Help
Options
Didn't know it?
click below
click below
Knew it?
click below
click below
Don't Know
Remaining cards (0)
Know
retry
shuffle
restart
0:00
Embed Code - If you would like this activity on your web page, copy the script below and paste it into your web page.
Normal Size Small Size show me how
Normal Size Small Size show me how
MKTG 494 - Chapter 9
Exam 2
| Question | Answer |
|---|---|
| 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. |
Created by:
lucynguyen08
Popular Marketing sets