Exam (elaborations)

Branding Strategy Building Strong test questions and answers .

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Course
Building Your Brand

Institution
Building Your Brand

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Uploaded on November 13, 2024
Number of pages 6
Written in 2024/2025
Type Exam (elaborations)
Contains Questions & answers

branding strategy building strong test questions

Institution Building Your Brand
Course Building Your Brand

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Branding Strategy: Building
Strong test questions and
answers 2025-2026
Brand Equity
The differential effect that knowing the brand name has on
customer response to the product or its marketing.
Brand Positioning Decisions
Product attributes
Product benefits
Product beliefs and values
0:06
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0:30
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Brand Name Selection
1. Suggest benefits and qualities
2. Easy to pronounce, recognize, and remember
3. Distinctive
4. Extendable
5. Translatable for the global economy
6. Capable of registration and legal protection
Brand Sponsorship
Manufacturer's brand

Private brand

Licensed brand

Co-brand
Brand Value

, The total financial value of a brand
Brand Extension
Existing Brand, but New Product Category
Line Extension
Existing Brand Name and New Product Category
Multibrands
New Brand Name, but existing Product category
New Brands
New Brand Name and New Product Category
4 Major brand strategy decisions
1. Brand Positioning

2. Brand Name Selection

3. Brand Sponsorship

4. Brand Development
Brand Positioning
Marketers need to position their brands clearly in target customers'
minds based:

Product Attributes

Product Benefits

Product Beliefs and Values
Examples of Product/Brand Benefits
Whirlpool washing machines as having "the power to get more
done."

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