Brand Strategy

Question 1

One brand creates a single power image, sometimes with a descritor.

Answer 1

BRAND HOUSE

Question 2

Combining the corporate brand with strong sub-brands. Sub brands help differentiate and boost corporate brand

Answer 2

SUB BRANDS

Question 3

leading with a strong sub-brand but leveraging corporate branches endorser

Answer 3

ENDORSED BRANDS

Question 4

decentralized companies targeting diverse markets

Answer 4

HOUSE OF BRANDS

Question 5

→ Brand Line
→ Brand Extension

Answer 5

BRAND MIX

Question 6

→ Combination of new brand form an existing brand

Answer 6

SUB BRAND

Question 7

Existing brand that gives birth to extensions

Answer 7

PARENT BRAND

Question 8

Parent brand associated w multiple products by brand extensions

Answer 8

FAMILY BRAND

Question 9

Specific brand lines supplied to specific retailers/distribution channels

Answer 9

BRANDED VARIANTS

Question 10

Brand name is licensed to manufacturers that actually make the product

Answer 10

Licensed Product

Question 11

→ Develop new brand elements
→ Apply existing brand elements
→ Combine old & new

Answer 11

Brand Strategy

Question 12

→ Flankers
→ Cash Cows
→ Low-end, Entry Level
→ High-end prestige

Answer 12

BRAND PORTFOLIO

Question 13

Steps in Strategic Brand Management

Answer 13

→ Identifying & establishing brand positioning
→ Planning & implementing brand marketing
→ Measuring & interpreting brand performance
→ Growing & sustaining brand value

Question 14

Micro Models of Communication

Answer 14

→ Aida Model
→ Hierarchy-of-Effects Model
→ Innovation-Adoption Model
→ Communications Model

Question 15

Search for appeals, themes, or ideas that will tie in to the brand positioning and help establish points-of-parity or points-of-difference

Answer 15

MESSAGE STRATEGY

Question 16

4 TYPES OF REWARDS

Answer 16

→ Rational
→ Sensory
→ Social
→ Ego Satisfaction

Question 17

The way marketers translate their messages into a specific communication. Depends on how a message is being expressed, as well as on its content. If a communication is ineffective

Answer 17

CRAETIVE STRATEGY

Question 18

✎ Objective & Task Method

Answer 18

→ Establish the market share goal
→ Determine the percentage that should be reached
→ Determine the percentage of aware prospects that should be persuaded to try the brand
→ Determine the number of advertising impressions
→ Determine the necessary advertising budget on the basis of the average cost of buying GRP

Question 19

Types of Marketing

Answer 19

→ Frequency Marketing

→ Affinity Marketing

→ Grassroots Marketing

→ Viral Marketing

→ Buzz Marketing

Question 20

▫ Frequent-buyer or user marketing programs that reward customers with cash, rebates, merchandise, or other premiums

Answer 20

FREQUENCY MARKETING

Question 21

▫ Marketing effort sponsored by an organization that solicits responses from individuals who share common interests and activities

Answer 21

AFFINITY MARKETING

Question 22

▫ Connecting directly with existing and potential customers through non mainstream channels

Answer 22

GRASSROOTS MARKETING

Question 23

▫ Satisfied customers get the word about products out to other consumers

Answer 23

VIRAL MARKETING

Question 24

▫ Relies on volunteers to try products and then talk about their experiences with friends and colleagues

Answer 24

BUZZ MARKETING

Question 25

STRATEGIC ALLIANCES

Answer 25

→ Partnership formed to create a competitive advantage → Improve supply chain relationships and enhance operating flexibility → can be a new operation in which alliance partners each have an ownership stake → may be less formal, such as jointly establishing a new-product design team

Question 26

▫ Cooperative arrangement in which two or more businesses team up to closely link their names on a single product

Answer 26

COBRANDING

Question 27

▫ cooperative arrangement in which two businesses jointly market each other’s products

Answer 27

COMARKETING