Branding and Advertising
110 flashcards by MentisLibrary
Brand equity, distinctive assets, media planning maths, and the campaigns that defined the craft. From Volkswagen's Think Small and the Marlboro Man to New Coke and the Gap logo reversal, with the agencies and years attached.
- What is a brand?
- The set of associations, expectations, and meanings people attach to a name or symbol, which distinguishes an offering from alternatives
- What is the difference between a brand and a logo?
- A logo is a visual identifier; the brand is the whole set of meanings the identifier triggers
- What is brand equity?
- The commercial value that comes from customer perception of the brand rather than the product itself
- What are the components of Aaker's brand equity model?
- Brand awareness, brand loyalty, perceived quality, brand associations, and other proprietary assets such as trademarks
- What is Keller's customer based brand equity model?
- A four level pyramid: brand identity (who are you), brand meaning (what are you), brand response (what about you), and brand resonance (what about you and me)
- What is brand salience?
- How readily and how often a brand comes to mind in buying situations
- What is brand awareness versus brand recall?
- Awareness is knowing the brand exists; recall is retrieving it unprompted in a relevant situation
- What is top of mind awareness?
- Being the first brand a person names when asked about a category
- What is brand loyalty?
- A customer's tendency to repeatedly choose one brand over available alternatives
- What is the difference between attitudinal and behavioral loyalty?
- Attitudinal loyalty is stated preference and emotional attachment; behavioral loyalty is repeat purchase, which may simply reflect convenience
- What is perceived quality?
- The customer's judgment of overall excellence, which may differ substantially from objective quality
- What is brand identity?
- The set of elements a company creates to represent the brand: name, logo, color, typography, voice, imagery, and design system
- What is brand image versus brand identity?
- Identity is the intended projection controlled by the company; image is the actual perception held by the audience
- What are brand guidelines?
- A document specifying correct use of brand elements: logo clear space, color values, typography, voice, and imagery standards
- What is a brand architecture?
- The structure organizing a company's brands and sub brands and their relationships
- What is a branded house versus a house of brands?
- A branded house uses one master brand across offerings; a house of brands operates independent brands under a corporate parent
- What is an endorsed brand?
- A product brand that carries a visible endorsement from a parent brand, borrowing credibility while retaining its own identity
- What is a sub brand?
- A brand that modifies or extends the parent brand's associations while remaining clearly attached to it
- What is a brand extension?
- Using an established brand name to enter a new product category
- What is brand dilution?
- The weakening of a brand's distinct meaning through overextension, inconsistency, or excessive discounting
- What is rebranding?
- Changing a brand's name, identity, or positioning to reflect a new strategy, correct a problem, or signal change
- Why is a logo change risky?
- Distinctive assets are built over years of exposure; replacing them discards accumulated recognition
- What is a distinctive brand asset?
- Any element, colour, character, shape, sound, or typeface, that triggers the brand without the name being present
- What is the difference between distinctiveness and differentiation?
- Distinctiveness makes a brand easy to identify; differentiation claims it is meaningfully different from competitors
- What is a brand promise?
- The commitment a brand makes about what customers will consistently receive
- What is brand voice?
- The consistent personality and tone in which a brand communicates across all writing and speech
- What is a tagline or slogan?
- A short memorable phrase expressing the brand's positioning or promise
- What is a brand archetype?
- A recurring character pattern, such as the hero, the sage, or the outlaw, used to give a brand a consistent personality
- What is brand purpose?
- A stated reason for a brand's existence beyond profit, intended to guide behavior and connect with audiences
- What is purpose washing?
- Claiming a social or environmental commitment for marketing benefit without corresponding action