Brand Basics
Marketing
Brand Concepts
100
A collection of images and ideas associated with the products of one producer.
What is a Brand?
100
Place, Price, Product, Promotion.
What are the 4 Ps of Marketing?
100
The descriptive features that characterize a product.
What is Brand Attributes?
200
A word or group of letters/numbers that distinguishes the goods of one producer from those of all others.
What is a Brand Name?
200
Channel, Cost, Commodity, Communication.
What are the 4 Cs of Marketing?
200
Promoting a brand to create a connection with emotions such as fun, excitement, well-being, success.
What is Brand Association?
300
A name, logo, symbol, music, tagline, smell, or feel associated with the products of one producer.
What are Brand Elements ?
300
Something necessary for living.
What is a Need?
300
A short phrase that captures the essence of the brand.
What is Brand Mantra?
400
The consumer's ability to retrieve the brand from memory when given the product category.
What is Brand Recall?
400
A preference for features that enhance the product.
What is a Want?
400
The history or background of the brand or the company.
What is Brand Story?
500
The fact that a consumer knows about a specific product, directly through personal use, or indirectly through the influence of advertising.
What is Brand Awareness?
500
A yearning for something beyond our reach.
What is a Desire?
500
The personal value that consumers attach to the product attributes.
What are Brand Benefits?
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