Branding
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| What is the importance of Brands to Firms? | 1.Identify prod simplify handling/tracing
2.Legal protection - trademarks, copywrite
3.Can be bought/sold
4.Source of financial returns
5.Signal quality level
6.Endows prods w unique associations
7.Source of competitive advantage
8.Investment
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| What is the importance of Brands to Consumers? | 1.Identify of prod maker
2.Assign responsibility to prod maker
3.Risk reducer
4.Reduce search costs
5.Promise, bond, pact with product maker
6.Signal of quality
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| What are the 3 models used for identifying and developing Brand plans? | 1.Brand positioning model
2.Brand resonance model
3.Brand value chain
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| Define Brand positioning. | 1.Develop Brand plan
2.Implement program
3.Measure/interpret performance
4.Grow/sustain Brand equity
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| Give an example of failed Brand extension. | 1.Current Brand knowledge
2.Desired Brand knowledge
3.Communication - how does communication option help B get from current to desired knowledge with customers?
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| What is the process for positioning of a Brand? | 1.Define the competitive frame of reference
2.Establish PODs and POPs
3.Straddle positions
4.Develop positioning
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| Give examples of negatively correlated attributes and benefits. | 1.Low price v high quality
2.Taste v healthy
4.Strong v refined
5.Ubiquitous v exclusive
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| What is the desired flow of the CBBE? | 1.Deep, broad awareness
2.Establish points-of-difference
3.Positive, accessible reactions
4.Intense, active loyalty
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| What is a brand mantra used for? In a 3-word brand mantra give an example and explain the 3 types of words. | Used for internal branding
1.Emotional modifier (word 1) (e.g. Fun)
2.Descriptive modifier (word 2) (e.g. Family)
3.Brand function (word 3) (e.g. Entertainment)
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| In the CBBE model what are the elements of Brand awareness (salience)? | 1.Depth of awareness – ease recognition/recall, strength/clarity awareness in prod category
2.Breadth of awareness – number diff contexts (eg domestic, international, business, holiday travel)
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| In the CBBE model what are the elements of Brand performance? | 1.Primary characteristics, additional features
2.Product reliability, durability, serviceability
3.Service effectiveness, efficiency, empathy
4.Style/design
5.Price
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| In the CBBE model what are the elements of Brand imagery? | 1.User profiles - demographic, psychographic (actual or aspirational)
2.Purchase and usage situations
3.Personality/values
4.History, heritage, experiences
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| What are the main types of Brand personality? | 1.Sincerity - down-to-earth, wholesome, cheerful
2.Excitement - daring, spirited, imaginative, up-to-date
3.Competence - reliable, intelligent, successful
4.Sophistication - upper class, charming
5.Ruggedness - outdoorsy, tough
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| In the CBBE model what are the Judgement dimensions? | 1.Brand Quality – value, satisfaction
2.Brand Credibility – expertise, trustworthiness, likability
3.Brand Consideration – relevance to customer
4.Brand superiority – differentiation (eg uniqueness)
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| In the CBBE model what are the Feelings dimensions? | 1.Warmth - immediate
2.Fun – immediate
3.Excitement - immediate
4.Security – private/enduring
5.Social approval - private/enduring
6.Self-respect – private/enduring (hardest to measure)
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| In the CBBE model what are the Resonance dimensions? | 1.Loyalty – frequency/amount repeat purchases
2.Attachment – love, pride
3.Sense community – kinship, affiliation
4.Active engagement – seek info, join club, visiting online
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| What are the important aspects to consider for building a Brand? | 1.Customers own brands
2.Don’t take shortcuts with brands
3.Brands should have a duality – head (performance, judgement) and heart (imagery, feelings)
4.Brands should have richness
5.Brands should have a long-term focus
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| What are the value stages of the Brand Value Chain? | 1.Marketing Program investment
2.Customer mindset – 5 As
3.Market performance – profit, market share
4.Shareholder value – stock price, market cap, P/E ratio
