Session 1 Flashcards
(28 cards)
What is a brand?
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.
Why do I buy that brand instead of another?
Because it informs, simplifies, increases value, creates a group identity, offers a guarantee.
Why do companies use brands?
Because they help them position, differentiate, increase the margin, create loyalty, protect themselves.
How old is the concept of branding?
Since the Stone Age
Traces of branding have been found in Chinese porcelain, pottery jars from Greece and Rome, good from India dating back in which year?
1300 B.C.
Ancient oil lamps were found in Modena in which year?
43 B.C.
What are the four ages of Global Identity?
- Age of identity
- Age of value
- Age of experience
- Age of “self”
What is the Age of Identity?
Get to know the brand, no further information.
Brands focused on establishing distinct logos, slogans, and visual elements to create recognition and differentiation.
What is Age of Value?
Gives more detail of what the brand offers to the customer.
Companies emphasized product quality, price, and emotional connections to build customer loyalty.
What is Age of Experience?
Try the brand before you buy it.
Brands prioritized creating memorable interactions and immersive experiences to deepen consumer engagement.
What is Age of “Self”?
Consumers became co-creators, personalizing their brand interactions and shaping brand narratives through digital platforms.
What is the function of branding?
It helps distinguish a company’s offerings.
It helps differentiate one product from competitors or from its own other products.
How many brand messages do consumers encounter on average per day?
3,000 in small cities. (Lille)
10,000 in big cities. (NY)
Three functions of branding
- Creates identification (positioning) and brand awareness.
- Guarantees quality and satisfaction (brand loyalty).
- Promotes the product
What is sign of recognition?
Identification, quality, risk and search cost reducer.
What is physical manifestation?
Brand sign vs. Brand name.
Color and typography
(Apple, McDonalds, Nikes, Target)
What is psychological product?
Symbolic device, image in the mind of people.
A set of values, shared by people.
(Apple: creative customers, think out of the box)
Types of brands
National manufacturer brands
Retailer brands
Generics
What is a product? (Answer 1)
Anything we can offer to a market for [gaining] attention, acquisition, use, or consumption that can satisfy a need or want.
What is a product? (Answer 2)
An idea/cause is “branded” if it represents a set of understood values to at least 1 consumer group.
What are the types of products?
Physical goods
Service
Retail outlet
People
Organization
Sports
Place
Ideas & causes
What is brand positioning?
It is the act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s mind.
How to identify and establish positioning?
Consumer –> Competition –> POP –> POD
First step: Consumer
What is your target consumer? What are their needs?
