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Brand Basics
Marketing
Brand Concepts
Marketing Practice
The Goals of Branding
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?
100
The group/demographic that advertising is aimed at.
What is Target Market?
100
The ease with which a consumer recalls a brand.
What is Brand Salience?
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?
200
Breaking up the market into different demographics.
What is Market Segmentation?
200
The most widely recognized product in a category.
What is Brand Leadership?
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?
300
The process of making your product seem different from all others.
What is Differentiation?
300
Having the consumer purchase the product again and again instead of competitive products.
What is Brand Loyalty?
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?
400
Edmund McCarthy of Michigan State University.
Who is the man who invented the 4Ps?
400
The marginal lifetime value of a product generated by virtue of its brand.
What is Brand Equity?
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?
500
The goal of differentiating your product.
What is Competitive Advantage?
500
The ability to influence decision making solely because of the brand.
What is Brand Power?