clear target audiences, customer insights,
and drivers

•vital that people within organization know and understand all these elements

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7
Q

10 principles of strong brands: RESPONSIVENESS

A
  • ability to adapt to market changes/challenges/opportunities
  • brand should have desire and ability to constantly change, evolve and renew itself

Hotel industry examples:

  • sustainability: green practices
  • technology: websites, mobile phones
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8
Q

10 principles of strong brands: AUTHENTICITY

A
  • how soundly brand is based on an internal capability

* asks if a brand has a defined heritage and a well-grounded value set, and if it can deliver on customer expectations

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9
Q

10 principles of strong brands: UNDERSTANDING

A
  • customers must do more than just recognize brand
  • must be an in-depth understanding of its distinctive qualities and characteristics, as well as those of the brand owner
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10
Q

10 principles of strong brands: RELEVANCE

A

•how well a brand fits with customer needs, desires, and decision criteria across all appropriate demographics and geographies

EXAMPLE: adopting mobile web practices, moving past simple web experiences and online shopping

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11
Q

10 principles of strong brands: CONSISTENCY

A

-degree to which a brand is experienced without fail across all touchpoints and formats

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12
Q

10 principles of strong brands: DIFFERENTIATION

A

-degree to which customers perceive the brand to have a positioning that is distinct from the competition

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13
Q

10 principles of strong brands: PRESENCE

A

•degree to which a brand feels omnipresent and how positively consumers and opinion formers discuss it in traditional and social media

  • rise of social media means that brands have new opportunities to evaluate their presence
  • today’s consumers provide feedback online and brands are expected to respond authentically and quickly, or else put the brand at risk
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14
Q

What is “strategic brand management”?

A

Involves the DESIGN + IMPLEMENTATION OF MARKETING programs + activities to build, measure, and manage brand equity

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15
Q

4 steps in Strategic Brand Management Process:

A

1) IDENTIFYING + ESTABLISHING brand positioning and values
2) PLANNING + IMPLEMENTING brand marketing programs
3) MEASURING + INTERPRETING brand performance
4) GROWING + SUSTAINING brand equity

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16
Q

Brand equity concept:

A

-defined in terms of the marketing effects uniquely attributed to the brand
-relates to the fact that different outcomes result
in the marketing of a product because of brand
name, as compared to if the same product did
not have that name
-reinforces how important the brand is in marketing strategies

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17
Q

Branding is all about endowing products and services with the power of ?

A

Brand equity

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18
Q

CBBE (customer-based brand equity)

Overall concept

A
  • the differential effect that brand knowledge has on customer response to the marketing of that brand
  • the power of a brand lies in what customers have learned, felt, seen, and heard about the brand as a result of their experiences over time
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19
Q

3 key ingredients to CBBE definition:

A

1) differential effect
-differences in consumer response
2) brand knowledge
-function of awareness and image
3) consumer response to marketing
-consumer judgements (choice of brand, brand
quality, brand credibility, brand superiority, etc)
-evaluations of the brand
-emotional attitude
-brand loyalty
-active brand management

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20
Q

Sources of brand equity: BRAND KNOWLEDGE

A

Brand knowledge is a function of:

1) brand awareness
2) brand image

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21
Q

Brand awareness relates to consumers’ ability to:

A
  • recognize brand

- recall brand

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22
Q

Brand image consists of:

A
  • consumers’ brand perception

- consumers’ brand associations

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23
Q

Why is brand awareness important?

A
  • necessary to be included in set of brand being considered for a purchase
  • can be a sufficient condition for choice in low-involvement decision settings
  • influences the strength and nature of associations that comprise the brand image
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24
Q

Brand awareness can be heightened by:

A
  • Increasing consumer exposure to the brand

- linking the brand to product category, consumption, and usage situations

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25
Q

Brand associations

A
  • reflect all the associations consumers have for a brand in memory
  • can be about attributes and benefits of the brand, or attitudes toward it
  • attributes can relate to physical components (product related), or to things like price, imagery, feelings, experiences, and personality (non-product-related)
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26
Q

Customer-based brand equity model

A

Consumer-brand resonance
Consumer judgements | consumer feelings
Brand d performance | Brand imagery
B r a n d S a l i e n c e

Branding objective at each stage:

1) intense, active loyalty
2) rational and emotional reactions
3) points-of-difference
4) deep, broad brand awareness

27
Q

Dimension: BRAND SALIENCE

A

Measures various aspects of the awareness of the brand
*measures to what extent the brand is top-of-
mind and easily recalled or recognized

  breadth and depth of awareness
28
Q

Product category structure

A

How product categories are organized in the consumers memory

-part of brand salience dimension

29
Q

Dimension: BRAND PERFORMANCE

Attributes + benefits that underlie brand performance - 5

A

1) primary ingredients and supplementary features
2) product reliability, durability, and serviceability
3) service effectiveness, efficiency, and empathy
4) style and design
5) price
Consumers may organize their product category
knowledge in terms of the price theirs of
different brands