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| Describe the program quality multiplier in the Brand Value Chain model. | DRIVE
1.Distinctiveness
2.Relevance
3.Integrated
4.Value
5.Excellence
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| Describe the customer mindset in the Brand Value Chain model. | 5 As
1.Awareness
2.Associations
3.Attitudes
4.Attachment
5.Activity
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| Describe the marketplace conditions multiplier in the Brand Value Chain model. | 3 Cs
1.Competitive reactions
2.Channel support
3.Customer size/profile
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| Describe the investor sentiment multiplier in the Brand Value Chain model. | 1.Market dynamics
2.Growth potential
3.Risk profile
4.Brand contribution
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| What are the criteria for choosing Brand elements? | 1.Memorable – easily recognised/recalled
2.Meaningful – credible, suggestive, rich imagery
3.Adaptable – flexible, updatable
4.Likable – fun, interesting, attractive
5.Protectable – legal, competition
6.Transferrable – prod categories, countries/cult
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| What are some common mistakes in developing advertising? | 1.Positioning not communicated
2.Wrong assumption consumer knowledge
3.Failure break through clutter
4.Distracting, overpowering creative ads
5.Underbranded ads
6.Changing campaigns too often
7.Substitute ad frequency for ad quality
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| What are the main marketing communication options? | 1.Advertising - TV, radio, print, direct response, place
2.Promotion – consumer (B2C), trade (B2B)
3.On-line marketing – websites, on-line ads & videos, social media
4.Events and experiences
5.Mobile marketing – smartphone ads/apps, geotargeting
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| What are the sources for leveraging secondary associations? | 1.People – endorsers, employees
2.Things – events, causes, third-party endorsements (eg magazines)
3.Places – country of origin, channels (eg distribution channels, store image)
4.Other Brands (co-branding) – alliances, ingredients, company, extensions
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| What secondary associations can be transferred? | 1.Awareness
2.Attributes
3.Benefits
4.Images
5.Thoughts
6.Feelings
7.Attitudes
8.Experiences
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| What is Q-Score? | Celebrity, Brand, company, TV show, other can have Q-score.
People asked to rate the following:
A One of my favourites; B Very good; C Good; D Fair; E Poor; F Never heard of.
Q-Score = (A x 100)/(A+B+C+D+E)
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| What are the two components of a Brand audit? | 1.Brand Inventory - marketing mix for all Bs in company
2.Brand Exploratory - consumer research
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| Give an example of Brand hierarchy levels. | 1.Corporate Brand eg Samsung
2.Family Brand eg Galaxy
3.Individual Brand eg S series
4.Modifier: Item or Model eg S4
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| Describe important factors for designing Brand hierarchy. | 1.Decide # levels – few levels better, logical relationship all B elements obvious/transparent
2.Decide awareness & types assocs at each level – relevance, differentiation
3.Decide how link B at diff levels, prominence
4.Decide how link B across prods
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| What does the Brand-Product Matrix look like? | 1.Brands(rows) – line & category extensions
2.Product-lines (columns)
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| Describe some important aspects for managing Brand portfolios. | 1.Multi-branding - several Bs in a category targeting diff segments
2.Max coverage markets/segments & min overlap in market/segment
3.Portfolio too big – increase profits by dropping Bs
4.Portfolio too small – increase profits by adding B
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| What are the Brand Architecture Guidelines? | 1.Adopt strong customer focus
2.Create broad, robust Brand platforms
3.Ovoid overbranding (too many Brands)
4.Selectively employ Sub-Brands
5.Selectively extend Brands
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| What are the types of Brand Extensions? | 1.Line extension – current B used to enter new market segment in existing prod class (eg new varieties, flavours, sizes)
2.Category extension – current B used to enter new prod class (eg Harvard University Press)
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| What are the advantages of Brand Extensions? | 1.Reduce risk perceived by customers
2.Increase chance grain distribution
3.Increase efficiency promotion
4.Avoid cost develop new B
5.Reinforce/enhance parent B image
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| What are the disadvantages of Brand Extensions? | 1.Can cannibalize sales parent B
