How does a brand manager describe their brands, by using the same adjectives that we may use to describe ______
People
100
Name a company who focuses more on the tangible attributes of branding.
Example: Godiva, Starbucks, Apple, Victoria Secrets
100
What is the most important task of the brand manager?
The most important task is the management of the many forms of brand communications.
100
What is a form of entertainment, usually video, that is created with the co-operation or financial support of a marketer
Branded Entertainment
200
What is one of the jobs of brand marketers?
A brand marketers job is to create and communicate stories about their brands
200
How do Canadian brands stand up in the global market?
We stand up by increasing our brand value
200
A brand can be better positioned by associating its name with a desirable benefit. True or false
True
200
What is multibranding?
A brand development strategy in which the same manufacturer produces many different brands in the same product category.
200
What is the definition of, extending an existing brand name to new product categories
Brand Extensions
300
_________ are more than just _________ and _________.They are a key element in the company's relationship with a consumer
Brands, Names, Symbols
300
Name two brand characteristics
Personality Status, Value
300
The three main branding strategy decisions are ________,___________,____________
Brand name selection, Brand positioning, and brand sponsorship
300
What are the four choices companies have when it comes to developing brands?
Line Extensions, Brand Extensions, Multibrands, New Brands
300
What is touchpoints
Any and all points of contact a consume has with a brand, including word of mouth, company webpages, points of purchase, and advertising.
400
Today _________ can be names, symbols, even shapes.
Trademarks
400
Give two example of brand positioning
Co-cola (traditional), Pepsi (youthful), Apple (stylish), Mac (hip), Starbucks (sophisticated), Ford (reliable), IBM (conservative), Google (quirky)
400
What is the least desirable level for brand positioning's
Product Attributes
400
What is the most important marketing management role?
Brand Manager
400
When a product category and brand name is existing it is __________.
Line Extension
500
What is a brand?
A brand is a name, term, sign, symbol, or design, or a combination of these, that identifies the maker or seller of a product or service.
500
Name a company that changes their brand representation often
Example Google
500
What is one thing that brand experts should considering when coming up with a new brand name?
It should suggest something about the type of product.
It should be easy to pronounce, recognize, and remember.
It should be distinctive.
It should be extendable.
It should be pronounced in many languages.
It should be capable of registration and protection as a trademark.
500
_________ ________________ can help to create name recognition, brand knowledge, and maybe even some brand preference.
Advertising campaigns
500
What is brand Equity
The dollar amount attributed to the value of the brand, based on all the intangible qualities that create the value.