ME Month 2 Session 3 Flashcards
The concepts of brand positioning and management and implementing process to support corporate reputation (16 cards)
What is branding according to Aaker (2014)?
An organisation’s promise to a customer to deliver what a brand stands for in terms of functional benefits, emotional, self-expressive, and social benefits.
Aaker, D. (2014) Aaker on Branding, New York: Morgan James.
What are the four key levels of meaning provided by brands?
- Attributes
- Benefits
- Value
- Personality
What does brand identity include?
Logos, colours, typography, packaging, and messaging, which reinforce the existing reputation of a brand.
What does ‘physique’ refer to in brand characteristics?
The physical strength of the brand and its core added value.
Define ‘personality’ in the context of branding.
Human characteristics that best represent the identity.
What is the importance of superior product and service quality in successful brands?
It is a key requirement for differentiation from the competition.
List some potential problems with branding.
- Costly
- Changes in business environment
- Power of retailers/own brand
- Media changes and fragmentation
- Brand proliferation/loss of differentiation
What are the three levels at which marketers can position brands?
- Product attributes
- Product benefits
- Beliefs and values
What are the four rules for a good brand name?
- Distinctive
- Supportive of the product’s position
- Acceptable, recognisable, pronounceable, and memorisable
- Available, registerable, and protectable
What is a licensed brand?
A brand where a licensing agreement authorises a company to lease or rent a brand from a brand owner.
Define co-branding.
When two companies join forces and use their established brand names on the same product.
What does corporate reputation encompass?
Consumers’ accumulated opinions, perceptions, and attitudes towards the company.
How does a strong corporate brand affect product/service brands?
It is essential to unlock the value of product/service brands.
True or False: Consumers can shape corporate reputation instantly through online reviews and social media.
True
Fill in the blank: A positive reputation has a significant effect on an organisation’s ability to _______.
[reduce costs, set higher prices, and increase profits]
What is the role of brand engagement?
- Differentiation
- Aids recognition and identification
- Supports market segmentation and targeting
- Supports brand extensions or stretching
