Chapter 13: Business-to-BUsiness branding

Question 0

Why does branding ad value for the customer?

Answer 0

Branding makes the buying decision process easier and helps them reduce the risk of buying the wrong product

Question 1

One way that marketing creates competitive advantage for the business-to-business firm

Answer 1

Brand management

Question 2

How does branding help a company?

Answer 2

Branding adds value to a firm’s intangible assets and can create price premiums

Question 3

Branding is a distinct way to ____products from the competition

Answer 3

differentiate

Question 4

Branding is just as important in the B2B market as in the B2C market: T or F

Answer 4

T

Question 5

How should companies approach the branding process?

Answer 5

New companies should work to build brand while established firms must nurture, protect, and use it with care

Question 6

_____ plays an important role in markets by attracting qualified employees

Answer 6

Branding

Question 7

______ helps people to organize their thinking and reduce their risk of purchasing the “wrong” product

Answer 7

Branding

Question 8

An approach that emphasizes the total offering- the functional relationship between all of the pieces

Answer 8

Holistic

Question 9

Brand perception is influenced by…

Answer 9

everything the company does that comes in contact with the customer

Question 10

What are the most important brand functions?

Answer 10

Increased informational efficiency
Risk reduction
Value-added or image benefit creation

Question 11

Brand is shorthand for the ___ _____ of the company

Answer 11

value image

Question 12

The complexity of the buying process and size of the buying center make____ more relevant

Answer 12

brands

Question 13

What increases the relevance of the brand in business markets?

Answer 13

Clearly visible “public” products
Recognition among buying center members
New task buying situations

Question 14

What is the role of brands in business-to-business markets?

Answer 14

Differentiation - decommodotize products that are highly undifferentiated
Secure future business
Differentiate marketing efforts - more readily accepted than unbranded efforts
Create preferences
Command price Premium
Create brand image
Increase sales

Question 15

Illustrates the marketing-related connections between a company, its collaborators, and its customers. It acts as a common field to the intersecting market participants.

Answer 15

Branding triangle

Question 16

The ___ connects everything across all touch points of the business

Answer 16

Brand

Question 17

The organizational framework that systematically manages the planning, development, implementation, and evaluation of the brand strategy .

Answer 17

Brand management

Question 18

The choice of common and distinctive brand elements a company applies across the company itself and the various products and services it sells.

Answer 18

Brand strategy

Question 19

The most important aspect of the branding strategy in business-ti-business companies?

Answer 19

defining the branding hierarchy

Question 20

Companies can stretch their brand in what ways ?

Answer 20

Width - individual to corporate
Length - low to high end
Depth - national to international

Question 21

if a company approaches several separate and diverse markets then ____ brands may be more favorable

Answer 21

Inividual

Question 22

if a company approaches a whole industry then a ____ of brands makes sense

Answer 22

family

Question 23

Which brand elements are key when building a strong brand?

Answer 23

Name
Logo
Tagline
Brand story

Question 24

The ____ _____ _____ for the brand elements should folw a set of choice criteria in order to reduce the risk of diluting or weakening the brand

Answer 24

visual identity code

Question 25

What are the brand building criteria for the visual identity code?

Answer 25

Available, meaningful, memorable, and protectable

Question 26

What are the defensive criteria of the visual identity code?

Answer 26

Future oriented, positive, and transferable

Question 27

It is usually less ____ to implement branding in business-to-business markets

Answer 27

costly

Question 28

relates to the regular work of pricing, distributing, and promoting of products and services to customers

Answer 28

external marketing

Question 29

describes all actions that train and motivate collaborators to become true brand ambassadors

Answer 29

internal marketing

Question 30

primarily affected by internet marketing

Answer 30

Interactive marketing

Question 31

Who are the three most important market participants?

Answer 31

Customers, collaborators, and the company

Question 32

The means of marketing communication by which companies aim to inform, persuade, and remind customers- directly or indirectly- about their products and brands

Answer 32

Brand building tools

Question 33

The brand building tools are not fundamentally ______ in business and consumer markets

Answer 33

different

Question 34

Business-to-business markets typically focus on which brand building tool?

Answer 34

personal selling

Question 35

In this brand equity and value approach, brand valuation is used to estimate the total financial value of the brand based on subjective judgements of knowledgeable people in an organization.

Answer 35

Financially driven approaches

Question 36

In this approach to measuring brand equity and value, measurement is done using a behavioral approach that puts a financial value on brands by researching customer behaviors and attitudes that have an impact on brands

Answer 36

research based evaluations

Question 37

___ approaches utilize both financial brand valuation and behavior brand valuation methods

Answer 37

Combined

Question 38

Inter brand Corporation's global brand consultancy defines brand value as what?

Answer 38

The net present value of future profits attributable to the brand

Question 39

___ ___ in business-to-business marketing differs somewhat from branding in consumer markets - strong brands are built through careful establishment of a relationship with each customer and prospective customer

Answer 39

Brand building

Question 40

Every other potential competitor has to show that it meets or exceeds the specifications and that its overall offering has better value when a firm has an offering that is a ___ in an industry

Answer 40

standar

Question 41

A "shorthand" term simply referring to design engineers' specification of materials and parts on the engineering drawings of devices

Answer 41

engineering call-outs

Question 42

What are some disadvantages of a product becoming a standard?

Answer 42

The brand could lose some differentiation value and could lead to brand proliferation

Question 43

How does a brand become a standard in an industry?

Answer 43

First with new technology, being the best with service, innovating the need and not the technology

Question 44

___ marketing plays an important role in brand consistency

Answer 44

Internal

Question 45

Involves positioning the product and organization with employees and internal stakeholders

Answer 45

Internal marketing

Question 46

technique to defend the brand that involves a missionary seller building relationships with management above the influencers to reinforce the decision process

Answer 46

market up

Question 47

defending the brand technique that involves paying attention to lab technicians, manufacturing personnel, and purchasing staff

Answer 47

Market down

Question 48

defending the brand technique that involves usign the breakthrough customer product as a demonstration of a product offering's capabilities

Answer 48

market sideways

Question 49

Monopolistic competition makes the process of becoming a ___ more difficult and time consuming

Answer 49

standard

Question 50

These serve to protect the premium brand of a product offering

Answer 50

subordinate offerings

Question 51

These provide broader market coverage and protect high-end brands that have premium price and positioning

Answer 51

subordinate brands

Question 52

In established markets in which young companies compete against companies with strong brands, young companies are at a disadvantage because they have no brand recognition or reputation: T or F

Answer 52

T

Question 53

In early markets, young companies can build market ownership and brand reputation quickly: T or F

Answer 53

T

Question 54

made up of brand recognition or awareness, quality of the products or services, and the customer's positive beliefs - associations linked to the brand

Answer 54

Brand strength

Question 55

This is a long term process that revolves around building value for the customers first

Answer 55

Building brand strength

Question 56

the most positive associations come from what?

Answer 56

Customers' direct experiences

Question 57

The ability to provide appropriate value from the customer's point of view

Answer 57

perceived quality

Question 58

___ ___ means having the ability to perform very well on the most important dimensions as determined by the target customer

Answer 58

high quality

Question 59

One of the most promising branding strategies for business-to-business companies

Answer 59

ingredient branding

Question 60

An essential ingredient or component of a product has its own brand identity

Answer 60

ingredient branding or inbranding

Question 61

The joint presence of two r more brands on a single product or service

Answer 61

Cobranding

Question 62

This type of branding is directed at two or more downstream stages of the value channel

Answer 62

Multi-stage branding

Question 63

Tremendously enhance the value proposition and points of differentiation of al products and services involved

Answer 63

brand alliances