Exam 2
Quiz yourself by thinking what should be in
each of the black spaces below before clicking
on it to display the answer.
Help
|
|
||||
|---|---|---|---|---|---|
| brand | a product or service whose dimensions differentiate it in some way from other products or services designed to satisfy the same need. | ||||
| brand promise | marketer’s vision of what the brand must be and do for consumers | ||||
| Brand Dynamics Pyramid (5) | Presence (do I know about it?), relevance, performance, advantage (does it offer something better than others?), bonding (nothing beats it.) | ||||
| brand elements | trademarkable devices that identity and differentiate a brand (IE. Nike swoosh logo, “just do it”) | ||||
| 6 main criteria for brand elements | memorable, meaningful, likeable, transferable, adaptable, protectable | ||||
| brand contact | any information-bearing experience, whether positive or negative, a customer or prospect has with the brand, product category, or market that relates to the market’s product or service | ||||
| 3 themes for designing holistic marketing activities | Personalization, integration marketing (mixing and matching marketing activities to maximize individual and collective efforts), internalization (activities and processes that help to inform and inspire employees) | ||||
| branding strategy | reflects number and nature of both common and distinctive brand elements it applies to the products it sells. | ||||
| brand extension | uses an established brand to introduce a new product | ||||
| subbrand | combine a new brand with existing brand | ||||
| line extension | parent brand covers a new product within a product category it currently serves (IE. Dannon yogurt…fruit on the bottom, fruit blends, etc.) | ||||
| brand line | all products sold under a particular brand | ||||
| branded variants | specific brand lines supplied to specific retailers or distribution channels (IE. Valentino may have different designs and lines to different department stores) | ||||
| brand portfolio | set of all brand and brand lines in a particular firm offers for sale in a category or market segment | ||||
| flankers | brands positioned with respect to competitors’ brands so more important and profitable flagship brands can retain desired position | ||||
| cash cows | brands may be kept despite dwindling sales because they still manage to hold on to enough customers and maintain their profitability with virtually no marketing support. |
Embed Code: If you would like this activity on your web page,
copy the script below and paste it into your web page.
show me how
Created by:
lucynguyen08
on 2012-03-12