Brand Knowledge Week 2

Which of the following is a component of brand knowledge?

What is the advantage of heightening brand awareness?

How can brand awareness be built?

Which of the following is NOT a suggestion for choosing a brand for the brand audit project?

According to the text, what is the definition of a brand?

What should students consider when choosing a brand for the brand audit project?

According to the text, what is brand equity?

How does brand equity manifest in a blind test?

According to the text, how is brand knowledge stored in consumer memory?

Which type of associations should be chosen to enhance brand image according to the text?

What is the purpose of secondary associations in brand image according to the text?

What type of associations should be chosen to increase brand liking according to the text?

What is the purpose of unique associations in brand image according to the text?

What is the unique selling proposition of a product according to the text?

Which brand mentioned in the text focuses on environmental awareness and against animal testing?

Brand Knowledge

Brand knowledge is comprised of brand awareness and brand image.

Brand Awareness

Heightening brand awareness provides the advantage of increased consumer preference and loyalty.
Brand awareness can be built through advertising, promotions, and sponsorship.

Choosing a Brand for the Brand Audit Project

Students should consider the following when choosing a brand: accessibility, relevance, and competition.
Avoid choosing a brand that is too narrow or too broad.

Definition of a Brand

A brand is a unique set of associations that a product or service has in the minds of customers.

Brand Equity

Brand equity refers to the value that a brand generates beyond the functional value of a product or service.
In a blind test, brand equity manifests as a difference in consumer perception or preference between a branded product and an unbranded product.

Brand Image

Brand image is stored in consumer memory through a network of associations.
Unique associations should be chosen to enhance brand image and differentiate it from competitors.
Secondary associations should be chosen to add depth and meaning to the brand image.
Unique associations should be chosen to increase brand liking and create an emotional connection with the consumer.

Unique Selling Proposition (USP)

The unique selling proposition of a product is the unique benefit that it offers to customers.

Brands Mentioned

The brand that focuses on environmental awareness and against animal testing is Lush.

Test your brand knowledge and learn how information is stored with this quiz! Explore various towel, shampoo, shower, and soap brands and discover how they store important information. Take the quiz now to expand your brand knowledge!