30
Q

Dimension: BRAND IMAGERY

A

-depends on the extrinsic properties of the product/service, including the ways in which the brand attempts to meet customers psychological or social needs

  • refers to more intangible aspects of the brand
  • consumers can form imagery associations directly from their own experience or indirectly through advertising and whatnot
31
Q

Dimension: BRAND JUDGEMENT

A

-customers personal opinions about and evaluations of the brand, which

32
Q

AMA definition of a brand:

A

“Name, term, sign, symbol, or design, or a combination of them, intended to identify the good or services of one seller or group and to differentiate them from those of the competition”

33
Q

Components: BRAND JUDGEMENT (4)

A 
1) brand quality
      Value/attitude
      Satisfaction
2) brand credibility 
      Expertise
      Trustworthiness 
      Likability 
3) brand consideration
      Relevance
4) brand superiority
      Differentiation
34
Q

Dimensions: BRAND FEELINGS

A

Customers’ emotional responses and reactions to the brand

Feelings can be:

  • experiential and immediate, increasing in level of intensity
  • private and enduring, increasing in level of gravity
35
Q

Important types of brand-building feelings (6)

A

1) warmth
2) fun
3) excitement
4) security
(feeling of safety, comfort, self-assurance)
5) social approval
(consumers feel that others look favorably on
their appearance, behavior, etc)
6) self-respect

36
Q

Dimensions: BRAND RESONANCE

A

Describes the nature of relationship between customers and brand, and the extent to which customers feel they are “in sync” with the brand

37
Q

Components: BRAND RESONANCE (4)

A

1) behavioral loyalty
-frequency + amount of repeat purchases
2) attitudinal attachment
-love brand (favorite possessions, “a little
pleasure”)
-proud of brand
3) sense of community
-kinship
-affiliation
4) active engagement
-seek information
-join club
-visit website, chat rooms

38
Q

Components: BRAND SALIENCE (3)

A

Breadth + depth of awareness

1) breadth (range of purchase and usage situations in which the brand element come to mind)
2) depth (ease with which brand elements can be recalled)
3) product category structure ( how product categories are organized in he consumer’s memory)

39
Q

What is brand positioning?

A

Determining the desired brand knowledge structure

*act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customers mind

40
Q

Required to know for positioning (4)

A 
1) target market 
      (who target market is)
2) nature of competition 
      (who the main competitors are)
3) POD: point-of-difference
      (how brand is different from competitors)
4) POP: point-of -parity
      (how brand is similar to competitors)
41
Q

Points-of-difference (POD)

A
  • attributes or benefits consumers strongly associate with a brand
  • positively associate these things with the brand
  • believe they could not find these attributes and benefits to the same extent with a competitive brand
42
Q

Points-of-parity (POP)

A
  • Associations not necessarily unique to the brand

- May be shared with other brands

43
Q

2 key issues in arriving at optimal competitive brand positioning are?

A

1) defining + communicating the competitive frame of reference
2) choosing + establishing POP and POD brand associations

44
Q

Defining and communicating the competitive frame of reference is to ?

A

is to determine category membership

Preferred positioning approach is to inform consumers of a brand’s membership before stating its POD in relationship to other category members

45
Q

Ways to covey a brand’s category membership (3)

A

1) communicating category benefits
Ex: claiming benefit of comfort (like home) in
extended-stay hotels)

2) comparing to exemplars
Well known, noteworthy brands in a category
can be used to specify a brand’s category
membership

3) relying on the product descriptor
-following he brand name is a very compact
means of conveying category origin
-ex: Residence Inn, American Extended Stay
3)

46
Q

Once marketers have fixed the appropriate competitive frame of reference for positioning by defining the (1) and the (2) , they can define the (3) itself.

A

1) customer target market
2) nature of competition
3) positioning

47
Q

Most important considerations in choosing POD (2)

A

1) desirability
- determined from customers’ point of view
- 3 criteria
1) relevance
2) distinctiveness

2) deliverability
- consumer believe the firm has ability to deliver
- based on company’s inherent capabilities
- 3 criteria:
1) feasibility
2) communicable
3) sustainability

48
Q

Choosing POD: DESIRABILITY CRITERIA

A

1) relevance
•target consumers must find POD personally relevant and important

2) distinctiveness
• target consumers must find POD distinctive and superior

3) believability
•must offer credible and compelling reason for choosing it over the other options
•simplest approach is to highlight unique attribute of the product
Ex: Mountain Dew may argue it is more
energizing that other soft drinks and can
support this by noting it has a higher level of
caffeine

*only by satisfying all three will POD serve as a viable positioning alternative

49
Q

Choosing POD: DELIVERABILITY CRITERIA

A

1) FEASIBILITY
•can the firm actually create the POD?

2) COMMUNICABLE
•key issue in communicability is consumers’ perceptions of the brand and the resulting brand associations

3) SUSTAINABILITY
•is positioning preemptive, defensible, and difficult to attack?
•can brand association be reinforced and strengthened over time?

