Brand Management (100% Accurate Answers)

global brands correct answers brands that consumers can find under the same name in multiple countries with generally similar and centrally coordinated marketing strategies national brands correct answers likely to proliferate where products are strongly culturally embedded -consumer ethnocentrism -pride in country's brands, symbols and culture different types of global branding approaches correct answers -multi-local approach to global brands (adapting local market trends and needs) -retention of a local brand (buying a brand, but keeping that brands name) -dual branding approach (partnering with another brand in a given location brand promise correct answers promise that the brand makes to the people who interact with it -how the brand creates and delivers value -feeling conveyed to its stakeholders as legal instruments brands... correct answers help protect the business from imitation and act as a barrier to entry how do brands protect consumers correct answers -defend their right to not be deceived -represent trust, thus reducing transaction costs -facilitate choice who pioneered modern branding? correct answers advertising agencies when did the practice of branding start to change? correct answers middle of the 20th century what drove the change in branding? correct answers -economic development -media -self service shopping -consumerisation -new approaches to creative advertising -the emergence of account planning -brand consultancies -brand management sophistication different lenses of studying brands correct answers academic vs practitioner what type of approach did this module take to brand management? correct answers an inter-disciplinary approach to BM Brands are correct answers -intangible assets of the firm -create difference