Midterm exam will consist of primarily open-ended questions.

Brand Management Fall 2015

Answers in a form of bullet points will not be considered as appropriate and will not be graded.

You will have 1 obligatory and 3-4 questions to choose form the list of questions provided.

First of all, you need to read and answer review questions and discussion questions at the end of each chapter (chapters 1- 6). Check home task documents on L-drive.

You should be able to define and explain the following concepts:

1. Brand (definition, meaning , origins)-are intangible assets which provides value to the firm and its customers. A bundle of intrinsic and extrinsic offerings blending both functional and psychological benefits.

2.AMA define brand as ?name.term,design,symbol or any other future?s that identifies one seller?s good or service as distinct from those of other sellers. The word ?brand? is derived from Old Norse word brandr,which means ?to burn? as brands were,and still are the means by which owners of livestock mark their animals to identify them.

3. Brand management (definition, role in marketing management, stages in brand management process)- In marketing, brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand.

4. Brand Management Process Framework-it involves the design and implementation of marketing activities to build,measure and manage brand equity.1)Identify and establish brand positioning.2) planning and implementing brand marketing campaigns. 3) measuring and interpreting brand performance. 4) growing and sustaining brand equity.

5. Brand Identity System (brand name, logo, symbol, character, jingle, etc.)-or combination of them,intended to identify those competition.So,whenever a marketer creates a name,logo or symbol for new product, he or she creates a brand.

Linguistic techniques used to develop brand name) with 5 examples for each technique-With the global complexities of international marketing and the growing importance of cultural sub-markets within the domestic market, rigorous linguistic screening should be performed for every name that clears trademark screening.

During Brand Institute?s linguistic screening, native linguists review all tested name candidates for appropriateness, identifying connotations, associations and pronunciation issues in over 40 languages from around the world.petit danone,danonino versus rastishka.Dove,washing machine ?Duet?.

6. 5 ways of brand development with

7. examples:Company managers (had experience before ?) Ford Taurus, Yahoo, Compaq

Outside specialists (had experience before) Mktg Research Agencies

Advertising agencies (through creativity) Tolstyak beer, Aeroflot and elephants

Designers (through graphics and symbols selected) BroodMaster, Apple

Brand development agencies Interbrand, Brand Institute, Landor Associates, BrandLab, etc.

Steps in brand development and its launch (examples to illustrate) :In this world of intangibles and endless competition branding is everything. Your name, logo and URL need to stand out from the crowd and ?mean something?.

You should run a quality yet rapid program for developing the best fit brand name, iconography and/or logo ? and start with URL?s that are available. Get creative. Don?t put it off. You?ll only regret it later.

Strap lines need to be created as well where necessary. If you already have the right name and URL?s give it the right look and feel ? a logo to lure employees, customers and partners from day one.

ACCENTURE case study (example of successful rebranding campaign): Branding and Positioning as Accenture

Rebranding and repositioning process was a difficult task. Andersen Consulting executives took this as an opportunity to create a new image for their company.

Andersen Consulting carried out following steps for the same

Annual marketing & communications budget was increased from $75 million to $175 million

Hired the advertising agency Young & Rubicam for teaser advertisements. Series of advertisements were introduced during the Sydney Olympics in September 2000.

The homepage of the corporate web site featured a graphic of a partially "torn" Andersen Consulting logo and revealed the message: "Renamed. Redefined. Reborn. 01.01.01."

8.

9 AFLAC case study. How introduction of character changed the life of a brand.-The Aflac Duck was created to increase the company?s name recognition in the United States. When I first became CEO of the American Family Life Assurance Company, in 1990, I reviewed all of our operations and decided to sell or close the ones that were underperforming in order to focus on Japan and the United States, the two biggest insurance markets in the world. I took the $8 million we saved by closing those operations and launched a name-awareness ad campaign in the United States. Our name recognition at the time was about 2%. Nearly a decade later it was still below 10%. At that rate, I realized, I?d be retired before we reached 25%. We had to do something dramatic.

Keep in mind that the company?s name was originally American Family Life Insurance Company. ?Insurance? was changed to ?assurance? as the result of a gentleman?s coin toss between our former CEO and the head of a Wisconsin insurance company of the same name.

9.

10. Customer Based Brand Equity Pyramid ? Resonance Pyramid. Provide definition, draw pyramid fill every building block. Describe the pyramid and build a pyramid for the brand of your choice. set of characteristics unique to a brand that allows the company to charge a higher price and retain a greater market share than would otherwise be expected for an undifferentiated product.

11.

Date: 2016-06-12; view: 164