Fundamentals Flashcards
(24 cards)
What is a Brand?
The attachment of a name and reputation to something or someone, primarily to distinguish it from the competition.
What is Brand Identity?
Is tangible and appeals to the senses.
You can see it, touch it, hold it, hear it, and watch it move.
What is Branding?
Seizing every opportunity to express why people should choose one brand over another.
What is Co-branding?
Partnering with another brand to achieve reach
What is Digital Branding?
web, social media, search engine optimization, driving commerce on the web.
Personal Branding?
The way an individual builds their reputation
Cause Branding?
Aligning your brand with a charitable cause; or corporate social responsibility.
Country Branding?
Efforts to attract tourists and businesses.
Who are Millennials?
People born from 1981-1995
Who are Gen X?
People born from 1966-1980
Who are Boomers?
People born from 1946- 1965
What is the primary function of brands?
To reduce the consumer’s anxiety in making choices.
What are the five core dimensions of brand personality?
- Sincerity: domestic, honest, and genuine
- Excitement: daring, spirited, imaginative
- Competence: reliable, responsible, dependable
- Sophistication: glamorous, pretentious, charming, romantic
- Ruggedness: tough, strong, outdoorsy
What are the five key stages of branding?
- Customer research and visual enquiry
- Concept development
- Design development
- Design implementation
- Testing
For long-term value, brands need to be what?
Emotional as well as have technological appeal
What are the five steps to maintaining beloved brand status?
- Always keep the brand’s promise front and centre in your mind. You need to be either better, different, or cheaper.
- Challenge the status quo to maintain an experience that over-delivers the promise. culture + brand = 1
- Keep the brand story clear and simple
- Stay one step ahead of your consumers
- Make focused strategic choices that start with being honest with yourself. A good defence starts with a good offence.
What is Brand Architecture?
The hierarchy of brands within a single company.
The interrelationship of the parent company, subsidiary companies, products, and services.
What are the three types of Brand Architecture?
- Monolithic Brand Architecture
- Endorsed brand Architecture
- Pluralistic Brand Architecture
What is a Monolithic Brand Architecture?
Characterized by a strong, single master brand.
eg.) Google + Google maps
What is an Endorsed Brand Architecture?
Characterized by marketing synergy between the product or division and the parent.
eg.) iPhone + Apple, Oreo + Nabisco
What is a Pluralistic Brand Architecture?
Characterized by a series of well-known consumer brands. The name of the parent brand may be either invisible or inconsequential to the consumer, and known only to the investment community.
eg.) Godiva Chocolate + Campbell Soup, The Ritz Carlton + Marriot
What are the seven types of brand names?
- Founder: named after founder
- Descriptive: convey the nature of the business
- Fabricated: A made-up name
- Metaphor: Things, people, places, animals, processes, mythological names used into allude to a quality of a company. eg.) Nike, Amazon, Quartz
- Acronym
- Magic Spell: Altering the word’s spelling in order to create a distinctive, protectable name. eg.) Flickr, Netflix
- Combination of the six eg.) Citibank
What is a Tagline?
A short phrase that captures a company’s brand essence, personality, and positioning, and distinguishes the company from its competitors.
What are the five cross-section taglines?
- Imperative: Commands action and usually starts with a verb
- Descriptive: Describes the service, product, or brand promise
- Superlative: Positions the company as best in class
- Provocative: Thought-provoking; frequently a question
- Specific: Reveals the business category