2.Can hurt image parent B (if unsuccessful, wrong image)
3.Forego chance develop new B
4.Can confuse/frustrate customers
5.Can dilute B meaning
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| Describe the types of qualitative measurement of Brand equity. | 1.Free associations - open questions (respondents may not reveal true feelings, attitudes, thoughts)
2.Projective techniques – bubble exercises
3.Comparison tasks – comparing Bs to people, cars, occupations, other Bs
4.Ethnographic/experiential techniq
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| What are the key elements of a Brand charter? | 1.Formalises company view of Brand equity
2.Provide guidelines
3.Updated annually
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| Describe some major marketing challenges. | 1.Increased customer cynicism – 80% customers believe companies lie/don’t deliver on advertising
2.Unhappy customers can use social networking
3.Burning all channels – too much advertising, more media choice
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| What is the Net Promoter Score (NPS)? | 1.Detractors – 0-6 (irritated, neglected, unsatisfied, frustrated, disappointed, unhappy, hurried, confused)
2.Passives – 7, 8
3.Promoters – 9, 10 (safe, valued, trusted, pleased, delighted, impressed)
4.NPS = % Promoters - % Detractors (Top score 50-7
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| How to improve Net Promoter Score (NPS). | 1.Identify top drivers
2.Develop solutions - neutralise detractors
3.Make improvements
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| What are the common elements of NPS Loyalty Leaders? | 1.Engaged staff & executive
2.Pay staff more
3.Spend less on promotions (advertising)
4.Continuously act on customer feedback
5.Short strategic conversions
6.Customer experience, engagement and retention
7.Enjoy long-term growth
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| What are the important ingredients in the Total Engagement Model? | 1.Vision
2.Mission
3.Values
4.Customer Value Proposition (CVP)
5.Customer Experience
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| Describe the employee categories in the Total Engagement Model. | 1.Weak links – don’t understand/not committed to company strategy
2.Bystanders – understand/not committed to company strategy
3.Loose cannons - committed/don’t understand company strategy
4.Champions - understand/committed to company strategy
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| Give an example of a successful Brand extension. | Virgin – Virgin Records - line extensions other record labels, category extensions airlines (Virgin Australia, Virgin Atlantic Airways), Financial institutions (Virgin Money Australia), others (Virgin Health Bank, Virgin Wines Australia)
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| What are the important requirements for choosing a celebrity for endorsements? | 1.Well known to improve awareness/image of B
2.Rich set of potentially useful associations, judgements, feelings
3.Credible, trustworthy, likable, attractive
4.Transferrable associations relevant to B
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| What are the disadvantages of celebrity endorsement? | 1.Overexposure celebs to too many Bs
2.Bad behaviour, fail expectations
3.Expensive
4.Endorsement for money - add sig/unnecessary cost
5.Celebs - not follow marketing direction of B (use competitor Bs)
6.B can become over-reliant on celeb endorsement
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| Describe some of the history of McDonalds. | 1.US, 1950s, fast food chain
2.Market penetration/development strategies - worldwide (menus suit tastes)
3.World’s largest fast food co.
4.Target for environmentalists (packaging), nutritionists (obesity problem); sales growth/market share fell
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| Describe the change in marketing strategy by McDonalds. | 1.2003, focus change - quality, service & rest experience, not cheap, convenient
2.Halt rapid expansion, focus prod development w improved food (healthy options), service (24h), atmosp (plants, internet, TV, playground)
3.Diversification - open McCafe
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| What was McDonalds' old mission statement and what is McDonalds' new mission statement? | Mission changed from “being the world’s best quick-serve restaurant” to “being our customer’ favourite place & way to eat”
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| What are the segments targeted by McDonalds Australia? | 1.Demographic - kids, families, tourists, students
2.Psychographic - convenience, lifestyle
3.Behavioural - occasions eg birthday parties for kids
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| What are the PODs and POPs for McDonalds Australia? | 1.PODs - top of mind awareness, great report with kids (toys w food, playgrounds, activities), healthy food options, McCafe’ often incorporated, open 24 h.
