This part of a brand is the sum of its culture, vision, and behavior. It translates what the brand is all about and defines the brand promise.
What is the personality.
100
Expensive, creative, trendy, exclusive, high quality, and so on are examples of an idea is this type of brand.
What is Luxury Brand.
100
An entity with a distinctive idea expressed in a set of functional and experiential features with a promise of a value reward relevant to its end user, and an economic return to its producers.
What is a brand
100
Brand deception is when
What is When a brand lies and sends false messages to consumers.
100
this type of income has increased among many households due to both parents working.
What is discretionary income.
200
Name two levels of positioning.
What is product level, and brand level.
200
This brand, also referred to as “aspirational” or “new luxe”
What is premium brands
200
How the consumer ends up seeing the brand.
What is the image.
200
Brands owned by a manufacturer and distributed through national store chains not owned by the company is what type of brand?
What is a national brand.
200
Those who consistently buy the brand's products are what kind of buyers?
What is regular buyers?
300
The classic approach to positioning is
What is differentiating from competitors within the same category.
300
Are more susceptible to re-pricing adjustment strategies, such as promotional sales and clearance markdowns.
What is Mass-market brands
300
The group of customers that mostly represent the brand's target market
What is the target audience
300
Name four of the key concepts that reflect the essence of a brand.
What is Image, entity, Distinctive features, Idea, Promise of value, Return, Equity, Relevance, Identity, Positioning, Innovation, Consistency
300
In the product life cycle these customers are the ones that sleep in front of a store for a product release.
What is first adapters
400
When marketers need to identify two variables or criteria for comparison. These two variables placed on each axis could be price versus quality, price versus convenience, and price versus image. This figure is called.
What is a positioning map.
400
Luxury brands are expected to take extra measures to pamper and please the customer, whereas mass-market brands may only offer the most basic level of this
What is customer service?
400
Refers to the organization taking over and controlling various stages of the production or distribution chain.
What is vertical integration.
400
features+price+distribution+support is an equation that represents
What is the product mix
400
This new approach puts into consideration the relative value of the consumer and what could be the most important driver for a brand value: consumer loyalty.
What is customer equity.
500
There are how many major phases in the positioning process?
What is five
500
The major service side of fashion.
What is retailing.
500
The need for a business model or a selling concept that makes this transaction possible.
What is a platform.
500
Developing a personality reinforced by a set of attributes and visual symbols, such as a shape, a color, a logo, a package are parts of.
What is brand identity.
500
This approach is market-research based, and it helps identify equity through consumers' attitudes and perceptions toward the brand.