Brand_Exam_Combined_Flashcards
(16 cards)
Front
Back
What are the six facets of Kapferer’s Brand Identity Prism?
Physique, Personality, Culture, Relationship, Reflection, Self-image.
How do colour, shape, and typography contribute to brand image?
Colour evokes emotion; shape communicates brand feel; typography sets tone and personality.
What are the benefits of virtual brand communities?
They build loyalty, foster co-creation, and offer real-time consumer feedback.
What motivates users to engage in brand communities?
Utilitarian benefits, hedonic experiences, and self-enhancement.
Compare Keller’s and Aaker’s brand equity models.
Keller focuses on consumer perceptions (CBBE); Aaker focuses on brand assets (awareness, loyalty).
How can firms leverage brand equity for advantage?
Premium pricing, brand extensions, loyalty, crisis resilience.
Why do companies rebrand?
To address image damage, mergers, target new markets, or update outdated identity.
What are key steps in rebranding?
Define mission, audit brand, involve stakeholders, execute rollout.
What are the four steps in strategic brand management?
- Identify position and values 2. Implement programs 3. Measure performance 4. Sustain equity.
What are PODs and POPs in positioning?
PODs differentiate (unique traits); POPs confirm category membership (shared traits).
What’s the purpose of Kapferer’s Brand Identity Prism?
To align internal and external brand messaging across 6 key identity elements.
How does UGC help in brand communities?
Drives engagement and co-creation, builds loyalty and advocacy.
How is brand equity used strategically?
Used for competitive advantage via pricing, loyalty, and partnerships.
What are common drivers for rebranding?
Changing markets, mergers, crises, repositioning.
What does the strategic brand management process involve?
Identify, implement, measure, and sustain brand equity.