*if all three deliverability criteria are satisfied, positioning has potential to be enduring

50
Q

Core brand associations (CBAs)

A

Set of abstract concepts or phrases that characterize the 5-10 most important dimensions of the mental map of a brand

*CBAs can serve as the basis of brand positioning in terms of how they create POD and POP

51
Q

How do marketers identify CBAs?

A

1) ask consumers to create a detailed mental map of the brand
-a mental map accurately portrays in detail all salient brand associations and responses for a particular target market
-one of simplest means to get consumers to create a mental map is to ask them for their top-of-mind brand associations
“when you think of this brand, what comes to
mind?”

2) marketers group brand associations into related categories with descriptive labels
-ex: in response to a Nike brand probe,
consumers may list LeBron James, Michael
Jordan, etc, whom we would call “top athletics”

52
Q

Brand Mantras

A

An articulation of the “heart + soul” of the brand

  • similar to “brand essence” or “core brand promise”
  • short 3-5 word phrases that capture the irrefutable essence or spirit of the brand and brand values

-purpose: to ensure all employees and external marketing partners understand what the brand most fundamentally is to represent to consumers, so they can adjust their actions accordingly
Ex: McDonald’s philosophy of “food, folks, and
fun” - captures brand essence and core
brand promise

53
Q

Why brand mantras? (7)

A

1) can provide guidance about what products to introduce, what ad campaign to run, and where/how brand should be sold
2) may guide seemingly mundane or unrelated decisions, like the looks of a reception area or how employees answer the phone
3) create a mental filter to screen out brand-inappropriate marketing activities or actions of any type that may have a negative bearing on customer’ impressions of a brand
4) helps the brand present a CONSISTENT IMAGE
5) signals its meaning and importance to the firms, as well as the crucial role of employees and marketing partners in its management
6) provide memorable shorthand as to what are the crucial considerations of the brand that should be kept most salient and top-of-mind
7) typically are designed to capture the brand’s POD and POP

54
Q

Designing brand mantras (3)

A

1) brand functions
Describes nature of the product or service of the type of experiences or benefits the brand provides

2) descriptive modifier
Further clarifies nature of brand/brand function

3) emotional modifier
Provides another qualifier about how brand/function provide benefits and in what way

55
Q

Brand functions

A

Describes nature of the product/service or type of experiences or benefits the brand provides

-range from concrete language the reflects the product category itself, to more abstract notions where the term relates to higher-order experiences or benefits that a variety of different products could deliver

56
Q

Descriptive modifier

A

Further clarifies nature of the brand (and brand function)

  • ex: Nike’s performance is not just any kind, but only athletic performance (not artistic, etc.)
  • ex: Disney’s entertainment is not just any kind, but only family entertainment (not adult, etc)
57
Q

Emotional modifier

A

Provides another qualifier for brand (and brand function, etc)

-how exactly does the brand provide benefits, and in what way?

58
Q

Implementing brand mantras:

Marketers can often summarize the brand positioning in a few sentences or a short paragraph that suggests (1).

Based on (2) , a brainstorming session can attempt to identify different mantra candidates

A

1) ideal core brand associations customers should hold

2) core brand associations

59
Q

Considerations to make good brand mantra (3)

A

1) communicate
should both define the category of business to set brand boundaries and clarify what is unique about the brand

2) simplify
should be memorable

3) inspire
- should stake out ground that is personally meaningful and relevant to as many employees as possible
- can inspire, if the brand values tap into higher-level meaning with employees as well as consumers

60
Q

What are brand elements?

A

1) brand identities

2) trademarkable devices that serve to identify and differentiate the brand
-brand names, URLs, logos, symbols, slogans,
jingles, packages, etc.

3) marketers should choose brand elements
-to enhance brand awareness
-to facilitate the formation of strong, favorable,
and unique brand associations
-elicit positive brand judgments and feelings

61
Q

Brand elements: BRAND NAMES

A

For brand awareness:

1) simplicity and ease of pronunciation + spelling
2) familiarity + meaningfulness
3) differentiated, distinctive, + unique

For brand associations:
1) the explicit and implicit meanings consumers
extract from it are important
2) brand name can reinforce an important
attribute or benefit association that makes up its
product positioning

62
Q

Brand elements: LOGOS + SYMBOLS

A
  • play a critical role in building brand equity and especially brand awareness
  • logos range from corporate names or trademarks with distinctive typography, to entirely abstract designs that may be completely unrelated to the work mark, corporate name, or activities
63
Q

Brand elements: CHARACTERS, SLOGANS, + JINGLES

A

1) character
special type of brand symbol - one that takes on human or real-life characteristics

2) slogans
short phrases that communicate descriptive or persuasive information about the brand

•powerful branding devices because, like brand names, they’re an extremely efficient, shorthand means to build brand equity

3) jingles
musical messages written about the brand

•perhaps most valuable in enhancing brand awareness

Hospitality Business Marketing (2 decks)

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