Brands and Branding
What is a brand?
A name, term, design, or symbol that identifies a business or product.
What should a good brand name describe?
It should describe the product’s uses, benefits, or features.
What is marketing?
Marketing is how a company promotes and sells its products.
What is brand recognition?
When a customer can identify and buy a brand for the first time.
What makes a brand different from a product?
A brand has its own image and identity that makes it stand out.
What is family branding?
Uses one name for all a company's product, like Kellogg's or Nike.
What makes a brand name easy for customers to remember?
Being short, simple, and easy to read, pronounce, and remember.
What is sports marketing?
Sports marketing promotes sports, teams, and athletes to help sell products.
What is brand preference?
When customers like one brand more than others but might still try others.
What are the two main reasons for branding?
Product identification and product differentiation.
What is individual branding?
Gives each product its own name, like Pepsi and Mountain Dew.
How should a brand name fit the company’s image?
It should create a good impression and make people feel positive about the brand.
Why should a brand name work well on packaging and ads?
So it looks appealing and easy to recognize on products and advertisements.
What is brand insistence?
When customers only buy their favorite brand and refuse others.
Why should a brand name be appropriate for packaging and ads?
So it looks good and is easy to promote in marketing.
What are trade characters?
Made-up people or animals that represent a brand, like Tony the Tiger or Lucky the Leprechaun.
What does it mean when a brand name is adaptable?
It can fit different products and stay useful as the company grows.
What are the two main reasons companies use branding?
To identify products and to make them stand out from competitors (product identification and differentiation).
How can a company build brand loyalty?
By making customers trust and choose their brand again and again.
What are the three stages of brand loyalty?
Brand recognition, brand preference, and brand insistence.
What is a family brand?
A family that helps keep a company's image and products consistent under one name.
Why should a brand name be legally available?
So no other company already owns or uses it.
What does “brand differentiation” mean?
Making a product look different and better than other brands.
What is brand loyalty?
It’s when customers are loyal and keep buying the same brand regularly.
What can a strong brand image lead to?
Long-term customer loyalty.