Scribd Logo
Upload

Welcome to Scribd!

  • 45 views

    Brand Management Test: 1. Discuss The Marketing Advantages of Strong Brands

    Uploaded by

    Manh Duy
    This document contains a 10-question brand management test covering topics like: 1) The marketing advantages of strong brands and what brand resonance and brand mantra are. Brand resonance refers to the connection customers feel with a brand, while brand mantra captures the essence of a brand. 2) The 4 logical steps to build a strong brand are brand identity, meaning, responses, and relationships. The 6 building blocks of the CBBE pyramid are brand salience, imagery, performance, judgment, feeling, and resonance. 3) Key brand elements that determine strategy success include brand position, promise, personality, story, and associations. Positioning emphasizes a brand's distinctiveness and a positioning map can help spot

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd

    Brand Management Test: 1. Discuss The Marketing Advantages of Strong Brands

    Uploaded by

    Manh Duy
    45 views4 pages
    This document contains a 10-question brand management test covering topics like: 1) The marketing advantages of strong brands and what brand resonance and brand mantra are. Brand resonance refers to the connection customers feel with a brand, while brand mantra captures the essence of a brand. 2) The 4 logical steps to build a strong brand are brand identity, meaning, responses, and relationships. The 6 building blocks of the CBBE pyramid are brand salience, imagery, performance, judgment, feeling, and resonance. 3) Key brand elements that determine strategy success include brand position, promise, personality, story, and associations. Positioning emphasizes a brand's distinctiveness and a positioning map can help spot

    Original Title

    Mid-Term Brand Management

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    DOCX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    This document contains a 10-question brand management test covering topics like: 1) The marketing advantages of strong brands and what brand resonance and brand mantra are. Brand resonance refers to the connection customers feel with a brand, while brand mantra captures the essence of a brand. 2) The 4 logical steps to build a strong brand are brand identity, meaning, responses, and relationships. The 6 building blocks of the CBBE pyramid are brand salience, imagery, performance, judgment, feeling, and resonance. 3) Key brand elements that determine strategy success include brand position, promise, personality, story, and associations. Positioning emphasizes a brand's distinctiveness and a positioning map can help spot

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    45 views4 pages

    Brand Management Test: 1. Discuss The Marketing Advantages of Strong Brands

    Uploaded by

    Manh Duy
    This document contains a 10-question brand management test covering topics like: 1) The marketing advantages of strong brands and what brand resonance and brand mantra are. Brand resonance refers to the connection customers feel with a brand, while brand mantra captures the essence of a brand. 2) The 4 logical steps to build a strong brand are brand identity, meaning, responses, and relationships. The 6 building blocks of the CBBE pyramid are brand salience, imagery, performance, judgment, feeling, and resonance. 3) Key brand elements that determine strategy success include brand position, promise, personality, story, and associations. Positioning emphasizes a brand's distinctiveness and a positioning map can help spot

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    You are on page 1of 4

    Brand Management Test

    Part 1, 6 short answers (48 points, 8 points each)


    Part 2, 2 essay questions (52 points, 26 points each)

    1. Discuss the marketing advantages of strong brands

    2. What is brand resonance? Which brands do you have the most resonance with?

    Brand Resonance refers to the extent to which customers feel “in sync” with the brand. Just as we feel the
    vibe between ourselves and others, we also experience a vibe that resonates between ourselves and
    brands. There are four categories to brand resonance:

    - Behaviour - such as frequent purchase.


    - Attitude – when we say we “love” the brand.
    - Sense of community – such as the Harley Owner's Group (HOG).
    - Active engagement – where people invest time and money beyond purchase or consumption.
    3. What is a brand mantra? Give examples of brand mantra from Nike and Disney
    Brand mantra is what people think when they hear about the brand. An articulation of the “heart and
    soul” of the brand
    Considerations
    - Communicate
    - Simplify
    - Inspire

    - Nike: performance, athletic, authentic


    - Disney: Fun, Family, Entertainment
    - McDonald: Food, Folks, Fun

    1
    4. Brand managers should not take shortcuts in building a brand, which are the 4 logical steps to build a
    strong brand? What are the 6 building blocks in the CBBE pyramid?
    - Brand identity, brand meaning, brand responses, brand relationships
    - CBBE pyramid: consumer brand resonance, consumer feeling, consumer judgment, brand
    performance, brand salience, brand imagery.

    5. What are the examples of main brand elements? Explain three most important criteria to choose brand
    elements
    - Memorability : ne
    - Meaningfulness
    - Likability
    - Transferability
    - Adaptability
    - Protectability

    6. Which are the 5 key brand elements that determine the success of a brand strategy?
    Brand position:
    Brand promise:
    Brand personality:
    Brand story:
    Brand associations
    One mantra:
    7. Define positioning. Why is brand positioning map useful for brand owners?
    - Positioning of a brand means emphasizing its distinctiveness based on characteristics that are relevant
    to the potential/actual customers. Positioning is how a product appears in relation to other products in
    the market
    - Why:
    o It helps you spot gaps in the marketplace
    o It helps you to see if you are launching into a crowded marketplace
    o It helps you to understand who your closest competitors are

    2
    o It helps you to appreciate the most important criteria customers’ use when ‘positioning’
    different brands in their mind

    8. Explain how can packaging affect the perception and behavior of customers?
    From the perspective of both the firm and consumers, packaging must achieve a number of objectives:
    a. Identify the brand
    b. Convey descriptive and persuasive information
    c. Facilitate product transportation and protection
    d. Assist at-home storage
    e. Aid product consumption

    Affect perception and behavior:

     Taste: Our sense of taste and touch is very suggestible, and what we see on a package can lead us to
    taste what we think we are going to taste.

     Value: Long after we have bought a product, package can still lead us to believe we bought it
    because it was a good value.

     Consumption:

     How a person uses a product: new way of using some product

    9. The two main sources of brand equity are brand awareness and brand image. Working as a brand
    manager, how can you improve both?
    - New usage of opportunity (new way to use product)
    - Identity increase the frequency of using the product
    - Improve Awareness: Advertisement, gives sponsorship, charity, public relation sales
    - Improve Brand: Reposition, rebranding,

    3
    10. Illustrate the mental map of one of the following brand: MTV, NIKE or APPLE )p121
    - Mental map (Brand Associations): when you think of this brand, what comes to your mind

    You might also like