3552286
Description
Flashcards by Vera Schuster, updated more than 1 year ago
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Created by Vera Schuster
almost 9 years ago
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| Question | Answer |
| Brand | linked to the identification of a product and differentiation from its competitors ( logos, name design etc.) |
| Brand Architecture | structure organizing the brand portfolio, while defining brand roles and brand relationships among the company brands |
| 3 Brand Architectures | 1. Monolithic Brand structure 2. Individually branded 3. Hybrid brands using corporate brands |
| Brand Audit | asses health of the brand 1. Brand inventory 2. Brand exploratory |
| Brand community | entity in which consumers interact socially with a brand |
| Brand culture | organizational culture of the brand or brand as part of the broader landscape |
| Brand equity | value of the brand 1) Strategic subjective 2) financial objective |
| Brand Essence | Abstract idea/ summary what is the heart and soul of the brand |
| Brand Extensions | extending brand into new product categories |
| Brand Genealogy | a managerial mindset, brand manager uncovers brands history |
| Brand Icon | exclusive elite of valuable brands |
| Brand Identity | answers if brand is going to be consumed. expresses uniqueness and vision of the brand |
| Brand Image | perception of brand by the consumer |
| Brand Loyalty | how loyal customers are towards the brand |
| Brand personality | brand with human-like personality |
| Brand Portfolio | range of brands a company has in the market |
| Brand Positioning | way brands are positioned in the minds of the consumer |
| Brand Relation | Provides understanding how and why the brand is consumed |
| Brand Revitalization | solution for an aging or declining brand |
| Brand strategy | enhance external and internal opportunities of a brand - strategic, visionary and proactive |
| Brand Stretch | brand is extended into new product categories( dont stretch to much so that brand essence is diluted) |
| Co-Branding | two or more brands are combined in a joint product or brand |
| Corporate Brand | corporation is branded |
| Employee branding | process by which employees internalize the desired brand image and are motivated to project that image to customers |
| Living the brand | end-goal in the process of engaging employees in the branding process |
| Product brand | brand linked to product, each individual product has its own brand |
| Service brand | brands selling services, employee communicator of the brand |
| Viral branding | consumer help or take over the marketing of the brand |
| Two brand paradigms | 1. Positivistic point of departure 2. Constructivistic/ interpretive nature |
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