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Branding
- 2. ?
brand
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- 7. Name | sign | logo | design
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- 8. â ... that
identifiesa product | service | place | person.
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â
8
- 17. Are you a brand? What
is your personal brand?
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- 21. How is your country
perceived outside? How do
you want your country to be
perceived by others?
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- 24. What do brands mean to you?
What are your favorite brands and why?
© 2009 Berlin Asong. All rights reserved. 24
- 27. â
Brand tree describes the
relationships that exist among
brands owned by an organisation.
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â
27
- 29. â
Usually the source from which
other brands derive their existence.
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â
29
- 36. â A collection of brands with a
common lineage or that share a
common parental name.
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â
36
- 42. â
The totality of brands (brand
families) owned by an organisation.
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â
42
- 50. 1
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- 51. 2
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- 54. 3
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- 56. 4
A signal of quality
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- 58. 1
Bestows a sense of
unique identity | differentiation.
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- 60. 3
Legal protection
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- 64. Consider two high-end phones released to the market just within
the same period (June-July 2008). The iPhone generated much
consumer and media buzz than the Samsung Omnia. Why?
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- 65. ... because of Appleâs brand equity.
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- 68. â The degree to which consumers are
familiar with a brand. Usually
measured in terms of brand recall,
recognition & association.
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â
68
- 69. Name as many brands you can
think of used for treating cold.
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- 70. Which brands do you use
for treating cold. Why?
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- 71. Which cold treatment brands
have you heard anything about in
the last six months?
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- 72. When you think of ________
what comes to your mind?
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- 73. How would you go about
creating a strong brand
knowledge for a cold or flu
medicine?
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- 75. â
The attributes that consumers
attached to a brand.
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â
75
- 78. The associations can be
Personality
âŠattributes (non-product related).
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- 80. Do you think your descriptors are
what McDonaldâs marketing director
would use to describe the company?
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- 82. because it does help in buildingâŠ
Brand Recall
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- 83. because it does help in buildingâŠ
Brand Knowledge
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- 84. because it does help in buildingâŠ
Viral Branding.
Why are some brands popular than others?
© 2009 Berlin Asong. All rights reserved. 84
- 85. How would you go about
building a compelling brand
association for a cold or flu
medicine?
© 2009 Berlin Asong. All rights reserved. 85
- 86. focus on the needs of your target market,
and the forces that are driving those needsâŠ
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- 88. â
The effect a product has on
consumers because of its brand name.
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â
88
- 89. essential ingredients for building brand
2
equity.
Brand Knowledge Brand Association
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- 90. â
The state of a productâs | serviceâs
brand equity is a reflection of the past
marketing investment of that brand.
Kevin Keller, âBrand Managementâ, 2008
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â
90
- 92. Def. I
â
How a brand is perceived in
relation to other competing brands.
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â
92
- 93. Philip Kotler & Gary Armstrong (2009) Principles of Marketing, 13Ed.
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- 94. Def. II
â
The associations that
consumers attach to a brand.
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â
94
- 97. Relevance of the 7Ps to create
strong brand associations | positioning
Product
Process Price
Marketing Mix Physical
Layout
Marketing
Mix
Place
People Promotion
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- 99. â
The outer frame
of a brand.
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â
99
- 108. What is the importance
of brand elements?
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- 109. brand elements help inâŠ
Brand Recognition
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- 110. brand elements help in buildingâŠ
Brand differentiation
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- 115. 3
Aesthetic appeal
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- 120. What are your favourite brands? Do you think their brand
elements contribute to brand equity in any way? Explain.
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- 121. Homework
Pick two brands from the same product category
and compare their brand elements in terms of
their memorability, protectability, adaptability,
meaningfulness, and transferability.
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- 123. â
Brand extension is using the leverage of a well
known brand name in one category to launch a
new or modified product in a different category.
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â
123
- 129. What are the benefits
of brand extension?
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- 130. What are the dangers
of brand extension?
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- 132. â
The tangible and intangible changes
undergone by a brand over its lifetime.
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â
132
- 135. Then Now
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- 136. âsoul of the brandâ
Intangible changes
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- 138. Do you think of yourself as a brand?
What do you do to âbrandâ yourself?
© 2009 Berlin Asong. All rights reserved. 138
- 139. ABE June 2008
âBrand management is primarily concerned with making
decisions to build, eliminate, reposition and revitalise brands.â
Critically discuss this statement, fully illustrating your argument
with appropriate examples to support your discussion. (25
marks)
© 2009 Berlin Asong. All rights reserved. 139
- 140. ABE June 2007
âBrands are at the very heart of marketing. When a company
creates a strong brand it attracts customer preference and builds
a defensive wall against competitionâ (Doyle, 2006). Discuss, using
examples from an industry of your choice to illustrate your
answer. (25 marks)
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