2.POPs - fast service, cheap prices, still supply hamburgers, wireless internet, TVs, value meals
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| What is the current positioning of McDonalds Australia? | Quality, service & restaurant experience
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| What are some Brand elements of McDonalds? | 1.Character - Ronald McDonald
2.Symbol and logo - golden arches
3.Slogan - “I’m lovin’ it”
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| Describe the positive aspects for McDonalds using Shane Warne as a Brand ambassador. | 1.Well known - raise awareness
2.Main image transferred - sports hero, active, healthy, fits w McDonalds’ positioning
3.Warne is strong role model and is idolised by many kids, which is a main segment targeted by McDonalds
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| Describe potential problems with McDonalds using Shane Warne as a Brand ambassador. | 1.Could backfire - common attitude that McDonalds still selling mostly junk food, not good to associate w sport, fitness, health, particularly targeting kids
2.Could backfire - if Warne displays bad behaviour, which he has done in the past eg infidelity
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| What are the PODs and POPs for Apple? | 1.PODs - technological innovation, user-friendly design, exceptional Brand loyalty (cult-like)
2.POPs - price, many of the functions (eg phone calls, SMS, internet)
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| What is the current positioning of Apple? | Social, fun activities (eg music, camera), innovation, user-friendly devices
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| Describe some Brand associations for Apple. | 1.User-friendly
2.Innovative
3.Cool
4.Creative
5.Fun
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| Describe a basic Brand-product matrix for Toyota Australia. | 1.Yaris, Corolla, Camry, Prius – passenger
2.Kluger, Landcruiser, RAV4 – 4WD/AWD
3.HiAce, HiLux – commercial
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| What is a Brand? | A Brand is a "name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate to differentiate them from those of competition."
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| How is Brand performance measured and interpreted? | 1.Brand audits
2.Brand tracking studies
3.Brand value chain used for financial measurement
3.These fit into the Brand equity management system
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| What are the new Branding challenges? | 1.Increase competition
2.Increased number of Brands
3.Decreased effectiveness of traditional marketing tools
4.Increased costs
5.Greater financial accountability for marketing in general
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| What is the definition of customer-based Brand equity? | The differential effect that brand knowledge has on customer response to the marketing of that brand.
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| What is the definition of positioning? | Act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customers’ minds
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| What are the POD criteria? | Strong, favourable and unique brand associations
Consumer desirability criteria
1.Relevant
2.Distinct
3.Believable
Deliverability criteria
4.Feasible
5.Communicable
6.Sustainable
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| What are the POP criteria? | 1.Necessary
2.Competition neutralising
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| What are the multipliers of the Brand Value Chain? | 1.Program multiplier - DRIVE
2.Customer multiplier - 3 Cs
3.Market multiplier - market dynamics, risk profile
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| Where does the CBBE model fit into the Brand Value Chain model? | Customer mindset
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| Describe the ladder for the CBBE model. | 1.Identity = Who are you?
2.Meaning = What are you?
3.Response = What about you?
4.Relationships = What about you and me?
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| What are the 2 main types of secondary associations? | 1.Response-type associations - judgements (especially credibility), feelings
2.Meaning-type associations - product/service performance/imagery
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| What are the advantages of using secondary associations? | 1.Leverage equity you don't have
2.Expand Brand meaning
3.Borrow needed expertise
4.Reduce cost of product introduction
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| Define Brand equity management system. | A brand equity measurement system is a
set of research procedures designed to
provide timely, accurate and actionable
information for marketers for tactical and strategic decisions.
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| What is the simple test for marketing communication effectiveness? | Determine how the communication option helps the Brand get from current to desired knowledge with customers.
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Created by:
craig.muldoon
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