BM DB week 3

.   . In what ways can a brand effectively communicate its values and identity to build a strong brand image?

A good positioning makes a product unique and makes the users consider using it as a distinct benefit to them. critically analyse the THREE (3) steps managers need to follow in choosing a positioning strategy

Identify a product you use every day. Assume you are the marketer of the product and want to convey the ways your product differs from competing products in the marketplace. Create a narrative that explains the differentiation strategy used to promote your product and how it creates a competitive advantage.  Include a full description of the product characteristics AS WELL AS the differentiation features. Your examples will vary but you should discuss unique product characteristics. Not all brand differences are meaningful or worthwhile and they can have costs to the company as well as benefits, rationalize your answer. Use the voice of the marketer Your answer should be completed in one page (approximately 700 words max) and should include a full description of the product characteristics AS WELL AS your differentiation features

The means of the company to communicate the brand to its target market in dealing with marketing mix refers to: Group of answer choices a. place and distribution b. product or service c. price offering d. promotion

Consumers often choose and use brands that have a brand personality consistent with how they see themselves, also known as the ________ a. Actual self-concept b. Ideal self-concept c. Others' self-concept d. Prohibitive self-concept

Why you should be including mental availability in your brand metrics This could be your brand. Are you playing? PM Images   1 DAY AGO If you’re engaged in brand building, you’ve probably wrestled with the selection of metrics to measure advertising’s impact on your objectives. Most marketers choose brand awareness to broadly measure effectiveness, but mental availability is another important metric that should be considered. Mental availability is the propensity of a brand being noticed or come to mind for individuals in as many buying or consumption situations as possible, fueled by a vast array of associations in consumers’ minds. Conversely, brands with very few associations come to mind in a limited number of purchase situations. An unaided awareness Here’s an example—I belong to a book club in my North Carolina hometown that serves Cheerwine, a regional cola brand that’s very popular in the South. Even though I like the product, the only time I think about purchasing Cheerwine is…

Why is selecting a name so important to branding and success of the product?

Traditional brand metrics measures brand awareness and consumer engagement - True or False.

Identify a product you use every day. Assume you are the marketer of the product and want to convey the ways your product differs from competing products in the market place.Create a  differentiation strategy to promote your product and create a competitive advantage.

Which of the following brand strategies below refers to a company that owns single brand that have different products??? A. Umbrella approach B. Line - extension approach C. Monobranding approach

The well-known brand UPS (United Parcel Service) would most likely be classified as A.suggestive. B. arbitrary. C.generic. D.fanciful. e.descriptive.

PLEASE READ THE QUESTION CAREFULLY AND ANSWER IT IN YOUR WORDS   Select a print advertisement that communicates a product positioning Identify and explain the positioning approach

List 01: Factors that may contribute to the building of strong brand equity:   Product range, Relative product quality, Points of differentiation, Retailers used, Retailer prominence, CEO profile, Media, Word-of-mouth, Use of celebrity’s Other brand associations Visibility of the product Social media ‘connection’ Social ‘status’ of the product Entertainment or self-identity product Market share (extent of popularity) Perceived innovation Perceived integrity Success of new products Sales + service staff Target markets Market coverage (global?) Time in market Competitive set B2C or B2B only Social responsibility Competitor’s actions Employee behavior       List 02: Potential benefits that may be gained from strong brand equity:   Increased sales Price premium Customer loyalty WOM and promoters Perceived popularity and real visibility More effective social media Mainstream media attention Retailer appeal Point-of-sale merchandise uptake Supplier bargaining power Staff recruitment and…

List 01: Factors that may contribute to the building of strong brand equity:  Product range, Relative product quality, Points of differentiation, Retailers used, Retailer prominence, CEO profile, Media, Word-of-mouth, Use of celebrity’s Other brand associations Visibility of the product Social media ‘connection’ Social ‘status’ of the product Entertainment or self-identity product Market share (extent of popularity) Perceived innovation Perceived integrity Success of new products Sales + service staff Target markets Market coverage (global?) Time in market Competitive set B2C or B2B only Social responsibility Competitor’s actions Employee behavior List 02: Potential benefits that may be gained from strong brand equity:  Increased sales Price premium Customer loyalty WOM and promoters Perceived popularity and real visibility More effective social media Mainstream media attention Retailer appeal Point-of-sale merchandise uptake Supplier bargaining power Staff recruitment and retention…

List 01: Factors that may contribute to the building of strong brand equity: Product range, Relative product quality, Points of differentiation, Retailers used, Retailer prominence, CEO profile, Media, Word-of-mouth, Use of celebrity’s Other brand associations Visibility of the product Social media ‘connection’ Social ‘status’ of the product Entertainment or self-identity product Market share (extent of popularity) Perceived innovation Perceived integrity Success of new products Sales + service staff Target markets Market coverage (global?) Time in market Competitive set B2C or B2B only Social responsibility Competitor’s actions Employee behavior List 02: Potential benefits that may be gained from strong brand equity: Increased sales Price premium Customer loyalty WOM and promoters Perceived popularity and real visibility More effective social media Mainstream media attention Retailer appeal Point-of-sale merchandise uptake Supplier bargaining power Staff recruitment and retention…

Brands can play a significant role in signaling certain product characteristics to consumers. Researchers have classified products and their associated attributes or benefits into three major categories. Identify each category and explain in which of the three categories brands may be particularly important

Chocolate milk was earlier perceived as a kids' beverage but is now perceived as a drink for all age groups. This case of changing consumers' perceptions of a product/brand is known as: repositioning reengineering O reintermediation O positioning demarketing

Please don't use handwriting please Identify a specific brand of your choice from the local market that has developed a high level of brand equity. What specific aspects of that brand establish its brand equity?