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FLASHCARDS BRAND MANAGEMENT 2017-2018 SEND TO: STUVIA1 Lecture 1&2 2 Lecture 1&2 3 Lecture 1&2
Explain Explain Name 4 differences
Origen of the word branding Whats a brand? Between product and brand
4 Lecture 1&2 5 Lecture 1&2 6 Lecture 1&2
Name and explain Explain Research Design Explain
4 levels of a product (levitt) Coca cola versus Pepsi Value proposition
7 Lecture 1&2 8 Lecture 1&2 9 Lecture 1&2
Name Name Name
4 elements of Value proposition Importance of brand for consumers (7x) Importance of brand manufacturer (6x)
10 Lecture 1&2 11 Lecture 1&2 12 Lecture 1&2
Name Give example of Give example of
Functions of the brand for consumers Symbolic Device Signal of quality
(4x) (importance of brand for consumers) (importance of brand for consumers)
13 Lecture 1&2 14 Lecture 1&2 15 Lecture 1&2
Give example of Explain why Name
Search costs reducer P&G and Unilever want fewer brands? What can be branded? (8x)
(importance of brand for consumers) (2x)
MADE BY: MIRTE VAN SCHAIJK
Page 1 of 31
, FLASHCARDS BRAND MANAGEMENT 2017-2018 SEND TO: STUVIA
3 Lecture 1&2 2 Lecture 1&2 1 Lecture 1&2
Answer Answer Answer
Tanbile vs intangible Is a name, term, sign ,symbol or design Norse word ‘brandr’, when they use to burn their
Copied vs unique cows to mark it.
Can be outdated vs potentially timeless Is intended to identify the goods and services of
Involes transaction vs forms basis of connections one seller
Is intended to differentiate them from those
competitors
6 Lecture 1&2 5 Lecture 1&2 4 Lecture 1&2
Answer Answer Answer
Is a promise to delivered ( sending) to be Idea: do people like cola for the taste or brand? Core benefit the actual product
acknowledged ( receiving) and believing from Design: blind taste test, identified taste test Tangible product the brand, label, packaging
the customer that value will be appealed and Result: blind taste test preferred pepsi Augmented product the guarantee, after sales
experienced. Identified taste test preferred coca cola (more about reliability)
Conclusion: coca cola wanted to change their Total product extra meaning
ingredients to make the taste better, but the
customers became angry about it.
9 Lecture 1&2 8 Lecture 1&2 7 Lecture 1&2
Answer Answer Answer
Identification to simplify handling/tracking . Identification of source of product Need
Legally protecting unique features Risk reducer Approach
Signal of quality Bond with maker of product Benefits per costs
Endowing products with unique associations Assignment of responsibility to maker Compettion/alternative
Source of competitive advantage Signal of quality
Source of financial returns Symbolic device
12 Lecture 1&2 11 Lecture 1&2 10 Lecture 1&2
Answer Answer Answer
When a suitcase says “by Samsonite” this is a A Porsche car shows off. Symbol
quality signal. We do not belief that Samsonite will Product representation
give their name to a faulty product Relationship
Buying behavior
15 Lecture 1&2 14 Lecture 1&2 13 Lecture 1&2
Answer Answer Answer
Physical goods (1), service (2) Because there is overlap between brands, you TIAS is associated with UvT. People use UvT as a
Retailers and distributors waste money by competing your own brands (1) heuristic for quality. We don’t have to explain that
Online product and services the programs are more theoretically and academic
People and organizations Because with more brands for one category, you supported.
Sports, arts and entertainment (experience) have to allocate your investment in more brands
Geographic location (compared to fewer brands)
Ideas and causes
MADE BY: MIRTE VAN SCHAIJK
Page 2 of 31
, FLASHCARDS BRAND MANAGEMENT 2017-2018 SEND TO: STUVIA
1 Lecture 1&2 2 Lecture 1&2 3 Lecture 1&2
Explain Name 6 Explain
Why Private Label for Retailers? (2x) Challenges and opportunities Savvy boring customers
Of branding Challenges and opportunities
4 Lecture 1&2 5 Lecture 1&2 6 Lecture 1&2
Explain Explain Explain
Brand proliferation Media fragmentation Increased competition
Challenges and opportunities Challenges and opportunities Challenges and opportunities
7 Lecture 1&2 8 Lecture 1&2 9 Lecture 1&2
Explain Explain Explain Research Design
Customer Based Brand Equity (CBBE) When does a brand have a positive Branded versus unbranded lipstick
CBBE?
10 Lecture 1&2 11 Lecture 1&2 12 Lecture 1&2
Explain Explain definition Name 4 steps of
Consumer based versus Financial based Strategic Brand Management Process Strategic Brand Management Process
brand equity
13 Lecture 1&2 14 Lecture 1&2 15 Lecture 1&2
Explain 2 different meanings of Name Explain
Positioning The 6 deadly sins Brand Memory loss
Of branding The 6 deadly sins
MADE BY: MIRTE VAN SCHAIJK
Page 3 of 31
, FLASHCARDS BRAND MANAGEMENT 2017-2018 SEND TO: STUVIA
3 Lecture 1&2 2 Lecture 1&2 1 Lecture 1&2
Answer Answer Answer
Consumers are more experienced with marketing. Savvy boring customers Consumers are more Because you want customer to come back to the
It is not enough to be the first, biggest, most experienced with marketing same store
respected brand. Brand proliferation more complex brand Because the brand label is connected with retailer
portfolios versus umbrella brands itself
Media fragmentation 4 tv channels to 100
Increased costs
Increased competition harder to differentiate
Greater accountability
6 Lecture 1&2 5 Lecture 1&2 4 Lecture 1&2
Answer Answer Answer
It’s more difficult to differentiate. We went from 4 channels to 100 tv channels. More complex brand portfolio’s versus umbrella
brands.
Caused by: firms spend more on nontraditional
media.
Caused by: increased expenditures om
promotions, dedreased expenditures on
advertising
9 Lecture 1&2 8 Lecture 1&2 7 Lecture 1&2
Answer Answer Answer
Idea: People want to pay more for branded lipstick When customer reacts more favorable to a Differential effect that brand knowledge has on
Design: Lipstick with brand name and without product and the way it is marketed when the consumer response to the marketing of that brand
Results: Estee Lauder positive effect. WTP was brand is identified than when it is not.
higher for branded. Or
Jade negative effect WTP was lower X (marketing tools) Y (consumer responses). The
Conclusion: Brands matter. moderating effects is because the customer knows
my brand.
12 Lecture 1&2 11 Lecture 1&2 10 Lecture 1&2
Answer Answer Answer
Step 1: Identify and establish brand positioning Design and implement of marketing programs and Consumer: Build, sustain and leverage positive,
and values activities to build, measure and manage brand strong, active, unique meanings of the brand.
Step 2: Plan and implement brand marketing equity
programs Financial: to enable the brand to earn more in the
Step 3: Measure and interpret brand performance short and long run.
Step 4: Grow and sustain brand equity
15 Lecture 1&2 14 Lecture 1&2 13 Lecture 1&2
Answer Answer Answer
For old brands memory becomes an Brand memory loss Meaning 1: As an act or strategy. A way of a
increasing issue. When a brand forgets what Brand egoism brander to position of its own brand
it is supposed to stand for, it runs into Brand deception connected to its content. SIDE OF THE
Brand fatigue
trouble. COMPANY
Brand paranoia
Meaning 2: Side of consumer. In MY mind. Is a
Brand irrelevance
mental process.
MADE BY: MIRTE VAN SCHAIJK
Page 4 of 31
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