PART A

1. Brand
2. Branding
3. Brand image
4. Brand loyalty
5. Brand personality
6. Brand awareness
7. Brand essence
8. Brand identity
9. Brand equity
10. Brand associations
11. Corporate branding
12. Brand management
13. Brand Asset Management
PART B
14. Concepts of Brand
15. Importance of branding
16. Product Vs corporate branding
17. New brand development
18. Eamine t!e role of brand ambassadors in mar"eting
a BRAND?
19. #iscuss in detail about various brand reinforcement
strategies$
20. Brand Image #imension % Brand Constellation
ANSWERS:
1) Brand is the "name, term, design, symbol, or any other feature that identifies one seller's
product distinct from those of other sellers."
[1]
Brands are used in business, marketing,
and advertising. Initially, livestock branding as adopted to differentiate one person's
cattle from another's by means of a distinctive symbol burned into the animal's skin ith a
hotbranding iron. ! modern e"ample of a brand is Coca-Cola hich belongs to the #oca$
#ola #ompany.
2) The process involved in creating a unique name and image for
a product in the consumers' mind, mainly through advertising
campaigns with a consistent theme.
Branding aims to establish a significant and differentiated presence
in the market that attracts and retains loyal customers.
3) Brand image& The impression in the consumers' mind of
a brand's total personality (real and imaginary qualities and
shortcomings). Brand image is developed over
time through advertising campaigns with a consistent theme, and is
authenticated through the consumers' direct eperience. !ee
also corporate image.
4) Brand loyality" The etent of the faithfulness of consumers to a
particular brand, epressed through their repeat purchases,
irrespective of the marketing pressure generated by
the competing brands
5) Brand personality& #uman traits or characteristics associated with a
specific brand name. $ommon characteristics or traits represented
include uniqueness, sincerity, intellectualism, competence,
ecitement and sophistication. The brand personalities
gives consumers something with which they can relate, effectively
increasing brand awareness and popularity.
6) Brand awareness" %tent to which a brand is recogni&ed by
potential customers, and is correctly associated with a particular
product. %pressed usually as a percentage of target market, brand
awareness is the primary goal of advertising in the early months or
years of a product's introduction.
7) Brand essence" ' phrase that communicates the fundamental nature
of a trade name associated with one or more products made by the
same company. ' business marketing team will
often spend considerable time developing effective ways of
epressing the brand essence of their company's various brands by
highlighting the unique benefits provided that pertain to
the values of its target subculture.
8) Brand (dentity" The visible elements of a brand (such
as colors, design, logotype, name, symbol) that together identify
and distinguish the brand in the consumers' mind.
9) Brand equity" ' brand's power derived from the goodwill and name
recognition that it has earned over time, which translates into
higher sales volume and higher profit
margins against competing brands
10) Brand 'ssociations" %tent to which a particular brand calls to mind
the attributes of a general product category. )or eample, asking for
'*ampers' when one wants disposable diapers.
11) $orporate branding" 'ttempt to attach higher credibility to a new
product by associating it with a well established company name.
+nlike a family,branding (which can be applied only to a
specific family of products), corporate branding can be used for
every product marketed by a firm.
12) Brand management" The process of maintaining, improving, and
upholding a brand so that the name is associated with
positive results. Brand management involves a number of important
aspects such as cost, customer satisfaction, in,store presentation,
and competition. Brand management is built on
a marketing foundation, but focuses directly on the brand and how
that brand can remain favorable to customers. *roper brand
management can result in higher sales of not only one product, but
on other products associated with that brand. )or eample, if a
customer loves *illsbury biscuits and trust the brand, he or she is
more likely to try other products offered by the company such as
chocolate chip cookies.
13)
Brand asset management" Brand Asset Management (BAM) consists of the
organisation, storage and retrieval of important branding and marketing files
along with their usage guidelines and brand standards.
Brand Asset Management (BAM) is also, a wholistic organisational approach,
described by Scott M. avis in his book titled, Brand Asset Management, as !a
balanced investment approach for building the meaning of the brand,
communicating it internally and externally, and leveraging it to increase brand
profitability, brand asset value, and brand returns over time".
14)