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Summary Branding 2022 - Summaries of All Required Readings
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The document includes summaries of all required readings. Perfect preparation for the exam!
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Branding (2022) Exam Flashcards
Flashcards
126 Flashcards
$7.71
1 sales
Flashcards
126 Flashcards
$7.71
1 sales
Some examples from this set of practice questions
1.
What are the three principles of branding boundaries according to Swaminathan et al. (2020)?
Answer: 1. Information Availability and Speed of Information Dissemination (search costs have decreased) 2. Networks of People and Devices and Growth of Platforms (firms have to compete with other stakeholders 3. Device-to-Device connectivity (brand experiences have become more complex)
2.
What kinds of brands have increased because of hyperconnectivity?
Answer: idea brands, place brands and people brands
3.
What does blurring of brand boundaries entail?
Answer: = blurring happens when brand stakeholders are increasingly shaping the product and the marketing activities of the brand due to shared ownership, co-creation and control
4.
What does broadening of brand boundaries entail?
Answer: = broadening happens when the reach of the brand includes new stakeholders, making us question what a brand is precisely
5.
What consumer trend does Schultz (2016) describe?
Answer: Consumers move away from FMCG and show a decline in consumer-perceived brand differentiation, leading to no brand preference (NBP)
6.
How can we reinvent brand management in an interactive marketplace?
Answer: 1. Shift to behavioral data and longitudinal analysis 2. Focus on networked systems and multidimensional models 3. Financial focus 4. Connect with or include other organizations in brand development
7.
Describe the 4 levels of the CBBE pyramid, also mention the left and right-hand sides of levels 2 and 3.
Answer: Level 1 = salience Level 2 = performance (left) and imagery (right) Level 3 = judgements (left) and feelings (right) Level 4 = resonance
8.
What is brand equity?
Answer: The differential effect that brand knowledge has on consumer responses to brand marketing activity.
9.
Explain the difference between the left and right sides of the CBBE pyramid.
Answer: The left side is the practical route: what can the brand do for me? The right side is the emotional route: how does the brand make me feel?
10.
What is brand resonance?
Answer: having a meaning relationship with a brand
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