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Brand Equity Models
Case #1
Case #2
Definitions
Chapter 9 Mix
100
A name, term, sign, symbol, or design, or combination of them
What is a brand?
100
The company focused on in case #1
Who is Frito-Lay?
100
The company represented in Case #2
What is Zip-Car!
100
The added value endowed on products and services.
What is Brand Equity?
100
Endowing products and services with the power of a brand. It is all about creating differences between products.
What is Branding?
200
Has four key pillars, Energized Differentiation, Relevance, Esteem, and Knowledge.
What is BRANDASSET VALUATOR?
200
Frito-Lay's Greatest Advantage
What does Frito-Lay's diverse selection of goods, and offers innovative products to their consumers, so they are able to target large market represent?
200
What company is Zip-Car a subsidiary of?
Who is Avis Budget Group?
200
Customers no longer associate a brand with a specific or highly similar set of products and start thinking less of the brand.
What is Brand Dilution?
200
Brands identify the source or maker of a product and allow consumers to assign responsibilities for its performance to a particular manufacturer or distributor
What is the role of brands?
300
BRANDZ Marketing Research
Which Brand Equity Model includes these components: Presence, Relevance, Performance, Advantage, and Bonding?
300
Frito-Lay's response to challenges with health concerns.
What is making half of their products with all natural ingredients?
300
Age span of Zip-Car's target market
What is ages 18-34?
300
Specialized community of consumers and employees whose identification and activities focus around the brand.
What is a Brand Community?
300
1. The initial choices for the brand elements or identities making up the brand (brand name, URLs, logos, symbols, characters, slogans, packages, signage) 2. The product and service and all accompanying marketing activities and supporting marketing programs 3. Other associations indirectly transferred to the brand by linking it to some other entity
What are the three main sets of brand equity drivers?
400
Energized Differentiation Relevance Esteem Knowledge
What are the four pillars of the Brandasset Valuator?
400
Main Brands of Frito-Lay (Name 3 mentioned in PowerPoint)
What is Lay’s, Ruffles, Doritos, Tostitos, Cheetos, Fritos, Rold Gold pretzels, Sun Chips, and Cracker Jack Popcorn
400
-Barriers to entry for car sharing are extremely low. -They have a great advantage from its wide selection of vehicles dispersed throughout the cities where it operates. -Zip-Car has a brand advantage. As the first mover in the industry, Zipcar's brand is synonymous with car sharing, which lowers its customer acquisition costs.
What is Zip-Car's Competitive Advantages?
400
Dividing the market into which the brand is sold into mutually exclusive segments that help determine variances in the brand's different customer groups.
What is Market Segmentation?
400
All the thoughts, feelings, images, experiences, and beliefs associated with the brand.
What is Brand Knowledge?
500
Describes the relationship customers have with the brand and the extent to which they feel they're "in sync" with it.
What is the Brand Resonance of the Brand Resonance Model?
500
Frito-Lay is a division of this company
What is Pepsi-Co?
500
-High cost of maintaining a national fleet of cars, including paying for parking and insurance. -Zip-Car’s prices come out to be higher than some competing car rental companies which turns customers away.
What is Zip-Car's disadvantages?
500
Measures the degree to which a brand is seen as different from others, and its perceived momentum and leadership.
What is Energized Differentiation?
500
The differential effect brand knowledge has on consumer response to the marketing of that brand.
What is Customer-based brand equity?