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Global Brand Management > Final Exam > Flashcards

Final Exam Flashcards

1
Q

Is a name, term, sign, symbol, design, or a combination of these, which is used to identify the goods or services of one seller or groups of sellers and to differentiate them from those of competitors.

A

Brand

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2
Q

What are the 4 ages of global branding?

A

Age of identity, Age of value, Age of Experience, Age of “Self”

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3
Q

What are the functions of branding?

A

Creates identification (positioning) and brand awareness.

Guarantees quality and satisfaction = brand loyalty

Promotes the product

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4
Q

Name the 3 types of brands

A

National Manufacturer Brands

Retailer Brands

Generics

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5
Q

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

A

Brand Positioning

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6
Q

Name the 5 brand elements

A

Brand Names and URLs

Logos and Symbols

Characters

Slogans and Jingles

Packaging and Signage

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7
Q

Captures the central theme or key associations of a product

A

Brand Name

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8
Q

Short phrases that communicate descriptive or persuasive information about the brand

A

Slogans

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9
Q

Musical messages written around the brand

A

Jingles

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10
Q

Capture human or real-life characteristics of a brand.

A

Characters

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11
Q

What are the 6 brand element choice criteria?

A

Memorable, Meaningful, Appealing, Protectable, Adaptable, Transferable.

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12
Q

What does it means for a brand to be memorable?

A

To be easily recognized, and easily recalled

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13
Q

What does it means for a brand to be meaningful?

A

To be descriptive and persuasive

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14
Q

What does ti means for a brand to be appealing?

A

To be fun, interesting, aesthetically, with rich visuals and verbal imagery

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15
Q

What does it means for a brand to be protectable?

A

To be legally, competitively

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16
Q

What does it means for a brand to be adaptable?

A

To be flexible and updateable

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17
Q

What does it means for a brand to be transferable?

A

Within and across product categories, and across geographical boundaries and cultures without issues.

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18
Q

Advantages and Disadvantages of Brand Names element

A

Advantages: the anchor, quick and easy to process and recall.

Disadvantages: Difficult to change, globalization issues.

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19
Q

Advantages and Disadvantages of Characters element

A

Advantages: Rich meaning, attention-getting

Disadvantages: Can get outdated. Global transfer

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19
Q

Advantages and Disadvantages of Logos and symbols element

A

Advantages: Attention-getting. Can reinforce associations. Global transfer.

Disadvantages: Can get outdated. Can be ambiguous / misinterpreted

20
Q

Advantages and Disadvantages of Slogans and Jingles element

A

Advantages: Can be highly memorable. Cathy. Convey meaning.

Disadvantages: Difficult to translate. Musical taste differences.

21
Q

Advantages and Disadvantages of Packages element

A

Advantages: Recognition, Convey info and meaning.

Disadvantages: Production issues. Channel concerns

22
Q

What are the 7 types of brand names?

A

Descriptive

Metaphor

Surname

Arbitrary

Altered

Blended

Invented

23
Q

Type of brand name that describes the product or service

A

Descriptive

24
Q

Type of brand name that represents attributes or symbolism

A

Metaphor

25
Q

Type of brand name that’s a person´s name

A

Surname

26
Q

Type of name that uses real words with no obvious brand association

A

Arbitrary

27
Q

Type of brand name that uses fiction words based on real worlds.

A

Altered

28
Q

Type of brand name that uses two word merged

A

Blended

29
Q

Type of brand name that uses nonsense words, not based on real words

A

Invented

30
Q

The overlap consumers need product qualities, and brand strengths

A

Consumer-based Insight

31
Q

Attributes or benefits that are not necessarily unique to the brand, but may in fact be shared with other brands

A

Points of Parity (Similarity) POP

32
Q

Attributes or benefits that consumers believe that they could not find to the same extent with a competitive brand

A

Points of Difference (POD)

33
Q

Portrays a target market’s most relevant brand associations (attributes) and consumer responses

A

Mental Map

34
Q

Difference between brand slogan and brand mantra

A

A brand manta is the brand essence or core for INTERNAL TEAMS.

35
Q

Formula to get the brand value

A

Financial value X Brand contribution = Brand Value

36
Q

Is the monetary value of a brand in terms of net revenues the brand is expected to generate over time, across all country markets.

A

Financial Brand Equity

37
Q

Focuses on the differential effect of a brand on consumer response. It contains behavioral and image components.

A

Customer Brand Equity

38
Q

Is related to the strengths of the brain in consumers memory

A

Brand awareness / salience

39
Q

Consumer´s ability to correctly discriminate the brand as having been seen or heard before

A

Brand recognition

40
Q

Consumer´s ability to retrieve the brand from memory when given the product category, the needs fulfilled by the category, a purchase or consumption situation.

A

Brand recall

41
Q

The way in which a product or service attempts to meet customers functional needs

A

Brand Performance

42
Q

The way in which a product or service attempts to meet customer´s psychological or social needs.

A

Brand Imagery

43
Q

Customers´personal opinions and evaluations of the brand, based on the different performance and imagery associations.

A

Consumer Judgements

44
Q

Emotional responses and reactions with respect to a brand.

A

Consumer Feelings

45
Q

Extent to which customers feel in sync with the brand

A

Consumer Resonance

46
Q

Reasons for a brand to go global

A

Competitors are expanding

Economies of scale

Internet and Global outsourcing

Access to Resources

47
Q

Marketing activities coordinated and integrated across multiple country markets.

A

Global Marketing

48
Q

Markets in which buyer preferences are similar across countries

A

Global Markets

Global Brand Management (1 decks)

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