Branding and Marketing Plan Quiz

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Questions and Answers

What is branding?

Branding is the process of creating a slogan and designing a symbol to communicate to potential visitors the image of a city along with the features, benefits, and values that it has to offer.

What are the two main aspects of branding?

The two main aspects of branding are creating a slogan and designing a symbol.

What does brand awareness refer to?

  • The process of creating a slogan and designing a symbol
  • The general public's familiarity with a brand (correct)
  • The personality of the business
  • The ability of a customer to recognise a brand without seeing the name

What is brand extension?

<p>When companies extend their brand to develop new products in new industries and markets (C)</p> Signup and view all the answers

What is brand identity?

<p>Brand identity is the personality of the business and the promise they make to their customers.</p> Signup and view all the answers

What is brand management?

<p>Brand management refers to the process of creating and maintaining the brand. It includes managing the tangible elements of the brand such as packaging, colour palette, and logo.</p> Signup and view all the answers

What is brand recognition?

<p>Brand recognition is how well a consumer can recognize and identify the brand without seeing the name.</p> Signup and view all the answers

What is brand trust?

<p>Brand trust refers to how strongly customers and consumers believe the brand.</p> Signup and view all the answers

What is personal branding?

<p>Branding that is used for a person, instead of branding for a whole business (C)</p> Signup and view all the answers

What is product branding?

<p>Branding that focuses on making a single product distinct and recognisable (C)</p> Signup and view all the answers

What is corporate branding?

<p>A core value of a business and a philosophy that a business develops to present itself to the world and its employees (D)</p> Signup and view all the answers

What is an example of a company that uses service branding?

<p>Chick-fil-A</p> Signup and view all the answers

What is an example of co-branding?

<p>The Doritos Locos Taco, a collaboration between Frito Lay and Taco Bell</p> Signup and view all the answers

What is no-brand branding?

<p>No-brand branding is a minimalist approach where brands rely on their products to speak for themselves without using extensive marketing strategies.</p> Signup and view all the answers

What is an example of no-brand branding?

<p>Brandless and m/f people</p> Signup and view all the answers

What is destination branding?

<p>Destination branding involves creating a unique identity or personality for a tourist destination, promoting it through a name, tagline, symbol, or design to create a positive image.</p> Signup and view all the answers

What is an example of destination branding?

<p>The slogan “It's More Fun in the Philippines” using the jeepney font called “Barabara.”</p> Signup and view all the answers

What is a marketing plan?

<p>A marketing plan is an operational document that outlines an advertising strategy that an organization will implement to generate leads and reach its target market.</p> Signup and view all the answers

Yearly marketing plans are recommended.

<p>True (A)</p> Signup and view all the answers

What are the three key elements of a successful marketing plan?

<p>Workable, realistic and flexible, measurable and achievable goals (B)</p> Signup and view all the answers

What is the goal of an executive summary?

<p>The executive summary provides a succinct overview of the marketing plan, presenting a brief and logical presentation of the main points and contents.</p> Signup and view all the answers

What are the sections included in the introduction of a marketing plan?

<p>Current situation of the company, environmental factors, competitive analysis, marketing trends (D)</p> Signup and view all the answers

What does SWOT analysis stand for?

<p>Strengths, Weaknesses, Opportunities, Threats</p> Signup and view all the answers

What are objectives in a marketing plan?

<p>The specific goals that a company wants to achieve for a certain period (D)</p> Signup and view all the answers

What does SMART stand for in relation to marketing objectives?

<p>Specific, Measurable, Achievable, Realistic, Time-bound</p> Signup and view all the answers

What is the target market?

<p>The target market is the specific group of customers that a business is aiming to reach with its marketing efforts.</p> Signup and view all the answers

What are the key components of marketing strategies?

<p>Product strategy, pricing strategy, promotional mix (B)</p> Signup and view all the answers

What are the main promotional tools covered in the marketing plan?

<p>Promotional mix, branding (D)</p> Signup and view all the answers

What is the purpose of the timetable in a marketing plan?

<p>The timetable outlines the specific activities, their expected time of rollout, and duration, providing a clear timeline for the implementation of the marketing plan.</p> Signup and view all the answers

What is the purpose of the budget in a marketing plan?

<p>The marketing budget provides a numerical representation of the company's marketing commitment, outlining the financial resources that will be allocated to each marketing activity and project.</p> Signup and view all the answers

Flashcards

Branding

The process of creating a distinctive name or symbol to identify a product or set of products, differentiating it from competitors.

Brand Awareness

How familiar the public is with a particular brand.

Brand Extension

Expanding a brand into new products or markets.

Brand Identity

The personality and promise a business makes to customers.

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Brand Management

The process of creating and maintaining a brand, including managing visual elements.

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Brand Recognition

A consumer's ability to identify a brand without seeing the name.

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Brand Trust

The strength of customer belief in a brand.

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Personal Branding

Branding used to establish a person's character or work.

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Product Branding

Highlighting the distinction and recognizability of a specific product.

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Corporate Branding

A business's core values and philosophy, presented to the world and employees.

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Service Branding

Focuses on providing excellent customer service to build a brand around customer experience.

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Co-branding

A marketing partnership between two or more businesses.

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Study Notes

Branding and Marketing Plan

  • Branding is creating a message, symbol (logo), and features/benefits to communicate a company's image.
  • It differentiates products from competitors.
  • Key terms include: brand awareness (public familiarity with a brand), brand extension (expanding a brand to new products/markets), brand identity (brand personality and promises), brand management (creating/maintaining the brand), brand recognition (identifying a brand without the name), and brand trust (consumer confidence in the brand).
  • Examples include Jollibee (fast food), Ferrari (luxury cars), and SM ("We've got it all").
  • Brand recognition is related to brand recall, where a consumer recognizes a brand without visual cues.
  • Brand trust involves consumers' confidence in a brand.
  • Example: McDonald's "Love ko 'to" slogan.

Branding Strategies

  • Personal branding: a person's character, personality, or work presented as a brand (e.g., Kardashian/Jenner family).
  • Product branding: making a product distinct and recognizable through symbols/designs (e.g., Monster Energy drinks).
  • Corporate branding: a business's core values and philosophy presented to the world and employees (e.g., Nike).

Effective Corporate Branding

  • Displays company mission, personality, and core values.
  • Uses multiple touchpoints (e.g., platforms, products)
  • Demonstrates service excellence to customers.
  • Examples: Nike, Chick-fil-A (customer service)

Co-branding

  • A marketing partnership between two or more companies.
  • Creates positive impacts on each other.
  • Example: Doritos Locos Taco (Frito Lay and Taco Bell).

Online Branding

  • Using the internet to position a business in the marketplace.
  • Includes websites, social media (e.g., Starbucks on Instagram).

No-Brand Branding

  • Also called minimalist branding.
  • Focuses on letting products speak for themselves.
  • Example: Brandless.

Destination Branding

  • Establishing a unique identity for a tourist destination.
  • Examples include slogans like "It's more fun in the Philippines."

Marketing Plan Outline

  • Executive Summary: Brief overview of the plan.
  • Introduction: Current company situation, external/environmental factors, competitive analysis, and marketing trends.
  • SWOT Analysis: Strengths, weaknesses, opportunities, and threats.
  • Objectives: Clear goals.
  • Target Market: Customer demographics and psychographics.
  • Marketing Strategies: Product strategy (new products/services), pricing strategy, promotional mix, and branding.
  • Timetable: Specific activities, roll-out times, and durations.
  • Budget: Marketing expenses and annual projected income.
  • Conclusion: Summary of the plan's key points.

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