brand strategies and global campaignes Flashcards
(16 cards)
What is the house of brands approach to brand management
To hold separate brands that dont give off information of belonging to eachother
What is the brandhouse approach to brand managment
To have a master brand that connects all products and services
Do technical features convey the values of modern brands
Not especially but there is great variety, cultural marketers seam to speak a lot but they are not the ones designning the products.
What are the preferred characteristics of brand relationship today
Symetrical and personal as opposed to asymetrical and transactional.
What is a strategic narrative
It a story that says says who you are as a company. Where you’ve been, where you are, and where you are going. How you believe value is created and what you value in relationships. It explains why you exist and what makes you unique.
Research shows that our brains think of companies as objects not as people
False, and in a way they are right cuz firms are made of people
Why is B2B more interested in branding nowadays
Due to increased homogineity in quality and less empahsis on personal connections as business is more often done online
What are the benefits of branding in a b2b context
Increased quality perception, a sense of identity, higher willingness to communicate, increase barrier of entry, goodwill, more refferalls, loyalty, extension of reputation to multiple goods
What are the problems with b2b branding
It may not be worth the cost as professional buyers look more to price, technology and delivery period and b2b relationships tend to be long
Who prioritize brands the most of different decition making units
Technical specialists and end users, gate keepers and professional buyers dont care for it
Is there a difference in benefits of brands for large or small firms
The values associated with brands may be used to create consistency for larger brands while smaller may gain an advantage throguh flexibility
Evaluating the equity of the corporate/manufacturer brand is more relevant than measuring the equity of individual products or product lines.
True
Relationships with product brands are more important than with B2B representatives
False, people are valued higher
B2b Brand associations are mostly about product performance features.
True as purchasing is done by professionals
Brand becomes more important in a b2b context with risks and uncertainty
Tru
